The evolving self-presentation of the Islamic State, from Dabiq to Rumiyah

In 2016 the Islamic State (IS) dramatically altered the centerpiece of its Western outreach, shuttering Dabiq magazine and replacing it with Rumiyah. While Dabiq was marked by twin appeals to themes of chaos and civilization, the publication run of Rumiyah finds IS experiencing significant setbacks. Utilizing a quantitative content analysis of images in Rumiyah reveals IS adapting its framing to better reflect its present abilities and outlook. Drawing upon framing effects and social movement literatures, we argue the imagery in Rumiyah represents the group taking a step backward from would-be state to more typical jihadi organization.