Information on how the Global Jihadist Movement’s (GJM) leaders define their ideology is widely available, but few studies have focused on analyzing the entire contribution of all the actors involved in the construction of this decentralized movement’s discourse (Winter 2015), and few studies provide an in-depth qualitative analysis of it (Macnair and Frank 2017). In order to address this deficiency, I studied one of the main media through which the jihadists address their audience: the videos. Because of their prevalence and the ease with which they can be shared with the masses through information and communication technologies, video is a particularly effective propaganda and mobilization instrument (Gates and Podder 2015; Macnair and Frank 2017). It was one of the most influential media of the German regime before the Second World War (Domenach 1973; Hoffmann 1996). Drawing on the collective action framing theory, this study aims to better understand the diversity of the GJM discourse by focusing on its underlying problems (diagnostic framing), the solutions therein (prognostic framing), and the mobilization rhetoric used (motivational framing) (Snow and Benford 1988).
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