When ISIS was defeated territorially, there was a significant decrease in the online propaganda output for which they became notorious and which helped them to attract an unprecedented 40,000 foreign terrorist fighters to wage jihad and live under the Caliphate in Syria. Nevertheless, they still manage to reuse years of product produced in their heyday as well as continue to produce videos and recruit online from hidden safe havens in Iraq and Syria. Thus, the logical next phase of fighting ISIS is not attacking militarily, but also digitally taking them out. Some of the ways of doing that are already being accomplished by Facebook, Twitter and other mainline platforms using machine-run algorithms to enforce terrorist propaganda takedown policies and by militaries who attack their safe havens and means of continuing to broadcast their messages of hate. However, there is also the need to delegitimize terrorist groups and their virulent ideologies so that they find it much harder to gain traction with their intended audience of potential recruits. In doing so we are finding in our analysis of Facebook comments to anti-ISIS counternarrative campaigns evidence that it may be necessary not only to work to delegitimize terrorist groups but also to work to repair views of, and trust in, Western powers at the same time, as the two appear to be intertwined – something that groups like ISIS are all too eager to exploit.
Counternarratives have been put forth as a potentially useful technique for fighting ISIS online, but many efforts to produce online counternarratives against ISIS, often produced by government entities, have proven ineffective due to their inability to resonate with viewers in the same emotionally evocative and deep-seated way that the terrorist propaganda does. In this vein, the International Center for the Study of Violent Extremism [ICSVE] has created over 175 counternarrative videos, taken from a collection of interviews with 239 ISIS prisoners, returnees and defectors, translated and subtitled in 27 languages, each of which features a speaker who actually lived in ISIS and either returned to their home countries, defected from ISIS, or were imprisoned. These speakers’ stories mirror the poignant nature of ISIS’s propaganda, telling, sometimes with tears in their eyes, of believing the ISIS recruitment lies, but then ending up watching their families die, seeing innocent people being executed, or being tortured themselves for breaking the most minor and arbitrary rule. The speakers focus on the ways that ISIS lied to them and manipulated their deepest desires to serve Islam while twisting and misusing sacred Islamic scriptures, and eventually ruined their lives.
ICSVE’s project, called Breaking the ISIS Brand – the ISIS Defectors Interviews Project, focuses on capturing the voices and emotions of credible defectors and imprisoned cadres. The footage used in the videos, other than the film of the speakers themselves, is taken from actual ISIS propaganda to illustrate the speaker’s story, which makes a direct contradiction to the terrorist narrative, effectively turning ISIS propaganda back on itself. At the end of the videos, which are titled with pro-ISIS names in order to capture the attention of viewers seeking ISIS videos, the speakers give advice to others who may be thinking of joining ISIS, forcefully denouncing the group. ICSVE’s counternarrative videos have been used by law enforcement professionals, religious leaders, and non-governmental organizations in face-to-face interactions in Kyrgyzstan, the Netherlands, Belgium, Jordan, Iraq and elsewhere as part of robust countering violent extremism programs. Likewise, participants in ICSVE-led focus groups as well as one imprisoned ISIS terrorist emir in Iraq have also reported (or in the case of the emir, was observed) being deeply moved by the content of the videos.
ICSVE has also run over 100 Facebook campaigns in multiple languages crossing multiple continents to reach the same audiences from which ISIS tries to recruit. While quantitative metrics provide important insight into the success of the counternarratives, qualitative analysis of the comments on the videos have also allowed ICSVE to determine the emotional resonance of the counternarratives. This article examines comments on ICSVE’s counternarrative videos in Facebook ad campaigns running from Dec. 3 to Dec. 31, 2019, in local languages in Iraq, Jordan, Tunisia, Kosovo, Bosnia, Albania, Montenegro, and Saudi Arabia.
While not every viewer comments, those who do can be assumed to be engaged with the content of the video, which is a positive sign for using counternarratives. Very few comments on the counternarrative videos used in these campaigns expressed a positive view of ISIS; those who did typically called the speaker a liar or simply accusing ICSVE of lying, such as one commenter from Tunisia who wrote, “WTF I just watch and why the fuck is it keep coming in as a suggestion get the fuck outta here ain’t nobody got time for your bullshit” [sic]. On the other side of the spectrum, an Iraqi commenter clearly held a positive view of ISIS, writing in Arabic, “Raise the Lord of ISIS.” A viewer from Montenegro commented in Croatian, “Mockery! This is what the West does,” suggesting either that he did not believe the content of the video and implying that the counternarrative was part of a greater Western effort to discredit ISIS, or that ISIS was created by the West to make a mockery of Islam. Another Bosnian commenter suggested turning ISIS’s cruel punishments back on the speaker, writing, “While he was killing, he was a hero. Now that he’s trapped he becomes a coward, I suggest beheading him.”
