MAGAZINE
FALL 2021
A THOUGHT FROM THE WARFIGHTING CORPS HQ
THE PHENOMENON OF INFLUENCE
By British Army Major Mark J MARTIN , SO2 Strategic Communications HQ ARRC
INthe beginning of civilization , there was the orator
who told tales in the oral tradition . Since then , the telling of stories has evolved in numerous , innovative , and technologically advanced ways at an ever-quickening pace . Despite these advances , the battle of the narrative has been a consistent facet of military commanders and operations . Additionally , the thirst for information about events , opinion , and of course , other people , remain an enduring human psychological trait . Because of this , the ability to harness influence has always been a facet of power , including military power . Therefore , to adapt a common military parlance : the nature of influence remains consistent , and its characters evolve .
However , the terminology of influence is not well understood , perhaps even less so in its application to military operations . This short article is not academic , professional doctrinal thought , or even an explanation concerning influence . It is to be nothing more than an introduction to explore the phenomenon of influence , its purpose , and its effect as understood by those who seek to understand it at the Corps level in a warfighting role . Doing so stimulates deeper conversation amongst the community about the importance of influence , its potential within our profession , and its role within all our lives .
WHAT IS INFLUENCE ? Influence is about generating behaviour . Such behaviours can be manifested in the cognitive , physical or virtual dimensions of our lives . We are all influencers and influenced in many ways , ranging from our politics , values , family , interests and preferences . Therefore , the ability to communicate effectively via the appropriate medians between influencer and the influenced is paramount . In short , influence is the ability to get others to think and / or do something .
WHAT IS THE PURPOSE OF INFLUENCE ?
Influence is ever present in all our lives . We are all targeted by product marketing and suggested content . This is driven by our own innate psychological traits to seek products and information that we feel are relevant , relatable and important to ourselves . Therefore , influence is a consistently revolving cycle of personal psychological need and the will of others to create desired behaviour from us . The latter could range from aligning political values to vote a particular way , or generating the idea that you need a particular product that compels you to go out and buy it . Knowing that we are all influenced and have the ability to influence , we should all be cognicent of the fact that everything we read and view has a purpose to generate a particular response in us .
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