MOD F: 7 Phases of the MISO Process

6 criteria for dissemination

-duration -timing -frequency -location -placement -quantity

What are the purposes to behavior?

-escape/avoidance -access to tangibles -justice/revenge -power/control -acceptance/affiliation

4 types of balance

-formal -informal -informal diagonal -grouping

5 main elements of layout

-format -display lines -illustrations/photographs -copy text -white space

Disadvantages of visual product prototype

-high illiteracy rate limits use of text -printing op.'s require extensive logistics support -dissemination can be interfered with\-products can be collected or destroyed

Advantages of visual product prototype

-illiterates can understand graphics -can be passed from person to person -can be printed on any surface -may be hidden or read in private

Sources of Information

-open-source information -MISO or supported unit documentation -SITREPS -AAR's -OPLAN's -archival information -Finished intelligence products

3 categories of consequences of TA's current behavior

-positive: increases likelihood of behavior continuing -negative: decreases likelihood of behavior continuing -secondary: results of TA's behavior on others, often unintended

Internal review board

Conducted once product or its prototype is developed and pretested. Ensures that each product accomplishes its intended goal.

Define Phase 2: TAA

Detailed examination of selected groups/individuals in order to determine how best to influence their behavior favorable to U.S./Allied policies an objectives.

Distinguish between effectiveness and performance

Effectiveness: accomplishment of the SPO Performance: Degree to which MISO messages have reached the desired behavior

What three questions are answered during post-testing?

Exposure, Understanding, and Acceptance of the argument

Purpose of SEM and explain DPs?

Helps visualize the series execution and DP's are decision points

What does Phase 1: Planning include?

Identify how MISO will support the commander's plan. Formulate PO's and determine SPO's, PTA's, and initial assessment criteria.

Evolution of a Target Audience

PTAL -> PTA -> TA

What two questions are answered during pretesting?

Understanding and acceptance of the argument

Examples of strong verbs

Verbs that are specific, measurable, and observable. Ex. increases/decreases (PO's mostly use these verbs)

What are the questions you must answer in step 5 (Susceptibility) of the TAAM?

What are the perceived risks/rewards to the TA to engage in desired behavior? How consistent with the TA's values and beliefs is the desired behavior?

Determine accessibility of TA

Which media can reach the TA, degree TA can be influenced by each media type, and what media types can effectively carry MISO to TA

Questions to ask when determining PTA's?

Who needs to hear the message? Who has the influence over the target? Who must be moved to action so goals can be achieved? Who has the greatest impact on the outcome of MISO efforts?

Define storyboard

a graphic, sequential presentation of the scenes of a film, television, or theater product

Define desired behavior

a specific action the TA must take to accomplish the SPO. Specific, measurable, observable.

Purpose of a SCW

a tool used to develop all products for a specific TA for one SPO

Definition of PSYOP series

all products and actions directed at ONE TA to achieve ONE SPO

Define prototype

an actual product for print or a graphic representation for novelty

Symbols

any visual, audio, or audiovisual object having cultural or contextual significance to TA

You should include how many demographics in a TA?

at least 4 (ex. Red Tribe males 18+ in Nashburg)

Psychographics

attitudes, lifestyles, opinions, fears, loves, hates, cultural norms

Basic prototype categories

audio, audio-visual visual

If you change conditions/causes, you can change ___________?

behavior

Define vulnerabilities

characteristics, motives, conditions of TA that can be used to influence behavior

Structure of PO

verb-object structure. Verb-direction of desired behavior change object-overall behavior to be changed

What is key to influencing TA's behavior?

vulnerabilities

Planners develop PO's to cover all aspects of the operation. What is this called?

"Cradle to grave" - from entry of forces to exit of forces

4 components of the Evaluation process

- Assessment - Impact Indicators -Spontaneous events -Post-testing results

T/F: TA is best influenced by a series of multiple products and actions incorporated by a good mix of media?

