Book Title: Like War: The Weaponization of Social Media

Authors: P.W. Singer and Emerson T. Brooking

Publisher: Mariner Books; Reprint edition (October 8, 2019)

Language: English

Pages: 432

Introduction

In their groundbreaking book Like War, P.W. Singer and Emerson Brooking explore the evolving relationship between warfare, politics, and social media. They argue that the digital battlefield is no longer a metaphor but a reality—where tweets can be as powerful as tanks, and viral content can shape the outcomes of elections and armed conflicts alike. The authors examine how social media platforms have not only reflected global tensions but have also become tools of influence, manipulation, and disruption in the hands of both state and non-state actors.

To fully appreciate the depth and authority of Like War, it is essential to understand the backgrounds of its authors, whose combined expertise in military strategy, information warfare, and digital policy uniquely positions them to analyze the weaponization of social media in modern conflict.

P.W. Singer serves as a professor of strategy at New America University and a lecturer at Arizona State University. He has worked as a consultant for the U.S. Army Intelligence Division and was the coordinator of the Defense Policy Task Force for former U.S. President Barack Obama's campaign (2009–2017). He has also been appointed to the advisory group for the U.S. Army's transformation program, NATO's Advisory Innovation Board, and the National Security Agency's Advisory Council. Singer is also affiliated with the U.S. Air Force's China Aerospace Studies Institute. In addition to his work on conflict issues, Singer has served as a member of the Advisory Committee for International Communications and Information Policy at the U.S. State Department and as a consultant for IDS and Zignal Labs. In the entertainment sector, he has provided consultations for various projects, including the Call of Duty video game series, the best-selling entertainment franchise in history.

The book's co-author, Emerson Brooking, is an expert in disinformation, terrorist communications, and internet policy. He works at the Digital Forensic Research Lab of the Atlantic Council in Washington. Brooking previously served as a researcher at the Council on Foreign Relations, where he studied U.S. defense policy. He frequently lectures on the topic of information warfare and social media manipulation and has advised numerous U.S. technology companies and national security entities. The book delves into numerous details provided by intelligence agencies about the use of social media and data mining by technologically advanced governments such as Russia and China, as well as by organized armies and insurgent groups like Al-Qaeda and the Islamic State (ISIS). 

The book comprises nine compelling chapters, allowing readers to navigate its insights freely without adhering to a traditional linear structure. In the introduction, Singer and Brooking lay the foundation for a powerful thesis: in the age of information and digitization, war has transcended geographical boundaries, largely due to the pervasive influence of social media. They reveal how major political figures have become adept at playing the online game—using platforms not only to gain followers or stir domestic attention but also to provoke cross-border outrage through violent, polarizing, and exclusionary rhetoric. With remarkable clarity, the authors show how both state and non-state actors strategically wield social media to reshape perceptions of truth, profoundly influencing global and local politics. Drawing from psychology, sociology, and the history of technology, they trace the evolution of social media, unpack its influence, and analyze its far-reaching political consequences.

In the core chapters, the authors offer vivid snapshots of how propaganda and advertising campaigns have gained unprecedented power through social media—tools now employed not only by governments but also by militias and online trolls. They identify four key dimensions of communication warfare: ignoring the issue, distorting facts, diverting attention, and confusing the audience. These tactics, when deployed effectively, can dominate the digital battlefield.

Platforms like Twitter (X), Facebook, and TikTok, along with live streaming and blogging tools, have become central to managing information in both war zones and political arenas—regardless of the truthfulness of the content. The rapid evolution of data production and internet applications empowers anyone with a smartphone to become a pivotal actor in reshaping the battlefield. When these four dimensions are expertly executed by specialized entities, they can attract thousands of followers, likes, and shares, while leveraging algorithms to deliver targeted ads based on user behavior. A striking example is ISIS’s use of social media to recruit followers and intimidate the Iraqi army, leading to territory being abandoned without resistance.

From the authors’ perspective, what distinguishes ISIS is not only its ideological architects but also its sophisticated command of media tools to broadcast its message globally. The chillingly orchestrated execution of American journalist James Foley, disseminated across roughly 66,000 ISIS-affiliated accounts, had a profound impact on American public opinion regarding U.S. involvement in the Middle East. Even more disturbingly, the group engages its followers in choosing execution methods, as seen in the burning of a Jordanian pilot—demonstrating a grotesque form of interactive communication. As one Google expert aptly noted, “ISIS doesn’t just use the internet; it lives on it.”

This underscores the group’s deep understanding of the immense power of a coordinated online presence. Over fifty ISIS-affiliated platforms, spanning multiple continents, target diverse audiences and collaborate to produce a wide range of content—from text and videos to live broadcasts. These materials are then amplified by members, sympathizers, and automated fake accounts, creating a formidable digital echo chamber.

Singer and Brooking also emphasize that disinformation campaigns are not confined to terrorist organizations; government agencies are equally complicit. For instance, Russian intelligence deployed a digital army of professional disinformation operatives to flood Facebook, Instagram, and Twitter with pro-Trump content during the 2016 U.S. elections, stoking fear among immigrants, ethnic minorities, and political groups. Meanwhile, China enforces strict censorship, closely monitoring its citizens’ online activity. Every smartphone user is required to install a government app, and authorities can demand proof of its presence at any time—noncompliance may result in arrest.

Analysis and Evaluation

Like War masterfully unveils the intricate nexus between warfare, politics, and the ongoing technological revolution in communication and data management. It celebrates the transformative power of social media as both a tool and a weapon—shaping public perception and driving strategic outcomes. Written in accessible and engaging prose, the book explores how information warfare aligns with the principles of fourth-generation warfare, where data and narrative become central to modern conflict. It also critiques the dominance of Western liberal values in global discourse and the influence of media monopolies in shaping public opinion. 

Building on their earlier works such as Cybersecurity and Cyberwar and Corporate Warriors, Singer and Brooking deliver a timely and incisive analysis of social media’s role in contemporary warfare. The book highlights how rapid information dissemination blurs the line between truth and falsehood, enabling manipulative actors to control narratives. As the authors poignantly observe, “The more doubt you can sow in people’s minds about all information, the less they will seek the truth.” In this new era, where war, technology, and politics converge on our smartphones, Like War stands out as an essential contribution to understanding the digital battles that shape our world. 

In conclusion, Like War is a timely and illuminating exploration of how social media has transformed the nature of modern conflict. Singer and Brooking not only dissect the mechanics of digital warfare but also reveal the profound implications for how wars are fought, perceived, and reported. Their work underscores a critical shift; in today’s media-saturated world, the front lines of conflict are no longer confined to physical battlefields—they extend into the digital spaces where narratives are crafted, contested, and consumed in real time.

This transformation has significant consequences for conflict reporting. Traditional war correspondents once relied on physical presence and firsthand observation to document events. Now, journalists must also navigate a chaotic information ecosystem shaped by viral content, algorithmic amplification, and deliberate disinformation. Like War challenges readers—especially those in media and policy—to rethink the ethics, responsibilities, and strategies of reporting in an age where truth itself is under siege. By bridging the gap between military strategy and media studies, the book offers a vital framework for understanding the evolving role of journalism in the digital age of conflict.