Understanding the Diversity of Jihadi Rhetoric

This stage of the process, which initially aims to identify details of the main elements of hostile PSYOPS, also allows the gathering of knowledge on the construction of this particular form of communication. [...] Since the scope of this study is the jihadist discourse itself and its diversity, the analysis focuses on the source (who is speaking in the videos), the content (what is being said), and the media (how it is being said) – three of the five SCAME elements. [...] The purpose of this approach is to provide a more nuanced understanding of the videos by examining the speakers, the content of what was being said, and the media they used to assess how it was being said. [...] The motivational framing enhances the analysis of the media by alluding to the influence techniques and lines of persuasion used. [...] The split of the Iraqi branch of AQ and the creation of IS have divided the movement into two factions and escalated the propaganda in favour of both factions.