RICU - The Language of Terrorism - Analysing the Public Discourse & Evaluating RICUs Impact

8/8/2019 RICU - The Language of Terrorism - Analysing the Public Discourse & Evaluating RICUs Impact

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The Language of Terrorism:Analysing the Public Discourse and Evaluating RICUs Impact

January 2007 March 2008


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CONTENTS

1 Objectives 3

2 Executive Summary 4

3 Events Timeline 5

4 Coverage Trends by Prominence, Media Type and Readership 7

5 Messages 10

6 Language Guidance Uptake All Spokespeople 37

7 Themes 38

8 All Government Press Analysis Pre And Post RICU Guidelines 41

11 Trend - Government Representative Message Uptake 45

12 Language Guidance Uptake By Representative 48

15 Broadcast Analysis 51

16 Conclusions 56

17 Methodology 58


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OBJECTIVESRICU overarching objectives:

1. To analyse the language used to report issues relating to terrorism in UK public discourse

2. To evaluate the impact of the Research, Information and Communications Unit (RICU) on UK public discourse.

To deliver top line data and conclusions on all key indicators to all stakeholders within RICU, and Government..

To identify long term trends in message/language reporting.

To deliver perspective and insight on report findings and to provide a context for conclusions.

To establish whether variance from RICU guidance occurs at source, or is due to alteration by the media.

SPECIFIC EVALUATION REPORT OBJECTIVES


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EXECUTIVE SUMMARYBetween January 2007 and March 2008 inclusive, TNS Media Intelligence analysed 13,827 print and online articles to evaluate theimpact of Key Messages and Themes issued in Research, Information and Communications Unit (RICU) language guidance from26 June 2007. Broadcast coverage was analysed quantitatively. There were 31,094 broadcast clips mentioning terrorism over the 15-month period.

Within print and online coverage, all four Key Messages were mentioned positively 10,437 times across the 15-month period. KeyMessages that were conveyed negatively occurred 1,204 times (see charts on page 10 to 12). If an article contained a positive and anegative Key Message, both mentions were recorded.

There were 2,513 articles that contained positive Key Messages before 26 June 2007, which covers a period of 176 days. FollowingRICUs guidance, there were 4,228 articles that contained one or more positive Key Messages, which covers a period of 280 days.Despite an increase of more than one and half times, the proportion of articles containing positive Key Messages remained at 47 percent of all coverage after the guidance was issued. The share of articles containing negative Key Messages rose slightly by threepercentage points (see article volume and message charts on page 16).

Positive mentions of all four Key Messages rose significantly in July 2007, following RICUs guidance and the terrorist attacks in

Glasgow and London. Negative Key Message mentions dropped in July from the previous month (see charts on pages 19 to 24). Thenumber of articles containing positive and negative Key Messages reflected this change between June and July (see charts on 13 and14).

Key Message 1, Terrorism is a real and serious threat to us all, was the most prominent message between January 2007 andMarch 2008. It was communicated 5,450 times. However, following the RICU guidance at the end of June, the proportion of positiveKey Message 1 mentions declined by six percentage points despite an increase of 908 positive mentions in the post-RICU period. Thisis because there were slight increases in the proportion of negative Key Message 1 mentions and in those articles with no KeyMessage 1. The proportion of positive messages for Key Message 2, Terrorists are criminals and murderers, also declined for thesame reasons. Importantly, there were more mentions of each message post-RICU. Positive mentions of Key Messages 3 and 4,Terrorists attack the values that we all share and We all need to work together to tackle the terrorist challenge increased both

in incidence and proportion (see charts on pages 25 to 36).

Across Government press releases, just one Foreign and Commonwealth Office press release conveyed a negative message and itwas released before the RICU guidance (see charts on pages 41 to 44).

Theme 1, A link is made between terrorism and Islam, was the most prominent of all five Themes. A chart on page 38 illustratesthat Theme 1 often appeared in the media across the entire period, both before and after the guidance. It also appeared in the largestnumber of articles primarily about terrorism, compared to the other four Themes (see chart on page 38).


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EVENTS TIMELINEJANUARY 2007: The beginning of the period was marked by coverage of terrorism and its impact on countries outside of theUnited Kingdom. Terrorism in Iraq, Afghanistan and other countries was mentioned in 16 per cent of articles and linked to a threatto either UK forces or interests.

FEBRUARY 2007: Foreign news continued to appear in February. Cleric Abu Qatada appeared in discussion over his right tostay in the country. This prompted extensive comment from government and third party representatives. Positive scores for keymessage one were widely recorded. There was also comment on Tony Blairs impending exit from Downing Street and the

prospect of Prince Harry serving in Iraq.

MARCH 2007: Domestic and foreign news was closely linked. Four Britons were kidnapped in Ethiopia. A man was found guiltyof inciting terror during protests at the Danish Embassy. Khalid Sheikh Mohammed claimed to have been involved in majorterrorist attacks. Al Qaeda threatened to kidnap and kill Prince Harry in Iraq.

APRIL 2007: BBC journalist Alan Johnston was said to have been murdered. Charging of various men in connection to bombplots in the UK. John Reid barracked by Muslim convert in 2006 Abu Izzadeen arrested. A British man held at Guantanamo Bay

was released. Discussion of freeing of British sailors by Iran, and what the consequences might be.MAY 2007: Calls for inquiry in to 7/7 bombings. David Cameron stays with a Muslim family and speaks about his experiences.Comment and discussion on Tony Blairs impending departure from Downing Street. John Reid argues for the amendment of

human rights law to allow for easier deportation of terrorist suspects.

JUNE 2007: Gordon brown becomes Prime Minister. Bomb attacks in Glasgow and London. RICU language guidance circulated.A poll in to attitudes among British Muslims claims that the majority do not believe the official story of 7/7. Gordon Brownpromises tougher anti-terror laws when he becomes Prime Minister.

JULY 2007: Discussion of Glasgow airport bomb. Arrest of men in connection with the plot. Prime Minister Gordon Brown saysBritain continues to face a sustained terrorist threat. Discussion of Salman Rushdies knighthood. BBC correspondent Alan

Johnston released after being kidnapped in Gaza.

AUGUST 2007: Possibility of men identified as extremely dangerous to be repatriated from Guantanamo Bay to UK. Jose

Padilla found guilty in US of supporting terrorism. US President George Bush brands Iranians as terrorists. Koreans taken

hostage in Iraq.


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EVENTS TIMELINESEPTEMBER 2007: Benazir Bhutto pledges return to Pakistan. Bin Laden releases video in which he threatens to escalateviolence in Iraq and urges West to convert to Islam. Lebanese army ends siege in refugee camp. Reports in the UK that Asiansare twice as likely as whites to be stopped and searched by police. The Home Secretary argues that the 28-day pre-charge

detention limit for terrorism suspects should be extended to 42 days owing to the nature of the evidence in such cases and thenature of such investigations themselves.

OCTOBER 2007: Increasing violence in Pakistan between army and militants. Benazir Bhutto returns to Pakistan: greeted bycheering crowds, but also by a massive suicide blast that kills 126. Teenager Atif Siddique sentenced to 8 years after he wasfound guilty of providing bomb making material.

NOVEMBER 2007: Conviction of Lyrical Terrorist. Twenty one jailed in Spain for 120,000 years over Madrid bombings. Jonathan

Evans, Head of MI5, claims Al Qaeda is recruiting British children. Imran Khan arrested in Pakistan. Gordon Brown argues for 58day detention limit.

DECEMBER 2007: Lyrical Terrorist released. Home secretary announces plans to extend pre-charge detention to 42 days. Four

British residents to be released from Guantanamo Bay despite US fears of terror risk. Benazir Bhutto murdered in Pakistan.JANUARY 2008: Fears for future of Pakistan after assassination of Benazir Bhutto. A man pleads guilty to a plot to kidnap andbehead a British Muslim soldier. Ministry of Defence admits to losing three laptops containing sensitive information. US tightensvisa rules for UK citizens.

