kiberbnözés

Kiberbnözés is a term used in Hungarian to refer to the process of shaping or controlling the beliefs, attitudes, or behavior of individuals or groups through digital technologies and online platforms. It describes cyber-enabled influence operations that rely on information manipulation, targeted messaging, and the orchestration of online discourse. The term is not tied to a single discipline and is used in media studies, cybersecurity, and public policy to discuss how digital ecosystems can be steered.

The origin of the word is a relatively recent Hungarian neologism; its exact etymology is debated. It appears in academic and public discourse in the 2010s and 2020s, often in discussions about information warfare, online influence campaigns, and the ethics of algorithmic persuasion.

Mechanisms include algorithmic amplification of content, microtargeting based on personal data, the use of bots and coordinated inauthentic behavior, fake accounts, deepfakes, and the spread of disinformation. The concept also covers manipulation of online communities, including echo chambers and the structure of discourse to shape opinions.

Contextual uses range from political campaigns and commercial advertising to the mobilization of social movements and public health messaging. Analysts study how kiberbnözés can be deployed across platforms, how it may affect elections, public trust, and social cohesion, and where responsibility lies for platforms and operators.

Critics argue that the term can blur lines between legitimate persuasion and manipulation, and that measurements of effect are difficult. There are privacy considerations and concerns about censorship, overreach, and government or corporate misuse.

Defenses include media literacy education, transparency in platform algorithms and advertising, fact-checking, digital hygiene, and regulatory or normative frameworks for information operations. Researchers emphasize resilience of users and societies to deceptive online influences.