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Israel’s “Hasbara” Propaganda Machine Falters in Face of Gaza War
Israel’s once-celebrated “Hasbara” public diplomacy strategy, long regarded as one of the world’s most sophisticated information operations, is showing signs of failure as unfiltered images from the Gaza conflict spread across global media platforms.
The term “Hasbara,” Hebrew for “explanation,” was first introduced in the early 20th century by Zionist leader Nahum Sokolow as a deliberate alternative to “propaganda.” It began as a defensive communication strategy aimed at legitimizing Zionist settlement in Palestine to Western audiences, often invoking Europe’s history of anti-Semitism to justify the creation of a Jewish homeland.
What started as a localized communications effort evolved dramatically following Israel’s controversial 1982 invasion of Lebanon and the Sabra and Shatila refugee camp massacres, where up to 3,500 Palestinian civilians were killed. The international backlash prompted pro-Israel strategists to convene a landmark conference in Jerusalem in 1983, where Hasbara was formally developed into a comprehensive public relations doctrine.
“The 1983 conference represented a turning point,” explains Dr. Yael Berda, a sociologist who studies Israeli political communications. “Hasbara shifted from explaining policies to actively reshaping global narratives about the Israeli-Palestinian conflict.”
This transformation included a strategic reframing of criticism toward Israel. Under the newly strengthened Hasbara framework, opposition to Israeli military actions or settlement policies was increasingly characterized as anti-Semitism. This rhetorical shield proved effective in Western media environments, particularly in the United States, where criticism of Israel often carried political consequences.
The digital age dramatically expanded Hasbara’s reach. Following Israel’s 2006 Lebanon war and the 2008-2009 Gaza military operations, Israeli authorities created specialized media and cyber units that harnessed social media algorithms to disseminate pro-Israel narratives while working to suppress opposing viewpoints.
According to transparency reports from technology watchdog groups, the contemporary Hasbara apparatus coordinates with major social media companies, employs former intelligence officers, and maintains a network of volunteer “digital soldiers.” Its tactics include manipulating search engine results, creating multilingual content platforms like “Israel Speaks Arabic,” and offering scholarships to international students who agree to spread pro-Israel content online.
Israel’s Ministry of Strategic Affairs reportedly allocates millions of dollars annually to counter what it terms “delegitimization campaigns” and to combat the Boycott, Divestment, and Sanctions (BDS) movement. Israeli officials have acknowledged mobilizing over 100 data centers, 120 “operations rooms,” and 40 partner organizations in recent years to manage Israel’s global image.
However, the Gaza conflict that erupted in October 2023 has exposed significant limitations in the Hasbara strategy. Despite extensive coordination and reported efforts to suppress certain content, footage of civilian casualties, destroyed infrastructure, and humanitarian suffering spread across digital platforms faster than Israeli messaging could contain it.
“What we’re seeing is unprecedented,” notes Dr. Marc Owen Jones, who researches digital propaganda at Hamad Bin Khalifa University. “The volume and immediacy of eyewitness accounts from Gaza have overwhelmed traditional information control mechanisms.”
Public opinion data reflects this shift. A 2025 Pew Research Center survey found that majorities in 20 of 24 countries now hold negative views of Israel, including 93% in Turkey, 80% in Indonesia, and 75% in Spain and Sweden. Even in the United States, Israel’s strongest ally, unfavorable opinions have increased from 42% in 2022 to 53% in 2025, with disapproval highest among Democrats (69%) and Americans under 30 (71%).
Media analysts point to a growing disconnect between Hasbara messaging and documented events. Standard narratives of “self-defense” and “counter-terrorism” have struggled to reconcile with images of widespread civilian casualties and infrastructure destruction that many international legal experts have characterized as potential war crimes.
The result has been a credibility crisis for a propaganda model that successfully shaped international discourse for decades. Social media platforms, once leveraged effectively by Hasbara operatives, have become double-edged swords where carefully crafted narratives now compete with unfiltered accounts from conflict zones.
As global sentiment increasingly acknowledges Palestinian suffering, Israel’s long-established information strategy faces an unprecedented challenge: reality that can no longer be reframed or relabeled, even with sophisticated digital tools and extensive international networks at its disposal.
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10 Comments
This is a thought-provoking look at the history and evolution of Israel’s public diplomacy strategy. The term ‘Hasbara’ is an interesting one, and the article provides helpful context on how it has been used to shape perceptions around the Israeli-Palestinian conflict. It’s a complex issue, and it will be worth following how these dynamics continue to play out.
The article raises important questions about the role of propaganda and disinformation in geopolitical conflicts. While Israel’s Hasbara efforts may have been effective in the past, the growing prevalence of social media and citizen journalism seems to be complicating that approach. It will be interesting to see how this dynamic evolves.
Agreed. The ability for unfiltered information to spread rapidly online is a significant challenge for governments trying to control the narrative around complex issues.
This is a fascinating look at the history and evolution of Israel’s public diplomacy strategy. The term ‘Hasbara’ is new to me, but the article provides helpful context on how it has been used to shape perceptions. It will be worth watching how this plays out as the conflict continues.
The article highlights the challenges Israel faces in maintaining its public diplomacy narrative as the digital landscape shifts. The proliferation of unfiltered information and citizen journalism seems to be eroding the effectiveness of traditional Hasbara tactics. It will be interesting to see how Israel adapts its approach going forward.
Agreed. The ability for grassroots narratives to gain traction online presents a significant challenge for governments trying to control the messaging around geopolitical conflicts.
Interesting perspective on the evolution of Israel’s public diplomacy efforts. It’s a complex issue with valid concerns on both sides. I wonder how effective the Hasbara strategy has been in countering criticism, especially in the digital age where information can spread so rapidly.
You raise a good point. The spread of unfiltered images and information online has certainly presented new challenges for Israel’s public diplomacy efforts.
The article highlights how Israel has long sought to frame the narrative around the Israeli-Palestinian conflict. While Hasbara may have worked in the past, the proliferation of social media seems to be eroding its influence. It will be interesting to see how Israel adapts its approach going forward.
I agree. The digital landscape has made it harder for governments to control the messaging around complex geopolitical issues like this one.