A key part of the Dispersed Networks project is considering them as networks of influence –
When engaged in any form of international communication, public diplomacy, cultural relations, or whatever other label practitioners or theorists wish to put on the work, the aim of the activity is not just changing people’s perceptions, but rather influencing the way people act. The recent article by Eytan Gilboa discussed at length the conceptualization of public diplomacy in its many iterations and understandings. However, while many may practitioners and theorists have emphasized perceptions, asserting identity or understanding, it is the action which the target audience takes that has an impact on the international environment.
Influence can easily be read as relating to the one way communication of message projection, memes and propaganda. These are certainly about influence. However, it is also important to consider influence as encompassing other areas; specifically through listening, empowerment and developing habits of engagement.
Power down the transmitter made the case for the potential of listening exercises to be considered a form or engagement and as such a method of influence as it has the potential to alter the way individuals behave toward an organisation. That behaviour is an action, influenced by involvement in a listening exercise.
Seeking ways to empower individuals from within a community to take action is also be a means of influence; yet crucially this need not predetermine a message. This is because a message spoken in an individuals own ‘voice’ and within the social / cultural expectations of the community is more likely to resonate than one which is projected into a community by an outsider (whether or not it is actually spoken by a co-opted ‘insider’). In the case of empowerment a programme aims to influence the ability of an individual to act rather than determine the message they will produce, though clearly selection of the target individuals or communities will depend on the action they are likely to take.
Encouraging habits of engagement is an equally important role for influence which can facilitate either greater understanding between groups or a reduction in intercommunity tension. Developing these habits of engagement is about creating a context or opportunity. Finding means to encourage those habits of engagement is a form of influence, but again not one focused on a particular message but rather encouraging / facilitating certain behaviour.
These examples highlight the importance of an expanded understanding of influence. The forms of influence discussed here should not be considered as having no purpose because they do not predetermine the message. They focus on the desired action and attempt to bring that about through other means than projection.
In common with narrower understandings of influence, the examples discussed here are still focused on a particular group or community from whom a desired outcome is sought. Furthermore, the action may be in line with a specific policy objective, on the other hand it may be part of a mutual exchange. In both cases the target community must be influenced to act either favourably toward the policy or to partake in the exchange.
In this broader understanding of influence target communities may be influenced by:
1) Direct projection of certain prescribed messages, memes and images while avoiding proscribed alternatives.
2) Enabling that community to act in a certain manner (not because they are told what to say or are repeating messages they have heard) but because they engaged in an activity because they identify with the outcome they envisage resulting from the engagement and have been empowered to become involved either through the provision of skills or the creation of a context conducive to action.
It is on this broader understanding of influence which the engagement with dispersed networks of influence rests.