Archives par mot-clé : video

McCain Announces Opposition to Republican Health Bill, Likely Dooming It

For months, Mr. McCain has lamented a Senate legislative process that avoided hearings or formal bill-drafting procedures and excluded Democrats. On Friday, he said those tactics were intolerable.

“We should not be content to pass health care legislation on a party-line basis, as Democrats did when they rammed Obamacare through Congress in 2009,’’ Mr. McCain said. “If we do so, our success could be as short-lived as theirs when the political winds shift, as they regularly do.’’

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Senator Susan Collins, Republican of Maine, has expressed broad concerns about the legislation, strongly suggesting that she, too, would vote against it, just as she voted “no” in July.

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Tom Brenner/The New York Times

A bill of this magnitude “requires a bipartisan approach,’’ Mr. McCain added.

Those concerns were compounded by the decision of Republican leaders to press forward with a vote next week before the nonpartisan Congressional Budget Office could complete a full analysis of the Graham-Cassidy legislation. The budget office is expected to provide a preliminary fiscal assessment early in the week, but it indicated that it would not be able to complete an analysis of the bill’s effects on health insurance coverage or premiums by Sept. 30.

That date is critical because Republicans, who hold 52 seats in the Senate, have until the end of this month to make use of special budget rules that would allow them to pass a repeal bill in the Senate with only a simple majority, rather than 60 votes. If Republicans could get 50 votes, Vice President Mike Pence would break the tie in their favor.

“Of course, I’m disappointed,” Mr. Cassidy said in an interview, “but that doesn’t mean that I’m going to stop working for those folks who can’t afford their premiums. We are still working. We are still hoping.”

Mr. Graham, mindful of their longstanding relationship, was gracious. “My friendship with John McCain is not based on how he votes,” Mr. Graham said, “but respect for how he’s lived his life and the person he is.”

President Trump, who has promised to scrap President Barack Obama’s signature domestic achievement, said late Friday he would not abandon his goal.

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“Maybe we’re going to do it now — it’s a little tougher without McCain’s vote, I’ll be honest,” he said Friday night at a campaign rally for Senator Luther Strange, Republican of Alabama, who is locked in a tough primary runoff for his seat.

“The most we’ll be is one or two votes short,” Mr. Trump said. “You can’t quit when you have one or two votes short. You can’t do it. And those people are not going to be liked by the communities that they come from.”

A spokeswoman for the Senate majority leader, Mitch McConnell of Kentucky, declined to comment on whether he would press forward with a vote.

Democrats have vowed that if the repeal legislation could be killed, they would press to resume bipartisan negotiations on legislation to stabilize health insurance markets under the Affordable Care Act. Republican leaders squelched those talks, led by Senators Lamar Alexander, Republican of Tennessee, and Patty Murray, Democrat of Washington, as they pushed for passage of a full repeal bill.

“John McCain shows the same courage in Congress that he showed when he was a naval aviator,” said Senator Chuck Schumer of New York, the Democratic leader. “I have assured Senator McCain that as soon as repeal is off the table, we Democrats are intent on resuming the bipartisan process.”

If the bill dies at the hands of Senators McCain, Paul and Collins, it would be another blow to Mr. Trump, who has tried to pressure Republicans to fall in line.

It would also be another setback for a party that now controls the White House and both houses of Congress, but has not been able to produce any major legislative achievements. Republican lawmakers have promised for seven years to repeal and replace the Affordable Care Act, but they have found that verbally assailing the health law is far easier than actually undoing it, even with a president who shares their goal.

“It’s a loss for Republicans,” said Representative Mark Walker of North Carolina, the chairman of the conservative Republican Study Committee. “I think we’re all going to be held accountable to some degree. What that means in next year’s elections, I don’t know. But this is going to bite for a while.”

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The Graham-Cassidy bill would take much of the money provided under the Affordable Care Act and send it to the states, with vast discretion over how to use it for health care or coverage. The bill has been met in the last few days with a torrent of criticism from consumer groups, doctors, hospitals, insurance companies, governors and state Medicaid officials.