FEBRUARY 2008: Bin Laden aide killed in US air strike. Abu Hamza is to be extradited to the US to face charges. Detainees inGuantanamo bay are said to be facing possible execution over 9/11 charges. Appeal judges clear Muslims of terror charges.Terrorists use Downs Syndrome woman to carry bomb in to crowd in Baghdad.

MARCH: Osama Bin London jailed for terror plot. Two men jailed for terror offences are released, allegedly because prisons arefull. Defence secretary Des Brown says the West must seek diplomatic as well as military solutions in Iraq and Afghanistan, and

so talk to the men of violence.


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TREND COVERAGE VOLUME, PROMINENCE & KEYEVENTS

0

200

400

600

800

1000

1200

1400

1600

Volu

me

PASSING 158 250 250 232 209 216 180 189 351 199 425 135 140 311 252

TERTIARY143 184 156 186 263 192 337 281 213 271 318 277 140 179 208

SECONDARY 218 206 88 239 236 138 389 192 159 256 266 319 172 155 159

PRIMARY 388 371 226 162 315 276 532 94 282 160 189 152 212 241 190

Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08

26 June 2007 RICUlanguage guidance first

issued across government

27 June 2007 Gordon

Brown becomes PM

30 June 2007 Glasgow

airport attack

8 Nov 2007 LyricalTerrorist convictedunder the Terrorism

Act

PROMINENCE: A descending scale measuring the importance of the issue of terrorism within an article. A Primary prominence mention indicates that the article was solely driven by the issue ofterrorism. A Secondary prominence mention indicates that the article was substantially about the issue of terrorism but contained significant references to other topics. A tertiary prominence mentionindicates that the article was mainly concerned with other matters, while the lowest score indicated no more than a passing mention of the issue of terrorism.

25 Sept 2007Home Secretary

says time hascome to consider

extending 28-daylimit on holdingterrorismsuspects.

30 July 2007JCHR says notenough evidence

to extend pre-chargedetention.


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MEDIA TYPE SHARE OF VOICE

0

200

400

600

800

1000

1200

1400

1600

Volume

ONLINE 70 78 105 193 163 201 515 219 219 293 252 240 213 194 215

PRINT 837 933 615 626 860 621 923 537 786 593 946 643 451 692 594

Jan-07 Feb-07 Mar-07 A pr-07 May-07 Jun-07 Jul-07 A ug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08

Total Volume of Online and

Print coverage by Month.



27 June 2007 Gordon

Brown becomes PM


airport attack



25 Sept 2007Home Secretary

says time hascome to consider

extending 28-daylimit on holdingterrorismsuspects.


Act


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A

5%

C1

28%

D

15%

E

6%

C2

21%

B

25%

15-24

5%

35-44

27%

65+

7% 25-34

23%

55-64

16%

45-5422%

READERSHIP SPLIT BY DEMOGRAPHIC, AGE ANDGENDER (PRESS ONLY)

Female

47%Male

53%

PRESS READERSHIP SPLIT BYDEMOGRAPHIC

PRESS READERSHIP SPLIT BYAGE

PRESS READERSHIP SPLIT BYGENDER


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TREND - MESSAGE DELIVERY MENTIONSALL COVERAGE

0

200

400

600

800

1000

1200

1400

Mentions

POSITIVE MESSAGES 1006 862 425 584 466 681 1120 385 724 1071 792 612 727 448 534

NEGATIVE MESSAGES 38 50 36 31 54 116 63 25 113 265 151 69 83 49 59

Jan-07 Feb-07 Mar-07 Apr -07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08

Terrorism is a real and seriousthreat to us all.

Terrorism is not a real and seriousthreat to us all.

Terrorist are criminals andmurderers

Terrorist attacks against the UK

are legitimate

Terrorists attack the values thatwe all share

Terrorist attacks are justified byMuslim values

We all need to work together to

tackle the terrorist challenge

The terrorist challenge is primarily aproblem for Muslims or Muslim

communities to address

Positive,

(1,190)9%

Negative,

(216) 2%No

Message,

(12,528)

89%

No

Message,

(1,2478)

89%

Positive,

(1,242) 9% Negative,

(253) 2%

No

Message,

(10,706)

77%

Negative

(281) 2%

Positive,(3,007)

21%

Positive,(4,998)

35%

Negative,

(452) 3%

NoMessage,

(8,699)

62%

Total Volume of Positive andNegative Messages by Month


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TREND - MESSAGE DELIVERY MENTIONSIN PRINT COVERAGE

0

200

400

600

800

1000

1200

Mentions








are legitimate







No

Message,

(9,862)

92%

Positive,

(732) 7% Negative,(139) 1%

No

Message,

(9,810)

91%

Positive,

(786) 7% Negative,

(170) 2%

Negative(219) 2%

Positive,(2,313)

21%

No

Message,

(8,268)

77%

Negative,

(346) 3%

Positive,

(3,721)

34%

NoMessage,

(6,840)

63%

Total Volume of Positive andNegative Messages in PrintCoverage by Month


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TREND - MESSAGE DELIVERY MENTIONSIN ONLINE COVERAGE

0

100

200

300

400

500

600

Mentions








are legitimate







Negative,

(77) 2%

Positive,

(458), 14%

No

Message,

(2,666)

84%

Negative,

(83) 3%

No

Message,(2,668)

83%

Positive,(456) 14%

No

Message

(2,438)

76%

Negative

(62) 2%Positive,

(694) 22%

Negative,

106, 3%

Positive,(1,277)

39%

NoMessage,

(1,859)

58%

Total Volume of Positive andNegative Messages in OnlineCoverage by Month


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POSITIVE MESSAGES BY TOTAL ARTICLE VOLUME

0

100

200

300

400

500

600

700

800

Volume

ONLINE 39 50 78 119 108 117 311 103 92 132 167 160 142 126 138

PRINT 598 446 221 297 212 318 444 191 320 431 346 288 306 204 237


26 June 2007 RICU

language guidance firstissued across government

27 June 2007 Gordon

Brown becomes PM


airport attack



25 Sept 2007 HomeSecretary says time has

come to considerextending 28-day limit

on holding terrorismsuspects.


Act


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NEGATIVE MESSAGES BY TOTAL ARTICLE VOLUME

0

20

40

60

80

100

120

140

160

180

Volume

ONLINE 0 5 22 18 9 9 21 10 6 19 13 37 28 24 27

PRINT 24 31 6 9 34 70 37 12 86 143 95 14 34 17 20


26 June 2007 RICU language

guidance first issued acrossgovernment

27 June 2007 Gordon Brownbecomes PM


airport attack

30 July 2007 JCHRsays not enoughevidence to

extend pre-chargedetention.

25 Sept 2007 Home

Secretary says time hascome to consider

extending 28-day limit onholding terrorismsuspects.

8 Nov 2007 LyricalTerrorist convicted

under the Terrorism Act


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MESSAGES AGGREGATED BY ANNUALISED TREND

0

200

400

600

800

1000

1200

1400

Volume

0

50

100

150

200

250

300

350

400

Message 1 593 433 243 345 280 355 605 246 267 435 500 248 357 230 313

Message 2 350 347 125 134 107 237 301 71 289 323 244 283 205 142 130

Message 3 45 85 32 91 71 127 89 40 201 333 64 65 121 60 71

Message 4 56 47 61 45 62 78 188 53 80 245 135 85 127 65 79

Average Monthly Vol. 261 228 115 154 130 199 296 103 209 334 236 170 203 124 148

Annualised Average Monthly Vol. 261 245 201 187 178 181 198 186 188 203 206 203 198 189 192


This is a key indicator of longer term shifts in the pattern of coverage. TNS calculates a rolling monthly average for coverage volume to establish trends in media

reporting not apparent via short term month-to-month comparisons.

