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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