From guns to the media, Mexican drug cartels have turned to new and unusual tactics to intimidate their rivals.
Videos of drug-related massacres have been sent to news networks and posted online.
The gangs have also tried to win support through public displays of strength.
But as Al Jazeera's Rachel Levin reports, people in the southern city of Cuernavaca are not impressed by the cartels' campaigns.
Source: Al Jazeera - http://youtu.be/MFasg6qI1TY