The Islamic State of Iraq and the Levant and Other Extremist Organizations

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Table of Contents

Introduction
ISIS: History, Ideology, and Psychology
ISIS Marketing Strategy
Conclusion
Works Cited

Introduction

The problem of extremism continues to make it impossible for many governments and nations to pursue their goals diligently and minimize the challenges of attack. The existence of different schools of thought, philosophies, and radical teachings in the Islamic world has contributed to the emergence of many groupings and associations with diverse missions. A detailed analysis and understanding of such organizations can guide countries to implement superior protective measures against citizens’ lives and critical infrastructure systems. This paper gives a description of ISIS and how it markets its message internationally.

ISIS: History, Ideology, and Psychology

The Islamic State of Iraq and the Levant (ISIS or ISL) remains one of the leading sources of threat to regional and global peace in the wider Islamic region. Political scholars trace the history of ISIS to 2004 when Abu Musab al Zarqawi defected from Al Qaeda (“Timeline: The Rise, Spread, and Fall of the Islamic State”). This organization remained inactive till 2010 due to the presence of U.S. troops in Iraq throughout the period. With the increasing level of insecurity and reduced economic growth in Syria and Iraq, the members and leaders of ISIS managed to pursue their aims diligently. ISIS adopted the current name in 2013 after which it launched attacks in Tikrit and Mosul (“Timeline: The Rise, Spread, and Fall of the Islamic State”).

The Islamic State was identified as a caliphate whose influence ranged from Diyala in Syria to Aleppo in Syria. From 2014, the U.S. began to strike different regions in the two countries (Wood). Such measures weakened ISIS and its ability to launch attacks successfully (“Timeline: The Rise, Spread, and Fall of the Islamic State”). By 2015, different armed forces managed to drive the group out of Iraq successfully (Wood). From the period, it continued to collaborate with sympathizers, affiliates, and likeminded supporters to bomb different regions, including Egypt and Russia. Due to the initiatives and measures different nations undertook, ISIS had lost over 95 percent of its strongholds by December 2017 (Styszyński, p. 173). While the group had been dismantled by 2018, there are still some members who continue to plan attacks and consider new ways of reorganization.

In terms of ideology, ISIS remains one of the Islamic groups founded on the teachings of Wahhabism and Salafi Jihadism. Its leaders and followers believe in a doctrine aimed at restoring the original concepts of Islam. According to the members, the Islamic world would need to pledge support and allegiance to this caliphate. Those who fail to do so should die in accordance with guidelines for sectarian killings (“Timeline: The Rise, Spread, and Fall of the Islamic State”). All people behind ISIS acknowledge that the earliest ideas and teachings of Prophet Muhammad need to guide the lives and actions of all Muslims.

From a psychological perspective, ISIS emerged as a special radical organization that wanted to identify and redefine the psychological needs of more people in the Islamic world while pursuing an ideological concept or narrative. Through the identification and appreciation of shared psychological values, the followers were encouraged to establish a movement that could take them closer to their religious thoughts of Salafism (Yarchi, p. 55). The followers developed or experienced some form of mental control that made it easier for them to consider the importance of networking to pursue a common ideology. This psychological approach made it possible for the founders of ISIS to acquire more followers and encourage them to support the outlined mission. Consequently, this organization was able to record a stunning, but short-lived, success in the wider Islamic region.

ISIS Marketing Strategy

The success of terrorist or extremist groups depends on their abilities to communicate their messages and missions to the wider global population. Such an initiative is essential for attracting more followers and recruiting potential individuals to support the intended vision. Since 2010, ISIS has adopted a powerful model that maximized its level of interaction with potential partners and the global community. Some of the marketing approaches are outlined in the sections below.

