This study attempts to analyze a major facet of the international struggle against Da’ish: its media war, which the organization wages alongside its efforts to expand and to fight surrounding regional and international powers. The study observes Da’ish’s media phenomena in the context of the integral role of the media in modern international conflicts, with attention to the development of media tools in Jihadist organizations since the seventies. This investigation reveals the remarkable evolution of the terrorist group in its bid to entrench itself as a caliphate state. The study focuses on Da’ish’s media administration structure and its strategy in deploying its various high-grade audiovisual products to attract youth around the globe. The organization has been able to amass numerous volunteers and extensive equipment to serve its media strategy by constructing an organizational structure that combines hierarchal and non-centralized networks.