Is the Media’s Love of Clickbait Helping ISIS?

In the propaganda game, names matter. We all know we should be calling it ‘Daesh’, so why is ‘ISIS’ still a thing?

Normandy. Baghdad. Nice. Dhaka. Paris. 

The Islamic State of Iraq and Syria (ISIS) has fallen over itself to claim a hand in these terror attacks. The big problem is its ability to influence ‘lone wolf’ attacks with minimal direction and coordination. Somewhere, something about their message is resonating, and it seems like our every effort to stop the madness is only driving more into its arms, or fuelling anti-Muslim hatred.

Given the scale of the problem and our apparent dearth of solutions, there’s absolutely no reason why we should be ceding any ground by calling ISIS, ISIS. We should be calling it Daesh – the Arabic version of ‘ISIS’. It sounds similar to the Arabic words dahes or daes, which mean ‘to sow discord’ and ‘to trample underfoot’.

Incidentally, the group hates the name, with Mosul residents reporting that it has threatened to ‘cut out the tongues’ of anyone who uses it.

So why are we still using ‘ISIS’?

As an Indian Express  article, among others, has pointed out, there are probably two reasons for this:

1. Keeping Journalistic Balance

The media wants to maintain accuracy by calling ISIS what it calls itself, and not bring politics or ideology into it.

I don’t buy it. The media brings politics and ideology into its coverage every day. Media across the board refers to ISIS as a ‘terrorist group’. That is squarely in the domain of political language.

It is only our shared revulsion of the horror  Daesh represents that leads us to not question this.  If we don’t feel obliged to call Kim Jong Un ‘Supreme Leader’ every time we mention him, neither are we bound to the name ‘ISIS’.

That’s why this next one is probably the real reason.

2. The All-Powerful SEO (Search Engine Optimisation)

ISIS is a more popular name, and people search for it more online. Stick ISIS in your headline and you get clicks. Daesh, not so much.

Much of the news today, to the extent that it has moved online, is driven by SEO. Everyone is fighting to be seen. And news media is a critical influencer in how we perceive our world.

But in a country with one of the largest, yet least radicalised, Muslim populations in the world, perhaps it would make sense to divorce the concept of Islam from the savagery of the group – both to shield the moderate/reformist Muslims from existing anti-Muslim sentiment, and in an attempt to undercut Daesh’s legitimacy when it makes its appeal to Muslims.

But ‘ISIS’ Is Easier, and What Harm Does It Do Anyway?

Some argue that Daesh is simply an acronym for ISIS’ name in Arabic, and has no other negative connotations, so pushing for it to be called Daesh is a useless distraction. But that may not be the point: Daesh is waging a propaganda war (in addition to, y’know, actual war), and their name is obviously a crucial part of how they want the world to see them – as the state for the world’s Muslims, as a truly Islamic entity.

We can take this away from them fairly easily.

European, West Asian, and Australian governments have all suggested putting ‘Daesh’ into practice. But the name ISIS has stuck fast, gluing the brutality of its medieval regime to the very idea of Islam in the public imagination.

Right now, what’s happening is exactly what Daesh wants – instead of being on the same side, a wedge has been driven between moderate Muslims and non-Muslims.

While talking about the ‘Islamic State’, many Muslims are unwilling to criticise Islam and its role in the violence (which appears disingenuous to many because ‘Islam’ is in its very name, guys), while many non-Muslims see the religion as a threat and are reluctant to defend it, tainted as it has been by ISIS.

In this conflicted space, Daesh thrives. The media could play a pivotal role in shrinking that gulf, by taking a little risk and ignoring SEO for once. The political will to make the change is there; simply the execution is lacking.

Here’s a suggestion for news organisations, websites and journalists: Keep ‘ISIS’ for your SEO purposes, but throw a Daesh in there too, until it becomes just as recognised.

That’s when the public must step in. We can start referring to it as Daesh in daily life. However, wouldn’t searching online for ‘Daesh’ instead of ‘ISIS’ turn up fewer results? Yes. At first. But you might come across some interesting content that doesn’t make it into the mainstream media; you’ll be reading articles or news updates from people in Arab-speaking countries, or from those who are aware of the distinction, its implications, and are putting it into practice. 

Maybe they’ll have something unconventional to say.

And if either the media or the public runs with it, maybe we can #MakeISISDaeshAgain.

(Source: The Indian Express, The Associated Press)