A Never-ending Strategic Communication Effort . . .

. . . with a worldwide network of sympathetic amateur prosumers who interpret, repurpose, and in some form or fashion proliferate the organization’s messages.”

Nine years after al Qaeda succeeded in projecting its message loud and clear to a global prime-time audience, the organization’s media operatives are still very much engaged in a never-ending strategic communication effort with a worldwide network of sympathetic amateur prosumers who interpret, repurpose, and in some form or fashion proliferate the organization’s messages.

Cunningham calls audiences exchanging messages in the new media sphere prosumers because they both produce and consume messages.

Sympathetic amateur prosumers of information sound a lot like Civilian Irregular Information Operators.

Read Strategic Communications in the New Media Sphere http://www.ndu.edu/press/strategic-communication-new-media-sphere.html

H/T: SWJ

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