Whose hearts and minds? Narratives and counter-narratives of Salafi Jihadism

Abstract

Since the advent of the Global War on Terror, the world has witnessed the continuation of terrorist activity under the banner of Salafi Jihad. With military action proving insufficient to defeat the propagators of the ideology, attention has turned to the ideology itself. Understanding the narratives that constitute this ideology and the systems in place that help propagate it is crucial to defeating it. Analysis brings to light elements that arguably constitute a Jihadist master narrative as well as support structures that help perpetuate key underlying messages of this master narrative. Successful counter-narratives should focus on rolling back and containing Jihadist narratives whilst simultaneously highlighting the values and attitudes of democratic, free societies.