The Contours of Al Qaeda's Media Strategy

Al Qaeda has crafted a successful media strategy that is adeptly suited for the war of ideas against the United States. Osama bin Laden and Ayman al-Zawahiri have demonstrated a great ability to lead plural groups and exploit innovation with the use of technology. This article explores how they have connected with diverse audiences around the world with a constant message. The repetition of their platform themes and use of “message projection opportunities” demonstrate a great understanding of human nature, marketing strategy, global media, and world politics. In line with Prospect Theory, bin Laden and Zawahiri's messaging strategy emphasizes stemming losses over solidifying gains. Only through a better understanding of Al Qaeda's media strategy and all of its strengths, weaknesses, and idiosyncrasies can the United States truly recognize what it is up against and begin to construct an effective and comprehensive counter strategy.