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Senator Rand Paul, Republican of Kentucky, said this week that he would not vote for the bill because it did not dismantle enough of the Affordable Care Act.

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Tom Brenner/The New York Times

Under the bill, states would have more authority over how to use federal funds, but most states — including Arizona — would receive less money under the bill than under the Affordable Care Act, according to studies by the Kaiser Family Foundation and health policy consulting firms.

The bill would also give states the ability to opt out of insurance regulations under the health law. States could seek federal waivers that would allow insurers to charge higher premiums to people with pre-existing medical conditions or to omit certain benefits that they are now required to provide, such as maternity care or mental health care.

Republican leaders will now likely have to change an opponent’s mind, but if anything, more opponents could emerge, with Ms. Murkowski on the top of the list. Alaska’s governor, Bill Walker, an independent, publicly opposes the bill and has joined nine other governors in signing a letter urging the Senate to reject the proposal. In an interview, Mr. Walker said he did not believe any special accommodation could be reached for his state, because the overall structure was so damaging to Alaska. He said he had communicated his concerns extensively to Ms. Murkowski.

“Alaska would fare very, very poorly,” he said. “Nothing has been brought to my attention that would increase my comfort level.”

A spokeswoman for Ms. Murkowski, Karina Petersen, said the senator is studying the matter. “Senator Murkowski is still focused on how the bill will impact Alaska, specifically,” Ms. Petersen said. “She’s continuing to gather data and is looking at the details of the bill to determine what’s best for her state.”

Gov. Doug Ducey of Arizona, a Republican, supports the Graham-Cassidy proposal, and Mr. McCain had made a point of emphasizing that he was keenly interested in the views of his state’s governor when contemplating whether to vote for repeal legislation. But Mr. Ducey’s position was not enough to sway Mr. McCain.

“I take no pleasure in announcing my opposition,” Mr. McCain said. “Far from it. The bill’s authors are my dear friends, and I think the world of them. I know they are acting consistently with their beliefs and sense of what is best for the country. So am I.”

Mr. McCain said that if the repeal attempt failed, he hoped the leaders of the Senate health committee would resume their efforts to devise a short-term bipartisan solution to some of the problems plaguing insurance markets under the Affordable Care Act. Mr. Alexander and Ms. Murray have been working on a bill to stabilize markets by providing money for subsidies paid to insurers so they can reduce out-of-pocket costs for low-income people.

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Mr. Alexander, the chairman of the Senate health committee, and Ms. Murray, the top Democrat on the panel, held four hearings in two weeks and were nearing an agreement on legislation. But their efforts were derailed when the White House and Senate Republican leaders pushed hard for a vote on the Graham-Cassidy bill, in the face of opposition from every Democrat in the Senate.


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Snapchat has inked 14 partners for post-swipe ads

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Snapchat has partnered with 14 companies to help brands make the « post-swipe » ad experience more enjoyable for users.

The term refers to what users are shown after they swipe up on one of Snapchat’s full screen ads. The new partners include companies like Whalar, TreSensa, Entrypoint, and Popwallet and have a wide range of expertise, including influencer marketing, playable ads, 360-degree video, and mobile coupons.

Snapchat has already created some interactive post-swipe ad experiences for brands.Budweiser recently ran a playable football game ad that garnered an average watch time of nearly two minutes, while Adidas recently created a playable soccer ad on the platform.

Here are some key reason Snapchat’s new partners could help draw additional ad spending to the platform:

  • Marketers are highly interested in playable ads this year. Forty-five percent of mobile advertisers surveyed by AdColony indicated they were most excited about playable ads for 2017. That topped native ads, social video, and full-screen video. Snapchat’s new playable ad and gaming partners, like TreSensa and GameCommerce, can provide the expertise brands may not have in creating playable ad formats, potentially driving more ad spend to Snapchat.
  • Snapchat can capitalize on growing influencer marketing budgets. Sixty-three percent of marketers increased their budgets in 2017, according to a study by Bloglovin’ cited by Marketing Dive. Whalar, one of Snapchat’s new partners focused on influencer marketing, can cut down the time needed for brands to research and find influencers, which could cause more brands to include Snapchat in influencer marketing campaigns.  

