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Understanding and
Influencing HumanBehaviour
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© Dstl 2002
17 July 2009 Dstl is part of the
Ministry of Defence
“Fighting battles is not
about territory, it is about
people, attitudes andperceptions. The
battleground is there.”
The Human Factor The Human Factor ……..
General Sir Michael Jackson (Feb 2000)
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The ‘Target Audience’
Personality
Culture
Group
PopulacePopulace
IndividualIndividual
GroupGroup
TeamTeam
• Decision-makers, opinion formers,uncommitted individuals andgroups within the population … not just adversaries
•
It is essential engage and developtrust … it’s not just about‘messaging’ or ‘strategiccommunication’
• All means of communication needto be considered … not just Cyber
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© Dstl 2002
17 July 2009 Dstl is part of the
Ministry of Defence
InformationInformation
EnvironmentEnvironment
PersonalityPersonality
Culture
Group
TThehe ccontext: Information Environmentontext: Information EnvironmentInformation FlowInformation Flow
Trusted SourcesTrusted Sources
SocialSocial commscomms
TelecommsTelecomms
Mass MediaMass Media
‘‘NewNew’’ MediaMedia
Preferred ContentPreferred Content
Key Influencers
Credible Voices
Media & Marketing
Information Access
Attitudes & Perceptions
Narratives
Culture
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© Dstl 2002
17 July 2009 Dstl is part of the
Ministry of Defence
Who does Military Influence ?
• Specialists
– Psyops, Civil-Military Co-operation / Stabilisation, Media Ops
• Non-specialists
– Commanders, Troops on patrol
• Fires, posture, presence, profile
– All forms of military action have an indirect influence
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© Dstl 2002
17 July 2009 Dstl is part of the
Ministry of Defence
Key research themes• Improve conduct of Influence Activities across Analysis, Planning,
Execution and Assessment
– Making the human / social science base accessible – Near-term emphasis on developing practitioner capabilities
• Develop social analysis and assessment capabilities:
– Static / specialist / manpower intensive => dynamic / non-specialist /computer supported
– Understanding => Forecasting• Capabilities to provide cultural competence
– Guidance, training, cultural advisors
– Support tools and reachback
• How influence can be achieved
– Understanding target audiences => Tailoring influence approaches
– How best to achieve influence in the cyber domain
– Synergies between Fires and Influence
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© Dstl 2002
17 July 2009 Dstl is part of the
Ministry of Defence
Questions