its target audience. it's the gaming generation. so just like in games, isis uses a lot of symbols. >> the notion is that the entire world community, the united nations, the u.s. government, its primary leaders, and even the soldiers on the ground are in one grand conspiracy. >> reporter: he says the u.s. campaign on the other hand, is preaching. >> is this going to desuade a young girl from going? >> she would consider it government propaganda. it would probably prove actually countereffectual. help that story, air that narrative that the war is at war with islam. >> reporter: another thing about the terrorist target audience, he says, is that they're lost souls, like he used to be. >> early in my youth, i came from a traumatized and very dysfunctional family. the online community was very warm and welcoming, and as i got engaged more and more, i had people that had authority that were very kind and very, very giving. >> reporter: my name is abu muslim. i'm your brother here in syria. >> and now he has joined this