ABSTRACT
This chapter addresses the first part of the emotional choice model and looks at the “images” that ISIS “sells” to its potential and present supporters. The chapter identifies the following images: true believer (good Muslim), superman, martyr (as another angle of the image “superman”), stranger and superwoman. For each of these images, the chapter presents analysis of the way how they were constructed and what characteristics they include. It also touches upon the reasons why they may look attractive to ISIS’s supporters, specifically how surprisingly “normal” and benign these images are, which attempts to answer the question of why ISIS supporters are not scared away from the group despite its brutal violence.
