The IS media campaign is overseen by Abu Amr al Shami, a Syrian born in Saudi Arabia, who was previously IS leader in Aleppo. The media effort also acts as liaison with religious leaders in the region and abroad. The key strength of IS has been the ability to decentralise its social media which has allowed its supporters to operate their own ministries of information. Yet while IS crowd sources its content, it is highly effective in using this decentralised content production for promoting a unified message, driven by its central organs.
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