Abstract This paper analyses “A Message to America,” the 2014 ISIS video that presents the beheading of American photojournalist James Foley. This short film served as a model for the more than 200 graphically violent videos posted online by the terrorist group before the fall of the caliphate in 2019. The main objective of this research is to question the truth-value of violent ISIS videos and to advocate a critical approach to them. To this end, four key issues need to be explored: the quality of the videos; their status as art, documentary, or propaganda; their target audiences; and the purpose of the message being conveyed to each of those audiences. To deconstruct the mechanisms employed by the constructed fallacy of this video and critically expose its literal and metaphorical meaning, we use textual analysis, the methodological tool developed in Greimasian semiotics. The results reveal a carefully planned text with a clearly recognizable narrative structure (crime and punishment). This video is a propaganda documentary that makes use of the tools of fiction to stage a real event: Foley dies, but his death is not shown on camera; it is only staged. Targeting two different audiences, an implicit Muslim viewer, and an explicit Western viewer, the text can be interpreted as a crossing of gazes between East and West.
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