Identity and Emotion Appeals in Radicalisation Narratives

Developments in radicalization, extreme political behavior and populism in Europe bring enormous challenges for society and politics. In radical and populist narratives, social media play an important role in the spreading of messages. Social media furthermore allow effective use of images to appeal to viewers. We can then find strong and varying appeals both to identity and emotions as a frequent and seemingly effective means. In that, identity appeals are also emotionally framed. Identity and emotional appeals often come with us-versus-them constructions, antagonism, and a claimed as threatening other. Of additional interest is the ways in which youtube videos, via the visual and sound dimension, can intensify drama, add to anxiety and feelings of threat. The contribution discusses how radicalization narratives in youtube videos work with identity and emotional appeals. It offers results on narratives in the Islamist and right-wing extremist/populist spectrum. The analysis is complemented by interviews with security officials and prevention workers.