Islamic State Propaganda Report

The following report sheds light on the strategic motivations of, and implications to, Islamic State’s media operation. By analyzing the organization’s propaganda output over the twelve months that followed its ‘caliphate’ declaration in June 2014, it has been possible to dismantle the brand into its constituent narratives and the various target audiences into their composite parts.



Quilliam is the world’s first counter-extremism think tank, set up to address the unique challenges of citizenship, identity, and belonging in a globalized world. Quilliam stands for religious freedom, equality, human rights, and democracy. Challenging extremism is the duty of all responsible members of society. Not least because cultural insularity and extremism are products of the failures of wider society to foster a shared sense of belonging and to advance democratic values. Quilliam seeks to challenge what we think and the way we think. It aims to generate creative, informed, and inclusive discussions to counter the ideological underpinnings of terrorism, whilst simultaneously providing evidence-based recommendations to governments for related policy measures.

The author would like to thank all those interviewed in the course of researching this report. The author would also like to thank David Rapp, Alexander Theodosiou and Haydar Zaki, whose contributions as research assistants were invaluable.

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