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The counter-jihad scene can be understood variously as a collection of parties, pundits, and movements all linked by a common belief that the West is being subjected to takeover by Muslims. In this article, I seek to improve academic understanding of this collection of movements, parties, and ideas by analyzing the discourse presented by a collection of online advocates whom I describe as the counter-jihad nebula. The findings suggest a need to at least partially re-evaluate the role of the nebula within the wider counter-jihad scene as well as the relationship between the wider counter-jihad scene and mainstream political discourse as expressed through various media outlets.

The online space is a haven for extremists of all kinds. Although efforts to remove violent and extremist content are increasing, there is a widely accepted need to also contest extremist messages with counter messages designed to undermine and disrupt extremist narratives. While the majority of academic focus has been on large and well‐funded efforts linked to governments, this article considers the experiences of informal actors who are active in contesting extremist messaging but who lack the support of large institutions. Informal actors come without some of the baggage that accompanies formal counter message campaigns, which have been attacked as lacking in credibility and constituting “just more government propaganda.” This has been noted by some of the wider countering violent extremism industry and the appetite for incorporating “real‐world” content in their campaigns seems to be rising. This article fills a gap in our knowledge of the experiences of informal counter messaging actors. Through a series of in‐depth qualitative interviews it demonstrates that, despite the potentially serious risks of incorporating greater levels of informal content, there is an appetite among informal actors to engage with formal campaigns where they can be selective over who they work with and maintain a degree of control.

The online space is a haven for extremists of all kinds. Although efforts to remove violent and extremist content are increasing, there is a widely accepted need to also contest extremist messages with counter messages designed to undermine and disrupt extremist narratives. While the majority of academic focus has been on large and well‐funded efforts linked to governments, this article considers the experiences of informal actors who are active in contesting extremist messaging but who lack the support of large institutions. Informal actors come without some of the baggage that accompanies formal counter-message campaigns, which have been attacked as lacking in credibility and constituting “just more government propaganda.” This has been noted by some of the wider countering violent extremism industry and the appetite for incorporating “real‐world” content in their campaigns seems to be rising. This article fills a gap in our knowledge of the experiences of informal counter-messaging actors. Through a series of in‐depth qualitative interviews it demonstrates that, despite the potentially serious risks of incorporating greater levels of informal content, there is an appetite among informal actors to engage with formal campaigns where they can be selective over who they work with and maintain a degree of control.

Counter-radicalisation is resource-hungry; policy development and implementation, interventions through the criminal justice system, and bespoke one-to-one engagements outside of it are all costly. In contrast, counter narrative campaigns ostensibly offer a simpler proposition. By engaging with various audiences, campaigners from both the state and civil society can seek to reduce the number of people turning to extremism, question their commitment where they do engage, and ultimately hasten their exit. Despite this allure, the reality of counter narrative campaigns is a conceptually confusing landscape, sometimes based on sketchy theoretical understandings and limited evidence on outcomes.

This chapter provides an overview of counter narratives. It begins by setting out some of the alternative conceptualisations, such as counter and alternative messaging. Building on this, it then identifies some of the theoretical underpinnings of different approaches and explores some of the tools that campaigners use in different settings. It then goes on to look in more depth at how counter narrative campaigning has been evaluated previously, and emergent normative questions around the practice.

VOX-Pol Blog post.

VOX-Pol Blog Post.