Book cover/ Text reads 'Backfire Manual: Tactics Against Injustice, Brian Martin. Photo of policeman in riot gear grabbing the neck of an older man. The cover is in red. Text under photo reads 'Irene Publishing'.

Backfire Manual: Tactics Against Injustice

By

Introduction

A practical handbook and model for activists to be more effective when facing injustice and powerful, dangerous opponents.

The backfire model is a framework for understanding tactics used by perpetrators of injustice and how to oppose them.

In 1991, protesters in Dili, East Timor were massacred by Indonesian troops. This turned out to be a political disaster for the Indonesian government, greatly increasing international support for the East Timorese independence struggle. The massacre backfired on the Indonesian government. The Backfire Manual explains why.

Imagine you’re planning an action and think you might come under attack. Maybe it’s a rally and there’s a risk of police brutality. Maybe you’re exposing government corruption and there could be reprisals against your group.

To be prepared, you need to understand the tactics likely to be used by your opponent, for example covering up the action and trying to discredit you and your group.

The Backfire Manual provides guidance for this sort of planning. It outlines the backfire model and gives examples and exercises for using it. This is a practical handbook for being more effective whenever you face a powerful, dangerous opponent.

Brian Martin is professor of social sciences at the University of Wollongong, Australia. He is the author of numerous books and articles on nonviolent action and is vice president of Whistleblowers Australia.

Watch Introductory Video

The Backfire Model

Attacks sometimes backfire. They are counterproductive for the attackers. In fact, they are so disastrous for the attackers that they wish they had never done anything.

  • In 1991, Los Angeles police beat a motorist named Rodney King, who had been speeding to avoid arrest. After a video of the beating was broadcast on television, viewers were outraged and public support for the police dropped. The beating backfired on the police.
  • In the 1990s, McDonald’s sued two anarchists, Helen Steel and Dave Morris, over their leaflet “What’s wrong with McDonald’s?” The legal action was widely seen as unfair and led to a huge campaign in support of Steel and Morris. It was a public relations disaster for McDonald’s. Suing Steel and Morris backfired on McDonald’s.
  • In 2004, media reported on torture of Iraqi prisoners in Abu Ghraib prison. The graphic photos showed US prison guards grinning as they humiliated and tortured the prisoners. Publication of the photos severely damaged the reputation of the US government, especially in the Middle East. The torture backfired on the US military.
  • In 1991, thousands of people joined a funeral procession in Dili, East Timor, using the occasion to peacefully protest against the Indonesian occupation. As the procession entered Santa Cruz cemetery, Indonesian troops suddenly opened fire, killing hundreds of people. Western journalists were present and recorded the massacre. Their testimony and video evidence triggered a huge increase in international support for the East Timorese liberation movement and laid the basis for independence a decade later. The massacre of peaceful protesters backfired on the Indonesian government.

Each of these cases involves an injustice: police brutality, censorship, torture, massacre. In each case those mounting an attack — the police, McDonald’s, US prison guards, Indonesian troops — caused damage to their target. But in each case the attack ultimately backfired, causing much greater damage to the attacker and its allies.

Backfires can be immensely valuable in aiding efforts against injustice. The trouble is, most attacks do not backfire. Most police beatings receive little or no publicity. Most legal actions for defamation are hardly known. Most torture is done in secret. Even massacres, which are harder to hide, may generate comparatively little concern.

What is going on? Why do some attacks backfire and not others?

The backfire model is a way of analysing attacks. It highlights actions taken by each side to reduce or increase outrage from a perceived injustice. The model is not intended to tell people what to do. Activists know a lot about the local situation and are in the best position to make a judgement about options.

The model is a general tool that points to the sorts of things that are likely to happen or that could happen. It can help activists to choose more wisely.

The backfire model, like any model, is a tool. It doesn’t guarantee success. Imagine an army that has the best possible strategy. That’s helpful, but if the army has few troops, is poorly trained and has outdated weapons, it’s unlikely to succeed even with a brilliant strategy.

Likewise, the backfire model can help activists develop better strategies, but this isn’t a guarantee for success. It is simply one element in a much wider process.

