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This book, part of a larger study of ways to reduce collateral damage undertaken for the U.S. Air Force, analyzes media and public reactions to civilian casualty incidents, whether these incidents affect media reporting or public support for military operations, and, if so, how. It examines case studies of incidents of civilian deaths in the February 1991 bombing of the Al Firdos bunker in the Gulf War, the April and May 1999 attacks on the Djakovica convoy and Chinese embassy during the war in Kosovo, the June 2002 attack involving an Afghan wedding party during operations in Afghanistan, and the March 2003 incident involving a large explosion in a crowded Baghdad marketplace to describe and explain how the U.S. and foreign media and publics have responded. For each case study, the study team examined press, public, and leadership responses to these incidents.