Delegitimizing the Egyptian Regime: Negative Campaigning and Strategic Framing as Techniques to Demobilize Antagonists

Islamist social movements are vital players in MENA’s political arena. This study explores how these attempt to delegitimize their rivals and the frames they assign them hotly contested situations. For this purpose, used content analysis analyze entire range of Arabic language communiqués issued by Muslim Brotherhood from July 2013 January 2019. The theoretical framework is based on negative campaigning literature two concepts theory; legitimacy as a crucial moral resource strategic framing technique demobilize antagonists. article demonstrates that conducted campaign incriminate undermine post-2013 order damage its image, credibility, reputation. As part campaign, movement deployed many strategies give harmful meaning regime, institutions, ideas, leaders. contributes research communication deepening understanding antagonists demonstrating resources lie at heart campaigns. It argues uses raise doubts about regime’s authenticity sincerity.