Abstract/Summary

This research analyzes the entire range of Arabic language communiqués issued by the Muslim Brotherhood from July 2013–July 2017 in order to show how political Islamist movements utilize persuasive techniques to advance their strategic communication campaigns and achieve their political goals. Using agenda-setting as a theoretical framework and the seven devices developed by the Institute for Propaganda Analysis (IPA) in the late 1930s as a deductive tool, this article demonstrates that the Brotherhood’s communication strategy strongly aligned with the seven devices developed by the IPA: more than one technique was identified in 97% of the movement’s communiqués analyzed. These findings indicate that persuasive techniques are being used by the Brotherhood as strategic communication devices to serve the goals of 1) discrediting the current military regime; 2) winning the hearts and minds of Egyptians; and, 3) establishing themselves as a legitimate political actor. This case study advances second-level agenda setting theory by suggesting that the IPA’s persuasive techniques reveal the specific mechanisms through which the Brotherhood seek to achieve their communication goals. By raising awareness of these techniques as a critical means of setting the Brotherhood’s agenda, this article also seeks to empower domestic and regional audiences consuming these messages.