Deciphering the Siren Call of Militant Islamist Propaganda: Meaning, Credibility & Behavioural Change

Abstract

This Research Paper explores how militant Islamists use propaganda to appeal to and radicalise supporters. It offers an alternative to the view that ideology is the key to understanding and countering the appeal of militant Islamism. Drawing on studies from the behavioural and social sciences, it analyses how strategies of meaning, credibility and behavioural change are deployed in militant Islamist propaganda citing a range of primary source materials – from the speeches and writings of charismatic figures like Abdullah Azzam, Osama bin Laden and Anwar al-Awlaki to messages released by the likes of al Qaeda, its affiliates and so-called " Islamic State " . This study particularly focuses on how such messaging leverages psychosocial forces and strategic factors to: (i.) provide its supporters with a system of meaning that shapes how they perceive the world, (ii.) demonstrate that it is a credible source of information and authority, and, (iii.) deploy pertinent behavioural levers designed to compel its audiences to legitimise and engage in violence. This Research Paper concludes by outlining some crucial lessons for understanding both the siren call of militant Islamist propaganda and counterterrorism strategic communications design. About ICCT The International Centre for Counter-Terrorism – The Hague (ICCT) is an independent think and do tank providing multidisciplinary policy advice and practical, solution-oriented implementation support on prevention and the rule of law, two vital pillars of effective counter-terrorism. ICCT's work focuses on themes at the intersection of countering violent extremism and criminal justice sector responses, as well as human rights related aspects of counter-terrorism. The major project areas concern countering violent extremism, rule of law, foreign fighters, country and regional analysis, rehabilitation, civil society engagement and victims' voices. Functioning as a nucleus within the international counter-terrorism network, ICCT connects experts, policymakers, civil society actors and practitioners from different fields by providing a platform for productive collaboration, practical analysis, and exchange of experiences and expertise, with the ultimate aim of identifying innovative and comprehensive approaches to preventing and countering terrorism.