Are you looking to make the world a better place? Between 2005 and 2015 alone, we have witnessed a 540% increase in terrorist attacks targeting civilians worldwide (Global Terrorism Database). Political extremists and terrorists are using the internet as an instrument for propaganda and the recruitment of vulnerable youth in fragile contexts, with devastating consequences.
The first week includes several small group interactive sessions and workshops to ensure that you learn by doing.
Module 1: Know your target audience
▪ Where do ideas come from?
▪ How to zero in on an audience
▪ Mapping your target audience
▪ Influencers, agreed realities and emotional pay-offs
▪ Using mapping to discover target audiences
▪ Using social media for insights
▪ Developing target audience statements
▪ Pitching target audiences
Module 2: Persuade your target audience
▪ What is learning and why this is important to understanding audiences?
▪ How do people learn? Information, skills, and behaviours
▪ The ingredients of persuasive aims
▪ Why you need different credible sources
▪ Why you should craft emotional appeals
▪ The benefits of formulating a logical approach
▪ Investigating examples – persuading target audiences
▪ Applying persuasion to your own context
Module 3: Storytelling for media professionals
▪ Narrative journalism versus information journalism
▪ The eight essential elements of story
▪ Symbols and universal truths
▪ Studying real examples illustrating the eight essential elements of story
▪ Story detective sessions: develop your own story
▪ The micro story: story in a tweet
▪ Create characters to engage audiences
▪ The importance of character: identifying people like us
▪ haracter histories and how to craft them
▪ Hero journeys and creating powerful character growth
Module 4: Creative formats to engage audiences
▪ How do we tell stories using media?
▪ Ten engaging formats and what makes them unique
▪ Which formats are good for conveying information versus conveying emotions?
▪ Types of formats and the ideas box
▪ Combining ideas creatively
▪ Investigating formats: interviewing
▪ Investigating formats: the discussion
▪ Practice: engaging audiences with the discussion format
▪ We draw on lessons learned by anti-radicalisation experts and people who have been radicalised, understanding their motivations and emotions
▪ Examine the landscape and current techniques used to radicalise from various perspectives, including al Shabab, Al Qaeda, Boko Haram, and ISIS (amongst others)
▪ Explore the radical narrative versus the counter narrative and its outcomes
▪ Create counter narratives that focus on our own contexts
▪ Examine social media strategies in use by radicals and their efficacy
▪ Delve into the potency of extremists offline strategies
In the final week, we combine the learning of the first two weeks and use the RNTC method of “learning-by-doing".
Students will create their own counter-radicalisation content, in a variety of media (audio, text, still image, or video), for various platforms (including radio, TV, print, web, and social media) in an effort to put the theories learned, into practice.