Meanwhile, onboarding more advertisers is important as Snapchat builds out its Shows, Discover, and news content. The company has recently taken steps to build out this type of content like adding news shows like CNN’s The Update, and partnering with universities to serve college students on-campus news. And this additional content can all represent additional ad inventory. If Snapchat’s new partners are able to effectively ease the creative ad process, Snapchat may be able to more easily fill these ad spots.

Regardless, the new partnerships could indicate Snapchat isn’t onboarding advertisers as quickly as it hopes to. Snapchat may be partnering with these companies in response to lower-than-anticipated ad spend on the platform, with the goal of the partnership being to make Snapchat’s advertising capabilities more attractive.

Though Snap’s revenue — which is mostly generated from advertising — increased roughly 21% from Q1 2017 to Q2 2017, it has still largely missed user growth expectations. That has likely limited the platform’s ad business, and the partnership may be in response to this. 

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Tai Lopez’s 7 Steps to Start Your Own Marketing Agency

Most people dream of starting their own business and creating a life that lets you travel and have fun while getting paid. The problem is that 99 percent of people don’t follow through. But accomplishing it is easier than you think by creating a digital social media marketing agency.

Tai Lopez, member of The Oracles, says, “If I had to start out again with no money or experience, I’d find small businesses to pay me up to $10,000 per month to manage their social media. »

Unless you’ve been living under a rock, you can’t miss Lopez on social media. He’s leveraged social platforms to launch dozens of new businesses and scale existing ones.

He has one of the top 20 most popular TEDx talks ever. And his YouTube videos are used by some college professors to teach marketing. Why? He’s not afraid to experiment.

“I’ve spent $20 million running crazy social media experiments to see what works and doesn’t, making tens of millions in the process.”

As a marketer, Lopez quickly noticed that small-business owners find social media intimidating. “It’s technical and always changing,” Lopez says, citing Meerkat—the defunct live streaming platform—as an example of something that was popular in 2015, but now everyone barely remembers it. “Unless you’re immersed, it’s hard to keep up with how all the social platforms work.”

Lopez stresses how this creates an opportunity for you. “The secret to making money is to become valuable,” explains Lopez. “Even knowing how Facebook and Google work can be a game changer for a small business. They’ll gladly pay you forever if you can keep helping their bottom line.”

Lopez estimates that the average customer will pay you $1,500 a month—even if you work part-time. Five clients conservatively makes you $9,000 a month. That’s a six-figure business.

Lopez teaches how to create your own marketing agency with social media and get small businesses to hire you. Here are seven steps to start immediately.

1. Apply social media on yourself.

“Start marketing yourself,” Lopez explains. His viral « Here in My Garage » YouTube video was seen billions of times and shot with just an iPhone, “but it convinced people that I was a capable marketer.”

2. Pick lucrative niches.

Social media marketing is a « front-loading » business model, meaning that you put in a lot of work at the start. (The opposite is a « treadmill business:” if you don’t show up to work, your income goes to zero.)

Lopez recommends focusing on attracting high-value clients like doctors, lawyers, and dentists because they won’t struggle to pay you.

“Once you know how to help one dentist, it’s easy to duplicate and produce consistent results for other dentists,” Lopez explains. “You’ll avoid the death trap of trading time for money and build more predictable income streams from multiple retainers.”

3. Create packages.

“Clients want different things, and some always want the ‘luxury package,’” Lopez says. “If you only have one price, you’ll lose clients who want extra services.”

Instead, Lopez recommends creating four packages: $997, $1,997, $4,997, and $9,997. That way, you have a basic service and VIP option. The difference is the amount and type of work you’ll do.

For $997, you could optimize a client’s website to capture someone’s email address. And create a simple email marketing funnel—a highly valuable asset—to nurture the relationship.

