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A Cyber Security Culture Fostering Campaign through the Lens of Active Audience Theory.

Abstract:

The South African Cyber Security Academic Alliance’s (SACSAA) cyber security educational campaign aims to foster a cyber-safe and-secure culture amongst South Africa’s youth. Previous work shows that the campaign is fostering a cyber security culture amongst its audience. However, it has not determined if the developing culture aligns with the desired cyber security culture that the campaign expected to foster. The target audience’s interpretation of the campaign’s educational messages meanings can affect a developing cyber security culture; possibly resulting in it not aligning with the campaigns preferred culture. This paper examines the audience’s interpretative role in developing a cyber security culture, through the lens of active audience theory. The objective is to enable early detection of deviations between the campaigns objectives and its actual results within the audience.