Researchers testing these counternarratives in face-to-face interactions and focus groups notice that the speaker is almost always seen by the viewers as credible. However, online viewers often attack the credibility of the speaker as way of expressing anger over some aspect of what is being portrayed or over what they surmise is behind the counternarrative. For instance, some commenters took the counternarrative and speaker having been from their country as an insult to their national pride and thus suggested that they did not find the speaker credible. These commenters then spoke rather in defense of their own country rather than in defense of ISIS. One wrote in Croatian, “Hell, there are no ISIS terrorist in Bosnia! Fuck you, America!,” while a Tunisian viewer wrote, “The is falsification Tunisia is far from being the land of extremism we are by far the most tolerant open minded Arab country we do not discuss “Jihad” in the streets we don’t even discuss religion that much and those who went to Syria to kill their brothers are no longer welcomed they are a threat to our national security these imbeciles have no no rights and are not entitled to anything.” [sic]
Some commenters simply posted straightforwardly negative comments about ISIS, such as a commenter on the video shown in the Balkans, who wrote, “Every ISIS fighter should be executed and burned!” as well as commenters from Tunisia, who wrote, “U deserve nothing but a bullet a dirty one” [sic] and “We, Tunisian people , don’t want these rats infesting our country ..they are NOT welcomed here . and we will chase them one by one out of our streets. may they rot in ISIS’s hell..” [sic]. Notably, one anti-ISIS commenter wrote not in negative terms toward ISIS members, but rather in constructive terms. The man wrote in Bosnian, “I would love to work in Kurdistan, not for faith but for justice.” All of the aforementioned comments demonstrate the ability of these counternarrative videos to evoke strong emotions and to engage viewers enough to comment and even sometimes engage in discussions with other commenters on Facebook, which is a very good sign regarding their effectiveness.
Many comments were neither straightforwardly positive nor negative, as they referenced the conspiracy theory that America and Israel created ISIS. Such comments can be classified as anti-ISIS but are certainly not endorsing non-violence or moderation and thus deserve further attention. One Jordanian commenter wrote, “Terrorism is an American and Zionist made even with different names. Daesh [ISIS] is lying. American Russian Jewish made. What the Americans did in Iraq is double double of what Daesh did.” The same commenter also suspected that ICSVE was a part of the conspiracy: “This is made by the westerners to destroy Arab countries for the sake of those monkeys and pigs Zionists.” Another Jordanian wrote, “The Zionist occupation is terrorism,” though he also acknowledged, “This is the first time for me to hear about Daesh that way,” indicating that the counternarrative video did introduce a new and interesting viewpoint, even if the commenter did not fully agree with that viewpoint. An Iraqi commenter, who viewed the same counternarrative as that shown in Jordan, doubted that the speaker did not commit more atrocities as part of ISIS while also broaching the topic of the anti-Zionist and anti-Western conspiracy, conflating all his perceived enemies as being part of Daesh: “Who says you didn’t kill or destroyed houses, you all are not honorable neither European, American, Israeli, Iranian you all Daesh.” Another Iraqi posted a cartoon of a pig bearing the Turkish flag, with piglets labeled in Arabic as Liberation Levant, Daesh, Al Nusra Front, Mohamed Al Fatih, Syrian Coalition, and Al Fatih Brigade suckling at its teats, suggesting with a degree of plausibility that the militant groups fighting in Syria who are overtly jihadist and who carry out jihadist crimes while calling out their slogans were birthed by and dependent on Turkey and not truly fighting for the rights of the Syrian people.
Although the conspiracy theory that Israel and the West created ISIS is more prevalent in Arab countries, commenters in the Balkans also indicated their support for the theory, although they mentioned Israel far less often than Tunisians, Iraqis, and Jordanians did, perhaps because Israel is seen as less of a threat for them. One commenter in Kosovo wrote, “ISIS is Russian organization mercenaries…!!! Many of them didn’t know why are what they fuckin doing…!!,” [sic] while another wrote, “ISAL [sic] is American killing army supported by money from NATO protection racket. Mafia!.”
