TY  - JOUR
AB  - Purpose– The purpose of this paper is to discuss exploratory research into the perceptions of British Muslims towards Islamist ideological messaging to contribute to the general debate on “radicalisation”.Design/methodology/approach– Four focus groups were undertaken with a mixture of Bangladeshi and Pakistani British Muslims who were shown a selection of Islamist propaganda media clips, garnered from the internet.Findings– The paper proposess that Islamist communications focus on eliciting change in emotional states, specifically inducing the paratelic‐excitement mode, by focusing around a meta‐narrative of Muslims as a unitary grouping self‐defined as victim to Western aggression. It concludes that British Muslim respondents were unsympathetic to the Islamist ideological messaging contained in the sample of propaganda clips.Originality/value– The paper provides an insight into how British Muslims might respond to Islamist communications, indicating that, while most are not susceptible to inducement of paratelic‐excitement, others are likely to be, dependent on which genre of clip is used, the messages contained therein, and who that clip is targeted at.
VL  - 44
IS  - 3/4
SN  - 0309-0566
DO  - 10.1108/03090561011020543
UR  - https://doi.org/10.1108/03090561011020543
AU  - Baines Paul R.
AU  - O'Shaughnessy Nicholas J.
AU  - Moloney Kevin
AU  - Richards Barry
AU  - Butler Sara
AU  - Gill Mark
ED  - Phil Harris
ED  - Andrew Lock
PY  - 2010
Y1  - 2010/01/01
TI  - The dark side of political marketing: Islamist propaganda, Reversal Theory and British Muslims
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 478
EP  - 495
Y2  - 2024/04/25
ER  -