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Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th February 2011

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Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th February 2011. What is…?. - PowerPoint PPT Presentation

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Page 1: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011
Page 2: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

What is…?

Strategic communication is a planned series of sustained and coherent activities that develop

and promote ideas and opinions with the objective of

changing or sustaining particular types of behaviour

Strategic communication is NOT simple media interaction,

Information Operations, advertising, marketing,

propaganda or spin

Counterterrorism is the collective term for measures

intended to combat or reduce terrorism, and is primarily pre-

emptive in nature

Terrorism is the calculated use, or threat of use, of violence for

political purposes against civilians

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Page 3: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

How can Strategic Communication contribute to Counterterrorism?

ViolenceRadicalisation

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Page 4: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Key Questions

Do we understand the

behaviour? Where are the trigger points and barriers?

Can we design interventions

that can change this behaviour?

Can we model the behaviour?

How does communication support these interventions?

What influences this behaviour?

How do we measure any

changes?

?

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Page 5: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

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The Belief-Behaviour Gap

Adapted from: Leuprecht et al, 2010

Page 6: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

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Intervention Process

Adapted from: A. Darnton, 2008

Page 7: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Western Use of Strategic Communication

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Page 8: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Intercultural Intelligence Gap

Source: S.A. Tatham, Dec 2008

It’s not hard to see why the West has difficulty communicating

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Page 9: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Terrorist Use of Strategic Communication

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Page 10: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Audience Segmentation

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Insiders

Existing Backers and Supporters

Muslims who could support

Troublemakers, Apostates, Jews,

Unbelievers

Outsiders

Page 11: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

“How-to” Guide for web-Jihadists

11Source: J. Brachman, 2010

Page 12: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Global Jihadi Meta Narrative

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Page 13: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Objectives of the Global Jihadi Narrative

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Page 14: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Counter-narratives or Countering Narratives?

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Page 15: Strategic Communication as a Counter-terrorism Tool Nic Labuschagne 17 th  February 2011

Conclusion• Strategic communication can be utilised to counter

terrorist narratives and to support interventions aimed at preventing or reducing the incidence of violent radicalisation

• A far more sophisticated understanding of the complex systems nature of the communication space is required

• Western governments’ credibility is too compromised and their ability to control the delivery of a common counternarrative is too fragmented to consider investment in such an initiative at this stage

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