The Islamic State, also known as ISIS, has suffered significant losses in fighters, leadership, and the collapse of its self-proclaimed caliphate in Iraq and Syria. However, its global influence remains extensive, largely due to its sophisticated media strategy and the audiences it continues to engage worldwide.

On New Year’s Day, a man carrying an Islamic State flag, Shamsud-Din Bahar Jabbar, killed at least 14 people by driving into a crowd in New Orleans. Authorities found no evidence of direct ties between Jabbar and ISIS but concluded he was “100 percent inspired by ISIS,” according to the FBI. Before the attack, Jabbar pledged allegiance to ISIS in videos posted on Facebook. His use of the flag and tactics mirrored those promoted in an ISIS campaign encouraging followers to commit acts of violence by running people over.

The Islamic State’s media operation, which spans online videos, social media platforms, and even a weekly newsletter, has been a key factor in its continued ability to inspire and influence individuals globally. The group seeks to impose a strict interpretation of early Islamic teachings while employing highly modern and effective communication strategies.

“Terrorism is essentially communications,” said Hans-Jakob Schindler, a senior director at the Counter Extremism Project. “It is not warfare, because ISIS cannot militarily defeat the West. They tried, and it didn’t end well.”

A Global Network and Media Presence

ISIS has managed to transform itself into a global franchise, with active affiliates in regions such as Afghanistan, Somalia, Mali, the Democratic Republic of Congo, the Caucasus, and Turkey. These branches operate semi-independently but are unified by the group’s centralized and highly organized media apparatus.

One of the central tools in its media strategy is the weekly online newsletter Al Naba (Arabic for "The News"). Published consistently every Thursday, the newsletter details the group’s latest operations, tallies attacks and casualties, and connects the global support base with updates from various “provinces.”

“The consistency of Al Naba is remarkable,” said Cole Bunzel, a scholar at Stanford University’s Hoover Institution. “It’s the main way ISIS stays in touch with its global network, covering attacks and issuing editorials to inspire followers.”

While the January 2 edition of Al Naba did not mention the New Orleans attack, the group’s propaganda routinely encourages similar acts of violence. Initially distributed via platforms like Telegram, Al Naba and other ISIS content have migrated to decentralized internet tools and the dark web as tech companies and governments have worked to shut down their channels.

Social Media and Radicalization

Social media remains a critical tool for ISIS, enabling extremists to connect with potential supporters despite crackdowns by companies and governments. Terrorism analysts note that when accounts promoting ISIS content are banned, new profiles are quickly created, allowing the group to maintain its online presence.

Aaron Zelin, a Washington Institute fellow who tracks Islamist groups, noted that ISIS has adapted to decentralized platforms that are harder to shut down. Despite these adaptations, analysts argue that more could be done to identify and report radicalization efforts.

“Why aren’t these massive tech companies with their immense profits helping security services prevent such attacks?” asked Schindler. “Banks and financial institutions flag suspicious activities. Why can’t we get tips about terrorist activity or radicalization processes?”

The Media Legacy of ISIS

The Islamic State’s mastery of media and messaging is widely seen as a cornerstone of its influence. The group has built upon the foundation laid by Al Qaeda, which pioneered online and print publications, videos, and social media outreach. By leveraging these tools, ISIS has been able to inspire both organized attacks and so-called “lone wolf” operations like the one in New Orleans.

While the group’s caliphate has been dismantled, its ability to connect with and radicalize individuals worldwide underscores the continuing challenge of countering extremist propaganda in the digital age.