Communication strategies of winning hearts and minds: The case of the Muslim Brotherhood’s political communication campaign post Morsi’s downfall

Date
2020-12-23
Authors
Koa, Moeen
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Abstract
This article examines how social movements attempt to repair a tarnished image and win the hearts and minds of the public. It studies the Muslim Brotherhood’s political communication campaign post-July 2013. A content analysis of a census of the Brotherhood’s communiqués issued during a 5-year period was performed. Considering social movement theory, this case study reveals that strategic framing can be employed as a strategy to win the hearts and minds of the target audience and to repair tarnished images. It also argues that legitimacy is a critical moral resource that lies at the heart of Islamist movements’ communication campaigns.
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Keywords
Content analysis, Egypt, image restoration, legitimacy, Muslim Brotherhood, political communication, social movements, us versus them, victimhood, winning hearts and minds
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