Unmasking 'Pink-Washing': Scrutinizing Israel's Social Media Propaganda

"Unmasking 'Pink-Washing': Critiquing Israel's Social Media Propaganda Amidst Gaza's Tragedy

As the civilian casualties mount in Israel's harsh offensive on Gaza, the government attempts to sway public opinion with images of rainbow flags and LGBTQ soldiers. A recent Instagram post featuring Israeli soldier Yoav Atzmoni holding a rainbow pride flag amidst the ruins of Gaza claimed to be the first-ever gay pride flag raised in the region. The post, shared by pro-Israel influencers, conveyed a tone-deaf message amidst the backdrop of destroyed Palestinian homes and an apocalyptic landscape resulting from weeks of brutal bombardment.

Since October 7, over 11,000 Palestinians, mostly civilians, have lost their lives in Gaza, rendering large areas uninhabitable. Palestinians who once had homes in Gaza are now refugees in their own land, struggling to find shelter, food, and clean water. The grim reality they face, including a lack of electricity and internet, challenges basic survival. Pro-LGBT social media messaging from Israel's Defense Forces seems incongruent in the face of this humanitarian crisis.

One Palestinian friend, Khalil, shares the dire conditions, highlighting the deprivation of basic necessities once taken for granted. The darkness cast over Gaza since the war's onset has severed its connection to the world, compounding the struggle for daily existence.

In the midst of this tragedy, the attempt to present the Israeli military as LGBTQ-friendly appears questionable, especially to those uncertain about Israel's actions in response to the October 7 attacks by Hamas. The stark contrast between the social media narrative and the harsh realities on the ground in Gaza raises critical questions about the efficacy and appropriateness of such propaganda."

"However, the Israeli government's use of social media to showcase LGBTQ soldiers and present a tolerant image contrasts sharply with the harsh realities on the ground. The term 'pink-washing' aptly describes this deliberate strategy to divert attention from ongoing human rights violations behind a facade of Israeli progressivism. While there may be gay Palestinians who face constraints due to conservatism, the Israeli military, currently engaged in conflict, is not the appropriate messenger for messages of peace, love, gay rights, and justice.

This social media strategy isn't a recent development, but it has intensified since October 7. The Israeli framing aims to portray the nation as a beacon of progressivism while sidestepping the reality of its right-wing government elected in late 2022. When not projecting a tolerant image, Israel's social media tactics often resort to playing the victim card, emphasizing a perceived existential threat and framing adversaries, such as Hamas, as comparable to Nazis. The recent tweet by Israeli spokesman Eylon Levy, featuring President Isaac Herzog holding an Arabic copy of Hitler's Mein Kampf allegedly found in Gaza, exemplifies this narrative, reinforcing the idea that Israel is fighting for its survival against Nazi-like enemies."

"Contrary to claims, the Hamas-directed attacks on Israelis on Oct. 7, while illegal and outrageous, did not pose an existential threat to Israel. Israel, as the 10th largest arms dealer globally, backed by numerous Western countries, faces no imminent danger of annihilation from Hamas. In my recent book, 'The Palestine Laboratory,' I delve into Israel's 21st-century social media strategy, which has influenced the U.S. information battle post-9/11. This strategy aims to align the actions of the Jewish state with Western values, particularly those advocating for a military solution as the only rational and moral choice.

The IDF's information warfare strategy largely revolves around weaponizing Jewish trauma to justify the ongoing occupation of Palestinian territories. As a Jewish journalist, I reject the misuse of Holocaust horrors to rationalize present-day Israeli actions. Despite frequent inaccuracies in Israeli government posts, corrections are seldom issued. Instead, the approach seems to align with former Trump adviser Steve Bannon's notion of 'flooding the zone with [information],' creating an overload that obscures distinctions between truth, falsehoods, and partial truths.

Israel's warfighting and prolonged occupation of Palestine serve as a testing ground for new weapons, social media strategies, and repression. The ongoing Israeli war against Gaza, featuring live-testing of weapons on social platforms, represents the latest chapter in this evolving narrative."

"In conclusion, the evolving landscape of Israel's social media strategy, particularly in the context of the current conflict in Gaza, raises critical questions about the weaponization of narratives, the appropriation of trauma, and the dissemination of information. Contrary to assertions, the recent attacks by Hamas did not pose an existential threat to Israel, and the ensuing narrative, coupled with a flood of information, attempts to align the Jewish state with Western values. The sophisticated use of social media as a tool for justifying actions and perpetuating the occupation underscores the broader implications of information warfare in the Israeli-Palestinian conflict. As this complex narrative unfolds, it prompts a deeper examination of the intersection between historical traumas, contemporary geopolitics, and the role of media in shaping public perception."

Newsletter