PAVE Training Module 2

Section outline

• Your target audience’s engagement with extremist content may vary. Some may be an active online user and regularly engage with extremist content, while some may have never come in contact with it.  After understanding their level of engagement, you can identify in which your audience falls under the four following categories. Understanding where your target audience is positioned in relation to extremist narratives and recruitment tactics will help you determine the best message and delivery approach to reach your intended goal. 

  Upstream: Upstream approaches are generally preventative and aimed at a broader audience. This can include building resilience to a violent extremist narrative or promoting social norms, such as the value of collective human identity. They can also focus on raising awareness or addressing widely-held grievances. For example, EXIT U.K.’s creation of short video stories addressed how day-to-day deprivations and grievances can be compounded and preyed upon by radical right extremist organizations.

  
  

  

  Source: EXIT Hate UK.  https://exithate.org/?fbclid=IwAR1BKPESDGqANSq1NdVs6J3cxzOisfrfLtJW_Hj5p9Zwlkdhn53ZviaUv-I.

  Midstream: Midstream approaches aim at a narrower group of individuals, typically those who are more at risk of radicalization, but not yet recruited to a violent extremist organization or radicalized violence. Methods within this approach include addressing vulnerabilities, building resilience, providing alternative narratives and pathways and undermining confidence in the group, ideology and its leaders. Example: Nigeria United Football team hosted a Facebook and offline campaign in Maiduguri for those vulnerable to Boko Haram recruitment. The campaign showcased Muslim and Christian cooperation through football and facilitating football activities.

  Downstream: Downstream approaches aim to directly rebut, refute or counter narratives of violent extremism or terrorist groups. They also aim to counter the justification, incitement, or glorification of terrorist acts. Multiple downstream campaigns have encouraged engagement with disengagement services.  

  

  Example of Downstream Communication. Photo source: Moonshot, January 2021. “From Shitposting to Sedition.” https://moonshotteam.com/resource/from-shitposting-to-sedition-2020-us-elections-report/ .

  Bystanders: Campaigns can also target the peer network or broader community (bystanders) that surrounds at-risk individuals. The aim is generally to encourage bystander interventions on an individual believed to be at risk of radicalization and/or recruitment. For example, the Stabilization Network Women in Syria Program CVE created online communities and spaces for vulnerable individuals and bystanders to interact safely within. The Stabilization Network’s Women in Syria Program created such a community which aimed to solidify an online community that was resilient to extremism and challenged some of the gender stereotypes found in extremist messaging. This group was highly active with up to 1000+ of user generated media per month. Having traditionally been left out of discussions about how to combat extremism, women reported feeling more confident in intervening to protect their children from violent extremist manipulation. As the content is user generated, these kinds of online communities are sustainable once the initial campaign has run its course. 

  
  

Mapping Your Target Audience

Jump to... Main learning site Session 1: Objectives and Expected Results How Does the Internet Support and Create Opportunities for Extremist Narratives and Radicalization? Digital Recruitment in Today's Society What Tactics Do Violent Extremists Use to Radicalize Individuals? Who Do Violent Extremists Target in Radicalization and Recruitment Online? How and Why Do Youth Become Key Targets for Radicalization and Recruitment? Gendered Lens: How and Why Do Women Become Key Targets for Radicalization and Recruitment? How Does Religion Influence Online Recruitment and Radicalization? What About Policymakers? How do They Support Radicalization and Resilience Factors? Additional Resources for Session 1 Session 2: Objectives and Expected Results What Could An Extremist Narrative Look Like? How Can We Address Online Radicalization and Recruitment? What is Counter or Alternative Messaging and How Can it Be Used to Prevent Radicalization? Building a Strategic Campaign Guidelines for Creating an Effective Campaign Mapping Your Target Audience How to Craft Your Counter or Alternative Message Tactics to Disseminate Your Campaign Messages Your Counter or Alternative Narrative Campaign is Launched - Now What? Evaluating Your Counter or Alternative Narrative Campaign Now It’s Your Turn to Make a Counter Narrative Campaign! Additional Resources for Session 2 Session 3: Objectives and Expected Results Being Safe When Using Online Spaces Safety Through An Inclusive Lens What if Someone I know is Talking to an Unsafe Person? Key Considerations for Building Multi-Stakeholder Collaboration and Trust to Prevent Online Radicalization and Recruitment Additional Resources for Session 3 Print Your Course Certificate

How to Craft Your Counter or Alternative Message