Hasbara, a contemporary Hebrew term introduced by Nahum Sokolow, a Zionist leader, author, translator, and a pioneer of Hebrew journalism, translates roughly to "explaining." This concept has evolved into Israel's primary strategy for public diplomacy, aiming to justify actions and influence perceptions globally.
Originally, the concept of hasbara emerged from earlier forms of propaganda used by early Zionists. Sokolow's introduction of the term marked a shift from merely promoting Zionist ideals to a more structured approach aimed at influencing public opinion and garnering support for Israel's strategic objectives. Early practitioners included Arabic-speaking Jews who wanted to explain Zionism's goals to Arab audiences.
Hasbara seeks to clarify and justify the actions of the Israeli government, often in response to international criticism. The term itself does not have a direct English equivalent but is often associated with explanations regarding Israeli policies and military actions. It has been described as reactive and event-driven, focusing on responding to specific events rather than proactively shaping narratives.
For example, before October 7, the IOF drew a perfect image and worked to present the IOF as an advanced and enlightened army, publishing content that highlights its humanitarian and military actions.
In recent years, Israel's hasbara efforts have faced significant challenges, particularly in the digital age where information flows rapidly and narratives can be shaped by various actors. The closure of the Public Diplomacy Ministry in November 2023 highlighted a lack of coordinated messaging, which is crucial for effective public diplomacy.
The official Israeli public diplomacy is traditionally managed by several government ministries, including the Ministry of Foreign Affairs, the Ministry of Public Diplomacy and Diaspora Affairs, the IOF Spokesperson, the Ministry of Tourism, and the Prime Minister's Office. These bodies have faced significant criticism for lack of organization, lack of coordination, and inefficiency in their operations.
From Hasbara to Public Diplomacy and Sinwar’s Death
Israeli practitioners are increasingly adopting the term "public diplomacy" instead of the traditional "hasbara," indicating a significant strategic shift in their approach to international communication. This evolution reflects a desire to move away from merely "explaining" Israel's policies, which is often perceived as defensive, towards a more proactive and agenda-setting role in global discourse.
Current Israeli public diplomacy emphasizes proactive engagement rather than reactive explanations. Practitioners aim to shape narratives and influence perceptions actively, rather than just responding to criticism or misinformation.
Eretz Nehederet, an Israeli political satire show, has released two skits targeting the BBC for what it perceives as biased coverage against Israel, particularly regarding the Al-Ahli Arab Hospital explosion. The first skit, which aired on October 30 2023, featured a mock news segment where the BBC anchors exaggeratedly reported on the hospital Israeli bombing, which the satire show considered it as “Hamas's claims” at face value and mocking the network's refusal to label Hamas as a terrorist organization.
On November 14, Eretz Nehederet released another skit that included a satirical interview with Yahya Sinwar, the leader of Hamas. The presenter, Rachel, conducted the interview in a notably sympathetic tone. During this segment, they humorously suggested that an Israeli baby kidnapped by Hamas was "torturing" Sinwar through sleep deprivation due to its cries. The skit concluded with a historical reference to Winston Churchill's refusal to cease hostilities during World War II, implying that this made Britain a "war criminal" and the Germans victims of genocide.
In a significant setback for Israeli public diplomacy, recent videos released by the IOF have inadvertently bolstered the narrative surrounding Yahya Sinwar, the leader of Hamas. These videos, intended to portray Sinwar negatively, instead depicted him as a courageous figure fighting independently, which has garnered increased support for Hamas on social media platforms. Rather than discrediting him, this portrayal has been interpreted by many as evidence of his bravery and commitment to the fight against Israel.
Mustafa Barghouti, a former Palestinian Information Minister, stated that Sinwar's death in battle has transformed him into a martyr. He emphasized that Israeli claims of Sinwar hiding behind civilians or hostages were proven false, further enhancing his image among supporters.
The backlash against the IOF's narrative has been amplified on platforms like Instagram and TikTok, where Palestinians have documented life under bombardment and countered Israeli claims with their own narratives. This has led to a growing perception that the Israeli military's portrayal of events is not only misleading but also detrimental to its image.
The unintended consequences of the IOF's video releases highlight a critical failure in effectively managing public perception during ongoing conflicts. As narratives shift in favor of Hamas, the implications for Israeli diplomacy and military strategy could be profound.
