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Mechanisms of reflexive control through social networks
Material posted: Publication date: 09-10-2013

The development of Internet technologies has led to the emergence of a new social phenomenon – the phenomenon of virtual social networks into the global Internet space.

In relation to the Internet is a virtual network, which is a means of providing services relating to the establishment of links between its users, and different users and appropriate to their interests information resources that are installed on the sites of the global network [1].

Widespread online social networks, which provide such important social functions, as communication, exchange of views and information, the formation of a virtual interest groups, expert communities, business clubs. At the same time the social network has attracted the attention of politicians as an instrument of information control from the public consciousness as the arena of information warfare.

When the rivalry in the competitive environment of Internet technology were used to improve the efficiency of its activities and reduce the effectiveness of the activities of the opposing side. As a result, the use of social networks can have a significant impact on the content of the decision of internal and external conflicts, interstate conflicts, of various crises.

One of the main factors of success of actions of forces and means of warring parties is the domination in the information space. Modern conceptual views of the leading powers of the world and, according to the guidelines of their state structures, the fight in the information field aim to gain information superiority. Information superiority is the achievement of benefits in psychological and information-technical realms. As a rule, to a state with the concept of information warfare, modern information technology and advanced information infrastructure, information superiority provided the initial conditions.

The solution of problems of the Russian state power structures in the information sphere may be, including, in conditions unfavorable ratio of forces and means, compared with the political rivals. In the conduct of information warfare with the major powers of the world or with their support of the developing conflict in politically unstable regions, there is an obvious problem to gain information superiority, as in traditional views of the conquest information supremacy will be confined to the rivalry of information resources and quality of their use by the warring parties.

In these circumstances, it is appropriate to apply asymmetric operation, which include different mechanisms to influence the decision makers.

Consider a number of such mechanisms on the example of the reflexive control of the opposing party through social networks.

No one doubts that the role of social networks is not limited to the virtual world and out of its scope. Their potential has the ability to influence of the virtual world to the real world. This is due to the possibility of reflecting social media sentiment, to be untrue, and the contamination of the public through the network, through the dissemination of different ideas. The energy of the idea, in this case, is defined as the weighted sum of people who have similar views, where the weight of the idea are defined by the passion of a man these looks, and his ability to defend and promote.

The formation of the information environment in public networks is done by natural reflection of reality in the course of direct communication between the participants of any event and the dissemination of information through social media on different audiences, and the formation of informative situations through planned action by trained specialists. Promotion of information situations to a critical degree that allows you to provoke the public to take action (mass protests) is carried out by exposure to circulating in social networks information, spreading rumors, training support or refute the information required to sufficiently convince the public of the veracity of certain events, to generate the required mood, attitudes, beliefs.

The transfer of moods in the real world occurs as a result of informational influence on motivational basis for individuals with an initially formed views that are close to the realization of certain intentions that would have them acting side. And information impact on groups and specific individuals, with unstable views, the transformation which allows to put people in the required framework of social behavior.

If you imagine that any enemy action precedes the result of the decision, an important role in determining such decisions is played by the process of its formation.

The decision is the alternative choice. Since the solution belongs to the category of choice, and choice is a specific action, for warranty the right choice requires a certain structural, mehanizmima a set of reflective processes. To impose a choice you must evaluate the alternatives, or the value of intellectual criteria, both qualitative and quantitative, to obtain the result should be based on the worldview and the worldview of the object information and influence. Definition (the formation of the object of influence) world-view and world-attitude, ontological and ideological component of the structure of reflection, are the most difficult in the implementation, the processes of reflection, providing quality management solutions. In the study, the regularities in his reaction to those or other processes, phenomena, events. In most cases, when a communication interaction via social networks the content and nature of the events presented information about them. When exposed to this information, or forming a new one, there is an opportunity to influence the object of reflexive action. As a result of exposure (stimulation) for people with information can be achieved when the perception of a particular reaction, and with thorough motivation of the object of the expected actions.

The transfer process reasons (incentives) for decision making through the changing environment, the imposition of the logic of thinking, the formation of the purpose of the action is a reflexive control.

Forcible restriction of the object of reflexive control, or his own submission during the implementation of the methods of influence is the basis for the domination over it.

Thus, in terms of information superiority of the enemy in the result of reflexive control your opponent you can achieve information dominance over them, which is to be in subjection to their goals his will and behavior.

Having, along with other means of information to influence adversary a tool such as social networks, you can get the people of a given reaction as a result of coercion or inducement to any definite action.

Creating an information environment and provoking the public to take action to force the military-political leadership of foreign States to retaliatory measures. Preventing the adoption of competent decisions in order to force to commit wrong actions it is possible to form the impression from superiors or the public about the lack of competence of the individuals responsible for these decisions. This could trigger a suspension or limitation of authority of individual managers. Such provocations can be achieved snares management initiatives at various levels or the formation of public opinion and mood, hampering work of state authorities.

Influence on the decision-makers, can be realized by using a set of agents representing the authority and importance of specific individuals, who are networked through the implementation of a combination of reflexive control actions. Thus, it is possible to ensure the adoption of the necessary decision from the head reflected through intermediaries.

Reflexive each representative network separately, are of particular importance, by point information and impacts can influence their decisions in particular. From a set of expected actions from these persons individually will develop the total potential of their actions, but because of large-scale and coordinated management through social networks of influence to achieve a global result of their dependent activities.

Through social networks you can form bases for the provision of activities for the implementation of the agents the effect of changes in habitual patterns of behavior that determine the activities of some organizations, groups of individuals, specific people. Created conditions, therefore, justify the legitimacy of the actions of embedded agents. As a result, you can affect the quality of the bill, to prevent or to encourage its consideration, to induce the public to support the project, and agents of influence to live out his life.

Thus, as mechanisms of information influence on people via social networks are the Foundation in the form of various situations, effects, information, representing the path of realization of content and form in the stimulus to humans. These reasons encourage specific individuals or the public into making beneficial decisions, and therefore actions. Thereby subjecting the side of affecting the consciousness and behavior of the leadership of the opposing side, which creates conditions of domination over him.

D. Litvinov, A. Krikunov


The list of references

  1. Gubanov D. A., Novikov D. A., Chkhartishvili A. G. Social networks: models of information influence, control and confrontation. – M. Publ mccme, 2010. – 228 p.
  2. Lefebvre V. A. Conflicting structures. M., "Higher school", 1967.
  3. Chausov F. S. the Management of complex conflicts. – SPb: Spbsmi, 2003. – 252 S.
  4. Chausov F. S. Reflective approach to management. – SPb: Spbsmi, 2008.


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