George Mason research initiative examines subversive campaigns and prepares students for communication careers in new areas

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Eric B. Shiraev

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As debates over digital propaganda, misinformation, and media manipulation intensify, audiences are increasingly unsure what's fact and what's fiction across news outlets and social media feeds. At George Mason University, Sergei Samoilenko, associate professor in the Department of Communication,is working to better understand how digital disruption and manipulation practices shape public perception.

In 2016, Samoilenko, PhD Communication '06, co-founded the Lab for Character Assassination and Reputation Protection (CARP), where he studies reputational attacks on individuals and organizations, and strategies to counter them. Samoilenko works alongside CARP co-founder Eric Shiraev, an adjunct faculty member at the Schar School of Policy and Government.

Samoilenko (bottom center) with his team, including CARP co-founder Eric Shiraev (right). Photo provided.

Through CARP, Samoilenko recently launched the Subversive Strategic Communication Research Initiative, examining how new era subversive campaigns disrupt conversations, hijack brands, and damage reputations through malicious actors ranging from trolls to angry activist groups that use boycotts, cancellation campaigns, and deepfakes to target brands and corporate executives.

The team is currently focusing on corporate subversive practices. The takeover of corporate identities is often intertwined with the hot-button issues present in public discourse that can be amplified by various agents of chaos and turned into social conflict situations. 

"We call them subversive because they aim to disrupt communication between brands and their stakeholders while subverting the original meaning, ideas, or identity of organizations," Samoilenko said. "With new technologies emerging every day, artificial intelligence-generated deceptions and deepfakes are being created and spread at an alarming rate."

By calling public attention to emerging malicious practices, the researchers hope this initiative will expose and combat these tactics-work that aligns with George Mason's broader commitment to strengthening peace, trust, and engagement in democracy, one of the six solutions in the university's Grand Challenge Initiative. 

The center's research is a collaborative effort, but when it comes to understanding how online culture evolves, Samoilenko said students often have an advantage. "Students are leading the discussions because they're digital natives. When it comes to platforms such as TikTok and Instagram, they're more knowledgeable about subversive humor-memes, trends, scandals, and general news-and they see a lot of things that faculty don't," he said. "My job is to teach them how to synthesize that information and explain it from a theoretical standpoint."

Valentina Fala. Photo provided.

One of CARP's defining strengths is the student-centered approach. This model helped shape the careers of students and recent graduates. 

Alumna Valentina Fala, BA Communication '25, transferred to George Mason from Northern Virginia Community College (NOVA) through the ADVANCE Program. Initially a CARP videography intern, Fala became a full-time media manager and intern supervisor. She credits that experience and Samoilenko's mentorship with helping her secure her current role as communications coordinator at Spirit of America. 

"There's so much disinformation, and it's important to be able to distinguish false narratives from the truth," Fala said. "It's one of the biggest challenges to democracy right now, and it's essential to counter that with the truth."

Fala helped organize CARP's fifth international conference at Mason Square, featuring Michael LaRosa, former press secretary for former first lady Jill Biden.

"It was really impactful hearing his perspective and experiences on what he had to go through and manage with the media, and how women often face more character assassination attempts against their image," Fala said.

Deirdre Prigge. Photo provided.

Deirdre Prigge, BA Communication '23, MA '24, also transferred from NOVA through ADVANCE and said she's fascinated by the darker side of communication. 

"Deception is not just immoral communication, but it's often used to achieve a certain goal," Prigge said. "To understand how we're being persuaded, we must understand the ideological conflicts that our society is currently experiencing and how that gray area of communication works."

Prigge, host of the CARP Radio podcast, credits George Mason's Summer Podcast and Radio Camp with Rodger Smith for preparing her for this role. 

"That's where I learned to edit audio in Audacity. Without Dr. Smith's guidance, I wouldn't have been nearly as knowledgeable when it comes to executing this podcast to spread the center's work," Prigge said.

After earning two degrees through George Mason's Bachelor's to Accelerated Master's Program, Prigge became an adjunct faculty member and CARP research affiliate. "I think a lot of people would like a very simple and easy flowchart of how they should respond in a moment of crisis," she said. "Unfortunately, there is almost never one clear answer, but I believe that above all, authenticity is one of the most important values in communication."

The center's work continues to gain an international audience. CARP's sixth conference, "Character Assassination in the Era of Permanent Crisis," is scheduled for May 2027 at University of Piraeus in Greece.