Hasbara

What is hasbara?

The Hebrew term hasbara literally means ‘explanation’, and is a euphemism within Israel for a formal policy of pro-Israel evangelism, apologism and propaganda. Hasbarists seek to influence public opinion across the globe in favour of Israel and Zionism, with citizens of Israel and Zionists abroad acting as ‘mouthpieces of the state’.

The aim of hasbara is to justify, rationalise and support the actions of the State of Israel and its state ideology of Zionism, and to attack those who criticise or resist them. This is achieved through common public relations techniques, such as coordinated talking points and spin. However, what makes it unique is its particular use of ‘antisemitism’ accusations and claims of personal ‘hurt’ and of ‘feeling unsafe’. The hasbara policy is not a secret and is allocated substantial resources and finances by the Israeli state.

Hasbara’s history

In 1974, a short-lived Ministry of Hasbara was established, with Shimon Peres (who later became Prime Minister and then President of Israel) at the helm. Despite the disbandment of the Ministry in 1975, hasbara remained a vital Israeli state policy and lived under the purview of various ministries. Dr Yonatan Mendel has explained that, after 1975, ‘the importance of hasbara has come to the fore every time Israel has been involved in a major conflict – the 1982 war, the 1987 intifada, the 2000 intifada.’

In 2009, when a flurry of negative publicity broke out after Israel launched an onslaught against Gaza known as Operation Cast Lead, the ministry was resurrected as the ‘Ministry of Diaspora Affairs’. This was preceded by English-, French- and German-speaking agents of hasbara being dispatched to European countries in which these languages were spoken, to recount their personal stories of supposedly living in fear of Palestinians. At the same time, Israeli tourists to Europe were bombarded with information on television and in-flight magazines about how to sell Israel abroad, right down to the body language that should be used.

Benjamin Netanyahu, then in opposition, even ‘addressed an audience of 16-year-old Israeli students in a TV broadcast entitled Hasbara and History’ in which ‘45 minutes were given over to teaching the students how to explain Israel to the world’.

‘‘We need to learn the technique of our enemies,’ [Netanyahu] said: ‘they reverse the outcome and the result; they blame Israel for occupying the territories, even though these territories were originally occupied as a result of their aggression ... We need to convince the world that we are right.’ … He didn’t confine himself to abstractions but put the students through their paces: ‘You have three minutes on French television, what do you say?’’

Targeting universities outside of Israel

The Coalition of Hasbara Volunteers (CoHaV), set up in 2003, coordinates Israel advocacy around the world. It seeks to generate pro-Israel coverage in print and broadcast media, public presentations and research. The fifteen groups active on university campuses that are members of CoHaV include the World Union of Jewish Students (WUJS), of which the Union of Jewish Students of the UK and Ireland (UJS) is a member. Unsurprisingly, the UJS has played a central role in coordinating attacks against Professor David Miller.

In 2002, WUJS produced a hasbara handbook, subtitled ‘Promoting Israel on Campus’, which was sponsored by the Jewish Agency for Israel, one of Israel’s national institutions. The handbook aimed to arm pro-Israel Jewish students with tools for influencing public, political and campus opinion on Israel and Zionism.

Among other things, students were advised to ‘Write an article for university paper’ and were told that, when it is not possible to level the charge of antisemitism, ‘it is often worth expressing personal upset, saying that one was “hurt, as a Jew” by the controversial act’. Professor Miller has noted a shift towards Zionism being framed in terms of identity and feelings, whereby ‘Criticism of Zionism or Israel “hurts [Zionists’] feelings,” “makes them feel unsafe” or “uncomfortable in this space”’.

Hasbarists also make use of incentives. The UJS, for example, encourages students to hold events that promote Israel and Zionism, and gives Jewish students annual awards for: arranging visits to their universities by Israeli diplomats; establishing ‘Israel societies’ on campus; and coordinating with other Israel lobby groups such as StandWithUs UK.

Online trolling

Another Israeli ministry – the Ministry of Strategic Affairs and Public Diplomacy – which was established in 2006 to undermine the international campaign to boycott Israel, has created a platform called 4IL and a related smartphone app, Act.IL. This astroturf project provides hasbara activists with links to champion Israel online, amplifying supportive comments by influential people. It also calls on the app’s users to target anti-Zionist content. In March 2021, Act.IL attacked Professor Miller, calling on Israel’s advocates abroad to target a supportive post on the Al Jazeera Twitter account. In 2017, the Ministry set up a company, now called Concert, which has given more than $1 million USD to support hasbara fellowships in the US.

During his second term as Israel’s Prime Minister, Netanyahu used his office in 2013 to create ‘covert units’ at Israeli universities to ‘post on social media networks such as Facebook and Twitter on Israel’s behalf’ but which ‘[do] not identify themselves as official government representatives’. The head of each unit reportedly ‘receive[s] a full scholarship from the Prime Minister’s Office’.

Anyone who has expressed support for Palestine on social media, or who has criticised the State of Israel or Zionist ideology, has likely encountered pro-Israel troll accounts. These accounts coalesce together to: engage in ‘pile ons’ in which multiple accounts attack a single user; mass-report pro-Palestine accounts in the hope of having them suspended; and level false allegations of ‘antisemitism’.

We understand that many signatories to an open letter in support of Professor Miller have been exposed to this sort of trolling and harassment.

What should I do if hasbara trolls attack me?

It is vital to understand that hasbara trolls view their uncritical and fanatical support for the State of Israel and Zionism as a sacrosanct cause. No amount of reasoning, explaining or apologising will appease them. Their motive is to promote Israel irrespective of the cost, and will resort to all manner of disingenuous tactics – including calling people ‘antisemites’ and stating that their feelings are ‘hurt’ – in order to achieve that goal.

If you encounter a hasbara troll, our advice is to report and block them, and to then move on. No fruitful outcome is possible through engagement with a hasbarist. Positive dialogue requires both sides to be acting out of genuine concern and in good faith, two elements which are anathema to pro-Israel apologists.

After all, support for a racist settler-colonial state that is engaged in ethnic cleansing, apartheid practices and routine barbarity requires the suspension of rational, logical and ethical beliefs. Our time is better spent elsewhere.

‘Hasbara’: Israel’s Propaganda Policy Hiding in Plain Sight