After the Paris attacks on November 13th, 2015, the French government sought to implement counter-terrorism strategic communications amongst other counter-radicalization measures. These measures...Show moreAfter the Paris attacks on November 13th, 2015, the French government sought to implement counter-terrorism strategic communications amongst other counter-radicalization measures. These measures were focused on media-based campaigns, which included several social media platforms such as Facebook, Twitter and an educational website launched by the government: stop-dijhadisme.gouv.fr. This thesis focuses on one particular anti-jihadist media campaign called: #Toujourslechoix. The campaign was launched in November 2016 and although it is no longer being showcased across French educational institutions, till today the visual campaign is still used as a means to spread awareness and can easily be found on the government’s counter-radicalization website. Although the campaign received praise for reaching a large audience, the effectiveness of the campaign as an actual measure to combat radicalization remains contested. The debate surrounding counter-radicalization measures revolves around whether they are deemed effective, Islamophobic or simply ineffective, however scholars fail to address the reason as to why these measures, particularly these visual campaigns, are still being implemented. This thesis proposes to analyze the case study from the perspective of visual framing theory to answer the research question. This theory can successfully explain how social actors use visual frames to communicate certain messages. As such, this thesis argues that by using secondary frames the French government in fact always targets two audiences through two objectives: the first objective being that these visual campaigns should prevent a certain audience to radicalize and the second objective consists of the government also aiming to reassure the French population that the government is taking political action to combat Jihadism in France through these programs. The frames that the French government utilized serve the purpose of achieving these two aforementioned objectives. By using visual methods to analyze the two interactive governmental videos, this thesis will seek to reveal the first and second frames the government uses and will primarily highlight the secondary audience. This thesis concludes that although the primary target audience is the French Muslim community, visual indicators point towards the secondary audience being the non-Muslims of France, who have criticized the government for not implementing harsher counter-radicalization measures.Show less
