UNLV Theses, Dissertations, Professional Papers, and Capstones 12-2011 The information battlefield: Al-Qaeda's use of advanced media technologies for framed messaging Jessica Marie Martin University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/thesesdissertations Part of the Broadcast and Video Studies Commons, Communication Technology and New Media Commons, Critical and Cultural Studies Commons, International and Intercultural Communication Commons, and the Journalism Studies Commons Repository Citation Martin, Jessica Marie, "The information battlefield: Al-Qaeda's use of advanced media technologies for framed messaging" (2011). UNLV Theses, Dissertations, Professional Papers, and Capstones. 1257. https://digitalscholarship.unlv.edu/thesesdissertations/1257 This Thesis is brought to you for free and open access by Digital Scholarship@UNLV. 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THE INFORMATION BATTLEFIELD: AL-QAEDA‘S USE OF ADVANCED MEDIA TECHNOLOGIES FOR FRAMED MESSAGING By Jessica Marie Martin A thesis submitted in partial fulfillment of the requirements for the Master of Arts in Journalism and Media Studies Hank Greenspun School of Journalism and Media Studies Greenspun College of Urban Affairs The Graduate College University of Nevada, Las Vegas December 2011 THE GRADUATE COLLEGE We recommend the thesis prepared under our supervision by Jessica Marie Martin entitled The Information Battlefield: Al-Qaeda’s Use of Advanced Media Technologies for Framed Messaging be accepted in partial fulfillment of the requirements for the degree of Master of Arts in Journalism and Media Studies Hank Greenspun School of Journalism and Media Studies Greg Borchard, Committee Chair Julian Kilker, Committee Member Gary Larson, Committee Member David Dickens, Graduate College Representative Ronald Smith, Ph. D., Vice President for Research and Graduate Studies and Dean of the Graduate College December 2011 ii ABSTRACT The Information Battlefield: Al-Qaeda’s Use of Advanced Media Technologies for Framed Messaging By Jessica Marie Martin Dr. Gregory Borchard, Committee Chair Associate Professor of Journalism and Media Studies University of Nevada, Las Vegas Through a descriptive and qualitative content analysis of Al-Qaeda videos from 2001 to 2010, this thesis describes how the organization‘s video production has undergone a surge in production quality by using modern technology and skilled recruits. This thesis also provides background on the Islamic culture and the history of Al-Qaeda in order to put into perspective the goals of the organization‘s framed messages that are incorporated into their videos. The study also draws on parallels of propaganda use throughout history to highlight how regimes from all over the world understand the importance of communication during a time of war. iii ACKNOWLEDGEMENTS I would like to thank the following individuals for their contributions to this study. Thanks to Thesis Chair Dr. Gregory Borchard for overseeing this project; most importantly for his time, patience, and guidance throughout the process. Thanks to committee members Dr. Gary Larson, Dr. Julian Kilker and Dr. David Dickens for their foresight, expertise and passion for the subject matter. Thank you all for your years of support and unhesitant willingness to be part of this project. iv PREFACE I chose to study the topic of Al-Qaeda‘s framed messaging because it was of professional interest to me as a public affairs officer in the U.S. Air Force who has deployed to the Middle East in support of the Global War on Terror. I believed that any research I conducted would benefit my practical application of the knowledge. This proved to be true; however, I did not anticipate the feelings associated with analyzing such material. From the beginning, I understood the importance of impartiality. For that reason, I was hesitant to disclose my background. However, my committee unanimously encouraged me to include it, with the argument that, by nature, everyone is bias to some degree. Despite my personal stance going into this project, I do believe the tone of the thesis remained balanced. One particular example of conflict was in reviewing the videos. It was disturbing to see footage of American and allied military members beating Arab men who appeared to be civilians. Yet, I had made the decision to transcribe each video for the appendix, and so I knew that had to be included. Ultimately, this study opened my eyes to the subjectivity of propaganda. Messaging framing is truly in the mind of the message sender. U.S. and allied military forces are serving to protect democratic freedoms, defending their citizens against ―terrorist‖ actions. Al-Qaeda followers are serving to uphold Sharia law, defending Islam against ―occupiers‖ threatening their culture. I am still a patriotic American Airman and have not become an Al-Qaeda sympathizer. However, I can appreciate the sincerity of messages with reasons behind a passionate delivery. v TABLE OF CONTENTS ABSTRACT ……………………………………………………………………. iii ACKNOWLEDGEMENTS ……………………………………………………. iv PREFACE ………………………………………………………………………v LIST OF IMAGES ………………………………………………………………vii CHAPTER 1: INTRODUCTION ……………………………………………. 