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The management of mass perceptions, ideological beliefs and values is a social technology for systematic imposition and maintenance of trust in an organized system of views and ideas, characteristic of a certain large social group, which is perceived as a benchmark for the activities of the individual members of the group in order to manage their perceptions. This dissertation examines the specific aspects of persuasive communication through visual elements in social media. The study focuses on two specific cases. One is the rise of the Islamic State in Iraq and Syris (ISIS) and the other is the “Arab Spring” phenomenon. Based on the content analysis and case-study method data, 3 specific models were indicated - the first examines the correlation between social networking sites and mobilizations; the second is similar to the "anthropological revolution" model; and the third focuses on ISIS persuasive impact on external audiences. Summarizing the 3 sub-models, a common model for managing mass perceptions, ideological beliefs and values is outlined and structured. At its core is the contradiction between "us" and "them", which interweaves two mechanisms of influence. One identifies the enemy and the culprit and the other identifies the path to decision-making and combat, which together form a group identity.
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