For $1,997, you could manage all of a client’s social media accounts and create stories that build their brand. You could then add paid advertising for the more expensive packages.

« For $9,997, you could offer the same services as the $1,997 package but invest $4,000 on Google and Facebook Ads,” Lopez says. “You’d keep $4,000 profit, which is a 50 percent margin.”

4. Win clients, quickly.

“The best way to win clients is through friends, family, and referrals. If someone has never worked with you, they’ll be risk-averse to hiring you,” explains Lopez, who believes you should avoid taking any money initially.

“Do a free evaluation of their website and social accounts using a premade template. You can then confidently say, ‘Here’s what you’re doing and how I’d improve you.’

“Secure one or two clients and ask them for written or video testimonials,” he adds. “Success stories prove your credibility to other potential clients.”

5. Tell engaging stories to attract followers.

Lopez quickly built more than one million Snapchat followers. To the casual observer, he’s merely sharing his fun lifestyle, featuring models, supercars, and cool friends. But there’s more at work.

“My definition of branding is to make a business interesting,” Lopez says. “Jayden Gross, one of my first students, makes over $100,000 a month with his social media marketing agency at age 22. He told me the most valuable thing I taught him was how to create a ‘brand story.’”

Instead of traditional marketing that pushes sales, Lopez recommends creating a fun, compelling, behind-the-scenes, adventurous story that continues day to day. “It’s like an ongoing commercial that will keep people engaged and coming back to watch every day.”

“Become a master at telling your client’s story,” Lopez adds. “Start by recording a simple video [about their story] for their website.”

6. Track results.

“To get paid what you want, you’ve got to deserve it,” Lopez says. “You need to prove that you’re making your clients money. So, use tools like Hootsuite to track your marketing efforts and show them the results.”

7. Hire staff.

Lopez stresses the importance of becoming the Army General who builds a team to do the heavy lifting. “You at least need a personal or virtual assistant and an accountant to manage everyday operations and your money.”

Lopez shares the advice of his second mentor, Allan Nation: “You never really make money working for yourself. You make money when other people work for you.”

Click here to learn how to start your marketing agency with social media and get small businesses to hire you within four months.

Top 10 Video Marketing Trends And Statistics Roundup 2017

Over 500 million (that’s half a BILLION) people are watching video on Facebook every day. Whoa. #VideoMarketing

Internet Video Traffic will be over 80% of all consumer internet traffic in 4 yrs.

Look around: How common is it to see someone deeply engrossed in a video on their mobile device? In just a few years, it will take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month. Every second, a million minutes, or almost 17,000 hours of video content will cross the network by 2021, according to Cisco.

Think about that – in just one second – more video will move across the internet than you could watch in almost two years of doing nothing else, including sleeping. Online video use is simply staggering from a consumer perspective. It is changing how businesses or brands communicate with customers and how we communicate with one another.

As a guy who sees and reads a lot of technology research and is barraged by statistics of every order, I find the data stream on online video, video marketing, and, in general, video in business to exceed nearly every other category that hits my wide tech-focused stream.

Animoto, an online video building platform, believes that we have shifted to a “video first” world. Cisco’s data certainly proves that out – we are building a world that does not include a lot of reading, but watching.

Here are just some of the video marketing trends I’m seeing:

