Israel Faces Growing "Awareness Damage" From Internal and External Sources
Israel's struggle for international legitimacy and internal resilience is being fought not only on battlefields but also on screens, at film festivals, in media, and international legal forums. The article argues that direct and indirect "awareness damage" is accumulating and leaving indelible marks, particularly on those questioning national identity and honor, fueled by antisemitism and self-hatred. It highlights several documentaries and leaked videos, some produced by Israelis, that have caused significant harm to Israel's image, including the "100 Unit" video from Shdema, "N.Z.A.," "No Other Land," and "Jenin, Jenin."
Historically, Israel relied on a reactive public relations strategy, emphasizing the IDF's ethical conduct and "purity of arms," such as the "knock on the roof" warning system and strict rules of engagement to prevent civilian casualties. However, the current propaganda landscape has evolved, with damaging materials often originating from "authentic" documentation and internal leaks, sometimes supported by state funding, creating what the author likens to an autoimmune disease or cancer.
The article examines four case studies: "Jenin, Jenin" (2002), which falsely depicted an IDF massacre in the Jenin refugee camp and fueled the Boycott, Divestment, and Sanctions movement; "No Other Land" (2024), an Oscar-winning film that allegedly presents a distorted narrative of Palestinian victimhood and Israeli aggression in Masafer Yatta; the leaked Shdema video (2024) allegedly showing IDF soldiers abusing a Hamas terrorist, which undermined Israel's legal strategy of self-investigation; and "N.Z.A." (2026), a British film based on anonymous testimonies from former Israeli intelligence officers, which attacks the IDF's command and control systems and its targeting mechanisms.
To counter this, the article proposes a shift from traditional public relations to a proactive, multi-dimensional strategy. This includes strengthening the independence of the military justice system, prosecuting leakers, and vigorously enforcing defamation laws to protect soldiers' reputations. It also calls for an offensive information campaign to present the IDF's decision-making processes, legal justifications, and efforts to minimize civilian harm, countering narratives of Israel as a ruthless killing machine.
Internally, the article suggests creating safe channels within the IDF for expressing criticism and addressing moral dilemmas to prevent soldiers from turning to external or foreign media. It also advocates for proactive cultural initiatives, such as supporting documentaries that reveal complex realities and producing films that expose terror organizations' use of human shields and civilian infrastructure, alongside highlighting the IDF's operational challenges and ethical considerations.
