Israel’s government, led by Prime Minister Benjamin Netanyahu, is adopting unconventional methods to project its narrative regarding the ongoing humanitarian crisis in Gaza. Most recently, Israel’s foreign minister funded a tour for 16 U.S. social media influencers, aiming to shape public perception through popular online platforms. The influencers were guided trips to important sites like Kerem Shalom that Israel claims is opening the lifeline of humanitarian aid into Gaza.
To date, the Israeli military has not released a publicly available list of the approved influencers allowed to enter the territory. It has also failed to respond to questions about why these influencers were invited. Were they, for example, as the IDF or Israeli government, inviting them. This lack of transparency raises questions regarding the motivations behind the influencers’ presence and the extent of their engagement with official narratives.
As the occupation deepened, Gaza has become a place of humanitarian catastrophe. According to Palestinian health authorities, the deaths from hunger alone have already approached 200. This extremely high number underscores the need for immediate humanitarian assistance in a region that has seen violence and suffering continue to grow exponentially.
Influencers as Messengers
In a world where social media shapes opinions and perceptions, Israel has recognized the power of influencers as tools for disseminating its message. Israel then invites a small handpicked group of influencers to visit and see the new Gaza for themselves. Their intention is to refute what they believe to be aligned narrative with Hamas talking points.
As the Israeli military described the aid depot at Kerem Shalom border crossing, it’s like an “airline check-in desk.” This underscores the seriousness of their coordinated efforts to get humanitarian supplies. Critics say that despite all these assurances, physical verification of these claims by international media outlets have been essentially banned from independently verifying these messages.
“The humanitarian aid is sitting in the sun waiting for the UN and international organisations to come and pick it up,” – Israeli military
This claim points to a complicated interplay between Israel’s media narrative and the actual role of international organizations in ensuring aid reaches those who need it. The Israeli government contends that United Nations agencies and other humanitarian organizations have failed to fulfill their obligations, instead blaming Israel for the suffering of Gazans.
The Role of Hasbara
Israel has a well-thought strategic approach deeply based in Hasbara. This new idea rooted in pro-Israel advocacy seeks to better communicate its policies and actions across the board, both to the Israeli public and internationally. Social media influencers are key to making that happen. They allow Israel to bypass long-standing media outlets, which it claims are biased against its military operations.
Since the beginning of hostilities, international media has been prohibited from entering Gaza. In turn, influencers have become an untapped resource for Israel’s primary form of propaganda—curated narratives. This move to digital platforms is just one part of a larger picture in public relations and crisis management.
“United Nations is supposed to deliver this food to the Palestinians in Gaza. But they’re not doing that. What they do is blaming Israel of starving the Gaza population,” – A social media influencer post
This line of thinking is in lockstep with official Israeli voices. It implies a concerted partnership of government advertising with influencer ideologies, a concept that is fraught with ethical implications of authenticity and representation.
Limited Access for Journalists
Even though outreach has been made to influencers, the access for independent journalists continues to be closely guarded. Recently a media delegation that included an ABC journalist was granted access to Gaza. Still, no amount of reduced access goes far enough to address transparency and accountability concerns about what’s happening on the ground.
“This was the reality I was seeing with my own eyes…. In Gaza! Her quote captures the urgency of her experience and the power of influencers stories to shape public understanding.
The difference in media having limited access and influencers who can do whatever they want shows the real problem. It interrogates who is allowed to narrate the story of Gaza, and in what context. Humanitarian conditions continue to deteriorate. This problematic approach ignores complex realities and focuses on controlling the narrative rather than having honest conversations with impacted communities.