  1. Video First. Consumers want to watch, but also produce video. Facebook coined this term last year when talking about making it easy for people to do both consume and produce – Facebook Live is one result of that overarching strategy. Businesses are shifting to using video to lead their marketing efforts.
  2. Live Video (or Live Streaming). Cisco states that Live Internet video will account for 13 percent of the total video traffic mentioned above.
  3. Square video grows in popularity. Square videos take up 78% more space in the Facebook News Feed, and get more engagement, than horizontal videos, according to Animoto.
  4. Video is driving purchase behavior (see the resources section at end of post)
  5. Video marketing creates stronger customer engagement
  6. Lower costs to shoot video and produce video; better tools. If you don’t do it yourself with software, you can hire it out – from the actual video shoot to the editing and final production of the video.
    • Take a look at the Smartshoot pricing survey, a nationwide list of videographers and photographers. The average small business marketing video was under $1,000 in 2015. A medium-sized product demonstration video might be $2,000.
  7. Video as marketing method, but also as training tool (which one could argue is a bit of marketing, too, for employees and prospective employees)
  8. Marketers investing in paid/sponsored social video. Brands are paying to “socialize” or promote their videos – in essence, advertising.
  9. Social Video is Mobile Video
  10. Video Content Increases Trust (sort of related to #4 and #5), but video alone doesn’t increase the trust. Video that resonates is what matters.
  11. It is not YouTube OR Facebook for posting your business video – most brands are using both. See Tubular Insights blog post link below to find out which other social platforms are doing well.

In a recent blog post from TechSmith, the makers of video editing software Camtasia, director of marketing, Sherri Powers goes in-depth to explain how consumers vary in their levels of awareness and that impacts how successful you can be with video marketing. She points out that 85 percent of Facebook videos are watched without sound.  If you didn’t know that, you might spend an inordinate amount of time on the sound part of your video to have it, more or less, go to waste.

Disclosure: Animoto granted me media access to their online marketing video builder and TechSmith loaned me a media copy of their software earlier this year for another post I was working on.  

Click CONTINUE to get to Page 2 and more great resources.

Animoto Adds HubSpot Integration to Bring Easy Social Video Creation to Next Gen Online Marketers

HubSpot-Animoto partnership follows Animoto’s selection as both Facebook and Instagram Marketing Partner

As an integral part of the integration, Animoto released three new pre-built storyboards — video templates that can easily be customized with a business’s own photos, video clips, and text. These new storyboards address three common social media use cases for HubSpot’s marketing customers — promoting an event, promoting a product, and teasing a blog post.

Brad Coffey
Brad Coffey

“Video is undoubtedly becoming a core competency that marketers need to have in their professional arsenal. In today’s digital landscape, the customer lives on social so that is where marketers need to be as well. Video has emerged as the most effective way to engage and convert on social media. We are excited to be partnering with Animoto to empower our customers to market effectively and easily with video on social,” said Brad Coffey, Chief Strategy Officer at HubSpot.

Brad Jefferson
Brad Jefferson

“Our Storyboard video templates provide intuitive guidance to the everyday marketer and incorporate proven marketing best practices, with the underlying flexibility for businesses to make these videos their own,” said Brad Jefferson, co-founder and CEO of Animoto.  “We are thrilled to collaborate with HubSpot to offer their customers a set of pre-built video templates specifically designed for their needs, enabling them to capitalize on the rapidly growing social video opportunity.”

The HubSpot integration follows closely on the heels of several other groundbreaking partnerships that Animoto has forged this year in the social media marketing and small business realm. Animoto recently became the first video marketing representative of the US Small Business Administration’s Tech Coalition and was selected by both Instagram and Facebook’s Marketing Partner Programs. In addition, Animoto continues its work to democratize video creation through education and thought leadership. The company is hosting its 2nd annual Social Video Marketing Summit on October 30th 2017 in New York City.

The Next Big Focus In The Russia Investigations: Social Media

Facebook and Twitter appear to be key platforms in Russia’s interference in the 2016 election; investigators want to know more.

Loic Venance/AFP/Getty Images


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Loic Venance/AFP/Getty Images

Facebook and Twitter appear to be key platforms in Russia’s interference in the 2016 election; investigators want to know more.

Loic Venance/AFP/Getty Images

For more than nine months, Twitter and Facebook have tried to dodge the intense public scrutiny involved with the investigation into Russian interference in last year’s presidential election.

Now they’re in the spotlight.

Congressional investigators are digging in on Russia’s use of Facebook, Twitter and other social media companies to try to influence the 2016 campaign.

