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BAGHDAD: footage of smiling locals, tales of life-changing experiences, articles glorifying centuries of heritage associate degreed predicting a bright future: if the “caliphate” straddling Asian country and Syrian Arab Republic had an airline, Dabiq would be its in-flight magazine.

For now, international militancy's latest English-language commercial enterprise endeavour is distributed on-line and therefore the craft over Abu Bakr al-Baghdadi's dominion area unit additional seemingly to be warplanes and drones than business jets.

But the 50-page magazine strives to convert its readers that the caliphate announced last month by Baghdadi, leader of the Moslem State (IS) militant cluster on a neighborhood double the dimensions of Israel, is that the legitimate and viable home of the world's Muslims.

In design, it powerfully resembles the Inspire magazine revealed by Al Qaeda's franchise within the Arabia that disseminated bomb-making directions and aimed to engender “lone wolf” militants, a goal achieved in 2013 with the Boston bomber brothers.

The editorial stress in Dabiq, analysts say, is additional on state-building than on incitement or operational problems. “The aim is not to induce young radicalised Western Muslims to hold out attacks however to return to Syrian Arab Republic,” aforesaid Peter John von Neumann, director of the London-based International Centre for the Study of Radicalisation.

Many foreign fighters have already taken that step and Richard Barrett, a former counter-terrorism chief at Britain's foreign intelligence service MI6, argued Dabiq was largely a booklet mercantilism the caliphate as a true and credible entity.

“It is that the same development as advertising techniques that aim to endorse your selection of a product instead of inspire it,” aforesaid Barrett, United Nations agency currently works for The Soufan cluster, a replacement York-based practice.

Newly rebranded
Thousands of foreigners have joined militant teams in Syrian Arab Republic since the beginning of the war there in March 2011 and plenty of of them area unit currently a part of the newly-rebranded IS, that has broadened its remit from Asian country into Syrian Arab Republic.

Dabiq's 1st issue conjointly sings the praise of Jordanian-born Abu Musab al-Zarqawi, associate degree ultraviolent military commander United Nations agency headed IS's early incarnations before being slain during a 2006 U.S.A. air strike, as a initiation figure of the caliphate.

The magazine's introduction explains that it's named once the location of a serious sixteenth century battle in what's currently northern Syrian Arab Republic that saw the Ottomans defeat the Mamluks and start a serious philosophy part of associate degree empire Baghdadi and his followers concede to are the last caliphate.

What the militant cluster “wants to speak by choosing this name is that they are following within the Ottomans' footsteps,” aforesaid John von Neumann, a academician at King's faculty London.

Dabiq is additionally mentioned by one in all Prophet Muhammad's companions, Abu Hurayrah, because the place wherever “Roman” invaders area unit defeated, paving the manner for the armies of God to expand and defeat spiritual being.

“This apocalyptic theme has been a strong strand in Muslim political orientation for several years, and is outwardly a incentive for a few,” Barrett aforesaid.

Dabiq's 1st issue, entitled “The come back of Khilafah (caliphate)”, includes excerpts from speeches by Baghdadi declaring a replacement era in Islam and relays his incorporate complete professionals the globe over to return and facilitate the new state.

Cheering crowds
The magazine carries footage of crowds cheering IS militants as they parade through Syrian and Iraqi cities with the pirate flag, graphic photos apparently of Sunni civilians slain by the “Rafidhi”, a derogative term for Shias, and of Shiah Islam troopers “heroically” killed by the militants.

Dabiq conjointly options a protracted and sophisticated system of rules article basically justifying the caliphate and Baghdadi's position as each non secular and leader.

According to Barrett, IS “has been smart at reaching bent supporters and clearly has style skills, however their written work lacks the oomph of Inspire“. Dabiq's editorial team conjointly oddly selected maybe the article on “imamah”, or leadership, with a free-download stock image of a sheepdog social sheep removed from a drop.

“I guess it shows that it's extremely created by a dweller,” John von Neumann aforesaid, pertaining to the very fact that dogs area unit thought of impure in Moslem culture and in a lot of of the Arab world.

Inspire and its promotion of “open supply militancy” is believed to possess been the product of US-born Yemeni reverend Anwar al-Awlaki however it's not however clear United Nations agency is behind Dabiq.

Barrett expected that the caliphate's English-language mouthpiece was unlikely to possess constant impact and success as Inspire, that became the world's most downloaded militant publication.

“The main info continues to be through social media sites like Facebook, Twitter, Instagram and alternative additional interactive and 'modern' platforms,” he said.

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