In 2015, 53% of IS' output focused on Utopian depictions of life under the so-called caliphate, with 39% glamorising jihad.
This year, as the battle for Mosul raged, 80% focused on jihad and only 14% on Utopian imagery...."
http://news.sky.com/story/how-islamic-state-has-changed-its-online-message-10811895
