Del culto al cuerpo al discurso violento en redes sociales: Instagram y la propagación de una yihad blanda

Francisco Trujillo-Fernández; Jorge Gallardo-Camacho; Mariela Rubio-Jiménez

doi:10.31637/epsir-2025-1466

Authors

Francisco Trujillo-Fernández University of Malaga https://orcid.org/0000-0002-1916-991X
Jorge Gallardo-Camacho Camilo José Cela University https://orcid.org/0000-0003-3790-5105
Mariela Rubio-Jiménez Camilo José Cela University https://orcid.org/0009-0007-9757-5255

DOI:

https://doi.org/10.31637/epsir-2025-1466

Keywords:

jihad, social media, terrorism, symbology, violence, emojis, body cult, propaganda

Abstract

Introduction: Jihadist ideology finds in social media an ideal platform for potential recruitment processes, sometimes resorting to the promotion of physical activity as a theoretical means of recovering individual spirituality. Methodology: A multimodal methodology is used, revolving around discourse analysis of the posts from an Instagram profile dedicated to selling Islamic clothing, combined with both quantitative and qualitative symbolic analysis of certain emojis that by their configuration allow the propagation of ideology. Results: We found that 1.63% of the sample of 42 posts contain jihadist content, while at least two of the emojis, with evident jihadist symbolism, had been used in more than 90% of the videos disseminated by the profile. Discussion: There appear to be elements coinciding with the strategy of jihadist Al Awlaki before his death, who showed interest in avoiding explicit content to moderate his posts and thus avoid content restriction policies. Conclusions: Social media offers visible and invisible mechanisms to conceal the true meaning of certain propaganda content.

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Author Biographies

Francisco Trujillo-Fernández, University of Malaga

The author holds a PhD in Education and Social Communication from the University of Málaga and a Master's Degree in Analysis and Prevention of Terrorism. His academic research focuses on the use of symbolic elements as mechanisms of concealment or masking of jihadist propaganda. Currently, he belongs to the Research Group 'Communication and Power' (SEJ391) of the Faculty of Communication Sciences at the University of Málaga, while also collaborating as a researcher in the 'Interaction 3.0' Project at Camilo José Cela University (Madrid).

Jorge Gallardo-Camacho, Camilo José Cela University

PhD in Communication Sciences from UMA and MBA from USAL. Currently, he serves as the director of the Degree in Audiovisual Communication and New Media at Camilo José Cela University and is accredited as an Associate Professor by ANECA with 2 research periods recognized. He is also part of the management team of the Antena 3 TV program 'Espejo Público' and teaches at Camilo José Cela University. Simultaneously, he participates in the 'New Communication Spaces' group at UMA and in 'Interaction 3.0' at UCJC.

Mariela Rubio-Jiménez, Camilo José Cela University

PhD in Communication from the European University of Madrid with a doctoral thesis on the Transparency Law in Spain and its effect on the professional dynamics of journalism. She is the author of several books and articles on public policies and communication. In 2012, she received the National Journalism Award in the category of audiovisual journalism granted by the Ministry of Defense.

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