The Marketing of Terrorism. Analysing the Use of Social Media by ISIS

Table of Contents

1 Introduction

1.1 Content and organization

1.2 Literature review

2 Introduction to modern terrorism

2.1 Definition of terrorism

2.2 Definition of marketing of terrorism

2.3 Terrorism and publicity

3 The Islamic State

3.1 Early stages of the Islamic State

3.2 Masterminds of the Islamic State

3.3 Ideology of the Islamic State

3.4 Structure and governance – management model of IS

3.5 Management model – modern businesses

4 Media wing of the Islamic State

4.1 Important propaganda institutions

4.2 Brand of the Islamic State

4.3 Role of social media IS

5 Analysis of the use of social media by the Islamic State

5.1 IS Goals

5.2 The target audience of the Islamic State

5.3 Foreign fighters role in the caliphate

5.4 Generation Jihad – Millennials

5.5 Main social media communication platforms

5.6 The problem of encryption, banning and missing information

6 Recruitment Customer Journey – Jihadist journey of radicalisation

6.1 From the AIDA model to the Customer Journey

6.2 New costumer journey

6.3 Conclusion of new Customer Journey

7 Narrowcasting the power of Storytelling

7.1 Storytelling themes/ frames used by the IS

7.2 Jihad and the frame of war

7.3 Religious appeal to all Muslims to join the utopia

7.4 Storytelling as military recruitment

8 Counter Terrorism discussion and recommendation

8.1 Reporting and deleting accounts – Freedom of Speech and efficiency

8.2 Counter measurements

8.3 Cooperation and collaboration

9 Conclusion

Objectives and Research Themes

This thesis examines the use of social media by the Islamic State (IS) as a sophisticated tool for radicalization and recruitment, specifically targeting Generation Y. It aims to develop a novel theoretical model based on the "Customer Journey" to understand how extremist ideologies are distributed and to provide insights for effective counter-measures against digital recruitment.

• Analysis of the Islamic State's organizational and management structure as a basis for their media operations.
• Evaluation of social media as a core communication platform for propaganda and recruitment.
• Identification of Generation Y (Millennials) as the primary target audience due to specific socio-demographic factors and needs.
• Investigation into the application of storytelling and narrative strategies in extremist propaganda.
• Recommendation of counter-terrorism strategies, focusing on alternative narratives rather than solely relying on censorship.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of the role of social media in modern warfare and outlines the scope of the analysis, focusing on the communication strategies of the Islamic State.

2 Introduction to modern terrorism: Defines terrorism, explores the relationship between mass media and extremist groups, and introduces the concept of the "marketing of terrorism."

3 The Islamic State: Analyzes the history, ideological foundations, leadership, and management structure of the Islamic State as a self-sustaining entity.

4 Media wing of the Islamic State: Examines the propaganda machinery, brand identity, and media infrastructure used by the IS to disseminate content.

5 Analysis of the use of social media by the Islamic State: Investigates IS goals, target audiences—specifically Millennials—and the specific platforms used to conduct recruitment.

6 Recruitment Customer Journey – Jihadist journey of radicalisation: Proposes a new theoretical framework combining customer experience models with the radicalization process to map recruitment paths.

7 Narrowcasting the power of Storytelling: Analyzes the use of narratives, themes, and storytelling techniques to influence the target audience’s worldview and emotional state.

8 Counter Terrorism discussion and recommendation: Evaluates current methods like account deletion and proposes counter-narrative strategies based on the identified touchpoints.

9 Conclusion: Summarizes the findings and emphasizes the necessity of a coordinated, global effort to combat the digital threat posed by the Islamic State.

Keywords

Islamic State, Social Media, Terrorism, Radicalization, Recruitment, Customer Journey, Storytelling, Millennials, Propaganda, Jihad, Dawa, Digital Caliphate, Counter-terrorism, Brand Identity, Marketing of Terrorism

Frequently Asked Questions

What is the core subject of this thesis?

The thesis explores how the Islamic State utilizes social media as a sophisticated marketing and recruitment tool to spread its ideology and attract new followers globally.

What are the primary themes covered in the book?

The book covers the organizational structure of the IS, its propaganda brand strategy, the radicalization of Western youth (Generation Y), and the application of marketing principles like the "Customer Journey" to terror recruitment.

What is the main objective of this study?

The primary goal is to foster a deeper understanding of the IS communication strategy to enable the development of better counter-measures and alternative narratives.

Which scientific methodology does the author use?

The author conducts a secondary literature research and analysis, mapping existing marketing theories (such as the AIDA model and Customer Journey) to the processes of jihadist radicalization and propaganda distribution.

What is addressed in the main body of the work?

The main body investigates the ideological roots of the IS, the structure of its "media wing," the demographic targeting of Millennials, and the specific role of storytelling as a psychological recruitment vehicle.

Which keywords best characterize this research?

The most relevant keywords include Islamic State, Social Media, Radicalization, Customer Journey, Storytelling, and Counter-terrorism.

How does the "Customer Journey" model help in understanding IS recruitment?

The model provides a structured way to analyze the "touchpoints" where individuals encounter extremist content, allowing experts to see how the IS leads potential recruits from initial exposure to full commitment.

Why is Generation Y identified as the target audience?

Research suggests that Millennials, as digital natives who are often disillusioned and seeking belonging or purpose, are particularly susceptible to the IS's online narrative and "modern brand" marketing.

What is the author's stance on current counter-terrorism measures?

The author argues that while censorship and deleting accounts are partial solutions, they are insufficient due to the decentralized nature of the internet, and suggests a stronger focus on providing effective counter-narratives.