Netanyahu Shifts Campaign Tone From 'Right-Wing' to 'Broad National Government'
An analysis of Israeli Prime Minister Benjamin Netanyahu's election campaign rhetoric reveals a strategic shift away from the "complete right-wing government" slogan used in 2022 towards presenting himself as a candidate for a "broad national government." While this suggests a potential openness to wider coalitions, Netanyahu is not abandoning his goal of forming a 61-seat right-wing bloc.
A review of social media posts by Likud members and officials between May and August 2026, as reported by Channel 12, indicated that the term "right-wing" appeared in 63% of posts analyzed from Knesset members, ministers, and Likud officials. However, Netanyahu's own posts examined did not feature the word "right-wing." Conversely, Netanyahu utilized the terms "national government" and "broad government" in at least six social media posts, which garnered significant engagement, accounting for approximately 97% of the total interactions for these phrases within the analyzed sample. He also emphasized this messaging in video statements.
This linguistic adjustment aligns with public opinion, as a Channel 12 poll showed that about a quarter of Netanyahu's supporters do not desire a narrow government, even if it means dismantling the current coalition with Haredi and far-right parties. A larger segment of respondents, 35% overall and 36% among undecided voters, expressed a preference for a "broad unity government."
The analysis also notes that while Netanyahu has downplayed the "right-wing" descriptor for his potential future government, he continues to use "left-wing" to attack his opponents. This strategy appears to frame Benny Gantz and his allies, along with Arab parties, as a single bloc, while minimizing the prominence of his current right-wing partners like Itamar Ben-Gvir and more extreme figures within Likud.
Despite this shift, polls still indicate significant opposition among voters in each bloc to the opposing bloc's leader heading the government. However, a considerable portion of the electorate, including within Netanyahu's base, is open to the idea of a government broader than his current coalition. Netanyahu briefly reverted to the "right-wing government" term before candidate list deadlines, aiming to encourage mergers among smaller parties on his side. The analysis suggests this was a tactical move tied to the deadline, rather than a permanent change in campaign strategy, and that Netanyahu is laying the groundwork for a "broad national government" option if he fails to secure an independent majority.
Netanyahu is thus pursuing a dual strategy: mobilizing his right-wing base and seeking a traditional majority, while simultaneously softening his public image's association with "right-wing government" to keep options open for wider coalitions. In a meeting with Likud list members on Thursday, Netanyahu stated he has no intention of excluding current partners like Ben-Gvir, emphasizing that the existing coalition forms the "basis" of any future "broad government," though he welcomed others joining on "broad principles."
