توسعه اجتماعی

توسعه اجتماعی

استراتژی‌های تبلیغاتی در مواجهه با جنگ شناختی: طراحی الگوی پیشگیرانه

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه علوم ارتباطات اجتماعی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 گروه علوم ارتباطات اجتماعی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
چکیده
جنگ شناختی در دهه اخیر به‌عنوان پیچیده‌ترین شکل نبرد اطلاعاتی مطرح شده و با هدف اثرگذاری بر ادراک، هیجان و نظام تصمیم‌گیری جامعه، مرز میان واقعیت و روایت را دستخوش تغییر می‌کند. مسئله اصلی پژوهش حاضر، فقدان یک الگوی منسجم و بومی برای تبیین استراتژی‌های تبلیغاتی مؤثر در مواجهه پیش‌دستانه با تهدیدات شناختی است. از این‌رو سؤال اصلی تحقیق آن است که «کدام استراتژی‌های تبلیغاتی می‌توانند به‌گونه‌ای پیشگیرانه ظرفیت شناختی و امنیت روانی جامعه را در برابر عملیات شناختی تقویت کنند؟» برای پاسخ به این پرسش، پژوهش به‌روش کیفی و با بهره‌گیری از تحلیل مضمون انجام شد. داده‌ها از طریق مصاحبه نیمه ‌ساختار یافته با ۱۵ متخصص حوزه‌های رسانه، امنیت سایبری، سواد رسانه‌ای، سیاست‌گذاری فرهنگی و تحلیل داده جمع‌آوری شد. یافته‌های پژوهش نشان می‌دهد که راهبردهای مؤثر پیشگیرانه سه بُعد اصلی دارند: نخست، توانمندسازی شناختی از طریق توسعه تفکر انتقادی، آموزش سواد رسانه‌ای ساختاریافته و افزایش قدرت تحلیل مخاطبان در مواجهه با اطلاعات جعلی؛ دوم، تقویت روایت‌های بومی امیدمحور و هویت‌ساز که بتوانند خلأهای روایی را پر کرده و در برابر روایت‌های مخرب جنگ شناختی یک سپر فرهنگی ـ روانی ایجاد کنند؛ و سوم، توسعه سامانه‌های فناورانه مبتنی ‌بر هوش مصنوعی جهت تشخیص جعل، رصد محتوا و تحلیل رفتار شبکه‌ای برای تقویت واکنش سریع و تصمیم‌گیری در شرایط بحران. بررسی مضامین حاصل از کدهای عینی نشان داد که ترکیب ظرفیت‌های انسانی، روایی و فناورانه، سنگ‌بنای ایجاد یک الگوی جامع برای پیشگیری از حملات شناختی است. نتایج پژوهش حاکی از آن است که هیچ‌یک از این ابعاد به‌تنهایی کارآمد نیستند و تنها یک مدل تلفیقی ـ مبتنی ‌بر هم‌افزایی ابزارهای تکنولوژیک، سرمایه فرهنگی، روایت‌سازی مشروع و شفافیت ارتباطی ـ می‌تواند تاب‌آوری شناختی جامعه را افزایش دهد.
کلیدواژه‌ها

عنوان مقاله English

Advertising Strategies in the Face of Cognitive Warfare: Designing a Preventive Model

نویسندگان English

Somayeh Mehranian 1
Seyed Ali Rahmanzadeh 1
Soraya Ahmadi 1
Faezeh Taghipour 2
1 Department of Social Communication Sciences, N.T.C., Islamic Azad University, Tehran, Iran
2 Department of Communication Sciences, Isf.C., Islamic Azad University, Isfahan, Iran
چکیده English

In the last decade, cognitive warfare has emerged as the most complex form of information warfare and is changing the boundary between reality and narrative with the aim of influencing perception, emotion, and the decision-making system of society. The main issue of the present study is the lack of a coherent and indigenous model for explaining effective advertising strategies in the preemptive confrontation with cognitive threats. Therefore, the main research question is: "Which advertising strategies can proactively strengthen the cognitive capacity and psychological security of society against cognitive operations?" To answer this question, the research was conducted using a qualitative method and content analysis. Data were collected through semi-structured interviews with 15 experts in the fields of media, cybersecurity, media literacy, cultural policymaking, and data analysis. The research findings show that effective preventive strategies have three main dimensions: first, cognitive empowerment through the development of critical thinking, structured media literacy training, and increasing the analytical power of audiences in the face of fake information; second, strengthening indigenous hope-based and identity-building narratives that can fill narrative gaps and create a cultural-psychological shield against destructive cognitive warfare narratives; and third, developing technological systems based on artificial intelligence to detect forgery, monitor content, and analyze network behavior to enhance rapid response and decision-making in crisis situations. An examination of the themes derived from the objective codes showed that the combination of human, narrative, and technological capacities is the cornerstone of creating a comprehensive model for preventing cognitive attacks. The research results indicate that none of these dimensions is effective alone, and only an integrated model - based on the synergy of technological tools, cultural capital, legitimate narrative creation, and communication transparency - can increase the cognitive resilience of society.

کلیدواژه‌ها English

Cognitive Warfare
Proactive Advertising
Cognitive Resilience
Content Analysis
Narrative Creation
Media Literacy
Psychological Safety
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