Rhizomatic Target Audiences of the Cyber Domain
Abstract:
Target Audience Analysis (TAA) is a process of finding suitable target audiences for psychological operations (PSYOPS). Typically, a TAA is a one-way process with some kind of a feedback system. The cyber domain presents a challenge to this type of sequential, linear process by refusing to stay still while the process is being executed, possibly leading to results from yesterday’s data in an environment that no longer exists today. Another challenge is that identifiable human beings—the traditional targets of PSYOPS—are not the only inhabitants of the cyber domain. Physical devices, nicknames, IP addresses, networks, and a vast amount of data populate this environment, in which there are no human beings, only their presentations and behavioural residue in a multitude of forms. The authors argue that while the psychological theories behind influence operations still form the basis for PSYOPS as a whole, a re-thinking of methods is necessary for the cyber domain. To conceptualize the cyber domain as a platform for influence operations, the authors suggest a five-layer structure based on Martin C. Libicki’s model. In each of these five layers, the target audiences are present in different forms. Thus, all information between humans is filtered through all of the layers with their own rules and causalities. In order to be successful in any influence attempt, one must understand and utilize the characteristics of each layer. The authors also propose that the rhizome theory is the most effective theoretical approach for understanding the complex interactions within the cyber domain.
AUTHORS
Concepts and Doctrine Division Finnish Defence Research Agency Riihimäki,
Finland
Miika Sartonen is a specialist researcher at Finnish Defence Research Agency, Concepts and Doctrine Division He is pursuing a PhD at the Finnish Defence University. He has authored and co-authored articles on military influence.
![Photo of Dr. Aki-Mauri Huhtinen, (LTC [GS])](https://www.jinfowar.com/sites/default/files/authors/Dr.%20Aki-Mauri%20Huhtinen.jpg "Aki-Mauri Huhtinen")
Finnish National Defence University Helsinki
Finland
Dr. Aki-Mauri Huhtinen, (LTC [GS]) is a military professor at the Finnish National Defence University in the Department of Leadership and Military Pedagogy. His areas of expertise are military leadership, command and control, information warfare, the philosophy of science in military organizational research, and the philosophy of war. He has published peer-reviewed journal articles, a book chapter and books on information warfare and non-kinetic influence in the battle space. He has also organized and led several research and development projects in the Finnish Defence Forces during 2005-22.
University of Jyväskylä, Jyväskylä
Finland
Dr. Martti Lehto, PhD (Military Sciences), Col (GS) (ret.) works as a cybersecurity professor in the University of Jyväskylä. He has over 30 years of experience in C5ISR Systems in Finnish Defence Forces. He is also adjunct professor at the National Defence University in Air and Cyber Warfare. He has over 200 publications in the areas of C5ISR systems, cyber security and defence, information warfare, artificial intelligence, air power, and defence policy.
Published In
Journal of Information Warfare
The definitive publication for the best and latest research and analysis on information warfare, information operations, and cyber crime. Available in traditional hard copy or online.
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