برندسازی و بازاریابی سیاسی- ادراکی ترس و خشونت از طریق تبلیغات رسانه‌ای؛ مدل داعش با تمرکز بر مجله دابق

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه علوم سیاسی، دانشکده حقوق و علوم سیاسی، دانشگاه فردوسی مشهد، مشهد، ایران

10.22034/imrl.2023.390947.1170

چکیده

به‌مثابه بازار تجاری- انتخاباتی، تروریسم نیز نوعی بازار سیاسی دارد که گروه‌های تروریستی به‌عنوان تولیدکنندگان و فروشندگان ایده‌هایشان به مخاطبان، به برندسازی روی می‌آورند تا از این طریق بتوانند ادراک اعمال شان را برای خریداران و مخاطبان (گروه‌های هدف) جذاب کنند. دولت اسلامی عراق و شام (داعش) و روش‌های تبلیغاتی و برندسازی آن از جمله موارد مهم برای بررسی ساختار برندسازی گروه‌های تروریستی است. برندسازی تروریستی نوعی پروپاگاندای رسانه‌ای برای مخاطبان هدف است. هدف اصلی این پژوهش تمرکز بر جنبه‌های ارتباطی مجله آنلاین تبلیغاتی داعش (دابق) برای تبیین بازاریابی سیاسی و برندسازی داعش است. بر همین مبنا، فرض اساسی پژوهش این است که داعش از طریق برندسازی ایده‌های خود و تمرکز بر ادراک ترس و خشونت در بازار سیاسی تروریسم، توانسته است در مدت زمان محدود، مخاطبان متفاوتی را در بین گروه‌های خاص جذب کند. روش پژوهش تحلیل محتوای شماره‌های چاپ شده مجله دابق است تا از طریق متن‌پژوهی، روش‌های بازاریابی سیاسی و برندسازی داعش نمایان شود. یافته‌های پژوهش نشان می‌دهد که امروزه با وجود ضعیف شدن این گروه، هنوز ایده‌های اساسی آن از جمله آرمان خلافت اسلامی از طریق راهبرد‌های بازاریابی و برندینگ دنبال می‌شوند، هر چند در بعد فیزیکی- عملیاتی، این گروه ضربه‌های سختی را متحمل شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Branding and Political-Perceptual Marketing of Fear and Violence through Media Advertising: Focusing on the ISIS Dabiq Magazine

نویسنده [English]

  • Arash Beidollahkhani
Assistant professor of Political science department of Political Science, Ferdowsi University of Mashhad, Mashhad, Iran.
چکیده [English]

Like the commercial-electoral market, terrorism also has a political marketplace where terrorist groups branding their idea to their audiences as producers and sellers, so that they can make an easy perception of their actions through branding inside of targeting audiences and giving their brand an attractive structure. The Islamic State of Iraq and the Levant (ISIL) and its propaganda and branding methods are among the important cases for examining the branding structure of terrorist groups. Terrorist branding is a form of media propaganda for the target audience. The paper’s aim focuses on the communication aspects of the ISIS online propaganda magazine (Dabiq) to explain the political marketing and branding of ISIL. The ISIL main hypothesis of this paper, therefore, is that Daesh has been able to attract different audiences within a limited period of time by branding its ideas and focusing on the perception of fear and violence in the political market of terrorism. The research method is content analysis of Dabiq magazine in order to reveal the political marketing and branding methods of ISIS through textual analysis. The findings of the research show that, despite the weakening of ISIL, its basic ideas, including the ideal of the Islamic caliphate, are still followed through marketing and branding strategies.

کلیدواژه‌ها [English]

  • Brand
  • ISIL
  • Marketing
  • Terrorism
  • Dabiq
منابع فارسی
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