Dødelig Attraktivt. En retorisk analyse av IS-magasinet Dabiq og forsøket på rekruttering

Attempts to explain the popularity of the Islamic State (IS) and their ability to recruit Muslims, often exclude rhetoric as an aspect in the explanation. Therefore this study rhetorically examines twelve editions of the propaganda-magazine Dabiq, one of the Islamic State's most important productions, targeted for the West. Searching for an answer to how rhetoric can lead to recruitment, I use the theory of constitutive rhetoric (Charland, 1987), as a framework to analyze Dabiq. With this theory, I aim to highlight how readers both textually and visually, become included as a part of the Islamic State. I also look for an explanation for what it is within their constructed rhetorical community that may actually be attractive to readers, and draw them to partake as an IS-member in the real world. Based on the content in Dabiq, my findings show that three strategic themes may have an effect on potential recruitment; polarization, a warrior-identity and a promise of an afterlife. These three combined, contain rhetoric that not only creates a narrative for readers to identify with, but also a promise of a better life with the Islamic State, than in the West. The strongest identification-markers are based around a shared faith, battle and oppression. Through these themes, the Islamic State establishes an image of themselves and the caliphate as a cure for everything from isolation to infidel forces