Finally sat down to read this quick article by Renny Gleeson in Cyber Defense Review. Renny works in advertising, which is important, as we don’t often get perspectives on information warfare from outside the military or national security bubble. As such, this take is a bit demilitarized (hence the non-doctrinal term “storyweapon”).
Gleeson makes the argument – as many others have – that we have entered a new realm, where the confluence of marketing, digital media, computers, and psychology have made all of us more vulnerable to manipulation by adversaries. It’s a good recap and overview of things IO professionals should have a solid grasp of – the race to the bottom for clicks, the primacy of emotion over rationality as demonstrated through the important work of Daniel Kahneman in Thinking Fast and Slow, and the fact that none of this is going away.
Nothing new here so far.
What Gleeson argues through his article, though, is that what this all leads to is what he calls the primacy of “storyweapons.” He defines this in his opening line as “adversarial narratives that use algorithms, automation, codespaces, and data to hijack decision-making, and the stories of who we are, what we believe and why it matters.”
Storyweapons, as I read it, are not that much different from what we mean when we talk about “narrative warfare,” another non-doctrinal term that gets a lot of attention these days.
And all of these are variations or spin-offs of something doctrinal that we do know: political warfare.
Anyway, to defeat adversarial storyweapons, Gleeson argues that we need to employ our own storyweapons, writing “we need storywarriors on the field, fighting for the best version of America.”
I don’t disagree with that. The problem, as he sees it (and I do too), is that we have a hard time doing that. Here he quotes General (Ret) Jim Mattis who says “a proper understanding of our national story is absent.”
It’s not that we necessarily have to package up ideas, narratives, messages, or whatever, and get it “out there” in the “information environment.” It’s that we have to actually believe in this project – the American story – and project that through action. Certainly there is a role for information operations as it more commonly understood (crafting themes and messages, media, PSYOP, etc.), but there is no calibration or tweaking that fixes all of this.
The concept of “storyweapons” has me skeptical, because it sounds like a simple, short-term solution to a complex, long term problem. Making a “storybomb” and dropping it on a target audience, with the idea that it is going to change something that has a long term tangible result is unlikely. Unfortunately, our incentives are aligned for the short term (politically, operationally, and personally).
Some choice excerpts from the article:
Our stories are more vulnerable than we know: our cognitive systems are hackable by everyone, from kids’ birthday party magicians to infowar adversaries. We do not see the flaws in those systems because they are features of the systems. Storyweapons leverage the infrastructure of perception to misguide, misdirect, and manipulate.
Yes, this is everywhere. And it’s not new. It’s just that many of us are only now realizing it. The advent of the smartphone and the constant notifications represent perhaps the most tactile example of this.
By biological design, outrage, fear, and the unfair light up these lower regions, grab the spotlight of our attention and short-circuit rational thought.
This is why the ads below articles on websites you might otherwise enjoy are littered with pictures and copy designed to excite or scare you. It’s hard not to click an ad that promises you photos of an actor or actress who you don’t really know but are curious about how they look now or thirty years ago.
The ruthless economic imperative behind the zero-sum wars for attention has fueled the rise of outrage as a business model in the places we connect with who and what we love.
Yes. This also is not new, though. I’d recommend the book The Attention Merchants (2016) which covers the history of advertising. It’s always been a race to the bottom. It’s how you get snake oil salesman and yellow journalism – concepts and tactics that are over a century old. And it’s how we get those stupid ads I just mentioned.
We will be alone together: two people looking at the same thing at the same time will sense different things.
Here he is talking about literally looking at the same space and seeing a different thing, as in advertisements. Imagine walking through a mall or airport and looking at an adverisement on the wall, but you see one thing based on your data while another person sees something else. This is already happening. I think more importantly, we are already living in a world where we can look at the exact same *physical* thing and come to completely different conclusions based on our information diet and the bubble that we live in. To me, this is more frightening. We can look at the nude emperor and admire his clothing, and everyone is okay with it and will say the clothes are beautiful.
Everyone and everything that touches software is effectively on the new Storyweapon battle field; there is no “behind the lines.”
Yes, this is true. I feel confident that the greater public doesn’t know this yet, because a majority of the military isn’t aware of it. There are options for changing this, but it will take time and effort.
You can’t beat a “true enough” storyweapon with facts.