This article examines how social movements attempt to repair a tarnished image and win the hearts and minds of the public. It studies the Muslim Brotherhood’s political communication campaign post-July 2013. A content analysis of a census of the Brotherhood’s communiqués issued during a 5-year period was performed. Considering social movement theory, this case study reveals that strategic framing can be employed as a strategy to win the hearts and minds of the target audience and to repair tarnished images. It also argues that legitimacy is a critical moral resource that lies at the heart of Islamist movements’ communication campaigns.

中文翻译：

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赢得思想的交流策略：穆斯林兄弟会在莫西倒台后进行的政治交流活动中

本文探讨了社会运动如何试图修复受损的形象并赢得公众的喜爱。它研究了2013年7月之后的穆斯林兄弟会的政治传播活动。对5年内发布的兄弟会公报进行了内容分析。考虑到社会运动理论，本案例研究表明，可以将战略框架用作赢得目标受众的心灵和修复污损图像的一种策略。它还认为合法性是至关重要的道德资源，是伊斯兰运动传播运动的核心。