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This paper represents an attempt to deconstruct how Muslims living in Britain
might respond to militant Islamist propaganda, as typified by elected ‘Jihadist’
video-clips obtained from the Internet, using a discussion group format. The
article discusses the methodological difficulties of conducting research in the
propaganda field using a conventional advertising-evaluation type approach, and
provides a series of testable propositions to guide further research in the
field. The central thesis is that ‘Jihadist’ communications focus around a meta-
narrative of Muslims as a unitary grouping selfdefined as victim to Western
aggression. While early indicators are that some genres of propaganda may be
more effective than others (e.g. cartoons) in introducing this notion and some
groupings more susceptible than others, we conclude that in general most Muslim
respondents were unsympathetic to the messages contained in the propaganda
clips. This paper will be of particular interest to managers of government
social and market research programmes and media/PR pract
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