| Summary/Abstract |
This study discusses different media strategies followed by the Islamic State in Iraq and Syria (ISIS). In particular, the study attempts to understand the way ISIS’s video game that is called “Salil al-Sawarem” (The Clanging of the Swords) has been received by the online Arab public. The article argues that the goal behind making and releasing the video game was to gain publicity and attract attention to the group, and the general target was young people. The main technique used by ISIS is what I call “troll, flame, and engage.” The results indicate that the majority of comments are against ISIS and its game, though most of the top ten videos are favorable towards the group. The sectarian dimension between Sunnis and Shiites is highly emphasized in the online exchanges, and YouTube remains an active social networking site that is used by ISIS followers and sympathizers to promote the group and recruit others.
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