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The Islamic State’s (IS) online propaganda has been analyzed from various perspectives aimed at defining the role of the Internet, the power of social media networks, and the main narratives processed online by terrorist organizations. Nevertheless, very little research has focused on defining IS’s comprehensive media strategy. To date, IS propaganda has been defined as multidimensional or as a mix of techniques related to moviemaking and video games. In consideration of the highly sophisticated IS online dissemination activity and its impact on Western youth who are already familiar with intensive media consumption, this article explores IS propaganda through a Hollywood-style transmedia approach. I analyze, through a qualitative content analysis of the magazine Dabiq narratives, IS propaganda as a comprehensive transmedia strategy centered on three key assets: synergistic storytelling, imaginary world-making, and semantic triggering.

Since the declaration of the Islamic State (IS) in 2014, men and women have been recruited to join the Caliphate in numbers surpassing those recruited by al Qaida. This variance in recruitment volume is likely attributable to the online propaganda campaign, Brand Caliphate. This thesis looks at the recruitment of women and asks if Brand Caliphate specifically targets females with its messaging, and if so, is the messaging effective? Based on a textual analysis of Brand Caliphate’s propaganda, it appears IS tried to deliver messaging targeted toward females. However, six case studies of radicalized females suggest the recruitment of these women does not appear to be directly attributable to the targeted messaging. There is, however, evidence that most of the female recruitment studied linked to online radicalization and Brand Caliphate’s broader messaging. All of the women studied did initially look online for information regarding IS. This initial outreach served to identify them as targets for radicalization by IS recruiters, who continued to persuade the females through direct online communication. Ultimately, a sense of belonging to a community, even if it exists online, served as a more powerful draw to potential recruits than the targeted messaging of Brand Caliphate.

VOX-Pol Blog Post.

Extremist groups’ online recruitment mechanisms frequently exploit the wide range of grievances and vulnerabilities experienced by individuals at-risk of radicalisation. While it is widely accepted that mental health and wellbeing play a vital role in resilience to violent extremism, most approaches tend to focus on preventing violent extremism through purely ideological means and are not sufficiently tailored to the individual at-risk.

In an effort to understand this audience further and, more importantly, the most effective means of preventing violent extremism, Moonshot conducted an experiment to assess the propensity among at-risk users in Indonesia to engage with ideological counter-content compared to psychosocial support content. The data gathered during this pilot indicate that psychosocial support is an area of unmet need among some of the individuals most vulnerable to violent jihadist recruitment online in Indonesia, and that this population is open to engaging with online support.

The Facebook Redirect Programme (FRP) is designed to combat violent extremism and dangerous organisations by redirecting users who have entered hate or violence-related search queries towards educational resources and outreach groups. A pilot of the programme was launched with delivery partners Life After Hate in May 2019 and Exit Australia in September 2019. It was specifically designed to ensure that individuals searching for white supremacist and/or neo-Nazi communities on Facebook would be offered authentic, meaningful and impactful support off-platform. The purpose of this pilot was to test the programme design and inform future deployments targeting both new geographies and other hate-based communities. Moonshot was contracted by Facebook to evaluate the pilot period of programme performance and make recommendations for future deployments. This report evaluates the pilot programme by examining:
-Facebook’s use of keywords and the safety module as a method of redirecting people off-platform;
-The full user journey from Facebook to delivery partner landing pages;
-The extent to which the pilot can be considered a proof of concept for future deployments.

Between 20 March and 14 September 2020, Moonshot investigated online far-right extremist searches in Bosnia & Herzegovina by analysing at-risk audience engagement with far-right extremist themes.

Our results show a significant number of searches were for far-right extremist themes relating to the region’s history of ethnic conflict, as well searches for international far-right memes and narratives. Interestingly, we found that at-risk users primarily search for and engage with far-right extremist terms in the English language, seeking out terms which have their roots in the region but are now used internationally, such as ‘Serbia Strong’ and ‘Remove Kebab’.