ABSTRACT
The chapter traces the origins and progression of the Islamic State's (Daesh) high-tech media jihad, which is best understood as an innovative strategy based on acquired skills. It is argued that while the propaganda campaign of Daesh was integral in mastering the early stages of guerrilla warfare, failure to adapt this strategy over time was a key factor for the group's demise. The author outlines the learning process that enabled Daesh to stage its cause in such a professional manner and examines the main narratives associated with the various propaganda genres. In the early phase of the conflict, Daesh's ability to quickly learn how to use new media effectively and its resulting actions on the international stage generated an important source of power and increased the group's liberty of action on the battlefield. However, failure to adapt the propaganda effort and ideology over time ultimately contributed to an intensified counterinsurgency effort and its ultimate defeat.
