what most P/CVE strategies fail to demonstrate is that effective messaging is just one part of a holistic influence campaign where offline actions reinforce online messaging. The messages of extremist groups reach their intended audiences, resonate with them, and then – most importantly – offer them a pathway for action. If the movement speaks to you then you can, for instance, help spread their message online or offline, recruit and proselyte others, facilitate terrorist attacks or material flows, provide infrastructural support, or even become a local or foreign fighter. The appeal of the recruitment messaging is that these are action-oriented groups that can be supported or joined. Instead of solely offering online counter-narratives, P/CVE strategists should consider shifting their focus to offering what I call counter-engagement. Instead of offering alternative
messages only, these efforts should shift towards offering alternatives
things to do as well.
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