The media strategy of the self-proclaimed “Islamic State” (IS) is effective and successful. The professional use of social media to project a coherent worldview has enabled IS to be both resilient to account takedowns on social media platform and attempts to deploy “counter-narratives” (or: “alternative narratives”) against the group. IS publishes videos on an almost daily basis: from gruesome execution videos the group is notorious for to movies showing the “statehood” and reconstruction of infrastructure, IS deploys a rich blend of narratives that are conveyed in pictures and related to a corpus of writings of thirty years of jihadism. By establishing a “state” (Arabic: dawla) and by rendering the borders between Syria and Iraq as irrelevant, IS has realized what AQ has pledged for decades: to erode the borders of Sykes-Picot and establish a “state” on the very theological grounds of extremist interpretation. IS embodies the “new AQ”, applying AQ