Israel Struggles With Global Image Amidst Information Warfare Failures

Israel faces significant challenges in shaping its global public opinion, a struggle highlighted by recent controversies such as the "NAZA" film. The nation's information apparatus has been plagued by a lack of unified leadership, delayed responses, and institutional disarray, often allowing negative narratives to solidify before an effective counter-message can be deployed. This has been evident throughout the ongoing conflict, where Israel has found itself consistently on the defensive in the international media landscape.

The issues predate the current war. In early 2023, a Ministry of Information was established but dissolved within months, intended to create a ministerial role for Galit Distel-Atbaryan. This ministry operated concurrently with the National Information Directorate within the Prime Minister's Office, which itself lacked a permanent head for nearly two years. Moshe "Moshik" Aviv was appointed head of the Directorate in August 2023, but the Ministry of Information collapsed shortly after the October 7th attacks. Distel-Atbaryan cited a lack of authority and resources, and later stated the ministry was a waste of public funds due to its limited powers.

Following the October 7th attacks, the military spokesperson Daniel Hagari became a prominent figure, but the information system continued to undergo changes. In mid-October 2023, the Ministry of Information was dissolved, with its budget transferred to other bodies. The Prime Minister's Office later appointed three spokespeople to engage with foreign media: Mark Regev, Tal Heinrich, and Eylon Levy. However, internal issues persisted, including debates over funding for the Foreign Ministry's information activities. Eylon Levy was dismissed in March 2024 after a controversial post, and Moshik Aviv resigned as head of the National Information Directorate in May 2024, leaving the position vacant again until Tzipi Hotovely was appointed in April 2026.

Beyond leadership vacuums, a lack of a clear, consistent communication strategy has hampered Israel's efforts. Key figures like IDF Chief of Staff Eyal Zamir and IDF spokesperson Efi Defryn have maintained low public profiles. The speed of Israel's response often lags behind the rapid dissemination of events in international media, as seen in incidents like the death of Hind Rajab, the World Central Kitchen strike, and reports concerning aid distribution in Rafah. In these cases, initial Israeli statements were often perceived as slow or defensive, allowing initial narratives to gain traction.

The "NAZA" film, which accuses Israel of severe actions during the Gaza war based on anonymous testimonies, exemplifies this delayed response. Despite warnings from the Israeli embassy in Italy, Israel was unable to prevent the film's screening or obtain a copy beforehand. While Israel denies specific claims, such as planning strikes that could kill approximately 500 civilians, the narrative has already been amplified by international media, with outlets like The Guardian, involved in the film's production, criticizing Israel's reaction as authoritarian.