The projection and measurement of cyberpower
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Cyberspace and cyberpower are terms that are increasingly used in common parlance, but are notoriously difficult to define and measure. This article builds on previous work defining the properties of cyberspace in terms of vertical layers, which when combined with a representation of distance presents a three-dimensional model. The unique attributes of cyberspace can be harnessed for power projection, the aim of which is ultimately to alter the behaviour of individuals. Although cyberspace has yet to be used as a medium to demonstrate conventional hard power of coercion and threats supported by physical force, it does present a suitable medium for the projection of soft power of attraction and imitation. These are defined within the context of the online environment and by drawing on the techniques used to optimise Web-based commerce, potential methods of implementing and measuring the success of a campaign of cyberpower projection are proposed.
Keywordscyberpower soft power social media e-commerce measures of effectiveness
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