Mediated Public Diplomacy of the Islamic State in Iraq and Syria: The Synergistic Use of Terrorism, Social Media and Branding

Jad Melki,May Jabado

doi:10.17645/mac.v4i2.432

Abstract

This study aims to provide an initial theoretical model for understanding and analyzing the mediated public diplomacy strategy of virtual states. It examines the mediated public diplomacy strategy of the Islamic State in Iraq and Syria (ISIS) and its ability to synchronize terrorism tactics with communication strategies to gain media access and exposure, push news frames that serve its interests, and target stakeholders with a dual message using sophisticated branding strategies that resonate with cultural values and help it ultimately recruit supporters and deter foes.

Highlights

Few public diplomacy researchers have contextualized their studies within rigorous theoretical frameworks (Entman, 2008), and most of the research has largely focused on governments as the sole agents of public diplomacy (Gilboa, 2008)
This study examined the mediated public diplomacy strategies of the Islamic State in Iraq and Syria (ISIS)
It highlighted the group’s ability to implement sophisticated public diplomacy methods through a combination of terrorism tactics synchronized with communication strategies to gain media access and exposure, push news frames that serve its interests, and continually produce and disseminate a consistent brand and target defined stakeholders with a dual message using advanced branding strategies that resonate with cultural values and help it recruit supporters and deter opponents

Summary

Introduction

Few public diplomacy researchers have contextualized their studies within rigorous theoretical frameworks (Entman, 2008), and most of the research has largely focused on governments as the sole agents of public diplomacy (Gilboa, 2008). The study claims that ISIS’s synergistic use of terrorism, social media, effective storytelling, and branding achieves at least five public diplomacy aims: Gain mainstream media exposure and push advantageous news frames; create the illusion of a powerful unified group; project a favorable image to target global audiences; recruit supporters in foreign states; and portray life under the Caliphate as a sustainable alternative lifestyle to the West and as a response to deeply rooted grievances. While this model simultaneously achieves psychological warfare aims, these are not the main focus of this study. The analysis included the news media coverage of such events and examined original ideological documents produced by ISIS and other Islamist leaders

Mediated Public Diplomacy and Upward Cascading Frames of Terror

The Rebellious ISIS Brand: A Response to a Global Existential Crisis

Conclusion