Hamas’s Propaganda Machine

Propaganda is a powerful tool in the complex world of politics and public opinion, especially in times of war and conflict. Hamas, the Palestinian militant group that is considered a terrorist organization by many countries, including the United States and the European Union, knows this very well. The group has adopted a multifaceted media strategy to shape public perception in its favor, using both traditional media outlets, such as Al-Aqsa TV and Al-Quds radio, and social media platforms, such as Twitter, Facebook, and TikTok. According to a recent article in The New Yorker, this propaganda has two main goals: to portray Hamas as a heroic resistance movement against Israeli occupation and aggression, and to undermine Fatah, its political rival that controls the West Bank. Hamas also uses propaganda to intimidate its enemies, rally its supporters, and attract new recruits. For example, during the recent conflict in October 2023, Hamas live-streamed its massacre of more than 1,400 Israeli civilians on social media, showing its military capabilities and ideological zeal. However, Hamas’s propaganda war also has its drawbacks and challenges. It faces criticism and skepticism from many Palestinians, Arabs, and Muslims who are either apolitical or seek a more peaceful solution to the conflict. It also contradicts its own narrative of victimhood and resistance when it targets innocent civilians and violates international law. Moreover, it provokes counter-narratives from Israel and the Western world, who expose the inconsistencies and inaccuracies of Hamas’s claims and highlight the human toll of its attacks. Therefore, while Hamas’s propaganda war might have some short-term benefits in terms of popularity and psychological impact, it also risks isolating the group in the long term, both within Palestinian society and on the global stage.

The Power of Narrative

Hamas’s media strategy has a dual objective: to shape a narrative that appeals to both internal and external audiences. Through its media outlets like Al-Aqsa TV and Al-Quds radio, it disseminates a crafted image of military efficacy and ideological purity, portraying itself as the true defender of the Palestinian cause. Its use of live footage, for instance, serves to demoralize its enemy while rallying its base. This is Propaganda 101: maximize your strengths, minimize your weaknesses, and define the terms of the debate.

The Allure of Social Media

But it’s the group’s utilization of social media platforms like Twitter, Facebook, and TikTok that is both intriguing and disquieting. Social media has democratized information, breaking down barriers that previously existed. This has led to the viral spread of hashtags, memes, songs, and even cartoons that amplify Hamas’s messages. The target here is the younger generation — a demographic more comfortable scrolling through feeds than flipping through newspapers. The idea is to inculcate these youth with a particular viewpoint before they’ve had a chance to form their own opinions, effectively ensuring a new generation of supporters. Some examples of Hamas’s social media campaigns include #GazaUnderAttack, which garnered millions of tweets and retweets; a song called “Strike Tel Aviv”, which went viral on TikTok and YouTube; and a cartoon series called “Tomorrow’s Pioneers”, which features a Mickey Mouse-like character who promotes martyrdom and jihad. Hamas also uses social media to incite fear and misinformation among Israelis, such as by taking over hostages’ accounts and livestreaming their attacks. Hamas’s social media strategy reflects its shift from a local actor to a regional player, seeking to challenge Israel’s legitimacy and influence public opinion across the Middle East and beyond.

The Western Perspective

From the perspective of Israel and the Western world, Hamas’s actions during the recent conflict are not instances of heroic resistance but brutal acts of terrorism that contravene international law. Unlike in past conflicts, we’ve seen Israeli officials, supported by some Western media outlets, becoming more vociferous in contesting Hamas’s narrative. They point to inconsistencies and factual inaccuracies, such as Hamas’s claims about civilian casualties in Gaza, which are disputed by Israel and some human rights groups12, and highlight the very real human toll of its attacks within Israel, where more than 1,400 people have been killed, mostly in the October 7 massacres. This counter-narrative is as crucial as it is revealing, serving to puncture the heroic image that Hamas seeks to project. However, it also faces criticism from some quarters, such as the UN and the US, who have urged Israel to scale up humanitarian aid to Gaza and minimize civilian casualties in its airstrikes.

Mixed Results

This brings us to a crucial point: the effectiveness of Hamas’s propaganda war is decidedly mixed. Yes, it’s found support among certain segments of the Palestinian and broader Arab publics, especially those who view the group as the true defenders of the Palestinian cause. But there’s a flip side. This propaganda spree has also attracted widespread criticism from various sources. Palestinians, Arabs, and Muslims who are either apolitical or seek a more peaceful resolution to the conflict are increasingly disenchanted with what they see as reckless endangerment of innocent lives. Moreover, some Western governments and media outlets have accused Hamas of spreading misinformation, deception, and fake news to manipulate public opinion and justify its attacks on Israel. They have also challenged Hamas’s claims about civilian casualties in Gaza and highlighted the human toll of its rockets and tunnels within Israel. These counter-narratives aim to expose the flaws and dangers of Hamas’s media strategy and undermine its legitimacy.

Consequences for the Region

The real danger is that propaganda wars have real-world repercussions. They can influence public opinion to such an extent that they force the hands of politicians, potentially escalating violence rather than quelling it. Moreover, the spread of extremist views can drown out moderate voices, making the negotiation table an increasingly distant prospect. It is crucial, then, to scrutinize these narratives and expose the mechanisms through which they perpetuate cycles of violence and division.

In summary, while Hamas’s propaganda war might have won it short-term gains in popularity and psychological impact, it will isolate the group in the long term, both within Palestinian society and on the global stage. We must remember that propaganda is not just about winning hearts and minds; it’s about the kind of world that this battle for public opinion is shaping — and whether that world is one in which peace can realistically take root.