The shadow of Hasbara in the Israel-Iran war

Photo by Luthfiah VOI

JAKARTA - Tensions between Israel and Iran do not only take place in the military and diplomatic fields, but also in the digital space. In Indonesia, public debates on the conflict are often colored by accusations of "hasbara networks" that are said to play a role in public opinion. However, is there a structured network in Indonesia that systematically campaigns for a pro-Israel narrative?

The term hasbara comes from Hebrew meaning "explanation". In contemporary political practice, the term is often used to refer to Israel's public diplomacy strategy in explaining its policies to the international community. In academic studies, this kind of practice is better known as public diplomacy.

In the book Public Diplomacy, international communication academic Nicholas J. Cull explains that public diplomacy is a state's effort to influence foreign public opinion through strategic communications, media, and non-state networks. This concept is not exclusive to Israel, but is carried out by many countries in the world.

Meanwhile, the classic propaganda theory in the book Propaganda by Edward Bernays outlines how public opinion can be shaped through structured message packaging, repetition of narratives, and the use of figures considered credible. In the era of social media, these mechanisms are developed through algorithms and digital networks.

A former U.S. Ambassador under President George W. Bush, Charles W. Freeman Jr. described "Hasbara" more broadly. Freeman has long been known for his criticism of Israel - a blunt stance that American officials rarely take against their loyal allies.

He said the concept of Hasbara is included in the information war to strengthen Israel's sovereignty; ensure the support of allies; undermine the efforts of the enemy coalition; the way an issue is defined by the media, intellectuals, and social networks; set the parameters of discourse politically; delegitimize criticism and arguments from the other side; and shape the general understanding and interpretation of the results of international negotiations.

Hasbara adapts in the digital age in a subtle way, infiltrating through narrative control as a powerful propaganda weapon. The target is to recruit volunteers to disseminate information that supports Israel's goals and filter information that contradicts their thesis.

Quoted from a report by TRT World - a news station based in Istanbul, Turkey - in 2021, Hasbara targeted a number of diplomats, politicians, and the public through the mass media. Hasbara also reached various government agencies, research centers, universities, non-governmental organizations, and firms that usually conduct high-level lobbying.

The Israeli government even offers hasbara scholarships. This program is a scholarship and grant to encourage pro-Israel advocacy, targeting a number of individuals ranging from journalists to bloggers, to create a positive image of the country.

Propaganda Trip

Several Israeli media, including the country's official government website on Monday, March 28, 2016, reported that a number of senior journalists from several media in Indonesia met with Israeli officials, including Prime Minister Benjamin Netanyahu, at the invitation and initiative of the Israeli Ministry of Foreign Affairs.

The news of their visit was also published through several Israeli online and print media, including the Jerusalem Post, the Times of Israel and Aruth Shave, including the official website of the Ministry of Foreign Affairs, complete with quotes from Netanyahu's hopes to establish official relations with Indonesia.

"We are going to Israel, but it is not for publication. The trip is designed in secret," said Nice (not his real name), one of the participants from an Indonesian Non-Governmental Organization (NGO) to Israel to VOI, Tuesday, March 17.

Nice said that the trip to Israel at that time was a "propaganda-trip". The goal is to show how great the technology and ideology of Israel is compared to Arab countries.

"So we are invited to discuss, invited to places that are essentially to show the superiority of their technology, the superiority of their ideology, the superiority of the State of Israel compared to Arab or Palestinian countries," said Naraya.

The departure to Israel was indeed designed as a form of Israeli public diplomacy. Especially to co-opt important figures such as journalists and key opinion leaders (KOL) in a number of countries, to legitimize Israeli policies, or even to cover up Israel's war crimes.

In the meeting which lasted about 40 minutes, Netanyahu was accompanied by four advisers in the media field. There were also several officials from the Israeli Foreign Ministry.

The five journalists who fulfilled the Israeli government's invitation came from Tempo, Kompas, Bisnis Indonesia, Metro TV, Jawa Pos and Jakarta Post. The names that were successfully recognized include Abdul Rakhim (Jawa Pos), Heri Trianto (Bisnis Indonesia), Tomi Aryanto (Tempo), James Luhulima (Kompas) and Margareta (MetroTV).

Heri Triyanto, Managing Editor of Harian Bisnis Indonesia who participated in the delegation said, their visit was part of journalistic work, and it was important for journalists to see the real situation on the ground. "This visit allows me to see directly (the situation on the ground), without losing empathy for the struggle of the people in Palestine," Heri said in an interview with a media in 2016.

Hasbara Patterns on Social Media

A number of digital experts and media monitoring institutions have noted a surge in the activity of accounts that systematically spread pro-Israel narratives on social media platforms such as X (formerly Twitter) and Instagram. This operation is believed to aim to break the solidity of Indonesian public support for Palestine by shifting the focus of the issue to the threat of regional stability by Iran.

The founder of Drone Emprit, Ismail Fahmi, in several of his analyses noted that pro-Israel accounts in Indonesia often use a similar pattern. They do not always appear with official identities, but rather through paid anonymous accounts (buzzers) or individuals who have political influence.

"The pattern is seen from efforts to discredit Iran as the sole antagonistic actor in the Middle East. The narrative usually revolves around Israel's 'right to self-defense' and the portrayal of Iran's military power as a nuclear threat that endangers the world," said a cyber communications observer who did not want to be named. "He told VOI.

Several reports from digital media also highlight the involvement of a number of local figures who openly voice content that is in line with Hasbara messages. One that has been raised is the involvement of accounts affiliated with certain political spectrums, which try to associate anti-Iranian sentiments with local ideological fears.

Monique Rijkers: A vocal pro-Israel activist who asks Indonesians not to hate Israel, often promotes dialogue and accepts Israel's presence with the "two-state" argument.

Anonymous and "Cyber Forces" accounts: Often found in the comment sections of local news, X (Twitter), and Instagram, which debate pro-Palestinian sentiments and spread counter-narratives in support of Israeli policies.

Dehumanization

One of Hasbara's main strategies in Indonesia is the dissemination of manipulated or out-of-context visual content. For example, a video of an air raid that is claimed to be a success of the Iron Dome defense system, but in fact is an old recording from a different conflict.

The goal is clear: to build the perception that Israel is militarily invincible, while dehumanizing the opponent. In Indonesia, this narrative is often wrapped in "objectivity" or "political realism" arguments to attract the sympathy of moderate groups.

The Ministry of Communication and Information (Kominfo) has repeatedly urged the public to be alert to cross-border hoaxes that have increased as geopolitical tensions heat up. Although Indonesia does not have official diplomatic relations with Israel, the penetration of Hasbara content is still able to penetrate user algorithms in the country.

On the other hand, counter-movements such as Julid fi Sabilillah - an organic movement of Indonesian netizens who counterattack the pro-Israel narrative - are proof that efforts to shape opinions through Hasbara face fierce resistance in Indonesia.

This narrative struggle is expected to continue as the situation in the Middle East remains uncertain. For audiences in Indonesia, the ability to do digital literacy and fact-checking is the last bastion to keep from being swept up in the transnational propaganda flow.