Israeli Election Propaganda Evolves From TV Ads to TikTok
Translated & summarized from Now 14 by baba
Israeli election propaganda has shifted from television ads to social media platforms like TikTok, reflecting changes in political messaging and strategy over decades. Past campaigns, such as Benjamin Netanyahu's "Making Sure Peace" slogan in 1996 and Shas's focus on military symbols in 1988, are contrasted with modern approaches. The use of celebrity endorsements and leveraging international figures, like Shimon Peres with Bill Clinton, has evolved but remains a key tactic. Divisive rhetoric, including ethnic slurs, also has a long history in Israeli politics, demonstrating that core campaign strategies, despite technological advancements, often remain consistent.
The story in 6 lines · by baba
- Israeli election propaganda has evolved from TV ads to social media platforms like TikTok.
- Past campaigns, like Netanyahu's "Making Sure Peace" in 1996, contrast with current messaging.
- The use of prominent figures, such as Peres with Clinton, remains a key campaign tactic.
- Celebrity and influencer endorsements are used to reach wider audiences across platforms.
- Divisive rhetoric and ethnic slurs have a long history in Israeli political campaigns.
- Despite technological changes, core election campaign strategies often remain consistent.
Israeli election propaganda has transformed significantly from the era of television advertisements to the current age of social media, though the core objective of capturing voter attention remains constant. The methods, messages, and platforms have changed, but the fundamental struggle for voter engagement persists.
Examining past campaigns reveals the evolution of Israeli politics. In 1996, Benjamin Netanyahu's Likud party used the slogan "Making Sure Peace." Today, this contrasts sharply with messages associated with Netanyahu, such as "Netanyahu Does Not Surrender," references to eliminating senior figures, and declarations about reshaping the Middle East. This shift highlights the dramatic changes in political language and the Likud party's image over nearly three decades.
Similarly, in 1988, the Shas party's election broadcast opened with military symbols like divisions, brigades, and tanks, before concluding that "security above all is faith in God." This approach, starting with a security-focused message and then pivoting to faith, demonstrates a unique campaign strategy.
The use of prominent figures for political gain is not new. In 1996, Shimon Peres was photographed with then-U.S. President Bill Clinton in the White House less than a month before the election. The two had met to sign an agreement on counter-terrorism cooperation. Both the Israeli public and Netanyahu accused Clinton of aiding Peres's campaign, with Clinton later admitting he tried to help Peres win. This tactic of leveraging powerful international relationships, once criticized by Netanyahu, is now employed by him.
Before social media influencers and AI, parties enlisted singers and stars for television campaigns. Meretz featured Zehavah Ben and Dana Berger in a 1996 ad. Today, politicians collaborate with influencers, creating videos for platforms like TikTok and Instagram Stories to reach vast audiences. The platform has changed, but the strategy of using familiar faces to broaden reach remains.
Furthermore, divisive rhetoric, including ethnic and racist undertones, has a long history in Israeli politics. In 1981, comedian Dudu Topaz referred to Likud voters as "tchachachim," a derogatory term for Mizrahi Jews, during a rally. This remark caused a significant uproar, and Menachem Begin condemned it shortly after in a historic election speech. While the methods have shifted from television spots to TikTok videos and from 1980s-era tactics to AI, the underlying political dramas and divisive tactics persist, proving that the wheel of election campaigning has yet to be reinvented.
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