Israel’s Media Strategy in Gaza War Faces Growing Global Challenge

Israel’s sophisticated media campaign during the Gaza war has intensified efforts to control global narratives, even as grassroots activism and citizen journalism increasingly challenge its traditional dominance in shaping public perception.

From the early hours of the conflict following the October 7 Hamas attack, Israel launched a vigorous digital propaganda effort alongside its military operations. This campaign has leveraged social media platforms including Facebook, YouTube, TikTok and X (formerly Twitter), supported by pro-Israel lobby groups and official state entities like the Israel Defense Forces and Foreign Ministry.

The strategy builds upon decades of Israeli narrative dominance but adapts traditional propaganda tactics to the digital age, employing several key approaches. These include emotional appeals through graphic imagery, simplification of complex geopolitical issues into binary narratives, and strategic repetition of claims—even those later discredited.

One notable example was the circulation of a 47-minute film titled “Bearing Witness to the October 7th Massacre,” which was selectively shown to international leaders to provoke empathy and justify military actions. Similarly, the “Kidnapped from Israel” campaign humanized Israeli victims while garnering global support.

Israel’s propaganda framework rests heavily on several foundational narratives. The “chosen nation” concept promotes Israeli exceptionalism, reinforced by legislation like the 2018 “Nation-State” law that codifies Jewish privilege. Meanwhile, a consistent victim narrative portrays Israel as uniquely threatened while downplaying Palestinian suffering.

Dr. Norman Fairclough, Emeritus Professor of Linguistics at Lancaster University, notes how such language patterns reinforce power structures and shape public perception. “Language is never neutral,” Fairclough has written. “It always carries ideological weight and reproduces power relationships.”

The Israeli strategy also includes what critics call the systematic dehumanization of Palestinians through rhetoric comparing them to animals or vermin—language reminiscent of historical dehumanization tactics. This framing helps justify military actions by presenting Palestinians as a monolithic threat rather than a diverse civilian population.

Through its Hasbara (public diplomacy) efforts, Israel frequently characterizes criticism of its policies as antisemitism, frames threats as existential, and portrays international solidarity with Palestinians as merely a Muslim cause rather than a human rights issue.

However, this carefully constructed narrative control faces unprecedented challenges in the digital era. Social media platforms have become battlegrounds where citizen journalism increasingly circumvents traditional media gatekeeping. Palestinians and their supporters can now share real-time, unfiltered information and personal experiences, connecting directly with global audiences.

This shift has been particularly influential among younger demographics who increasingly rely on digital content to understand current events. Hashtags like #FreePalestine have mobilized international solidarity and altered global awareness, despite alleged algorithmic suppression and content moderation that disproportionately affects pro-Palestinian content.

The Centre for Media Monitoring reports that Israeli perspectives still appear nearly three times more frequently than Palestinian ones in television and internet news. Meanwhile, social media platforms face criticism for practices like shadow banning, account suspensions, and algorithmic censorship that limit Palestinian visibility online.

Despite these challenges, Israel’s propaganda efforts have sometimes backfired spectacularly. Prominent Jewish celebrities like Ben Platt and Hannah Einbinder have publicly condemned Israel’s conduct as inconsistent with Jewish values. Reports of paid influencer campaigns and leaked documents about secret initiatives to sway American lawmakers using AI-generated content have raised ethical concerns and increased skepticism.

The Hamas attack on October 7 represented a watershed moment both in terms of violence and in shifting international narratives. Israel has struggled to dominate the media landscape as in previous conflicts, with its initial response appearing chaotic and its messaging inconsistent. The government even replaced its public relations manager, highlighting its inability to maintain control over public perception.

Critical voices have further damaged Israel’s credibility. Historian Raz Segal described Israeli actions in Gaza as a “textbook case of genocide,” while former IDF soldiers in the group “Breaking the Silence” released statements exposing what they characterized as deliberate ethnic cleansing.

A particularly damaging contradiction lies in the disparity between Israel’s demonstrated precise military capabilities—evidenced by targeted killings like that of Hamas leader Ismail Haniya in Tehran—and the widespread devastation in Gaza. For many observers, this discrepancy undermines Israel’s claims of military necessity and reinforces perceptions of collective punishment.

As the conflict continues, a new wave of international awareness is emerging that increasingly questions traditional alliances and repositions the Palestinian struggle within broader discussions of justice, human rights and accountability. Despite sophisticated propaganda efforts, Israel faces an unprecedented challenge to its narrative dominance as digital platforms amplify previously marginalized Palestinian voices.