Facebook To Turn Over 3,000 Ads To Congress In Russian Election Interference Probe

And after a series of escalating complaints by the leaders of the Senate Intelligence Committee, Facebook said Thursday it was handing over the content of more than 3,000 ads believed to be linked with Moscow’s attack on the election.

« We support Congress in deciding how to best use this information to inform the public, and we expect the government to publish its findings when their investigation is complete, » said Facebook CEO Mark Zuckerberg.

And there’ll be much more: The chairman of the Senate Intelligence Committee has said he wants to hold a public hearing next month on Moscow’s efforts to manipulate social media as part of its election interference.

Before that, representatives from Twitter are scheduled to meet with Intelligence Committee staff members on next week to talk about the role their company played.

The moves on Capitol Hill follow concerns that the social media giants have been less than forthcoming about how Russia may have used their platforms to try to undermine the American election.

Facebook has acknowledged that it sold ads to some 500 fake Russia-linked accounts between 2015 and 2017. The ads addressed socially divisive issues like gun control, immigration and race relations. It also conceded in a statement that it may discover more.

Facebook has briefed congressional investigators about the ads, and it has provided the ad content to Justice Department special counsel Robert Mueller.

Facebook's Russia Ads Could Be 'Tip Of The Iceberg,' Warns Senate Intel Dem

Lawmakers have complained, however, that the company had refused to hand over copies of the documents to the congressional committees. The top Democrat on the Senate Intelligence Committee, Mark Warner of Virginia, said this week that he expects the company to be more cooperative in the future.

Facebook said its decision Thursday represented a step in that direction. Zuckerberg said in a video statement that the company is limited about what it can discuss publicly, but that he directed his team to provide the ads to Congress.

Russia's Election Meddling Part Of A Long History Of 'Active Measures'

Zuckerberg also said that Facebook would continue its own investigation into what transpired on the platform during the campaign.

« We are looking into foreign actors, including additional Russian groups and other former Soviet states, as well as organizations like the campaigns, to further our understanding of how they used our tools, » he said. « These investigations will take some time, but we will continue our thorough review. »

With Germany's Election Around The Corner, What's Putin's Play?

He also disclosed a nine-step plan to try to prevent governments from using Facebook to interfere in elections.

« I wish I could tell you we’re going to be able to stop all interference, but that wouldn’t be realistic, » he said. « There will always be bad people in the world, and we can’t prevent all governments from all interference. But we can make it harder. We can make it a lot harder. And that’s what we’re going to do. »

Over the next few months, he said, Facebook will make political advertising more transparent by implementing disclosure requirements.

« Not only will you have to disclose which page paid for an ad, but we will also make it so you can visit an advertiser’s page and see the ads they’re currently running to any audience on Facebook, » he said.

Other steps include sharing more cyberthreat information with other technology companies, and expanding its cooperation with election commissions around the world.

How Russian Twitter Bots Pumped Out Fake News During The 2016 Election

Twitter is much smaller than Facebook in terms of users and the scale of business it conducts, but it’s also highly visible in key areas — and the favorite tool for celebrities and other high-profile people, including the president of the United States, to talk directly with their fans and followers.

« Twitter deeply respects the integrity of the election process, a cornerstone of all democracies, and will continue to strengthen our platform against bots and other forms of manipulation that violate our Terms of Service, » the company said.

Timeline Of Trump And Russia In Mid-2016: A Series Of Coincidences Or Something More?

The U.S. intelligence community’s unclassified assessment of Russian interference in the 2016 election says that Moscow’s operation included a messaging strategy that blended covert intelligence efforts with overt ones by « state-funded media, third-party intermediaries, and paid social media users or ‘trolls.' »

So Congress and the special counsel are now turning to U.S. social media companies for more answers.

