In this research paper, ICCT Research Fellow Dr. Bibi van Ginkel analyses the role of the internet and
social media in processes of radicalisation. It offers an outline of the various aspects of the jihadist
narrative, in order better to understand what message needs to be countered. The counter-actions
against this cyber jihad can take different forms. Parallel to the way in which advertisement campaigns
are tailored to sell products to a certain target group, strategic communication should take into account
how a number of recurring elements play a role in the counter-messaging. The understanding of who the
target group is, what jihadist narrative is used and how that message can be countered, who the credible
messenger should be, and what medium can best be used to deliver the message are all relevant
questions that can only be answered in a context-specific manner. The report concludes with several
recommendations on how the recently announced new European counter-narrative centre can
effectively contribute to the already diverse landscape of counter-narrative initiatives.