I see your point but unfortunately those indoctrinated into that ideology will still see them as martyrs. They don't really seem to care what anyone else think.
As for collective identity, Islam doesn't have a sole person to speak for them, neither does Christianity (don't include the Pope as he's RC and many Roman Catholics don't see themselves as Christian per se) but Muslim leaders and followers have indeed been speaking out all over the world.
EDIT: I recall Cope mentioning Bobby Sands 'martyrdom' once, not something I'd agree with, but I see the term martyr as something of an individual viewpoint rather than a collective one.