Backfire: The Basics

When a powerful group does something unjust, it can take action to reduce popular outrage. In 1960, there were protests across South Africa against the racist pass laws. In Sharpeville, police opened fire on peaceful protesters, killing perhaps a hundred people. The police and government tried to reduce outrage, but even so the massacre severely damaged the South African government’s international reputation.

Five methods for reducing outrage over injustice

  • Cover up the action.
  • Devalue the target.
  • Reinterpret what happened by lying, minimising, blaming and framing.
  • Use official channels to give an appearance of justice.
  • Intimidate or reward people involved.

Torture is universally condemned, so when governments use torture, they are likely to use one or more of these techniques to reduce outrage.

The keys to backfire

  • Reveal: expose the injustice, challenge cover-up
  • Redeem: validate the target, challenge devaluation
  • Reframe: emphasise the injustice, counter reinterpretation
  • Redirect: mobilise support, be wary of official channels
  • Resist: stand up to intimidation and bribery

The backfire model is about tactics to oppose injustice.

Backfire: an attack can be said to backfire when it creates more support for or attention to whatever is attacked. Any injustice or norm violation can backfire on the perpetrator.

Backfire can be apparent in adverse public opinion or greater activity by opponents. Even when a perpetrator seems to get away with an injustice, it can be counterproductive in the long term.

Most injustices by powerful groups do not backfire, because they are able to reduce outrage.

Two conditions for backfire

  1. An action is perceived as unjust, unfair, excessive or disproportional.
  2. Information about the action is communicated to relevant audiences.

Five approaches for increasing outrage over injustice

  1. Expose the action
  2. Validate the target
  3. Emphasise interpretation of the action as an injustice
  4. Mobilise public concern (and avoid official channels)
  5. Resist and expose intimidation and rewards

An additional consideration: the timing of communication is vital.

Three relevant factors that affect reception of a message are:

  1. Receptivity
    Baseline sensitivity to injustice; meaning systems. If people are already concerned about a type of abuse, their reaction to a new case will be stronger. Social movements can create or increase receptivity.
  2. The information environment
    Visibility, salience (compared with other stories). What else is happening? If other important items are on the news, an injustice may receive little media attention.
  3. Actionability
    Existence of social movements, opportunities for action. When activists are prepared to act, a sudden injustice is more likely to backfire.

The five Rs of revealing, redeeming, reframing, redirecting and resisting can be used in reaction to an injustice or as a way of preventing it.

For example, to help prevent police attacks, be prepared by having witnesses and cameras ready, dressing and behaving in an image-enhancing fashion, etc.

How the Model can Help

  • Many activists think mainly about what they are going to do, such as hold a rally or start a campaign.

    The backfire model draws attention to what opponents will do, in particular the tactics powerful opponents will use to reduce outrage over injustice.

  • Some activists think official channels provide a solution. For example, they sometimes campaign to get the government to set up an inquiry. The model points to the shortcomings of official channels, especially the way they dampen outrage.
  • Activists often believe that injustice automatically creates outrage. For example, if police beat protesters or the government breaks the law, activists think everyone will see how unfair this is.

    The model shows that powerful perpetrators can use a wide range of techniques that reduce outrage.

Download Resources

Screenshot of pdf summary handout titled 'Backfire Basics'.

Book cover/ Text reads 'Backfire Manual: Tactics Against Injustice, Brian Martin. Photo of policeman in riot gear grabbing the neck of an older man. The cover is in red. Text under photo reads 'Irene Publishing'.

Other Languages

The summary and book are also available in many other languages.

Backfire Basics

The summary is available in other languages below and on the International Center on Nonviolent Conflict ICNC

Book

The book is available in other languages below, on the International Center on Nonviolent Conflict ICNC and Brian Martin’s website.

Backfire Manual Table of Contents

Author’s note 1
1. The Backfire model 5
2. Backfire analysis 15
3. Preparing 43
4. Now and afterwards 75
5. Questions and responses 89
6. Exercises 97
7. Appendix: Human shields and pre-emptive backfire 103

Additional Materials

Here are more Backfire Materials from the author’s website.

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