Marketing Message Internationally

ISIS has been considering a Jihadist campaign to encourage or compel more Islamic followers to take the original teachings of Muhammad seriously than ever before. However, many analysts and foreign governments have identified such a message or vision as capable of disorienting global peace and making it impossible for more people to achieve their potential in life (Wood). From 2011, this caliphate group relied on evidence-based political and branding marketing approaches to ensure that more people across the globe were informed about the available assets and value (Wood). The organization relied on the power of a systematic model to increase awareness in a world that has many terrorist or extremist agencies pursuing the same form of recognition (Styszyński, p. 174). The organization capitalizes on political propaganda and engagement in criminal acts that compel the global society to publicize their actions and goals.

Additionally, ISIS has been taking the issue of social media seriously to educate more followers and attract new ones. These platforms are essential; they help attract more potential members while at the same time remaining anonymous. ISIS also implements a strategic communication model that guides its leaders to target specific audience while avoiding other members of the global community (Styszyński, p. 179). This international marketing model remains practical, relevant, and capable of delivering positive results.

Similarities

The global society is currently facing numerous challenges from different extremist groups that operate at the international arena. Such organizations have succeeded since they apply evidence-based methods to communicate their ideologies and messages to more potential partners and followers. Yarchi indicates that most of these associations tend to employ similar measures to achieve their goals and control more regions or states (p. 62). Some of the leading groups in the world today include Al Qaeda, Al Shabab, Hizballah, ISIS, and the Revolutionary Armed Forces of Colombia FARC, and Boko Haram (Wood). These organizations embrace more or less the same approaches to market their ideas and notions at both the global level.

First, they all consider the power of branding to ensure that they have a unique logo, message, and thought that can be shared with different followers. This approach makes it possible for different stakeholders to consider the importance of selecting the most appropriate group. Second, political marketing remains a common trend whereby the mileages or gains recorded through successful attacks and control of states inform more people about the anticipated goals. During the period of growth, such agencies identify weaker targets to destroy critical infrastructure or kill innocent lives (Simons, p. 329). Organizations that control large territories will become more recognizable and attract the attention of potential members or followers.

Third, a differentiated message is taken seriously whereby the guiding philosophy and ideology dictate the manner in which such followers are informed about the outlined mission and objectives. This model ensures that only like-minded people who can support and sustain the established model are recruited (Wood). Fourth, a systematic from of awareness becomes a reality whereby unwanted people are identified and removed from the marketing approach. This practice is done to ensure that foreigners or people from different western countries do not join such organizations. These methods explain why the majority of the extremist organizations in different parts of the world have managed to record meaningful results.

Finally, modern innovations have become instrumental in influencing the manner in which people are informed about the future goals, intended missions, and future plans. Some of the common ones include the use of social media platforms and communication using the Internet. Islamic teachings have also been taken into consideration to segment the message and ensure that specific groups of people in the wider global society are identified and encouraged to become part of the organization (Simons, p. 348). These approaches or similar models explain why more extremist groups, including Al Qaeda and ISIS, have over the years managed to record meaningful success in their respective regions.

Conclusion

The above discussion has identified ISIS as an extremist organization that is founded on the concepts and teachings of Salafi Jihadism and Wahhabism. The guiding principle and mission is to encourage more people to start following Muhammad’s original principles and teachings. Although the territorial strength of ISIS has declined, its international communication model has delivered meaningful results since it echoes the initiatives associated with other terrorist groups and organizations, including Al Qaeda and Hizballah.

Works Cited

Simons, Greg. “Brand ISIS: Interactions of the Tangible and Intangible Environments.” Journal of Political Marketing, vol. 17, no. 4, 2018, pp. 322-353.
Styszyński, Marcin. “ISIS Communication Strategy.” Przegląd Strategiczny, vol. 6, no. 9, 2016, pp. 171-180.
“Timeline: The Rise, Spread, and Fall of the Islamic State.” Wilson Center, 2019.
Wood, Graeme. “What ISIS Really Wants.” The Atlantic, 2015. Web.
Yarchi, Moran. “ISIS’s Media Strategy as Image Warfare: Strategic Messaging over Time and Across Platforms.” Communication and the Public, vol. 4, no. 1, 2019, pp. 53-67.

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