Inquiry on the Governing Discourse in the ISIS Advertising Structure (Case Study: Journal of the Dabiq)

Since its inception, ISIS has consistently used its advertising plus in its best to achieve its objectives. This type of advertising includes a range of tools, including; social networks, internet videos and magazines. Because of the status of the ISIS image, this article attempts to answer the main questions, which are ‘what is the discourse governing the ISIS advertising structure’ and ‘How is this discourse going through in the journal Dabiq?’ To find out the answer of the main questions, we used the discourse analysis method, especially the Laclau and Mouffe discourse analysis theory.
Research findings show that, first, the accessibility of this publicity discourse is increasing due to the inappropriateness of the social world for a Muslim and the deprivation of social life. Another significant feature of the ISIS propaganda semantic system is the enmity element that has a great circle and its inclusion is very extensive and it is the main factor in identity and religious practice. It is also from other findings of this paper that using metaphors in the contemporary world triggers radicalism in ISIS audiences.
In general, in this article, with numerous citations to the magazine ‘Dabiq’, the various dimensions of the discourse governing the structure of ISIS's propaganda have been examined