Why we hate you & Why we fight you : A thematic data analysis of Salafi jihadism's central pillars in Dabiq and Rumiyah.

Abstract: The aim of this thesis is to examine how the central pillars of Salafi-Jihadism are discussed in ISIS’s own magazines and how the pillars are related to Juergensmeyer’s concepts of cosmic war, satanization, and theater of terror. The material in this thesis has been sourced from the magazines Dabiq and Rumiyah, which were published by ISIS in the period 2014-2017. The magazines are initially aimed at an English-speaking audience, and it is intended for ISIS’ followers, but also for their enemies. A thematic analysis approach with a deductive orientation was employed and preconceived themes from what Shiraz Maher describes as the five pillars of Salafi-Jihadism, tawḥīd, jihad, takfīr, al-walā’ wa-l-barā’, and ḥākimiyya were used. The analysis shows that the magazines place a strong emphasize on the Salafi-jihadist pillars, and ISIS can therefore be placed within the Salafi-Jihadi tradition.