Public outcome of various incidents in the relm of international politics is to the great extent determined by the power of narrative process. New media advent enabled creation of broadly accessible ecosystem suitable for effective proliferation of once marginalized dissentive discourses. The rise of Western identity erosion caused by mainstream narrative relativization represents the core analytical focus of presented paper. This phenomenon is conceptualized through critical ideas introduced by James Der Derian. Presented poststructural heuristics creates standalone three dimensional framework which helps reveal driving principles behind the corrosion of Western identity. First two dimensions synthesize Virilio’s Dromology theory along with Baudrillard’s concept of Simulation to grasp a relation between the Western media space and a process of establishing identity. Wendtian personified state is then used as a vehicle to identify endangered identity traits. Presented analytical concept is applied to the contemporary proliferation of jihadi-salafi discourse to the Western media space.
