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In this article, Charlie Winter challenges the way in which the word ‘propaganda’ is used in contemporary discourse around war and terrorism. He considers the case of the Islamic State, using it to demonstrate that the term – as it is conventionally understood – is an inadequate tool when it comes to describing the full range of tactical and strategic approaches to communication that are employed by insurgents today. If anything, he contends, ‘propaganda’ refers to an entire information ecosystem in which different media are geared towards different tasks.

This article compares two universes of official Islamic State media that were compiled 18 months apart. It explores the nuances of the group’s worldview and illustrates the extent to which external and internal situational exigencies impacted the Islamic State’s brand during its formative years as caliphate. It finds that the organization’s media infrastructure was about half as productive in early 2017 as it had been in mid-2015. The data also show that, even though the group had internationalized its theater of terrorist operations during the time period in question, the brand itself actually contracted to become markedly less globalized in 2016. Finally, the data indicate a substantial thematic rearrangement in the organization’s propaganda, one that saw its story shifting away from the millenarian “utopia” towards military denialism. In sum, the data indicate that the Islamic State propagandists were far less productive by January 2017, and that their aggregate product was less international and less utopian but more militant and more defiant, a shift that suggested a new phase in their political marketing operations, one focused on framing the caliphate as an embattled but still defiant pseudo-state struggling to maintain past momentum.

Weeks after its capture of Mosul in 2014, the Islamic State set about transforming its strategic trajectory. Through an avalanche of media products, it worked to aggressively insert itself into the global public discourse and, in turn, popularise its brand, polarise adversary populations and drive rivals into the ideological side-lines. This research paper presents new, empirical insight into this troubling phenomenon, which has set a benchmark for insurgent strategic communications the world over. Comprising the translation and analysis of a 55-page document compiled and published by the Islamic State in 2016, it offers a unique window into the mind-set of Abu Bakr al-Baghdadi’s propagandists.

In the 1990s and early 2000s, there was much discussion about the democratic and anti-democratic implications of the Internet. The latter particularly focused on the ways in which the far-right were using the Internet to spread hate and recruit members. Despite this common assumption, the American far-right did not harness the Internet quickly, effectively or widely. More recently, however, they have experienced a resurgence and mainstreaming, benefitting greatly from social media. This chapter examines the history of their use of the Internet with respect to: (1) how this developed in response to political changes and emerging technologies; (2) how it reflected and changed the status of such movements and their brand of hate; and (3) the relationship between online activity and traditional methods of communication.

In the 1990s and early 2000s, there was much discussion about the democratic and anti-democratic implications of the Internet. The latter particularly focused on the ways in which the far-right were using the Internet to spread hate and recruit members. Despite this common assumption, the American far-right did not harness the Internet quickly, effectively or widely. More recently, however, they have experienced a resurgence and mainstreaming, benefitting greatly from social media. This chapter examines the history of their use of the Internet with respect to: (1) how this developed in response to political changes and emerging technologies; (2) how it reflected and changed the status of such movements and their brand of hate; and (3) the relationship between online activity and traditional methods of communication.

Extreme militant groups use their media campaigns to share information, recruit and radicalize followers, share worldviews, and seek public diplomacy ends. While previous research documents that various on-the-ground events correspond to changes in the groups’ messaging strategies, studies of how competing militant groups influence one another’s media campaigns are nascent. This study helps fill that gap by examining how successful attacks by one militant group correspond to changes in both the perpetrating and competing groups’ visual media messaging strategies. It examines attack success through the lens of violent acts that result in direct impact (measured through death counts) and indirect impact (measured through traditional media coverage levels). The study utilizes a content analysis of 1882 authority-related images in AQAP’s al-Masra newsletter and ISIS’s al-Naba’ newsletter appearing three issues before and after each attack, and a chi-square analysis comparing four ISIS attack conditions (high death/high media, high death/low media, low death/high media, and low death/low media). The findings show that a high number of resulting deaths, rather than a high level of media coverage, correspond to changes in the media campaigns of both the perpetrators and the competing groups, with key differences in visual content based on group identity.