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.