1 Al-Qaeda‘s rise to the front ……………………………………………. 6 Thematic Statement ……………………………………………………. 13 Significance of study ……………………………………………………. 15 Literature Review ………...………………………………………….. 18 Methodology ……………………………………………………………. 26 2001: ―Osama bin Laden—November 9th, 2001‖ ……………. 27 2005: ―Knowledge is for acting upon—The Manhattan raid‖ …....... 28 2008: ―Al-Qaeda leader on Obama‘s victory‖ ……………………. 30 2007: ―Al Qaeda/as Sahab: Hafiz Usman & Adam Gadahn propaganda [English]‖ ……………………………………………………. 31 2007: ―The solution‖ ……………………………………………. 32 2008: ―Al Qaeda recruits children‖ ……………………………. 32 2009: ―‗Gaza, not again‘ Al-Qaeda propaganda video‖ ……………. 32 2010: ―Adam Gadahn March 7, 2010 video with transcript‖ ……. 32 2011: ―Ayman Dhawahiri—I have never been a member of Muslim brotherhood!‖………………………………………………… 32 CHAPTER 2: FINDINGS .…………………………………………………… 38 Video length and spokespersons…………………………….......................39 Production quality ………………………………………………......... 44 Key messages (calls to action)…………………………………….............. 51 CHAPTER 3: CONCLUSION …………………………….……………… 58 APPENDIX …………………………………………………………………….. 66 REFERENCES ……………………………………………………..……… 155 VITA ............................…………………………………………………....160 vi LIST OF IMAGES Image 1 ―Osama bin Laden—November 9th, 2001‖ screenshot……………. 66 ―Knowledge is for acting upon—The Manhattan raid‖ Image 2 part 1 screenshot……………………………………………. 70 Image 3 part 2 screenshot……………………………………………. 88 Image 4 ―Al Qaeda/as Sahab: Hafiz Usman & Adam Gadahn propaganda [English]‖ screenshot……………………………………………… 101 Image 5 ―The solution‖ screenshot…………………………………………. 129 Image 6 ―Al Qaeda recruits children‖ screenshot…………………………. 132 Image 7 ―Al-Qaeda leader on Obama‘s victory‖ screenshot………………. 133 Image 8 ―‗Gaza, not again‘ Al-Qaeda propaganda video‖ screenshot……... 137 Image 9 ―Ayman Dhawahiri—I have never been a member of Muslim brotherhood!‖ screenshot………………………………………… 146 Image 10 ―Adam Gadahn March 7, 2010 video with transcript‖ screenshot… 150 vii The Information Battlefield: Al-Qaeda’s Use of Advanced Media Technologies for Framed Messaging CHAPTER 1: INTRODUCTION Message framing is used by a variety of organizations and is known by a variety of terms. Message framing in application to war is better known as propaganda, although that tie has conjured up a sinister tone since its prominent use in World War I. The tactic began innocently as a way to ensure the distribution of truthful information, but war planners twisted its meaning by exploiting its use on the battlefield. Propaganda has continued to be used within the realm of war and is evident today in the framed messages of Al-Qaeda videos. This thesis analyzes the ways in which Al-Qaeda has influenced public opinion by waging its own propaganda campaign against the United States, most notably since the attacks of September 11th. Al-Qaeda, led by Osama bin Laden until his death in May 2011, has propagated framed messages with online videos to gain support of its cause. This study shows how precedents are visible in Al-Qaeda‘s messages in its current war against Western democratic ideas. Al-Qaeda is enlisting public relations to spread its framed messages across the globe, similar to regimes throughout history. The idea for this study was based on the author‘s personal interest in exploring Al-Qaeda‘s propaganda and intended audiences on a scholarly level. As a public affairs officer in the U.S. Air Force, having served a tour of duty in the Middle East, the author regularly dealt with providing information to reporters and analyzing news productions 1 regarding the conflicts with Al-Qaeda. With that experience, the author recognized the importance of viewing primary sources in their intended context. Propaganda‘s implementation is traceable throughout time. In the early 20th Century, Edward Bernays, a leading figure in the study of modern message framing—or, as he more simply described it, ―propaganda‖—wrote that World War I changed the way media users understood the effects of messages. ―Ironically,‖ Bernays wrote, ―the same great war drive that had made that alien term ‗propaganda‘ commonplace