KEY MESSAGE 1Terrorism is a real and serious threat to us all. Note: us is interpreted as the UK, UK citizens and UK interestsoverseas. Terrorism is not a real and serious threat to us all. The terrorist threat is exaggerated by the UK government

KEY MESSAGE 2 Terrorists are criminals and murderers. Terrorist attacks against the UK are legitimate

KEY MESSAGE 3Terrorists attack the values that we all share. Note: we can refer to UK citizens and any other members of humanitythat oppose violent extremism. Terrorist attacks are justified by Muslim values

KEY MESSAGE 4We all need to work together to tackle the terrorist challenge. Note: we can refer to UK citizens and any other membersof humanity that oppose violent extremism (regardless of religious belief). The terrorist challenge is primarily a problem forMuslims or Muslim communities to address


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MESSAGE TREND VOLUMES SHARE OF VOICE(ALL COVERAGE)

0

200

400

600

800

1000

1200

1400

1600

Volume

POSITIVE MESSAGE 637 496 299 416 320 435 755 294 412 563 513 448 448 330 375

NEGATIVE MESSAGE 24 36 28 27 43 79 58 22 92 162 108 51 62 41 47

NO MESSAGE 264 507 419 395 691 362 671 457 412 313 682 415 196 534 415

Jan-

07

Feb-

07

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-

07

Aug-

07

Sep-

07

Oct-

07

Nov-

07

Dec-

07

Jan-

08

Feb-

08

Mar-

08

Neg.

Messages,(235) 4%

No

Messages,

(2,570)

49%

Pos.

Messages,(2,513)

47%

Neg.

Messages,

(645) 7%

Pos.

Messages,

(4,228)

47%

NoMessages,

(4,162)

46%

Message Share of Voice: PreRICU Guidance

Message Share of Voice: PostRICU Guidance

KEY MESSAGE 1Terrorism is a real and serious threat to us all. Terrorism is not a real and seriousthreat to us all. The terrorist threat is exaggerated by the UK government

KEY MESSAGE 2Terrorists are criminals and murderers. Terrorist attacks against the UK arelegitimate

KEY MESSAGE 3 Terrorists attack the values that we all share. Terrorist attacks are justified byMuslim values

KEY MESSAGE 4We all need to work together to tackle the terrorist challenge. The terroristchallenge is primarily a problem for Muslims or Muslim communities to address


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MESSAGE TRENDS VOLUMES SHARE OF VOICE(PRINT COVERAGE)

0

200

400

600

800

1000

1200

Volume



NO MESSAGE 231 479 392 326 636 280 473 344 386 154 599 344 137 474 346

Jan-

07

Feb-

07

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-

07

Aug-

07

Sep-

07

Oct-

07

Nov-

07

Dec-

07

Jan-

08

Feb-

08

Mar-

08

No

Messages,

(2,291)

51%

Neg.

Messages,

(174) 4%

Pos.

Messages,(2,036)

45%

Neg.

Messages,

(458) 7%

Pos.

Messages,

(2,823)

43%

No

Messages,

(3,223)

50%








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MESSAGE TRENDS VOLUMES SHARE OF VOICE(ONLINE COVERAGE)

0

100

200

300

400

500

600

Volume



NO MESSAGE 31 28 26 69 55 82 198 113 126 159 79 68 55 59 67

Jan-

07

Feb-

07

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-

07

Aug-

07

Sep-

07

Oct-

07

Nov-

07

Dec-

07

Jan-

08

Feb-

08

Mar-

08

No

Messages,

(275) 34%

Neg.Messages,

(61) 8%

Pos.Messages,

477, 58%

NoMessages,

940, 37%

Neg.

Messages,

(187) 7%

Pos.

Messages,

(1,405)

56%








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TREND POSITIVE KEY MESSAGES(ALL COVERAGE)

0

200

400

600

800

1000

1200

Mentions

Message 1 582 412 221 329 250 320 559 240 212 377 437 219 332 217 291

Message 2 343 337 115 128 97 196 290 59 263 264 194 275 197 127 122

Message 3 36 78 30 85 60 93 85 34 170 257 56 51 99 48 60

Message 4 45 35 59 42 59 72 186 52 79 173 105 67 99 56 61

Jan-07 Feb-07 Mar-07 A pr-07 May -07 Jun-07 Jul-07 A ug-07 Sep-07 Oc t-07 Nov -07 Dec -07 Jan-08 Feb-08 Mar-08

KEY MESSAGE 1 Terrorism is a real and serious threat to us all

KEY MESSAGE 2 Terrorists are criminals and murderers

KEY MESSAGE 3 Terrorists attack the values that we all share

KEY MESSAGE 4 We all need to work together to tackle the terrorist challenge

26 June 2007 RICU


27 June 2007 GordonBrown becomes PM

30 June 2007 Glasgowairport attack

30 July 2007JCHR says not

enough evidenceto extend pre-

charge

detention.

25 Sept 2007 HomeSecretary says time hascome to consider

extending 28-day limiton holding terrorismsuspects.


under the TerrorismAct


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TREND NEGATIVE KEY MESSAGES(ALL COVERAGE)

0

50

100

150

200

250

300

Mentions

Message 1 11 21 22 16 30 35 46 6 55 58 63 29 25 13 22

Message 2 7 10 10 6 10 41 11 12 26 59 50 8 8 15 8

Message 3 9 7 2 6 11 34 4 6 31 76 8 14 22 12 11

Message 4 11 12 2 3 3 6 2 1 1 72 30 18 28 9 18

Jan-07 Feb-07 Mar -07 Apr -07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar -08

KEY MESSAGE 1 Terrorism is not a real and serious threat to us all. The terrorist threat is exaggerated by the UK government

KEY MESSAGE 2 Terrorist attacks against the UK are legitimate

KEY MESSAGE 3 Terrorist attacks are justified by Muslim values

KEY MESSAGE 4 The terrorist challenge is primarily a problem for Muslims or Muslim communities to address

26 June 2007 RICU




30 July 2007JCHR says

not enoughevidence to


25 Sept 2007 Home


extending 28-day limiton holding terrorism

suspects.




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TREND POSITIVE KEY MESSAGES(PRINT COVERAGE)

0

100

200

300

400

500

600

700

800

900

1000

Mentions

Message 1 560 381 169 252 189 256 321 176 156 283 319 112 223 123 201

Message 2 324 308 76 70 45 137 176 19 221 204 146 228 161 90 108

Message 3 26 62 14 54 38 64 34 12 145 228 7 13 62 17 10

Message 4 39 30 44 28 38 58 105 26 66 151 42 22 43 25 15






26 June 2007 RICU


27 June 2007Gordon

Brownbecomes PM

30 June 2007Glasgowairport attack




25 Sept 2007 Home



suspects.




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TREND NEGATIVE KEY MESSAGES(PRINT COVERAGE)

0

50

100

150

200

250

300

Mentions

Message 1 11 19 6 8 27 34 30 3 52 51 59 12 16 6 12

Message 2 7 9 0 0 5 39 7 9 24 50 47 2 4 12 4

Message 3 9 4 0 2 8 27 0 3 29 68 5 0 10 1 4

Message 4 11 12 1 1 3 4 2 0 1 72 19 0 13 0 0






26 June 2007 RICU


27 June 2007Gordon

Brownbecomes PM





25 Sept 2007 Home Secretary

says time has come toconsider extending 28-daylimit on holding terrorism

suspects.8 Nov 2007 Lyrical

Terrorist convicted



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TREND POSITIVE KEY MESSAGES(ONLINE COVERAGE)

0

100

200

300

400

500

600

Mentions

Message 1 22 31 52 77 61 64 238 64 56 94 118 107 109 94 90

Message 2 19 29 39 58 52 59 114 40 42 60 48 47 36 37 14

Message 3 10 16 16 31 22 29 51 22 25 29 49 38 37 31 50

Message 4 6 5 15 14 21 14 81 26 13 22 63 45 56 31 46






26 June 2007 RICU


27 June 2007Gordon

Brownbecomes PM



to extend pre-charge detention.

