Today's reported mass killing also underscores how the group uses images of violence as much as violence itself to terrorise its opponents, as it sweeps further into Syria and Iraq.
Nadim Houry, deputy director of Human Rights Watch for the Middle East, described the video as 'another ISIS war crime'.
And yesterday a UN commission accused the extremist group of committing crimes against humanity in Syria, similar to those it has already committed in Iraq.
Yet the extremists are also in touch with modern ideas of PR, releasing glossy magazines in English which feature mutilated bodies to promote their cause in the West.
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