DaysofPal- Israeli reports indicate that the government has approved an unprecedented budget of roughly $730 million for 2026 to fund what it calls “public diplomacy,” commonly referred to as the “hasbara” system, an expansive effort aimed at repairing its global image following the war in Gaza. The scale of the funding has raised questions about whether such initiatives can meaningfully shift international public opinion.
According to The Times of Israel, the Knesset approved the allocation in March, marking a nearly fivefold increase from the previous year’s $150 million. Just three years ago, funding for similar efforts was only a fraction of current levels, signaling that shaping international narratives has become a central strategic priority.
Israeli Foreign Minister Gideon Sa’ar described the effort as a “global war to win hearts and minds,” underscoring a growing reliance on communication strategies alongside ongoing military operations.
A Cross-Government Propaganda Effort
The funding goes beyond traditional media campaigns. Plans include establishing a central public diplomacy unit within the Foreign Ministry and operating a media “war room” tasked with monitoring hundreds of outlets and thousands of daily references related to Israel.
The government has reportedly earmarked around $50 million for digital advertising across platforms such as Google, YouTube, and X. An additional $40 million is allocated to hosting foreign delegations, including politicians, academics, and religious figures, as part of efforts to build supportive international networks.
These initiatives also extend to hiring U.S. political consultant Brad Parscale, a former adviser to Donald Trump, in a deal reportedly worth $1.5 million per month. His role involves deploying artificial intelligence tools to counter what Israel describes as antisemitism, alongside funding influencer networks and targeted outreach campaigns, including efforts directed at evangelical communities.
Research, including studies by Al Jazeera Centre for Studies, suggests that “hasbara” functions as a comprehensive system that integrates media, diplomacy, and lobbying. It aims to reshape global narratives through both soft and hard power tools, tailoring messaging to different audiences while leveraging digital influence techniques and political networks.
Shifting Public Opinion
The surge in spending comes at a time when Israel’s global image appears to be under strain, particularly in the United States. A survey by Pew Research Center found that 60% of Americans hold unfavorable views, compared to 37% who express support.
This shift is also reflected in U.S. politics. A growing number of Democratic lawmakers in United States Congress have opposed arms deals involving Israel, signaling a notable change in political sentiment.
Shibley Telhami, a professor at the University of Maryland, described the trend as “unprecedented,” attributing it in part to the emergence of what he calls the “Gaza generation”, younger Americans who increasingly view Israeli policies as severe violations, with some labeling them as genocide.
Doubts Over Effectiveness
Despite the scale of investment, analysts question whether public diplomacy alone can reverse entrenched perceptions. Nicholas Cull of the University of Southern California argued that “all the money in the world won’t help if the policy is wrong,” drawing parallels to the U.S. experience during the Vietnam War.
This view aligns with broader scholarship on public diplomacy, which suggests that messaging campaigns may have limited impact when underlying policies drive public opinion. Telhami and others argue that while such efforts can influence short-term narratives, they are unlikely to alter deeply held views shaped by realities on the ground.
As Israel expands its hasbara apparatus in an attempt to manage its international image, observers note a widening gap between official messaging and global perceptions, raising doubts about whether even record-breaking spending can significantly reshape its standing abroad.
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