25 Sept 2007 Home



suspects.




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TREND NEGATIVE KEY MESSAGES(ONLINE COVERAGE)

0

10

20

30

40

50

60

Mentions

Message 1 0 2 16 8 3 1 16 3 3 7 4 17 9 7 10

Message 2 0 1 10 6 5 2 4 3 2 9 3 6 4 3 4

Message 3 0 3 2 4 3 7 4 3 2 8 3 14 12 11 7

Message 4 0 0 1 2 0 2 0 1 0 0 11 18 15 9 18






26 June 2007 RICU


27 June 2007Gordon Brown

becomes PM

30 June 2007Glasgow airport

attack


to extend pre-charge detention.

25 Sept 2007 Home



suspects.




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TREND MESSAGE ONE (ALL COVERAGE): TERRORISM IS AREAL AND SERIOUS THREAT TO US ALL / TERRORISM IS NOT A REAL AND SERIOUS

THREAT TO US ALL

0

100

200

300

400

500

600

700

Mention

s

POSITIVE 582 412 221 329 250 320 559 240 212 377 437 219 332 217 291

NEGATIVE 11 21 22 16 30 35 46 6 55 58 63 29 25 13 22


All Coverage Share of Voice: Pre

RICU Guidance

All Coverage Share ofVoice: Post RICU Guidance

No

Message,

(3,062)

58%

Terrorism i s

not a real

and serious

threat to us

all, (134)

3%

Terrorism is

a real and

serious

threat to us

all, (2,045)

39%

Terrorism is

a real and

serious

threat to us

all, (2,953)

33%

Terrorism is

not a real

and serious

threat to us

all, (318) 4%

No

messsage,

(5,637) 63%

26 June 2007 - RICU



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TREND MESSAGE ONE (PRINT COVERAGE): TERRORISM ISA REAL AND SERIOUS THREAT TO US ALL / TERRORISM IS NOT A REAL AND

SERIOUS THREAT TO US ALL

0

100

200

300

400

500

600

Mentions

POSITIVE 560 381 169 252 189 256 321 176 156 283 319 112 223 123 201

NEGATIVE 11 19 6 8 27 34 30 3 52 51 59 12 16 6 12


Print Share of Voice: Pre RICU

Guidance

Print Share of Voice: PostRICU Guidance

No

Message,

(2,591)

58%

Terrorism is

not a real

and serious

threat to us

all, (105)

2%

Terrorism i s

a real and

serious

threat to us

all, (1,761)

40%

No

messsage,

(4,249) 66%

Terrorism is

not a real

and serious

threat to us

all, (241) 4%

Terrorism is

a real and

serious

threat to us

all, (1,960)

30%

26 June 2007 - RICU



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TREND MESSAGE ONE (ONLINE COVERAGE): TERRORISMIS A REAL AND SERIOUS THREAT TO US ALL / TERRORISM IS NOT A REAL AND

SERIOUS THREAT TO US ALL

0

50

100

150

200

250

300

Mentions

POSITIVE 22 31 52 77 61 64 238 64 56 94 118 107 109 94 90

NEGATIVE 0 2 16 8 3 1 16 3 3 7 4 17 9 7 10


Online Share of Voice: Pre RICU

Guidance

Online Share of Voice: PostRICU Guidance

No

Message,

(471) 60%

Terrorism i s

not a real

and serious

threat to us

all, (29) 4%

Terrorism i s

a real and

serious

threat to us

all, (284)

36%

No

messsage,

(1,388) 57%

Terrorism is

a real and

serious

threat to us

all, (993)

40%

Terrorism is

not a real

and serious

threat to us

all, (77) 3%

26 June 2007 - RICU



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TREND MESSAGE TWO (ALL COVERAGE): TERRORISTS ARECRIMINALS AND MURDERERS / TERRORIST ATTACKS AGAINST THE UK ARELEGITIMATE

0

50

100

150

200

250

300

350

400

Mentions

POSITIVE 343 337 115 128 97 196 290 59 263 264 194 275 197 127 122

NEGATIVE 7 10 10 6 10 41 11 12 26 59 50 8 8 15 8

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07 Jul-07Aug-07

Sep-07

Oct-07Nov-07

Dec-07

Jan-08

Feb-08

Mar-08

26 June 2007 - RICUlanguage guidance first


Share of Voice: Pre RICU

Guidance

No

Message,

(3,918)

75%

Terrorists

are

criminals

and

murderers,

(1,175)

23%

Terrorist

attacks

against the

UK are

legitimate,

84, 2%

Share of Voice: Post RICUGuidance

No

Message,

(6,788) 77%

Terrorists

are

criminals

and

murderers,

(1,832) 21%

Terrorist

attacks

against the

UK are

legitimate,

(197) 2%


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TREND MESSAGE TWO (PRINT COVERAGE): TERRORISTSARE CRIMINALS AND MURDERERS / TERRORIST ATTACKS AGAINST THE UK ARELEGITIMATE

0

50

100

150

200

250

300

350

Mentions

POSITIVE 323 308 76 70 45 137 176 19 221 204 146 228 161 90 108

NEGATIVE 7 9 0 0 5 39 7 9 24 50 47 2 4 12 4





GuidanceTerrorists

are

criminals

and

murderers,

(932) 21%

Terrorist

attacks

against the

UK are

legitimate,

(60) 1%

No

Message,

(3,419)

78%


No

Message,

(4,849)

76%

Terrorists

are

criminals

and

murderers,

(1,381)

22%

Terrorist

attacks

against the

UK are

legitimate,

(159) 2%


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TREND MESSAGE THREE (ALL COVERAGE): TERRORISTSATTACK THE VALUES WE ALL SHARE / TERRORIST ATTACKS ARE JUSTIFIED BY

MUSLIM VALUES

0

50

100

150

200

250

300

350

Mentions

POSITIVE 36 78 30 85 60 93 85 34 170 257 56 51 99 48 60

NEGATIVE 9 7 2 6 11 34 4 6 31 76 8 14 22 12 11




All Coverage Share of Voice: Pre

RICU Guidance

No

Message,

(4,737)

92%

Terrorists

attack the

values we

all share,

(371) 7%

Terrorist

attacks are

justified by

Muslim

values, (68)

1%

All Coverage Share ofVoice: Post RICU Guidance

No

Message,

(7,741)

88%

Terrorist

attacks are

justified by

Muslim

values,

(185) 2%

Terrorists

attack the

values we

all share,

(871) 10%


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TREND MESSAGE THREE (PRINT COVERAGE):TERRORISTS ATTACK THE VALUES WE ALL SHARE / TERRORIST ATTACKS ARE

JUSTIFIED BY MUSLIM VALUES

0

50

100

150

200

250

300

350

Mentions

POSITIVE 26 62 14 57 38 64 34 12 145 228 7 13 62 17 10

NEGATIVE 9 4 0 2 8 27 0 3 29 68 5 0 10 1 4


26 June 2007 - RICU



Guidance

No

Message,

(4,102)

93%

Terrorists

attack the

values we

all share,

(254) 6%

Terrorist

attacks are

justified by

Muslim

values, (50)

1%


Terrorists

attack the

values we

all share,

(532) 8%

Terrorist

attacks are

justified by

Muslim

values,

(120) 2%

No

Message,

(5,708)

90%


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TREND MESSAGE THREE (ONLINE COVERAGE):TERRORISTS ATTACK THE VALUES WE ALL SHARE / TERRORIST ATTACKS ARE