Israel Navigating Narratives and Global Skepticism
In a different situation, the Israeli government and pro-Israeli groups actively engage in interventive communication strategies to counter perceived delegitimization efforts, particularly in the context of the Boycott, Divestment, Sanctions (BDS) movement. These strategies encompass a range of activities beyond mere communication, including cultural diplomacy, which aims to foster a positive image of Israel through cultural exchanges and initiatives.
A common tactic involves equating support for BDS with anti-Semitism. Israeli officials have sought to delegitimize BDS supporters by suggesting that their actions are rooted in hatred rather than legitimate political grievances. This strategy has been reinforced by legislative measures in various countries, including the U.S. and Italy, where laws have been proposed or enacted to penalize those who participate in boycotts against Israel.
In this context, a project known as "Solomon’s Sling" was initially funded with a budget aimed at combating the perceived delegitimization of Israel globally. Despite challenges in fundraising, the government continues to invest heavily in these initiatives to enhance its international standing.
Israeli public diplomacy often appropriates social justice rhetoric to present Israel as a progressive state compared to its neighbors. This includes emphasizing LGBTQ+ rights and human rights narratives to create a favorable image while downplaying criticisms regarding its treatment of Palestinians.
Despite these efforts, Israeli public diplomacy faces significant challenges. There is growing skepticism and resistance among global audiences towards pro-Israel narratives, particularly in light of visible humanitarian crises in Gaza and the West Bank. Critics argue that the effectiveness of public diplomacy is waning as more people are exposed to alternative viewpoints and the realities of the Israeli war on Gaza and Lebanon.
The Failure of Hasbara and Israeli Public Diplomacy
By investigating the Israeli’s Hasbara Organizations Network, Misbar found an organization named “Hasbara Fellowships” which is an organization focused on training students to advocate for Israel on college campuses. Founded in 2001 by Aish HaTorah in collaboration with the Israel Ministry of Foreign Affairs, it aims to counteract “anti-Israel sentiment” prevalent in many academic environments.
The program brings hundreds of North American students to Israel each year for experiences that include tours, lectures, and discussions with a variety of Israeli perspectives, including journalists and politicians.
The organization works with over 95 universities across North America, equipping students to engage in campus activism. This includes organizing events, countering movements like BDS (Boycott, Divestment, Sanctions), and promoting pro-Israel narratives.
Israel's public diplomacy, particularly in the context of improving its image on American campuses, experts argue that Israel's public relations strategy has largely failed.
Protests have erupted across numerous campuses, with students demanding that their universities divest from companies associated with Israel’s military actions. High-profile protests have taken place at institutions like UCLA and the University of Michigan, where confrontations with police have led to arrests.
This instance of the shortcomings in Israeli public diplomacy affects not only American universities but also the broader Israeli propaganda efforts and policy. Polls indicate that a majority of Israelis view their government's public diplomacy efforts as unsuccessful.
Much of the advocacy for Israel's image has shifted to independent organizations and influencers who do not always align with official government messaging. This reliance indicates a gap in the government's ability to manage its own public relations effectively.
According to Ynet, officials in the government criticized - after 15 days from the beginning of the war in Gaza on October 22, 2023 - the management of Israel's public relations during the war, admitting that the public relations system is not functioning. "In practice, Israel has no public relations, and it relies solely on civilian initiatives," said one of the officials.
These comments were made on the same day that a decision was officially announced to dismantle the Ministry of Public Diplomacy. The ministry came to an end after announcing the resignation of its minister a week before the criticism we mentioned above, citing a lack of sufficient authority and resources.
Senior ministers expressed confusion over the fact that while Israel is dealing with an extraordinary event, there is no government representative coordinating the public relations efforts. Not only is the State of Israel not producing enough informational videos or establishing a consistent message to be communicated to the world, but there is also no government spokesperson conducting regular briefings in Hebrew and English.
After weeks, several briefings were held at the public diplomacy command center, but they were conducted by government ministers and political figures, rather than by professional officials and this highlights the level of failure in Israeli public diplomacy.
Current Israeli policies, such as military actions in Gaza, Lebanon, and military attacks in the West Bank, complicate Israeli Public Diplomacy efforts. Many outside Israel view these actions as aggressive, making it difficult for public diplomacy to gain traction. Also, the rise of global anti-Israel, exacerbated by social media dynamics and the prevalence of pro-Palestinian narratives, poses an uphill battle for Israeli Public Diplomacy efforts.
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