Iran’s Propaganda Apparatus Revealed

In the shadow of military operations, Iran wages sophisticated information war against Israel and US, experts say

In an era where perception shapes reality, Iran has deployed a sophisticated propaganda campaign alongside its military operations against Israel and the United States, according to a comprehensive new report from the International Institute for Counter-Terrorism at Reichman University.

The report details how Tehran is simultaneously projecting contradictory narratives—portraying itself as both powerful victor and innocent victim—tailored to different audiences across social media and other platforms during Operation Rising Lion.

“In recent years, and especially since the Iron Swords war, we have seen growing use of psychological warfare and influence strategies by terrorist organizations such as Hezbollah and Hamas, and also by Iran, which is leading the resistance axis strategy not only on the military battlefield but also in the cognitive front,” explained Danielle Haberfeld, a senior researcher who co-authored the report with Dr. Eitan Azani, the institute’s acting director general.

Haberfeld, who has studied propaganda for more than 15 years, noted that Iran is executing a dual strategy. “On one hand, it projects a narrative of victory in order to deter and display power, and on the other it presents itself as the victim of what it calls ‘disproportionate attacks’ by the US and Israel, in order to gain international legitimacy and apply political pressure to stop the war.”

For international audiences, Iran claims it didn’t initiate hostilities and seeks no escalation, but is defending itself against Israeli-American aggression targeting civilian infrastructure. This messaging directly contradicts reality, as Iranian strikes have damaged hospitals, residential buildings, and public institutions in Israel.

The researchers argue that this victim narrative is deeply rooted in Shiite religious consciousness. “The Battle of Karbala and the death of Imam Hussein became symbols of sacrifice and struggle in Shiite consciousness. Since the Islamic Revolution in Iran, there has been an effort to turn that narrative into one of active resistance,” they explain, highlighting how this historical context enables Iran to simultaneously claim both victimhood and victory.

Recent attacks on Iranian oil facilities exemplify this approach, with regime-affiliated accounts labeling them as “deliberate chemical warfare” while circulating imagery reminiscent of Hamas’ media operations during the Gaza conflict—exploiting international media to influence global opinion against Israel.

“These two narratives may sound contradictory, but in practice they serve the same goal, tailored to different audiences through precise messaging,” Haberfeld said.

The Iranian propaganda machine employs sophisticated tactics, including the repurposing of authentic Israeli civilian footage documenting missile impacts. The report found that Iranian operators mute original audio and overlay fabricated Hebrew soundtracks depicting Israeli civilians pleading for mercy. Similar tactics target U.S. interests, with falsified footage allegedly showing American forces or equipment being struck, including manufactured evidence of captured soldiers.

Digital manipulation and artificial intelligence play increasingly central roles in this information warfare. “These are recordings that sometimes have no basis in reality, and often they are created using artificial intelligence,” the researchers note. “Its use gives the Iranians a significant advantage in the battle for public perception, allowing them to quickly and easily generate large quantities of content, sometimes by reframing real events in a way that serves their narrative.”

The distribution methods are equally calculated. Content shared on platforms like TikTok benefits from algorithmic amplification, increasing exposure without requiring complex technical expertise. “This is not something especially complex, but rather relatively simple methods that do not require a high level of expertise. That is why they are used both by the Iranian regime and by supporters of the regime and the resistance axis, at times even without direct guidance,” the experts explain.

The coordinated nature of these information operations extends beyond Iran’s borders. Hamas in Gaza, Hezbollah in Lebanon, and the Iranian regime appear to be executing a unified strategy across multiple fronts, with targeted messaging for Arab, Israeli, and international audiences.

“It is now clear that this front is not secondary. Psychological warfare has become a central part of the modern battlefield,” Haberfeld emphasized. For Iran, psychological operations help compensate for operational weaknesses through a planned, cross-border effort.

While Israel has attempted to counter these narratives through IDF’s Influence Department and Foreign Ministry messaging, the researchers suggest these efforts may be insufficient against the well-coordinated propaganda machine of what they term the “axis of evil.”

Sources familiar with IDF preparations for operations against Iran told Israel Hayom that deception and influence operations were critical components, with media outlets playing significant roles in shaping perceptions on both sides even before military action commenced.

“I hope we learn to focus on this essential front as well,” Haberfeld concluded. “It is no less important than the other fronts.”