The United States and its allies continue to achieve significant military victories against ISIS
(otherwise known as ISIL or the “Islamic State”). The loss of territories resulting from military
victories is especially important given that ISIS relies in part on recruits from the territories it
controls. Efforts have also been directed at killing the group’s core leadership; stemming the
flow of foreign fighters to Iraq and Syria through tightening up border security and surveillance;
and targeting militant jihadi narratives and propaganda that is pushed out by ISIS on a twentyfour/seven basis via the Internet and social media platforms. In such a complicated security landscape, a new discourse on ISIS is born—its allure, threat, grandeur, lawlessness, and
violence have emerged as the “new normal” in Syria and Iraq, and recently have spilled out to Western Europe and beyond in home grown and ISIS directed attacks. While cognizant of the progress achieved in the fight against ISIS, this article, in particular, highlights the dangers
emanating from the group’s continuing online, as well as face-to-face, recruiting success in the West and the apparent stagnation in the fight for dominance in the digital battlefield where ISIS
is currently winning.