Cori E. Dauber and Mark Robinson write: The slick production techniques ISIS uses in its propaganda are the reason people have written about their videos as “Hollywood quality” or “like Hollywood movies.” Obviously this is not, strictly speaking, true. When people write about ISIS videos being like “Hollywood action films,” they don’t mean that in a literal sense – Hollywood blockbusters, after all, cost on average several hundreds of millions of dollars to produce. But that doesn’t mean people saying that aren’t onto something. They’re seeing something in ISIS videos that is reminiscent of Hollywood films that they don’t see in the videos of other groups. Yes, ISIS videos are of far higher quality than are those of other groups – we would say they are, technically, a generation ahead of most others. But there’s something else going on here that people are cueing on. We would argue that, visually, ISIS videos mimic what could be called a “Hollywood visual style.” And this is being done so systematically and carefully that, while its entirely possible that it’s accidental, we find that very unlikely.
While there has been a great deal of work done on the way ISIS uses Social Media to distribute their materials, our focus is on the content of their output, specifically, on their visual material. We believe this focus is important for a number of reasons, not the least of which is the enormous amount of empirical research that argues that visual material, in many contexts, can actually be more powerful than textual. That is to say, the image can trump the word: it more effectively draws the viewer’s attention, it is remembered more accurately and for a longer period of time.
That’s all well and good, but what specifically does it mean to say that ISIS material is sophisticated in visual terms, or that their videos are done in a “Hollywood visual style?” While that’s a complicated question to get after, one can start by breaking it down in terms of the way ISIS makes use of some of the compositional elements of production to contribute to the persuasive power of their materials, in a way that other groups either cannot or simply do not. [Continue reading…]