Since launching its military campaign on Gaza on Oct. 7, 2023, the Israeli Occupation has deployed a powerful propaganda strategy to control the narrative surrounding the war.
Central to this effort is “Hasbara,” a Hebrew term meaning “explaining,” which serves as the Israeli Occupation’s tool for managing public perception and justifying its actions.
– The origins and evolution of Hasbara-
The concept of Hasbara was popularized in the early 20th century by Polish Zionist journalist Nahum Sokolow. Over time, it evolved into a sophisticated public diplomacy initiative designed to promote “Israel’s” policies while downplaying or justifying its military actions. Today, Hasbara manifests through official government statements, viral social media campaigns, and coordinated messaging efforts in mainstream media.
A key function of Hasbara is to frame the Israeli Occupation Forces’ (IOF) military operations in a way that shifts blame for civilian casualties onto Hamas. This is achieved through repeated claims that Palestinian fighters use hospitals, schools, and residential areas as military sites, a tactic “Israel” describes as “human shields.”
While the Israeli Occupation has presented satellite imagery and alleged confessions from detainees to support these claims, independent verification of such evidence remains elusive.
– Modernizing Hasbara –
Over the past two decades, the Israeli Occupation has modernized Hasbara to align with the digital age.
Following the 2006 Lebanon War and the 2008-2009 offensive on Gaza, the Israeli Occupation government intensified efforts to expand its influence online. By 2012, social media had become a major battleground, with the IOF launching digital campaigns to bolster the country’s global image.
During subsequent military operations, including the 2014 war on Gaza, Hasbara proponents aggressively promoted content portraying “Israel” as a victim of Palestinian aggression, despite its overwhelming military superiority.
Today, the Israeli Occupation is attempting to rebrand Hasbara and label their efforts “public diplomacy.”
– Weaponizing public perception –
One of the most striking aspects of Hasbara is its ability to shape global opinion by leveraging social justice narratives.
“Israel” frequently portrays itself as the Middle East’s only democracy, championing LGBTQ+ rights and environmental causes as part of its international image. Critics argue that this strategy, known as “pinkwashing” and “veganwashing,” is designed to distract from accusations of human rights violations and occupation policies.
Furthermore, Hasbara plays a significant role in countering international movements critical of “Israel”, such as the Boycott, Divestment, and Sanctions (BDS) campaign. “Israeli” officials have worked to equate criticism of “Israel’s” policies with anti-Semitism, a tactic that has led to legislative efforts in Western countries to penalize BDS supporters.
– “Israel’s” investment in Hasbara –
The funding allocated to Hasbara initiatives has reached extreme levels, with “Israel” committing to shaping its global narrative and countering criticism of its actions.
Towards the end of 2024, Middle East Eye (MEE) reported the “Israeli” government significantly increased its financial support for these efforts, with reports indicating an allocation of an additional USD 150 million to the Foreign Ministry for Hasbara activities in the 2025 budget, which is a staggering 20-fold increase compared to previous years.
The funds are primarily directed toward campaigns targeting American college campuses, social media platforms, and international media outlets, all aimed at promoting a favorable image of “Israel” and justifying its controversial policies and military operations.
The effort is set to be carried out in coordination with Jewish organizations in the US and “Israel’s” Diaspora Affairs Ministry.
