DIIS Policy Brief

The challenges of the propaganda war

A guide to counter-narratives in the prevention of radicalisation

We often turn to information campaigns to inform and instruct the general population. Such campaigns are also pointed to as possible tools, to combat radical and militant counter-cultures on the internet. However, reaching broad segments of the population is one thing. It is more challenging, to direct communication at a smaller audience, which cannot immediately be identified and defined, such as vulnerable youths, radicalised individuals, ideological deviants, violent extremists, foreign fighters, etc.

A new policy brief by Tobias Gemmerli, highlights the pitfalls of using counter-narratives and campaigns, in radicalisation prevention. The brief recommends that counter-narratives are only used when objectives, target groups, and success criteria from the start can be described precisely and in detail.

Part of the attraction of radicalism, is precisely that it turns its back on a normality that can appear unattainable and is not open to the kind of political and religious diversity youths seek. The brief therefore cautions against using campaigns, which promote ‘normality’ as a positive alternative to radicalism and counter-culture.

Finally, when counter-narratives attempt to present ‘facts’ about reality, they ignore the matter that narratives always highlight select information and that they speak into a specific political context. Most radical youths can see through this, which leaves counter-narratives with an aura of manipulation. The brief therefore argues that counter-narratives should not be based on the notion that it is possible to describe ‘facts’ about reality. Instead, they should address feelings, dreams, and opinions that youths can relate to.

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Normalisation campaigns do not prevent radical online cultures
Avoid the pitfalls of counter-narratives