True

Physical characteristics of visual product types

permanency, color, shape

Types of restrictions

physical, political, economic, legal, sociological, psychological

PSYACT

planned/conducted by military as part of a MISO series or supporting program

Demographics

quantifiable statistics of a given population. Characteristics/circumstance that effect TA's emotions or behavior

The key to success for audio media is _____________________.

repetition

Series Dissemination Worksheet

sequences and synchronizes dissemination of all products within the series as reflected on the SCW with start and end dates

The TAAW is the ______________ for series development.

source document

Product Action Worksheet (PAW)

source document and conceptual tool for creating products and providing guidance for pretesting and post-testing questionnaires. One PAW is completed for each product concept

Structure of SPO

subject-verb-object structure. Subject=TA (not specified) verb-object=desired behavioral change

What does effectiveness of the TA mean?

the ability to accomplish the desired behavior change which will accomplish the SPO

Define dissemination

the actual delivery of the MISO message to the TA

Define distribution

the movement of products, either physically or electronically, from the production location to the disseminators.

What is the role of MISO staff planners in the approval process?

to ensure the smallest approval chain as possible

Purpose of Refining assessment criteria

to see if behavior is changing and determine what IMPACT INDICATORS must be collected for a given TA. Determine if SPO's are being achieved.

3 components of the cause and effect analysis

-Behavior: overt actions exhibited by individuals -Causes: CONDITIONS that lead to TA's current behavior -Effects: CONSEQUENCES that result and immediately follow TA's current behavior

Board members of the Internal Series Review Board

-Company commander -Detachment commander -Cultural experts

How to include media information on the TAAW?

-List medium -Describe format (size, shape, # of pages, length, color) -List advantages (reach, frequency, literacy, credibility) -Rate media

4 subcategories of a TA

-Organizations: BEST TYPE of TA, shared interest/purpose, common attributes -Demographic sets: MOST COMMONLY EXPLOITED TA by MISO, have to be specific -Leaders: CAN MAKE effective TA;s, power/authority over others, NOT EASILY SUSCEPTIBLE to persuasion -Key Communicators: individuals deemed credible by society, where the TA goes for information, can significantly advance the CREDIBILITY of PSYOP

3 types of eye direction

-suggestive: uses tones, shadings, and postures of figures to direct the eye (most subtle) -sequential: uses the eyes ability to follow an established, logical sequence of shapes, colors, numbers, or letters -mechanical: uses guiding lines and arrows to direct the reader's eye (most obvious)

Know when its appropriate to use a leaflet

-when there is political or military denial to TA -opponent or enemy countermeasure capabilities -TA population density -geographical denial -weather -# and size of printed materials -production time -mixed media requirements

3 things that determine the effectiveness of the TA?

1) DEGREE OF POWER/CONTROL/AUTHORITY the TA has to accomplish the desired behavior 2) RESTRICTIONS that affect the TA in engaging in the desired behavior 3) OVERALL EFFECT on the SPO if the TA takes the desired behavior -rating 1-5

8 steps of TAAM

1) Identify and refine TA's 2) Determine effectiveness of TA 3) Determine TA conditions 4) Determine TA vulnerabilities 5) Determine TA susceptibility 6) Determine Accessibility of TA 7) Develop Arguments and Recommend PSYACTS 8) Refine Assessment Criteria

PSYACTs can influence the TA in 3 ways

1) Modify conditions 2) Exploit identified vulnerabilities 3) Building rapport

4 categories of vulnerabilities

1) Motives 2) Psychographics 3) Demographics 4) Symbols

5 steps of series concept development process

1) Product numbering and tracking 2) Determine arguments that will support the objectives 3) Determine media types to be employed 4) Determine amount of each media type 5) Determine how the series is to be staged

2 methods determining media patterns

1) Reach: total # of TA members receiving medium at least once during a given period 2) Frequency: # of times TA receives particular medium during a given time period

5 tasks in series development

1) Series Concept Worksheet (SCW) 2) Complete a Series Dissemination Worksheet (SDW) 3) Series Execution Matrix (SEM) 4) PSYOP (Message) Transmission Matrix (MTM) 5) Conduct an Internal Series Review Board

5 key questions for TAA

1) What TA's will be the most effective in accomplishing the SPO? 2) What are the reasons for the TA's current behavior? 3) What are the best means of communication to reach the TA? 4) How can the TA be influenced to achieve the desired behavior? 5) What are the appropriate criteria to assess behavior change?

