Application of content analysis techniques to the islamic state propaganda. The call to arms of Rumiyah

In recent years, Islamic terrorism has made a frontal attack on the hearth of Europe. The following analysis takes into account the techniques and the themes used by the new terrorist group to support the propaganda carried out by Jihad through different communication tools. The main goal of the author was to analyse some propaganda magazines of the self-styled Islamic State in a diachronic manner. The first analysis took examined the following two online magazines: Dābiq and Dār al-Islām. They were edited by the al-Ḥayāt Media Center, written both in English and in French, and published between June 2014 (year of proclamation of the Islamic State) and September 2016. Then, the Islamic State substituted their publication with the new online magazine Rumiyha, which has been published since September 2016. This last magazine presents a concern, above all, for Italy because of the symbolic name of the title (Rumiyha means Rome). The second reason for concern is due to the fact that, through this magazine, the Jihad group intends to pursue the aim of the conquest of Rome. These three magazines were analysed at different times by using content analysis techniques. Thus, it was made possible to reach a multidimensional and a more in-depth interpretation of the texts. This analysis showed in particular the different communication goals of the magazines - which were strictly linked to the languages used – and the themes used by the jihadists in order to obtain the wished feedback, namely the proselytism and the incitement to take action. Regarding the study of the magazines Dābiq and Dār al-Islām, the most significant element was the propaganda towards women, while the magazine Rumiyah shall identify itself as a true “attack methodology”. The content analysis technique has proved to be a good tool of analysis and understanding of communication strategies of the new jihadist network. This latter is seeking to no longer be considered a terroristic group, but a true State, including well defined boundaries, national currency, welfare system, healthcare, schools and judicial institutions.