JUSTIFIED BY MUSLIM VALUES

0

10

20

30

40

50

60

Mentions

POSITIVE 10 14 16 31 22 29 51 22 25 29 49 38 37 31 50

NEGATIVE 0 3 2 4 3 7 4 3 2 8 3 14 12 11 7


26 June 2007 - RICU


Share of Voice: Pre RICU

Guidance

Terrorists

attack the

values we

all share,

(117) 15%

Terrorist

attacks are

justified by

Muslim

values,

(18) 2%

No

Message,

(635) 83%


Terrorist

attacks are

justified by

Muslim

values, (65)

3%

Terrorists

attack the

values we

all share,

(339) 14%

No

Message,

(2,033)

83%


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0

50

100

150

200

250

300

Mentions

POSITIVE 45 35 59 42 59 72 186 52 79 173 105 67 99 56 61

NEGATIVE 11 12 2 3 3 6 2 1 1 72 30 18 28 9 18


26 June 2007 - RICU


Share of Voice: Pre RICUGuidance

No Message,(4,822) 93%

We all need tow ork to

together to

tackle the

terrorist

challenge,

(294) 6%

The terroristchallenge is

primarily a

problem for

Muslim

communities,

(36) 1%



together to

tackle the

terrorist

challenge,

(896) 10%


primarily a

problem for

Muslim

communities,

(180) 2% No Message,(7,706) 88%

TREND MESSAGE FOUR (ALL COVERAGE): WE ALL NEED TOWORK TOGETHER TO TACKLE THE TERRORIST CHALLENGE / PRIMARILY A PROBLEM

FOR MUSLIM COMMUNITIES


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TREND MESSAGE FOUR (PRINT COVERAGE): WE ALL NEEDTO WORK TOGETHER TO TACKLE THE TERRORIST CHALLENGE / PRIMARILY A

PROBLEM FOR MUSLIM COMMUNITIES

0

50

100

150

200

250

Mention

s

POSITIVE 39 30 44 28 38 58 105 26 66 151 42 22 43 25 15NEGATIVE 11 12 1 1 3 4 2 0 1 72 19 0 13 0 0


26 June 2007 - RICU



Guidance



together to

tackle the

terrorist

challenge,

(228) 5%


primarily a

problem for

Muslim

communities,

(31) 1%



together to

tackle the

terrorist

challenge,

(504) 8%


primarily a

problem for

Muslim

communities,

(108) 2% No Message,(5,732) 90%


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TREND MESSAGE FOUR (ONLINE COVERAGE): WE ALL NEEDTO WORK TOGETHER TO TACKLE THE TERRORIST CHALLENGE / PRIMARILY A PROBLEM

FOR MUSLIM COMMUNITIES

0

10

20

30

40

50

60

70

80

90

Mentions

POSITIVE 6 5 15 14 21 14 81 26 13 22 63 45 56 31 46

NEGATIVE 0 0 1 2 0 2 0 1 0 0 11 18 15 9 18


26 June 2007 - RICU



Guidance


primarily a

problem for

Muslim

communities,

(5) 1%


together to

tackle the

terrorist

challenge,

(66) 9%No Message,

(692) 90%




primarily a

problem for

Muslim

communities,

(72) 3%


together to

tackle the

terrorist

challenge,

(392) 16%


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TREND THEMES27 June 2007

30 July 2007


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TREND - THEMES

0

200

400

600

800

1000

1200

1400

Volume

Theme 1 547 520 351 302 536 512 637 185 495 619 568 418 405 363 315

Theme 2 355 346 343 331 413 360 471 192 275 353 380 407 263 225 273

Theme 3 89 97 46 88 76 78 54 19 173 103 24 47 52 59 88

Theme 4 37 66 34 45 33 36 44 29 110 118 41 68 59 81 46

Theme 5 37 59 78 69 75 116 78 48 230 49 31 163 66 13 24


THEME 1 A link is made between terrorism and Islam

THEME 2 A specific link is made to Al Qaeda

THEME 3 Overseas threat to UK forces/interests: Iraq

THEME 4 Overseas threat to UK forces/interests: Afghanistan

THEME 5 Overseas threat to UK forces/interests: Other country

26 June 2007 RICU


GordonBrownbecomes PM


30 July 2007JCHR saysnot enough

evidence toextend pre-charge

detention.

25 Sept 2007 Home Secretarysays time has come to

consider extending 28-daylimit on holding terrorism

suspects.



THEMES BY PROMINENCE


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THEMES BY PROMINENCE

0

1000

2000

3000

4000

5000

6000

7000

8000

Volume

Passing 982 593 153 75 179

Tertiary 1574 1035 197 193 456

Secondary 1865 1518 367 303 259

Primary 2352 1841 376 276 242

Linked to IslamLinked to Al

QaidaThreat to UK: Iraq

Threat to UK:

Afghanistan

Threat to UK:

Other country

Themes Share of Voice: Non-

UK

(33) 1%

(28) 1%(54) 2%

(60) 2%

(22) 1%(21) 1%

(19) 1%

(16) 1%

(297) 10%(402) 14%

(847) 29%(1,076) 37%

Iraq Afghanistan Pakistan

Israel/Palestine Iran Lebanon

Somalia Saudi Arabia Algeria

Germany Yemen Indonesia

PROMINENCE: A descending scale measuring the importance of the issue of terrorism within an article. A Primary prominence mention indicates that the article was solely driven by the issue ofterrorism. A Secondary prominence mention indicates that the article was substantially about the issue of terrorism but contained significant references to other topics. A tertiary prominence mentionindicates that the article was mainly concerned with other matters, while the lowest score indicated no more than a passing mention of the issue of terrorism.

G OG C S


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GEOGRAPHIC SPREAD

Share of Voice, Key Message -

Domestic/International Split

0

500

1000

1500

2000

2500

3000

3500

4000

Volume

Attacks on Values We

All Share

607 195 203 208

Criminals & Murdereers 1164 284 359 555

Real Threat 1541 457 631 425

We Need to Work

Together

490 199 172 110

Domestic Afghanistan IraqTop Ten

Other

Share of Voice - Domestic/International Split

Domestic,

(3,076) 50%

Afghanistan,

(847) 14%

Iraq, (1,093)

18%

All Other

(1,136) 18%

ALL GOVERNMENT PRESS RELEASE ANALYSIS


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ALL GOVERNMENT PRESS RELEASE ANALYSISPRE & POST RICU GUIDELINES

No Message,

(38) 35%

Article Includes

Negative

Message, (1)

1%

Article Includes

Positive

Message, (70)

64%

JANUARY 1 2007 JUNE 25 2007 JUNE 26 2007 MARCH 31 2008

Article Includes

Positive

Message, (141)

69%

No Message,

(62) 31%

PRESS RELEASE ANALYSIS BY DEPARTMENT


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PRESS RELEASE ANALYSIS BY DEPARTMENT PRE & POST RICU GUIDELINES

HOME OFFICE:PRE-RICU GUIDELINES

HOME OFFICE:POST-RICU GUIDELINES

No Message,

3, 20%

Article Includes

Positive

Message, 12,

80%

No Message,

11, 22%

Article Includes

Positive

Message, 39,

78%

No Message,

11, 44%

Article Includes

Positive

Message, 14,

56%

No Message,

15, 50%

Article Includes

Positive

Message, 15,

50%

COMMUNITIES AND LOCAL GOVT:PRE-RICU GUIDELINES

COMMUNITIES AND LOCAL GOVT:POST-RICU GUIDELINES


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FCO:PRE-RICU GUIDELINES

No Message,

8, 36%

Negative

Message, 1,

5%

Article Includes

Positive

Message, 13,

59%

Article Includes

Positive

Message, 26,96%

No Message,

1, 4%

Article

Includes

Positive

Message, 31,

66%

No Message,

16, 34%

FCO:POST-RICU GUIDELINES

OTHER:PRE-RICU GUIDELINES OTHER:POST-RICU GUIDELINES

No Message,

35, 37%

Article IncludesPositive

Message, 60,

63%

PRESS RELEASE MESSAGE ANALYSIS KEY


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PRESS RELEASE MESSAGE ANALYSIS KEYMESSAGES: ALL MENTIONS

Positive Messages by Prominence

0

50

100

150

200

250

Volume

Passing 13 1 1 3

Tertiary 59 3 7 12

Secondary 74 15 35 36

Primary 55 12 28 29

Message 1 Message 2 Message 3 Message 4

Negative Messages by Prominence

0

1

2

Volume

Passing 0 0 0 0

Tertiary 0 0 0 0

Secondary 1 0 0 0

Primary 0 0 0 0

Message 1 Message 2 Message 3 Message 4

KEY MESSAGE 1Terrorism is a real and serious threat to us all. Terrorism is not a real and serious threat to us all. The terrorist threat isexaggerated by the UK government