4 step MISO argument process

1) articulate MAIN ARGUMENT 2) identify any SUPPORTING ARGUMENTS 3) Determine type of APPEAL that will be useful in main argument 4)Determine which influence TECHNIQUES has the greatest possibility of success

3 tasks of TA susceptibility

1) assess susceptibility 2) rate susceptibility 3) make a recommendation

2 overriding principles of layout

1) balance: distribution of volume of text and illustration of either side of the optical center 2) eye direction

PSYACT's influence the TA in 1 of 3 ways?

1) modifying conditions 2) exploiting identified vulnerabilities 3) building rapport

How many SPO's can there be per PO?

2 or more SPO's per PO

Psychological Objective (PO)

BROAD statements of what the TA is expected to do (desired behavior change). Provides the framework around which the overall MISO program is built.

Purpose of post testing

Begins in phase VI and continues through phase VII. Helps determine if any adjustments need to be made. Assess TA exposure and understanding of argument. Assess the degree of influence of the MISO series on TA behavior.

Supporting Psychological Objectives (SPO)

Behavioral responses desired from TA to accomplish a given PO. Planners FOCUS the MISO plan by writing these.

Where is the approval process outlined in?

CJCSI 3110-05F

What is the MOC?

Media Operations Center in Fort Bragg

Is EC-130 Commando Solo an organic or non-organic asset?

Non-organic, it's part of the Air Force

Organic assets vs. Non-organic assets

Organic assets: owned by an operational MISO force Non-organic assets: not owned by an operational MISO force (includes: EC-130 Commando Solo, HN assets, local companies/MISO contracting officer, Navy radio capabilities, Marine Corp PSYOP unit

What is a MISO argument?

Overall argument and approach used to attain the desired behavior. Not a slogan or a tagline. Does not provide specific wording or messages for individuals product develpment.

What must a series executive summary contain?

PO, SPO, TA, Behavior change, media used, geographical location, units involved, schedule

MISO evaluation during each phase of the MISO procress

Phase 1 (Planning) - Initial Assessment Criteria Phase 2 (TAAW) - Refined assessment criteria Phase 4 (Product dev. and design) - Pre-test/post-test guidance and pretest product Phase 6 (prod., distr. diss.) Post-test the series Phase 7 (evaluation) - figure out what it all means

What do you do after dissemination?

Post-testing

Two main categories of TA

Primary (doers of the desired behavior) Secondary (affected by the primary either directly or indirectly)

Motives

Primary (needs) and secondary (wants)

Two techniques used for pretesting product?

Survey sampling and test groups

Product prototype design cannot occur before development of the __________?

TAAW

What tool is used to collate date to evaluate the SPO?

The MISO Assessment Matrix

The results of MISO series are reported on?

The MISO Evaluation Report

Potential Target Audience (PTA)

These are audiences with the ability to accomplish the SPO's. Broad in nature but become specific as operation continues.

Baseline data

These are initial answers to assessment criteria. It shows the effectiveness of the MISO effort.

Initial Assessment Criteria

These are written questions describing trends in behavior change which determine the success of achieving the SPO's. Focuses on the collection effort relating to MISO.

Overall purpose of the series executive summary?

To describe the concept to the supporting commander

Product development and design begins with____________and ends with a _________________.

conceptualization, prototype

PSYACTs are based upon _________________and_________________in the TAAW

conditions, vulnerabilities

Purpose of the series execution matrix (SEM)

confirms coordination and execution and helps visualize the series execution. SDW is the soruce document for SEM

Behavior tends to be based on a constant ______________ analysis. If the TA perceives that the positives outweigh the negatives, they will be likely to continue the behavior.

cost/benefit

Susceptibility is tied to the ______________ behavior.

desired

In step 3 of the TAAM (Conditions of TA), what 2 elements affect TA's current behavior?

external: situations (existing factor in TA's environment) or events (any occurrence that affects behavior) internal: attitudes, values, beliefs, perceptions

3 formats for script writing

graphic and text, text only, animation

Cause and effect analysis

identifies motivations/consequences of TA's CURRENT behavior

Define production

is the transformation of approved MISO product prototypes into the actual products that the TA will receive

Define TA Susceptibility

likelihood TA will be receptive to influence.