Gaza-Israel Conflict
In the Gaza-Israel conflict, digital diplomacy plays a dual role in shaping both domestic and international perceptions. Israel has long used social media to communicate directly with the global community, often presenting its military actions as self-defense against terrorism. The Israeli government, the Israel Defense Forces (IDF), and official accounts on platforms like Twitter and YouTube present detailed justifications for their operations, aiming to win the support of foreign governments and citizens, particularly in the West.
On the Palestinian side, social media has become a vital tool for activists, journalists, and citizens to bring attention to the humanitarian toll of the conflict. Digital diplomacy has enabled Palestine to reach a global audience, counteracting what they see as biased mainstream media coverage. Videos, images, and personal stories are shared in real-time, shaping international perceptions of the conflict and spurring grassroots activism across the globe.
ISRAEL
Despite this video being recorded some years before the events of October 7th, it provides valuable insights into how the Ministry of Foreign Affairs' Digital Diplomacy Department operates. The video highlights the strategic use of digital platforms to communicate Israel's narrative, engage with global audiences, and counter misinformation. It showcases how the department employs social media campaigns, real-time responses, and targeted messaging to strengthen Israel's international image and address challenges in the digital landscape.
During the Gaza-Israel conflict, Israel's digital diplomacy aimed to justify military actions and garner international support. The Israel Defense Forces (IDF) utilized social media platforms like Twitter to provide real-time updates, share operational successes, and highlight efforts to minimize civilian casualties. This approach sought to portray Israel as a nation exercising its right to self-defense against terrorist threats.
However, this digital engagement also faced challenges. Reports indicate that pro-Palestinian content significantly outpaced pro-Israel content on platforms like TikTok and Instagram, with pro-Palestinian tags appearing 15 times more frequently during October 2023(Auslender, 2024).
Source: The Economist
Prime Minister Benjamin Netanyahu's Role in Digital Diplomacy
Prime Minister Benjamin Netanyahu has been instrumental in advancing Israel's digital diplomacy. Recognizing the importance of digital platforms even before the attacks for October 7th, Netanyahu emphasized the need for a "digital Iron Dome" to protect against cyber threats and misinformation. (The Jerusalem Post, 2013)
In a 2017 address at the Ministry of Foreign Affairs Digital Diplomacy Conference, Netanyahu highlighted the importance of digital platforms in modern diplomacy, stating, "We have to defend the truth, and the truth is that Israel is not only defending itself but is defending you."
Netanyahu’s contentious relationship with Israel’s media, as highlighted in his ongoing corruption trial, underscores his reliance on digital platforms to bypass traditional media scrutiny and control the narrative. Facing allegations of bribery and media manipulation, Netanyahu has strategically turned to digital diplomacy to engage directly with both domestic and international audiences. This shift not only allows him to promote Israel’s foreign policy goals but also serves as a tool to counter unfavorable press coverage. By leveraging platforms like X and Facebook, Netanyahu amplifies his messages, fosters support for his leadership, and projects an image of strength and resilience, particularly during periods of geopolitical tension. This dual use of digital diplomacy, both as a foreign policy instrument and a means to manage internal political crises, highlights the multifaceted nature of his online strategy. (Foreign Policy,2024)
This morning, on Shabbat and a holiday, Hamas invaded Israeli territory and murdered innocent citizens including children and the elderly. Hamas has started a brutal and evil war. We will be victorious in this war despite an unbearable price. This is a very difficult day for all of us. Hamas wants to murder us all. This is an enemy that murders children and mothers in their homes, in their beds, an enemy that abducts the elderly, children and young women, that slaughters and massacres our citizens, including children, who simply went out to enjoy the holiday. What happened today is unprecedented in Israel – and I will see to it that it does not happen again. The entire government is behind this decision. The IDF will immediately use all its strength to destroy Hamas's capabilities. We will destroy them and we will forcefully avenge this dark day that they have forced on the State of Israel and its citizens. As Bialik wrote: 'Revenge for the blood of a little child has yet been devised by Satan'. All of the places which Hamas is deployed, hiding and operating in, that wicked city, we will turn them into rubble. I say to the residents of Gaza: Leave now because we will operate forcefully everywhere. At this hour, the IDF is clearing the terrorists out of the last communities. They are going community by community, house by house, and are restoring our control."
