Escolar Documentos
Profissional Documentos
Cultura Documentos
in Cyberspace
[ George Brander - TL Influence
Cyber & Influence S & T Centre
Scope of Presentation
Influence and the importance of people in military operations One model of how influence works Who do we want to influence? Cyberspace as a domain [ What do we need to understand the requirement Research framework
Definitions
Influence Activities [1] affect the character or behaviour of an individual, group or organisation: they realise cognitive effects. Whilst activities in the physical domain will undoubtedly have such effects.the focus of Information Activities is in [ the information domain.
[1]
Fighting battles is not about territory, it is about people, attitudes and perceptions. The battleground is there.
In a counter-insurgency the terrain is the people, rather than bridges and hills and forests. You have to understand tribes, leaders & the economic forces at work.
General Stanley McChrystal (Speigel Jan 2010)
enables new
Technology itself
A C T I V I T Y
Physical Effect
can create
S can constrain
cognitive domain
Perceptual Effect
can create
Y N C H R O N can influence I S E D
Psychological Effect
E F F can change E C T
B E H A V I O U R
Psych Effect
PSYCHOLOGICAL EFFECT Shock & Surprise Fear and Panic Stress and Trauma Feelings of Hopelessness Feelings of Helplessness Determination / Resolve Alienation Habituation Denial Loss of Face Social Interaction Group Participation
Perceptual Effect
PERCEPTION Risk of action outweighs benefit Ive been spotted My covers been blown Conflict is escalating They mean business Im not in control Self-doubt / Realisation Loss of normality Difficulties in achieving goal (impediments) Im not safe Im being watched Im being punished Im being victimised Something has / has not happened
Key leaders & decision-makers with whom direct interaction is possible. Opinion formers whose activities may help or hinder us. Hostile or potentially hostile groups with whom direct interaction may not be possible. Examples include insurgent teams, military units, etc. Uncommitted groups (segments) within the population whose attitudes, opinions and behaviours impact on our future success.
Team
Group
Group
Wider Audience
Culture
Social comms
Group
Culture
Information Environment
Neighbours / Allies Social comms Access to Resources Telecomms Local power brokers Media Mass or New Preferred Content
Group
Culture
World events
impacting perceptions and
Wider Context
Hostile Influencers
Whilst activities in the physical domain will undoubtedly have such effects.the focus of Information Activities is in the [2] JDP 0-01, British Defence Doctrine information domain. (3rd Edition), (UK: MoD, 2008), para.240. [3] National Security Strategy: Annual [1] Joint Doctrine Note 1/07 Update 2009, (UK: Cabinet Office), Jun 09, para.46.
Cyberspace:
people & technology or technology enabled applications?
Second Life Twitter
YouTube
World of Warcraft
APP store
Paper technology has become part of the things that the Chinese diaspora burns during funeral practices. Along with more traditional things like paper money to ensure a good [ life in the next world, some people now also burn paper cell phones so that their ancestors can talk to each other.
from People and Practices Research Group at INTEL Genevieve Bell, Anthropologist
Crown Copyright, Dstl 23 November, 2009
Does collective action in this form resonate with Chinese culture? Is this a culturally specific phenomenon? [ Why is it surprising to us? Could we forecast where other types of collective activity might emerge?
David McClelland
Motivational Needs Achievement seeks attainment of goals and advancement. Need for feed-back, accomplishment & progress Affiliation need for friendships, interaction and to be liked Power authority motivated, needs to influence & make an impact. Need to lead & increase status and prestige Scientists / Nerds ???
Cyber activity
NEW MEDIA OLD MEDIA
Social activity
Human & Social Behaviour (that we wish to understand, and influence its behaviour)
INDIVIDUAL
TEAM / GROUP
WIDER AUDIENCE
What is the relationship between online and off-line human and social behaviour?
How do we engage with, shape or influence human and social behaviour in cyberspace?
How do we engage with, shape or influence human and social behaviour in cyberspace?
Are online personae real or authentic? In what way? How much does the online self reveal about the personality of the real self?
Do group & social norms evolve on-line in the same way as in the real world? Can the loose ties of connected individuals online transition into tightly bonded groups?
How does social identity and social influence operate online? Are protest or neighbourhood watch groups different on-line? Will people participate more online and why?
How do we observe and analyse online human and social behaviour? How to study online groups? Can we use existing social media / games or will we need to develop our own? Is online group activity sufficient or does it necessarily lead to off-line activity? How can we use new media to better assess public opinion and attitudes? What defines key voices or opinion formers on-line? What analyses might support this identification?
How can we verify the identity & credibility of individuals that have only virtual presence? Do linguistic analysis techniques apply on-line, i.e. in Texts, on Twitter?
How do we engage with, shape or influence human and social behaviour in cyberspace? What causes online groups to lose coherence, change goals, fragment? How does a newcomer establish credibility / rapport with a virtual group? How can social marketing go wrong? Can we learn from others mistakes? How can we use immersive games as a channel for our messages?
ENGAGEMENT, How does communications PERSUASION, synchronicity impact on the development of online INFLUENCE Copyright, Dstl Crown
How is trust created / lost?
I discourage
Purely technical research on establishing identity Building new virtual worlds for experimentation Too much concentration on training Development of new O/S [ mining & analysis engines Too much focus on CSCW Too much focus on Web Science
I encourage
Theory based approaches drawing on social science Experimental and multidisciplinary research Underpinning science that addresses so what? question Methods and approaches that have demonstrable utility Novel ideas and concepts that will be game changing.
The Call
What we are looking for
Proposals by CDE process Likely duration of 12 months Full or partial MOD funding Larger number of lower value (20-50K) proposals Call has phase 1 funding for circa 500K in FY2010/11
22nd April CDE Seminar 7th June Call Closes 21st June Decision Conference 5th July Target for Contract Placement