KEY MESSAGE 3 Terrorists attack the values that we all share. Terrorist attacks are justified by Muslim values

KEY MESSAGE 4We all need to work together to tackle the terrorist challenge. The terrorist challenge is primarily a problem for Muslims orMuslim communities to address

PROMINENCE: A descending scale measuring the importance of the issue of terrorism within an article. A Primary prominence mention indicates that the article was solely driven by the issue ofterrorism. A Secondary prominence mention indicates that the article was substantially about the issue of terrorism but contained s ignificant references to other topics. A tertiary prominence mentionindicates that the article was mainly concerned with other matters, while the lowest score indicated no more than a passing m ention of the issue of terrorism.

TREND GOVERNMENT REPRESENTATIVE MESSAGE


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TREND - GOVERNMENT REPRESENTATIVE MESSAGEUPTAKE (VOLUME)

0

20

40

60

80

100

120

140

160

180

200

Volume

MESSAGE 1 47 63 8 34 14 47 69 14 5 27 46 9 9 3 2

MESSAGE 2 32 40 1 7 2 16 31 2 6 7 18 10 0 0 1

MESSAGE 3 6 29 1 8 1 14 27 2 3 11 8 9 0 1 0

MESSAGE 4 6 1 7 8 5 22 48 4 11 20 16 9 1 3 1


KEY MESSAGE 1Terrorism is a real and serious threat to us all. Terrorism is not a real and serious threat to us all. The terrorist threat isexaggerated by the UK government


KEY MESSAGE 3 Terrorists attack the values that we all share. Terrorist attacks are justified by Muslim values

KEY MESSAGE 4We all need to work together to tackle the terrorist challenge. The terrorist challenge is primarily a problem for Muslims orMuslim communities to address





airport attack



extend pre-

chargedetention.

25 Sept 2007 HomeSecretary says

time has come toconsider

extending 28-daylimit on holdingterrorism


Terrorist convicted


TREND - GOVERNMENT REPRESENTATIVE MESSAGE


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0

20

40

60

80

100

120

140

160

180200

Volume

MESSAGE 1 47 63 8 34 14 47 69 14 5 27 46 9 9 2 2

MESSAGE 2 32 40 1 7 2 16 31 2 6 7 18 10 0 0 1

MESSAGE 3 6 29 1 8 1 14 27 2 3 11 6 9 0 1 0

MESSAGE 4 6 1 7 7 5 22 48 4 11 19 16 9 1 2 1


TREND - GOVERNMENT REPRESENTATIVE MESSAGEUPTAKE (POSITIVE)





26 June 2007 RICUlanguage guidance firstissued across

government



airport attack



extend pre-

chargedetention.

25 Sept 2007 HomeSecretary says

time has come toconsider

extending 28-daylimit on holdingterrorism


Terrorist convicted


TREND - GOVERNMENT REPRESENTATIVE MESSAGE


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KEY MESSAGE 1 Terrorism is not a real and serious threat to us all . The terrorist threat is exaggerated by the UK government



KEY MESSAGE 4 The terrorist challenge is primarily a problem for Mus lims or Mus lim communities to address

0

1

2

3

4

5

6

7

Volume

MESSAGE 1 0 1 0 1 0 0 0 0 0 0 1 0 1 1 0

MESSAGE 2 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0

MESSAGE 3 0 4 0 0 0 0 0 0 0 0 2 0 0 0 0

MESSAGE 4 0 0 0 1 0 0 0 0 0 1 2 0 0 1 0


TREND - GOVERNMENT REPRESENTATIVE MESSAGEUPTAKE (NEGATIVE)


issued across

government



airport attack



extend pre-

chargedetention.

25 Sept 2007 Home Secretary says time hascome to consider extending 28-day limit on

holding terrorism suspects.



LANGUAGE GUIDANCE UPTAKE BY REPRESENTATIVE


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LANGUAGE GUIDANCE UPTAKE BY REPRESENTATIVEENTIRE PERIOD

A. Share of Voice - Top Ten Representatives

Jonathan Evans,

(13), 4%

David Miliband,

(11), 3%Unnamed, (25),

7%Lord West, (31),

9%

Jacqui Smith,

(36) 11%

John Reid, (45)

13%Tony Blair, (57)

18%

Gordon Brown,

(94) 29%

Jack Straw, (15)4%

Gordon Banks,

(8) 2%

B. Top Ten Representatives - Total Message

Volume

Tony Blair, (56)

17%

John Reid, (45)

14%

Jacqui Smith,

(36) 11%

Lord West, (30)

9%

Unnamed, 24,

7%

David Miliband,

(10) 3%

Jonathan Evans,

(13) 4%

Gordon Banks,

(8) 2%

Jack Straw, (15)

5%

Gordon Brown,

(93) 28%

D. Top Ten Representatives - Total Negative Message

Volume

Lord West, (2)

29%

Jonathan Evans,

(1) 14%

John Reid, (3) 43%

C. Top Ten Representatives - Total Positive Message

Volume

Gordon Brown,

(93) 28%

Tony Blair, (56)

17%

John Reid, (45)

14%

Jacqui Smith,

(36) 11%

Lord West, (30)

9%

Unnamed, (24),

7%

David Miliband,

(10), 3%

Jonathan Evans,

(13), 4%Gordon Banks,

(8), 2%Jack Straw, (15)

5%

National government and security services representatives are measured by overall engagement by the media (Chart A) as well as bytransmission of key messages (Chart B). Representatives are also tracked for compliance/variance from RICU guidelines (Charts C & D).



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LANGUAGE GUIDANCE UPTAKE BY REPRESENTATIVEPRE RICU


John Reid, (40)

25%

Tony Blair, (53)

35%

Ruth Kelly, (7) 4%

Sir Ken

MacDonald, (7)

4%

Unnamed, (11) 7%Hazel Blears, (5)

3%Margaret Beckett,

(4) 3%Shahid Malik, (7)

4%Jack Straw, (8)

5%

Gordon Brown,

(16) 10%


Volume

Tony Blair, 52,

34%John Reid, 40,

26%

Sir Ken

MacDonald, (7)

5%

Ruth Kelly, (7) 5%

Unnamed, (10)

6%Hazel Blears, (5)

3%Margaret Beckett,


3%

Jack Straw, (8)

5%

Gordon Brown,

(16) 10%

D. Top Ten Representatives - Total Negative

Message Volume

Shahid Malik, (2)

33%

Hazel Blears, (1)

17%

John Reid, (3)

50%

C. Top Ten Representatives - Total Positive

Message VolumeUnnamed, (10)

6% Hazel Blears, (5)3%

Margaret Beckett,


3%

Jack Straw, (8)5%

Ruth Kelly, (7) 5%

Sir KenMacDonald, (7)

5%

John Reid, (40)

26%Tony Blair, (52)

34%

Gordon Brown,(16) 10%



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LANGUAGE GUIDANCE UPTAKE BY REPRESENTATIVEPOST RICU


Gordon Brown,(78) 38%

John Reid, (5) 3%Jacqui Smith, (34)