Decoding Kim’s speech and the Pacific threat

North Korea's leader Kim Jong Un makes a statement regarding U.S. President Donald Trump's speech at the U.N. general assembly, in this undated photo released by North Korea's Korean Central News Agency (KCNA) in Pyongyang 22 September 2017.Image copyright
Reuters/KCNA

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North Korean state media released this picture of Mr Kim delivering his statement

Pyongyang’s foreign minister has said the North is considering a nuclear test around the Pacific, after a personal statement from North Korean leader Kim Jong-un to US President Donald Trump. Analyst Ankit Panda decodes this unprecedented statement – and what the Pacific threat could actually mean.

The threat follows another remarkable statement by the North, a first-person address from Mr Kim to Mr Trump.

Kim Jong-un’s statement – the first of its kind – came shortly after the North Korean delegation led by Foreign Minister Ri Yong-ho arrived in New York for the annual United Nations General Assembly debate.

As such it merits a close reading and serious consideration.

Why did it come now?

The statement was manifestly a response to the US leader’s braggadocio on Tuesday at the General Assembly, when he threatened to « totally destroy » North Korea if the United States was forced to defend itself or its allies.

It also marks what is perhaps the apotheosis of a slowly simmering war of words between the Trump administration and the North Korean regime.

In August, we watched as Kim Jong-un posed with a map threatening an enveloping ballistic missile strike on the US territory of Guam and Mr Trump promised « fire and fury » – possible nuclear first-use, in other words – to North Korea in exchange for continued threats.

Image copyright
AFP

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Pyongyang relentlessly pursues its nuclear ambitions

While North Korea’s state media serve as a propaganda tool, more often than not the reclusive state’s regime tells us exactly what it wants and exactly what it is planning to do in these statements.

Could it be about Donald Trump, personally?

First, even readers unaccustomed to North Korea’s public messaging will note the wide range of ad hominem insults levied at Mr Trump in the statement.

Mr Kim lambasts the US leader – who’d dubbed him « Rocket Man » – as « mentally deranged, » a « dotard » and a « frightened dog ».

Second, notably, Kim Jong-un makes no reference to the US « hostile policy » in his statement.

The « hostile policy » is North Korea’s paramount grievance about the US’s East Asian alliances, permanently deployed military presence in South Korea and Japan, and provision of nuclear umbrella coverage to Seoul and Tokyo.

That Mr Kim chose to ignore it in a speech bemoaning the US president’s threat to « destroy » his country appears notable in combination with his personalised critique of Mr Trump.

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Getty Images

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How much of the tension is personal rivalry?

The implication here is that Mr Kim may regard Mr Trump as a sui generis phenomenon – his threats count as an affront to North Korea’s dignity, but do not carry the weight of US policy.

Just as Donald Trump implied Kim Jong-un was irrational on Tuesday by noting that he was on a « suicide mission », so does Mr Kim imply that Mr Trump, instead of making a mundane speech at the General Assembly, chose to deliver « unprecedented rude nonsense one has never heard from any of his predecessors ».

Finally, it’s noteworthy that despite the overall bellicosity of the statement, Kim Jong-un does not opt to threaten the American people or the country itself. If there’s a bottom line here it’s that now it’s personal.

  • The North Korea crisis in 300 words
  • Does the latest nuclear test mean war?

A pretext for a major provocation?

Doubling down, Mr Kim noted that Mr Trump’s open expression of the « will to ‘totally destroy’ a sovereign state… makes even those with normal thinking faculty think about discretion and composure ».

The implication here is clear – Kim Jong-un does not see Mr Trump as a man in possession of « normal thinking [faculties] ».

What then does Mr Kim propose to do with a leader that he clearly regards as unstable and irrational? Clearly angered by the threat to « destroy » his country, Mr Kim promises to « tame the mentally deranged US dotard with fire ».

The hermeneutics involved here aren’t complex – Mr Kim is using this statement to provide a pretext for a spectacular provocation involving his ever more impressive ballistic missiles and his increasingly more powerful nuclear weapons.

These provocations could come in many forms. Kim Jong-un has already got his foot in the door in terms of overflying Japan with ballistic missile systems – he has done so twice in the past month.

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Reuters

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Kim Jong-un watched a recent missile test in person

He could endeavour to do so with North Korea’s Hwasong-14 intercontinental-range ballistic missile.

