Abstract
ABSTRACT In this research, we conduct a systematic comparative analysis of 366 stories extracted from English-language magazines by ISIS, Al Qaeda, Tehrik-e Taliban of Pakistan (TTP) and the Taliban. We employ the Information, Motivation, and Behavior Skills (IMB) model of behavior change to conduct in-depth qualitative and quantitative analysis of these stories. By focusing on stories featured in jihadi magazines, this research illustrates that (1) stories of ‘average’ jihadists can be effective persuasive tools, (2) the majority of the content of stories by all groups falls within the motivational component of the IMB model and that, (3) groups differ in their focus on various element of the IMB. For example, while Al Qaeda stories provide more informational content, other groups focus on motivational rhetoric.
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