Netanyahu's first tweet after the 7th of October attacks 8:25 p. m.,2023
The Role of Digital Diplomacy in Improving Israel's International Image
According to Dr. Hazar Ismail
Dr. Hazar Ismail explains that Israel employs digital diplomacy as a form of soft power, aiming to humanize the state and portray its policies as democratic and progressive.
Normalization Efforts
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Israel leverages digital diplomacy to promote normalization with Arab countries, using social media to showcase instances of Arab-Israeli cooperation and foster acceptance of its policies.
Blocking the Palestinian Narrative
A significant part of Israel's digital diplomacy is dedicated to countering and delegitimizing the Palestinian narrative. This includes emphasizing Israel's technological and cultural superiority and framing Palestinian resistance as a source of regional instability.
Humanizing the Occupying State
Israeli digital diplomacy often focuses on humanizing the state and its military. For example, it shares images of soldiers helping civilians and stories of coexistence, attempting to counteract the negative perception of Israel as an occupying force.
Promoting Israeli Democracy
Israel uses digital platforms to portray itself as a democratic state in contrast to its neighbors. This narrative is intended to align Israel with Western values of human rights and freedom while diverting attention from the occupation.
PALESTINE
Digital diplomacy in Palestine is deeply rooted in the struggle for sovereignty and self-determination. Palestinian diplomatic entities, including embassies and the Ministry of Foreign Affairs, have actively used platforms like Facebook, Twitter, and Instagram to advocate for global recognition of Palestine as an independent state. As Manor (2024) notes, Palestinian embassies often highlight international instances of recognition, such as the raising of the Palestinian flag at the United Nations, to project a sense of legitimacy and nationhood (Manor,2024)
Social media campaigns frequently focus on issues of human rights and the humanitarian crisis in Gaza. For example, hashtags like #FreePalestine and #SaveGaza have been used to mobilize global solidarity, drawing attention to the plight of Palestinians under occupation. This strategy not only amplifies their message but also fosters a sense of global community around their cause.
Grassroots Activism and International Advocacy
One of the unique strengths of Palestinian digital diplomacy lies in its grassroots nature. Civil society organizations and activists have become key players in disseminating the Palestinian narrative. Campaigns like the Boycott, Divestment, and Sanctions (BDS) movement have effectively used digital platforms to engage global audiences, encouraging economic and political pressure on Israel.
These efforts are not only advocacy-oriented but also serve as a means of educating international audiences on the complexities of the conflict.
Palestinian leaders have also employed digital platforms to engage directly with international policymakers. As highlighted by Manor (2024), Palestinian diplomats frequently use social media to urge global organizations such as the United Nations to take action against Israeli aggression. These posts often feature emotional appeals, imagery of affected communities, and calls for justice, effectively humanizing the Palestinian struggle and fostering empathy.
Challenges and Limitations
Despite its significant impact, Palestinian digital diplomacy faces challenges that hinder its effectiveness. One major issue is the asymmetry of resources between Palestine and Israel. While Israeli digital diplomacy benefits from state funding, institutional backing, and advanced technological tools, Palestinian efforts often rely on grassroots campaigns with limited financial and technical resources.
Censorship on digital platforms also poses a significant barrier. Reports of Palestinian content being flagged or removed by platforms such as Facebook and Twitter have raised concerns about bias and the suppression of marginalized voices. These actions limit the reach of Palestinian narratives and complicate efforts to engage international audiences.
Additionally, while digital platforms enable rapid dissemination of information, they also create opportunities for misinformation and oversimplification. In a conflict as complex as the Israel-Palestine situation, reducing issues to soundbites or emotionally charged posts can lead to misunderstandings and undermine the credibility of advocacy campaigns.
