Social Media Messaging for Influence in National Security

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Authors
  1. Seaboyer, A.
Corporate Authors
Defence Research and Development Canada, Toronto Research Centre , Toronto ON (CAN);Royal Military Coll of Canada, Kingston Ont (CAN) Dept of Political Science
Abstract
With the emergence of social media in the form of initially Friendster in 2002 and particularly The Facebook in 2007, communication in the operating environment has drastically changed in forms, frequency and reach. Unmatched influencing opportunities have emerged from social media’s low production costs, minimal skill requirements and real-time delivery to platforms audiences carry with them 24/7. Particularly, over the past 10 years, social media platforms have become so tailored to the users that younger generations voluntarily check them up to 150 times daily, subjecting themselves to near constant influencing opportunities. With these new capabilities available to anybody, unsurprisingly, more and more actors are attempting to influence audiences. However, with this infrastructure available to all individual actors in the information space – human or not – audiences are subject to a never before seen amount of communication competing for their attention. The vast amounts of signals have led to the existence of noise in the information space that significantly impacts the ability to affect behavioral change.
Keywords
Social Media;Influence Activities;Influence Operations
Report Number
DRDC-RDDC-2016-C257 — Contract Report
Date of publication
01 Jan 2016
Number of Pages
40
DSTKIM No
CA043343
CANDIS No
804652
Format(s):
Electronic Document(PDF)

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