Separately, he could test-fire a longer-range submarine-launched ballistic missile or salvo-launch intermediate-range ballistic missiles in the direction of the US territory of Guam.

  • What missiles does North Korea have?
  • Are Pyongyang’s missiles a risk to planes?
  • What are North Korea’s other WMDs?

Finally, North Korea hasn’t carried out deliberate conventional attacks against the US or its allies since 2010, when it shelled a South Korean island and sunk a South Korean naval ship, killing more than 40 sailors. It could attempt to seize the initiative with new provocations of this kind.

The provocations do not stop there, however. Immediately after the release of Mr Kim’s statement, North Korea’s foreign minister told reporters that the « highest-level » action Kim Jong-un is considering is possibly the « strongest hydrogen bomb test in the Pacific ».

What could the Pacific threat really mean?

This raises a terrifying spectre – one that North Korea watchers have mulled for some time, but which did not seem realistic until this year.

Kim Jong-un could conduct an atmospheric nuclear detonation in the Pacific Ocean.

There are two mechanisms for a test like this. One is for Kim Jong-un to mount the nuclear device he showed the world before his 3 September nuclear test and fire it over Japan, into the Pacific Ocean, and demonstrate a credible thermonuclear capability.

Image copyright
Reuters

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The Pacific island of Guam is home to the US Air Force’s Andersen air base

Presumably, witnessing this feat would « tame » Trump into accepting the « equilibrium » that North Korea alluded to earlier this week – a state of stable nuclear deterrence.

Given the inadequacy of existing US and Japanese ballistic missile defence systems, it is far from a sure thing that such a test could be intercepted.

Jeffrey Lewis, an arms control expert at the Middlebury Center of International Studies at Monterey, alluded to China’s fourth nuclear test as a reminder of why this logic may make sense to North Korea.

In the 1960s, US observers doubted Chinese nuclear capabilities until China placed a nuclear weapon on a ballistic missile and carried out an atmospheric detonation. Only then were they « tamed » to accept China as a serious nuclear state.

The last atmospheric nuclear test on Earth took place on 16 October 1980, by China.

What could the consequences be?

Nevertheless, the risks with a test like this are immense. Civil aviators and mariners in the target area may perish, given that North Korea does not offer international warning of its missile launch plans unlike other states that routinely test ballistic missiles.

Moreover, the environmental damage and fallout could be catastrophic. Should the missile fail over Japan – or prematurely detonate – the consequences would effectively guarantee a nuclear war in retaliation.

Media captionHow would war with North Korea unfold?

North Korea could choose not to use a missile for a test like this to mitigate some risk, but still demonstrate an awe-inspiring capability.

A second mechanism could be to sail a ship out to sea with a nuclear device and detonate it. Here, the odds that US intelligence would detect and interdict the North Korean vessel are higher.

What’s critical to recall here is that North Korea gives no assurances of any specific action. Mr Kim simply insults Mr Trump, defends the dignity of his country and promises to consider further action.

Similarly, the foreign minister’s words hint at one possible outcome of many.

An atmospheric nuclear test from North Korea would represent the apotheosis of its provocative testing behaviour. It could even spark a military conflict should Washington, Seoul, and Tokyo determine that no more could be tolerated.

Does the North recognise red lines?

Fortunately, North Korea has proven to be deliberate and incremental in its ballistic missile and nuclear testing and recognises the existence of « red lines » for the international community.

For instance, after its nuclear tests, it noted that no environmental damage occurred, a token gesture of « responsibility » despite its illegal and provocative behaviour.

Ultimately, Kim Jong-un likely saw this statement as an act of proportionality.

Donald Trump’s « unprecedented » threat to his country at the United Nations merited a proportionate response – an unprecedented first-person statement from him.

And so the war of words continues between the leader of the world’s foremost nuclear superpower and its newest nuclear state.

Ankit Panda is a North Korea expert and senior editor at The Diplomat.