Comments of this anti-Western and anti-Israeli nature have also been written on prior Facebook ad campaigns featuring other ICSVE counter narrative videos run earlier in 2019 and 2018. For instance, one Iraqi commenter wrote: “This is what you have done to my city and our people […] so that they facilitate something you’ve prepared which is a plan made by Israel, America, and Europe and it’s one the Cold War’s threads between the Soviet Union and America… do you think we’re not aware of your deeds […] we will expose all your plans […]”
Another commenter in Iraq wrote, “What Muslims, these are Jews that pretend to be Muslim to distort Islam, conspire and separate between Muslims for the sake of tearing Mohammed’s nation,” while another claimed, “The source of terrorism is Turkey.” A Jordanian commented that ISIS is “an American industry distorting the minds of the Arab-Islamic generation to eliminate Islam gradually, there is no God but Allah, Muhammed is the messenger of Allah,” and another wrote, “America is the godfather of terrorism.”
An important issue for consideration is that few of the comments on the ads were specifically pro-ISIS, but a large portion of the comments related to a perspective that is not oriented toward nonviolence, posing a difficult question: Is the view that ISIS was created by Western forces one that ought also to be challenged or left alone, given that people who hold it are extremely unlikely to join ISIS? Or does it simply create space for new terrorist organizations as well as established anti-Western groups such as al-Qaeda to recruit new members?
In addition to their significantly better social media machine, ISIS’s concrete, tangible ideology was a key deviation from al-Qaeda that likely contributed to the exponentially higher numbers of FTFs joining ISIS than al-Qaeda. However, ISIS’s loss of territory may be used as evidence that the Caliphate is, as al-Qaeda posits, a distant goal. Furthermore, propagation of the conspiracy, either purposefully or inadvertently through comments on counternarratives, that ISIS was created by Israel and Western powers to destroy Islam from within may also provide fodder for groups like al-Qaeda, which focus on targeting the “far enemy” while proselytizing to Muslims who do not adhere to their form of radical fundamentalism.
Previous studies of anti-American comments have put forward several explanations as to why these conspiracy theories have gained traction predominantly, but not exclusively, in the Arab world. The authors of one study suggested that the United States tends to be an archetype for a global power interfering in the Middle East, making Anti-American sentiments less about Americans and American society and more about global meddling in the affairs of Iraqis and Syrians. This hypothesis is supported by the presence of statements also made against Saudi Arabia and Iran in the comments on videos shown in Jordan, Iraq, and Tunisia. Both Saudi Arabia and Iran have waged proxy wars in the region, often by funding sectarian militias. It is notable that commenters in the Balkans expressed anti-Russian sentiments, seemingly replacing Saudi Arabia and Iran with Russia as the more proximal global power of which to be wary, this particularly in light of Russian support for Serbian aggression in the last wars fought there. This fear was also legitimized by a recent report from the European Council on Foreign Relations concluding that Russia may intend to use the Balkans as a political bargaining chip with the European Union and North Atlantic Treaty Organization. Arguably, Turkey, Iran, and Saudi Arabia have used Iraq, Syria, and other smaller Middle Eastern countries for similar purposes.
The anti-Israel comments, though sometimes linked with anti-Western and anti-American comments, however, cannot be placed in the same category and likely reflect societal-wide views and widespread anger in these Middle Eastern countries about Israel. Although there is evidence that Israel engages in covert operations in the region, that the country and its people are viewed in many comments as symbols of meddling global powers equal to the United States, Russia, or even Saudi Arabia and Iran is alarming. This likely reflects longstanding Middle Eastern anger against Israel over the Palestinian issue as well as views of Israel’s inflated power in the region, particularly following military defeat by Israel of some in the region coupled with anger over strong U.S. support for Israel. The anti-Israeli sentiments and the theory that Israel created ISIS to sow division among Muslims found in many of the comments appears to be a reflection of mainstream Middle Eastern society in which this view of equating ISIS with Zionism and eloquently claiming that ISIS was created by Israel is also spread in scores of online blog posts and opinion pieces. One commentator echoed these same statements: “Israel has plotted and conspired against Arab states in the region, playing sectarian and tribal tensions to generate instability.” He continued, “The fact that ISIS has not moved against Israel and instead focused on killing Muslims says a lot about this organization’s real mission.” The same question was also echoed in ICSVE’s interviews of ISIS members, some who asked their leaders why the group was not first attacking Israel before fighting Middle Eastern powers and attacking Western targets. Other online articles widely circulated in the Middle East also express the view that ISIS and Zionism are essentially the same ideology. It is likely the societally wide spread of such beliefs may underly the presence of anti-ISIS views mixed together with anti-Israel views stated in these Facebook comments. Moreover, it is interesting that the same thought process of likening ISIS’s ideology to Zionism has also been used by ISIS members and supporters to justify their actions and characterize people who support Israel and oppose ISIS as Islamophobic.
