There is more terrorism in the news, this time in London. So how do the British politicians respond?

They do a recruitment ad for more terrorists.

They start by giving the terrorists cool labels, such as “Islamic extremists.” Do you know what sounds like an awesome club for an angry young Muslim to join? I’m thinking “Islamic Extremist” sound about right. That branding should be great for recruitment.

The media also helps terror recruitment with their wall-to-wall news about the terrorists’ successes. Every time they mention the body count, the bad guys cheer.

A better approach for the media, if they want to be helpful, might involve inviting a continuous line of Muslim scholars and critics to talk about how these “gullible losers” were duped by ISIS to kill themselves and spend eternity in Hell. And we need lots of visual and other persuasion about Hell. I want Photoshopped images of the terrorists burning for eternity. I want descriptions of the smells, tastes, and sounds they are experiencing, so the next “lone wolf” has something to contrast with the 72 virgin story. Let’s put some doubt into that mix. Fear is a good persuader.

I also wonder why the families of terrorists are not being flooded with condolence messages from Muslim clerics saying they are sorry about their kid burning in Hell for eternity. Be sincere about it. Include some digital representation of Hell in those cards and letters.

Change the frame.

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