When many think of ISIS propaganda they think of the infamous videos claiming jihad on the infidels in front of their flag or perhaps the burning of American flags or even graphic executions of unbelievers. While these videos have been popularized in our culture, they are not sent out for the purpose that many infer. ISIS actually used much more subtle and compassionate techniques to recruit members.
The creativity and well evolved manipulative techniques of ISIS recruiters are simple yet highly impactful. In Alberto Fernandez’s article Here to Stay and Growing: Combating ISIS Propaganda networks, he discusses the four themes ISIS uses to target vulnerable individuals for recruitment how these methods are most effective. The first of these themes is urgency. Anti-Muslim messages are clearly visible throughout all platforms of social media. To the vulnerable Muslim these threats are very real and imminent. Beyond that, the conflict in the middle east rests in the war between the Sunnis and the Shiites. There is a very credible threat not only to the Muslim way of life and beliefs but also to their physical lives. ISIS uses this urgency to make a plea to have any and all “true” believers join the good fight to be rewarded in the afterlife. The second theme is agency. Throughout their propaganda, ISIS stresses the individual’s responsibility to do the right thing as a part of their religious duty. This also can be described by social identity theory in that one seeks to define themselves as a hero type to be a part of this larger sect fighting for the greater good to combat their defeated sense of self. The third theme is authenticity. ISIS works to create authenticity in their propaganda by using the execution videos and combat footage as well as footage of suicide bombers from other countries. These videos prove their commitment to the cause and supports the legitimacy of their fight. The final theme is victory which is also supported by the same execution, humiliation of infidels (PoWs) and media coverage of attacks.
These themes are powerful but would not have the impact they do without the power of social media. Things such as physical copies of videos, pamphlets and physical propaganda materials can only reach so far. With the advent of the internet and social media, terrorist organizations can reach hundreds of thousands of vulnerable individuals who could potentially be easily radicalized. These emotionally manipulative techniques are evidence of the power and reach of social media and the true dangers it presents for society. ISIS has, in fact, made an entire series of videos known as “Windows” in which they depict sensitive material such as children praying or even ISIS fighters delivering fruit baskets door to door. These themes juxtaposed against the victorious videos showing beheadings and other executions are the perfect recipes for the broken men in the middle east. Many men are often recruited by being offered payment for them and care for their families if they fight. These offering and sympathetic approaches are far more powerful than simply pushing violent messages veiled in religious dogma.
In his work, Fernandez offers up the suggestion of a larger program with further reach and more messages than ISIS puts out. The program must be one of compassion, empathy, kindness and spirituality. He even offers up support of the former ambassador to Iraq’s policies to combat radicalization in Iraq to include protection of all citizen regardless of their beliefs. The peoples of the middle east need to believe there is an agency advocating for all or we risk more sectarianism and radicalization of Muslims in that region.
Reference:
Fernandez, Alberto. (2015). Here to stay and growing: Combating ISIS propaganda networks. The Brookings Project on U.S. Relations with the Islamic World U.S.-Islamic World Forum Papers 2015. Center for Middle East Policy at Brookings.
This is a very interesting read! Through reading the news, I learned that a lot of people were radicalized through social media platforms such as Twitter and Facebook. I think the more one feels pushed out and discriminated in the real world, the more one will turn to the virtual world for recognition and support. Under the current political climate, a lot of young people in America, or in Europe are feeling marginalized by the societies they are living in. These young people are very vulnerable to be radicalized as a result. We as a society should find ways to integrate them into the society, provide these young people with more employment opportunities, and be more tolerant towards their culture.