Subversive Strategic Communication

Subversive elements of persuasive communication are crucial
for achieving strategic objectives. Subversive attacks often
require actors to convince diverse audiences of their own
moral superiority – and, by extension, their legitimacy – by
undermining the character and integrity of opponents and
competitors. A wide range of actors—from activists, influencers, and trolls to rival corporations and nations— deploy subversive tactics to achieve their goals, from pursuing personal vendettas to undermining and even reshaping political and ideological structures.

As the landscape of reputational threats has become more complex, so too has subversion. Manipulation and deception have long played central roles in information warfare, which relies on the spread of misinformation, rumors, and conspiracy theories to degrade the reputation of targets and boost the position of attackers. Modern subversive campaigns are planned carefully and strategically, often crossing platforms and creating complex, hard-to-trace webs. Even ethically questionable smear campaigns often operate within strategic and co-creational frameworks. Digital media amplifies the speed, sophistication, and impact of reputational crises, while new tools like AI allow attackers to create hyperrealistic “evidence” of alleged misconduct. Subverting targets’ public identities, damaging reputations, and disrupting “business as usual” is easier than ever.  

Despite the growing complexity of these reputational threats, there is no clear consensus among scholars on the best ways to counter subversive strategic campaigns. The Subversive Strategic Communication Initiative aims to examine how modern subversive tactics affect reputational risk management and develop strategies to help communication professionals respond to emerging digital threats. By reexamining established theories and incorporating new perspectives that reflect today’s sociopolitical changes, generational trends, and rapid technological advances, we seek to response to these pressing challenges and advance the field’s understanding of subversion.

Research Team: 

Sergei A. Samoilenko is an Associate Professor in the Department of Communication and a co-founder of the CARP Lab. His research specialties include subversive strategic communication, character assassination, crisis communication, and reputation management. He has co-authored and co-edited several books on character assassination, reputation management, and misinformation.

Grace Furlong is a doctoral student in Communication at George Mason University, with a focus on strategic communication, reputation management, and crisis communication. Grace received a B.A. from University College Cork, Ireland, in 2020, before later gaining a Master's in Public Administration at George Mason University. Grace was admitted to the Department of Communications to begin her doctoral studies in Fall 2024. 

Deirdre J. Prigge is a research affiliate at the Character Assassination and Reputation Politics (CARP) Research Lab. She received her MA in Communication with a Concentration in Strategic Communication from George Mason University. Deirdre's research interests include corporate crisis and scandal, corporate social responsibility, and health and stigma communication. She also hosts the CARP Radio podcast, which explores character assassination and scandal across eras and disciplines. 

Read about our research here: Samoilenko, S. A. (2026). The rise of subversive strategic communication. Corporate Communication Review, 2(1), 4-11. https://doi.org/10.63904/ccr.v2i1.33