Countering reactionary co-radicalization (RC-R): using multi-representational ads

This study analyses a prototypical ad for countering reactive co-radicalisation, a radicalisation process that occurs in one population segment as a response to radicalisation perceived in another population segment. We employ a multi-representational approach to develop an ad-based solution for undermining dehumanisation of perceived “others”. This “re-humanisation” process is illustrated within the context of the “Mad Mullah” stereotype, a traditional target of reactive co-radicalisation used by right-wing extremists. Using a combination of Critical Visual Theory (CVT) and Dimensional Qualitative Research (DQR), we reveal the structuration of empathy embedded within the re-humanised image of the Muslim “other” in the ad. This contributes to current understanding of attitudinal inoculation by explaining the importance of cultivating empathy in the process of re-humanising the dehumanised “other”.