Furthermore, he also claims that the Islamic State’s communication strategy aims to persuade that it is the religious duty of all Muslims to fight in order to restore a caliphate (Farwell 2014, 49). Farwell also states that the group’s narrative portrays itself as the agent of change, and the social justice provider for all muslims (Farwell 2014, 49-50). The use of technology and social media have allowed the IS to distribute powerful and emotional images to audiences around the world; some of the messages consist of inevitable victory, depiction of the IS fighters as fearless warriors to build support and recruit; this has allowed the group to project strength and gain visibility inspiring recruits from all over the world (Farwell 2014, 50). Other images of bloody beheadings and executions are used to intimidate its enemies (Farwell 2014, 50). But what is interesting and completely contrasting is the photographs of IS fighters eating chocolate or nurturing kittens ( “a historical reference, as Danish strategic communication expert Thomas Elkjer Nissen has pointed out, to Abu Huraira, a companion of the Prophet Muhammad known for being fond of cats (Thomas Elkjer Nissen, ‘Terror.com – IS’s Social Media Warfare in Syria and Iraq’, Contemporary Conflicts vol. 2, no. 2, 2014)”) (Farwell 2014, 50). These contrasting but affectionate images “aim to communicate the message that, while strictly Islamic, ISIS stands for promoting the welfare of people, not murdering them” (Farwell 2014, 50).