ISIS’s media strategy as image warfare: Strategic messaging over time and across platforms

The media plays a crucial role in contemporary conflicts because an image war is occurring alongside the military confrontation. The Islamic state of Iraq and al-Sham (ISIS) sets a prime example for the usage of image as part of its fighting strategy, using various platforms to communicate its narrative. This study evaluates ISIS’s image front by analyzing its messages promoted through various online communication platforms: audio statements made by ISIS leaders, official videos, Dabiq and Rumiyah magazines, Islamic chants (nasheeds), and Amaq news reports. The findings indicate that ISIS uses messages strategically in an attempt to create and maintain its image as a powerful organization. The three main themes are power projection, violence, and Islamic religious messages (while different emphases are placed on various platforms). Most messages target Muslims, while others (usually threats) target the organization’s various enemies. It appears that ISIS invests considerable resources and efforts into promoting its narrative as part of the image war—projecting its power, based on religious arguments, on one hand, and demonizing and threatening its enemies on the other, using repeated themes, descriptions, metaphors, and visual images (videos, pictures, and infographics). The study’s analysis indicates that ISIS puts a lot of emphasis on the media/image aspects of its battle, and uses all of the tools in its tool box in an attempt to succeed in the image war, a central front in contemporary conflicts.