16%

Lord West, (31),

16%

Unnamed, (14)

7%

David Miliband,

(10) 5%

Jonathan Evans,(13), 7%

Gordon Banks,(8), 4%

Jack Straw, (7)4%


Volume

Gordon Brown,

(77) 38%

Jack Straw, (7),

4%Gordon Banks, (8),

4%

Jonathan Evans,

(13) 7%

David Miliband, (9)

5%

Unnamed, (14) 7%

Lord West, (30)

15%

Jacqui Smith, (34),

17%John Reid, (5) 3%

D. Top Ten Representatives - Total Negative

Message Volume

Jonathan Evans, (1)

33%

Lord West, (2) 67%

C. Top Ten Representatives - Total Positive Message

VolumeDavid Miliband,

(9) 5%

Jonathan Evans,

(13) 7%

Gordon Banks,

(8) 4%

Jack Straw, (7)

4%

Gordon Brown,

(77), 38%

John Reid, (5)

3%

Jacqui Smith,

(34), 17%

Lord West, (30)

15%

Unnamed, (14)

7%

BROADCAST TREND BY MEDIA TYPE & KEY EVENTS


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BROADCAST TREND BY MEDIA TYPE & KEY EVENTS

0

1000

2000

3000

4000

5000

6000

7000

Volume

BBC Radio 1273 1505 1173 811 1269 1260 2964 827 574 859 1538 728 687 526 456

Commercial Radio 563 800 548 621 397 238 1419 255 378 213 466 246 176 297 197

Commercial TV 468 389 279 244 372 236 1005 316 179 211 301 263 259 129 116

BBC TV 226 324 223 199 185 164 701 159 112 153 182 144 118 89 84

Total 2530 3018 2223 1875 2223 1898 6089 1557 1243 1436 2487 1381 1240 1041 853


9%

16%

21%

54%

11%

17%

23%

49%

9%

14%21%

56%

10%

15%

25%

50%

9%

15%

17%

59%

Q1 2007 Q2 2007 Q3 2007

Q4 2007 Q1 2008

26 June 2007RICU languageguidance first issuedacross government



30 July 2007 JCHRsays not enoughevidence toextend pre-chargedetention.

25 Sept 2007 Home Secretary says time has come toconsider extending 28-day limit on holdingterrorism suspects.

8 Nov 2007 Lyrical Terrorist

convicted under theTerrorism Act


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BROADCAST BBC REPORTING 25 Sept 2007 Home Secretary


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BROADCAST BBC REPORTING

0

500

1000

1500

2000

2500

3000

3500

4000

Jan-07

Feb-07

Mar-07 Ap

r-07May

-07Jun-07 Ju

l-07Au

g-07Se

p-07Oc

t-07No

v-07De

c-07Jan-08

Feb-08

Mar-08

Volume

BBC Regional Radio

BBC Radio 4

BBC Radio 5 Live

BBC 1

BBC Radio Scotland

BBC 2

BBC News 24

BBC World Service

BBC Radio 2

BBC Radio 1

1%1% 2% 2% 3%7%

1

11

12%

0%

0 2000 4000 6000 8000 10000 12000

BBC Radio 1

BBC Radio 2

BBC World Service

BBC News 24

BBC 2

BBC Radio Scotland

BBC 1

BBC Radio 5 Live

BBC Radio 4

BBC Regional Radio

Volume

26 June 2007RICU language

guidance first issuedacross government



30 July 2007 JCHRsays not enoughevidence toextend pre-chargedetention.

25 Sept 2007 Home Secretarysays time has come toconsider extending 28-daylimit on holding terrorismsuspects.

8 Nov 2007 Lyrical Terroristconvicted under theTerrorism Act

BROADCAST COMMERCIAL STATION REPORTING


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BROADCAST COMMERCIAL STATION REPORTING

0

500

1000

1500

2000

2500

3000

Jan-07

Feb-07

Mar-07 Ap

r-07May

-07Jun-07 Ju

l-07Au

g-07Se

p-07Oc

t-07No

v-07De

c-07Jan-08

Feb-08

Mar-08

Volume

Regional Radio

ITV

Sky News

Channel 4

CNN

5% 6%

13

1759%

0 1000 2000 3000 4000 5000 6000 7000 8000

CNN

Channel 4

Sky News

ITV

Regional Radio

Volume

26 June 2007 RICUlanguage guidance

first issued acrossgovernment



30 July 2007 JCHRsays not enoughevidence to extendpre-chargedetention.

25 Sept 2007 Home Secretarysays time has come toconsider extending 28-daylimit on holding terrorismsuspects.

8 Nov 2007 Lyrical Terroristconvicted under theTerrorism Act

INTERVIEWS WITHIN BROADCAST COVERAGE


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INTERVIEWS WITHIN BROADCAST COVERAGE

0

1000

2000

3000

4000

5000

6000

7000

Volume

No Interview 2266 2535 1821 1171 1358 1023 3557 810 798 871 1477 723 772 596 485

Interview 264 483 402 704 865 875 2532 747 445 565 1010 658 468 445 368

Total 2530 3018 2223 1875 2223 1898 6089 1557 1243 1436 2487 1381 1240 1041 853


No Interview

59%

Interview

41%

No

Interview

58%

Interview

42%

No Interview

59%

Interview

41%

No

Interview85%

Interview

15%

No Interview

58%

Interview

42%

Q1 2007 Q2 2007 Q3 2007

Q4 2007 Q1 2008

Over the period, just over a third (35 per cent) ofbroadcast items contained an interview

26 June 2007 RICUlanguage guidance

first issued acrossgovernment



25 Sept 2007 HomeSecretary says timehas come toconsider extending28-day limit on

holding terrorismsuspects. 8 Nov 2007 Lyrical Terrorist

convicted under theTerrorism Act

CONCLUSIONS


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June 2007 witnessed a confluence of several major events that had a direct and profound impact on the issue of terrorism in theUnited Kingdom. The attempt to drive a car-bomb into Glasgow airport and the near-successful bid to attack the Tiger Tigernightclub in London coincided with the resignation of Tony Blair f rom Downing Street and Gordon Browns new role as Prime

Minister. On June 26th, RICU released guidelines on the use of language when discussing the issue of terrorism.

TNS Media Intelligence has found that these events formed a fulcrum around which it has been possible to identify a significantshift in press treatment of the issue of terrorism. Judging by the incidence of the four key messages and their negativecounterparts, some proved more amenable to transmission than others.

Key Message 1, Terrorism is a real and serious threat to us all, was the most prolific and widely transmitted message.Straightforward, almost terse, it proved to be particularly amenable to transmission by commentators and journalists. It was alsosuited to a large number of scenarios: West threatened with campaign of suicide attacks wrote the Daily Telegraph(06/09/2007)about the Palestinian group Islamic Jihads threats to target the West. The Sunday Times(13/01/2008), conversely, included themessage in an article about a humorous film to be made about Dads Army terrorists. The Guardian(25/10/07) reported on howmilitant groups are using Google Earth for bombing campaign information. The message also featured positively in the Daily Star(11/10/07) in an article about the trial of Mohammed Hamid.

The negative version of this message was also suited to diverse application. Al Jazeera, a prominent conveyor of this message inits negative version, included coverage of the issue of the Lebanese arm of Al Qaeda. In July 2007 the station reported that theUS was backing the Lebanese government against Al Qaeda influence. Showing displeasure about this development, the stations

website also expressed scepticism about the level of threat posed by Al Qaeda and similar organisations.

There were increases in the incidence of Key Message 1 following specific events, such as the terrorist incidents in June and theannouncement of plans for 42-day detention of terror suspects at the end of 2007. However, although there were considerablymore positive Key Message 1 mentions during these periods, negative mentions also increased. Following the issue of RICUguidance, there was an increase in positive Key Message 1 mentions but the proportion of positive Key Message 1 incidenceremained the same. However, the charts on pages 45, 46 and 47 show that there was significantly more positive mentions of KeyMessage 1 by Government spokespeople immediately following RICU guidance and the terrorist attacks.

