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Images are known to have important effects on human perception and persuasion. Jihadist groups are also known to make strategic use of emotive imagery and symbolism for persuasive ends. Yet until recently studies of the online magazines published by violent jihadist groups largely focused on their textual, not their image, content and, while the image content of these magazines is now the subject of a burgeoning number of studies, few of these compare the images used by different groups. This article accordingly offers a cross-group comparison, examining the image content of a total of thirty-nine issues of five online magazines published by four different jihadist groups. Starting with a content analysis, it shows that the images’ most common focus is non-leader jihadis. Using a news values analysis, it then shows how these images of non-leader jihadis are used to visually construct the identity of a “good Muslim.” This construct is characterized by three traits, each corresponding to a different news value: fulfilled (personalization); active (consonance); and respected (prominence). Moreover, these traits are intertwined: fulfillment comes from responding actively to the call to violent jihad, which in turn promises respect. The article concludes by highlighting some subtle differences between how the news values of personalization, consonance, and prominence are realized in the different magazines, and by discussing the implications of the “good Muslim” construct for efforts to develop countermessages.

This paper was presented at the 2nd European Counter Terrorism Centre (ECTC) Advisory Group conference, 17-18 April 2018, at Europol Headquarters, The Hague. The views expressed are the authors’ own and do not necessarily represent those of Europol.
In a speech delivered at the United Nations General Assembly in September 2017, the U.K. Prime Minister Theresa May called on social media companies to do more to remove and block terrorist content from their platforms [1]. In the speech she stated that the average lifespan of online propaganda from the so-called Islamic State (IS) was 36 hours. For such content to be disrupted effectively, she claimed that this figure needed to be reduced to one to two hours. This has since come to be known as the ‘golden window’: if terrorist material can be detected and removed within one to two hours, its spread will be prevented.