It’s very important to continue to work to delegitimize groups like ISIS and al-Qaeda through counternarrative campaigns and to debunk their ideology promoting militant jihad, “martyrdom,” hijrah (migration to lands ruled by shariah) and building a Caliphate even by violent means. However, this analysis of comments made to a series of anti-ISIS Facebook campaigns reveals the need to also consider how to address anti-Western sentiments found in those who are willing to oppose ISIS, as these views are all too often twisted to garner support for militant jihadist groups.
The views expressed here are the writer’s and are not necessarily endorsed by Homeland Security Today, which welcomes a broad range of viewpoints in support of securing our homeland. To submit a piece for consideration, email [email protected]. Our editorial guidelines can be found here.
Anne Speckhard, Ph.D., is Director of the International Center for the Study of Violent Extremism (ICSVE) and serves as an Adjunct Associate Professor of Psychiatry at Georgetown University School of Medicine. She has interviewed over 700 terrorists, their family members and supporters in various parts of the world including in Western Europe, the Balkans, Central Asia, the Former Soviet Union and the Middle East. In the past three years, she has interviewed 239 ISIS defectors, returnees and prisoners as well as 16 al Shabaab cadres and their family members (n=25) as well as ideologues (n=2), studying their trajectories into and out of terrorism, their experiences inside ISIS (and al Shabaab), as well as developing the Breaking the ISIS Brand Counter Narrative Project materials from these interviews which includes over 175 short counter narrative videos of terrorists denouncing their groups as un-Islamic, corrupt and brutal which have been used in over 125 Facebook campaigns globally. She has also been training key stakeholders in law enforcement, intelligence, educators, and other countering violent extremism professionals on the use of counter-narrative messaging materials produced by ICSVE both locally and internationally as well as studying the use of children as violent actors by groups such as ISIS and consulting foreign governments on issues of repatriation and rehabilitation of ISIS foreign fighters, wives and children. In 2007, she was responsible for designing the psychological and Islamic challenge aspects of the Detainee Rehabilitation Program in Iraq to be applied to 20,000 + detainees and 800 juveniles. She is a sought after counterterrorism expert and has consulted to NATO, OSCE, the EU Commission and EU Parliament, European and other foreign governments and to the U.S. Senate & House, Departments of State, Defense, Justice, Homeland Security, Health & Human Services, CIA, and FBI and appeared on CNN, BBC, NPR, Fox News, MSNBC, CTV, and in Time, The New York Times, The Washington Post, London Times and many other publications. She regularly writes a column for Homeland Security Today and speaks and publishes on the topics of the psychology of radicalization and terrorism and is the author of several books, including Talking to Terrorists, Bride of ISIS, Undercover Jihadi and ISIS Defectors: Inside Stories of the Terrorist Caliphate. Her publications are found here: https://georgetown.academia.edu/AnneSpeckhardWebsite: and on the ICSVE website http://www.icsve.org Follow @AnneSpeckhard
Molly Ellenberg, M.A. is a research fellow at ICSVE. Molly Ellenberg holds an M.A. in Forensic Psychology from The George Washington University and a B.S. in Psychology with a Specialization in Clinical Psychology from UC San Diego. At ICSVE, she is working on coding and analyzing the data from ICSVE’s qualitative research interviews of ISIS and al Shabaab terrorists, running Facebook campaigns to disrupt ISIS’s and al Shabaab’s online and face-to-face recruitment, and developing and giving trainings for use with the Breaking the ISIS Brand Counter Narrative Project videos. Molly has presented original research at the International Summit on Violence, Abuse, and Trauma and UC San Diego Research Conferences. Her research has also been published in the Journal of Child and Adolescent Trauma. Her previous research experiences include positions at Stanford University, UC San Diego, and the National Consortium for the Study of Terrorism and Responses to Terrorism at the University of Maryland.