Key Message 2, Terrorists are criminals and murderers, was mentioned fewer times than Key Message 1 both before and afterthe guidance. However, there was a significant rise in Key Message mentions in July and again towards the end of the year,reflecting major news, such as the conviction of the Lyrical Terrorist.


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Despite, a fall in the proportion of positive Key Message 2 mentions following the RICU guidelines (see charts on page 28, 29 and 30), thepositive message take-up by Government spokespeople increased for this message following 26 June (see chart on page 46).

The third message, Terrorists attack the value that we all share, proved to be less transmittable. This was due to media reticence whendealing with the notion of values rather than the more concrete formulation of threats. However, the research found a definite and striking

increase in the occurrence of this message after June 2007. The first six months of 2007 saw the message running at 62 incidents permonth. For the remaining nine months of the period, there were on average 97 incidents of this message per month (see charts on pages31,32 and 33).

Key Message 4, We all need to work together to tackle the terrorist challenge, was the least transmitted message over the entire period.However, there was a rise in the proportion of positive Key Message 4 mentions (see chart on pages 34, 35 and 36) and there was anincrease in positive Key Message mentions in quotes from Government representatives following RICU guidance and for the rest of 2007.

Reviewing Key Message penetration between January to March 2007 and January to March 2008 (see bar chart on page 10), there is anabsolute decline in both positive and negative Key Message delivery. However, this decline can be attributed to a fall-off in terrorism newsstories in the early part of 2008. The Events Timeline on pages five and six mentions that there was a considerable amount of reportage on

non-UK terrorism, and how it affects the UK, which accounts for the large Key Message penetration in January and February 2007. Therewas increased coverage in the autumn owing to the suggestion by the Home Secretary that the pre-charge detention limit for terrorismsuspects might be increased.

Positive Key Message penetration increased in absolute terms following RICUs guidance. The increase was above average in coveragewhich included Government spokespeople. However, the proportion of positive Key Messages remained constant in relative terms at 47 percent. This suggests that RICU guidance is keeping pace with fluctuations in how terrorism is reported and perceived in the media. Post-RICU guidance there was an increase in the proportion of negative Key Messages. The challenge to RICU is to increase its share ofpositive media coverage against the increase in the proportion of negative Key Messages following the 26 June 2007.

METHODOLOGY


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METHODOLOGY

Project Objectives

1. To analyse the language and semantics used to report issues relating toterrorism, counter-terrorism and extremism in UK public discourse

2. To evaluate the impact of the Research, Information and CommunicationsUnit (RICU) on UK public discourse, effective from release of officialcommunications guidance in June 2007

Tender Process & Agency Selection

The project was commissioned by RICU in March 2008 with scheduleddelivery in June 2008

TNS Media Intelligence was selected on the basis of an open competitivetender managed by RICU and COI. All preferred agencies on the COIframework agreement were eligible to tender for the project

RICU/ COI issued a PQQ in March 2008. Shortlisted agencies were invited tosubmit full tender proposals. The final selection round included a one-hourpresentation to a RICU/ COI panel. The presentation covered reporting

structure, methodology and budget

Study Period

The study covers the period 01 January 2007 to 31st of March 2008

Pre RICU guidance period: 01 January to 25 June 2007 (176 days)Post RICU guidance period: 26 June 2007 to 31 March 2008 (280 days)

Sources*

UK national daily newspapers

UK national Sunday newspapers

Key mainstream online news sites

Key Muslim news sites

BBCnational television & radio

BBCregional television & radio

ITV

Channel 4

Commercial radio network

CNN

Sky News

* Full sources list in Appendix A

METHODOLOGY


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METHODOLOGY

Article Selection

Newspapers

Duplication between early / late newspaper editions excluded

Websites

Websites were selected in order to provide a balanced view of bothmainstream and Islamic online media

A large-scale study by TNS Consumer analysed the consumption of onlinemedia by British Muslims. The results of this study informed the choice ofwebsites to align the analysis with the real-world media consumption habits ofBritish Muslims

TV & Radio

TV & Radio coverage quantified.

Search termsExtremist and variations (inc. extremism, extreme) OR

Fundamentalist and variations (inc. Fundamental, Fundamentals,Fundamentalism) OR

Jihad and variations (inc. Jihadi, Jihadism, Jihadist) OR

Islam and variations (inc. Islamist, Islamism, Islamic) OR

Qaeda and variations (inc. Qaida, Qa'ida, Qa'idah) OR

Laden OR

Muslim and variations OR

Koran and variations (inc. Qu'ran) OR

Taqfir and variations (inc. Taqfiri) OR

Religion and variations (inc. religious, religiosity

Yield

National Newspapers

10,657 articles

Websites

3,170 articles

TV & Radio:

31,094 broadcasts

METHODOLOGY CONTINUED


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METHODOLOGY CONTINUEDThe primary analysis elements were prominence, key message & language andtheme.

PROMINENCE

A descending scale measuring the importance of the issue of terrorism within anarticle, a Primary prominence mention indicating that the article was solely driven bythe issue of terrorism. A Secondary prominence mention indicated that the articlewas substantially about the issue of terrorism but contained significant references toother topics. Tertiary prominence indicated that the article was mainly concernedwith other matters, while the lowest score indicated no more than a pass ing mentionof the issue of terrorism.

KEY MESSAGE & LANGUAGE

To identify press and commentator hostility to the values set out in RICUs

guidelines, positive and negative versions of four key messages were analysed inall print and online media coverage

The output of Government representatives and official sources quoted in the presswas analysed for compliance with the four positive key messages.

Spokespeople from political parties, third party organisations and interest groupswere measured for output of positive and negative key messages.

THEME

To understand the context of media engagement by all parties engaged in the debate onterrorism, each print and online article was analysed by theme. Five separate themeswere used to benchmark context:

A quantitative survey of broadcast coverage was undertaken. Broadcastcoverage was not analysed for Prominence, Messages or Themes.

THEME 1 A link is made between terrorism and Islam

THEME 2 A spec if ic link is made to A l QaedaTHEME 3 Overseas threat to UK forces/interests: Iraq

THEME 4 Overseas threat to UK forces/interests: Afghanistan

THEME 5 Overseas threat to UK forces/interests: Other country

POSITIVE NEGATIVETerrorism is a real and serious threat to usall. Note: us is interpreted as the UK, UKcitizens and UK interests overseas

Terrorism is not a real and serious threat to usall. The terrorist threat is exaggerated by the UKgovernment

Terrorists are criminals and murderers Terrorist attacks against the UK are legitimate

Terrorists attack the values that we allshare. Note: we can refer to UK citizens andany other members of humanity that opposeviolent extremism

Terrorist attacks are justified by Muslim values

We all need to work together to tackle the

terrorist challenge. Note: we can refer to UKcitizens and any other members of humanitythat oppose violent extremism (regardless ofreligious belief)

The terrorist challenge is primarily a problem forMuslims or Muslim communities to address

APPENDIX A SOURCES


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APPENDIX A: SOURCES

Newspapers

Times

Sunday Times

Daily Telegraph

Sunday Telegraph

Mail

Mail on Sunday

Express

Sunday Express

Guardian

Observer

Independent

Independent on Sunday

Mirror

Sunday Mirror

Sun

News of the World

Financial Times

Websites

BBC

Channel 4

Al Jazeera

Sky News

Islam Online

TV & Radio

BBC1

BBC2BBC Radio 4

BBC Radio 1

BBC Radio 2

BBC Regional Network

BBC News 24

ITV1

ITV Regional Network

Channel 4

CNN

Sky News


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Documents

RICU - The Language of Terrorism - Analysing the Public Discourse & Evaluating RICUs Impact