In recent developments, advocates of Hasbara are intensifying their efforts to shape American corporate and social media narratives. There are reports that they are also seeking financial assistance from Arab Gulf states to bolster these initiatives.
The ongoing MAGA/MIGA conflict is exacerbating tensions within Trump’s Republican faction, contributing to the urgency surrounding Zionist narratives. However, much of this anxiety stems from the aftermath of the events in Gaza.
The instability of the current AI bubble, which has been sustaining Silicon Valley and the broader American economy, further compounds the pressures on Hasbara’s financial foundations.
Holocaust Education: A Counterproductive Approach?
During a recent speech at the 2025 General Assembly of the Jewish Federations of North America, Sarah Hurwitz, a former speechwriter for prominent Democratic leaders, inadvertently raised a complex issue regarding Holocaust education.
Hurwitz acknowledged the pervasive negativity surrounding 21st-century communication channels, particularly social media. Notably, her definition of “mainstream” seemed to exclude voices expressing “extreme anti-Israel views.”
She stated: “Since October 7th, but really even before then, there have been significant shifts in American perceptions towards Jews and Israel, particularly among younger populations. We are contending with a generational divide, intensified by social media’s role in shaping narratives.”
“In the past, American media was relatively consistent and did not express extreme anti-Israel sentiments. Nowadays, global media, including Al Jazeera and fringe platforms, can find their way into young people’s hands through social media.”
“We are increasingly confronted with a post-literate environment dominated by visual content, exemplified by TikTok which inundates young audiences with graphic images from Gaza. Consequently, many discussions we attempt to have with younger Jews become distorted by the overwhelming imagery of violence.”
“While I want to offer information and rational debate, these images create an emotional barrier that makes my arguments seem grotesque.”
Interestingly, Hurwitz suggested that video evidence of atrocities might not be given equal weight in discussions on “facts and arguments.”
Furthermore, she raised concerns about Holocaust education, positing that this approach, once viewed as a smart strategy in the current media landscape, may be misguiding younger audiences, leading them to perceive anti-Semitism as akin to anti-Black racism and concluding that the moral lesson is to oppose Israel.
This perspective, if articulated by figures such as Lyndon Larouche in the past, would likely have been dismissed as conspiracy theory.
She commented: “Our efforts in Holocaust education, meant to combat anti-Semitism in today’s media environment, seem to be faltering. Many young individuals are learning about Holocaust narratives in a way that equates Nazi aggression with anti-Black racism. Thus, when they encounter powerful Israelis inflicting harm on Palestinians, they draw parallels that prompt them to conclude that the lesson from the Holocaust is to fight Israel.”
Caitlin Johnstone’s response to Hurwitz’s statements titled “Zionists Are Freaking Out About Losing Control Of The Narrative” highlighted key elements:
“It is remarkably interesting to see a former White House speechwriter echo sentiments long voiced by anti-Zionists, though drawing entirely opposite conclusions. Hurwitz does not contest Israel’s actions but rather argues that the availability of information and moral clarity surrounding these actions poses a threat to the narrative.”
“She appears incredulous that her arguments seem ‘obscene’ to those aware of the atrocities occurring in Gaza. One cannot rationalize away visible suffering without seeming grotesque.”
This highlights the distress motivating Israel’s pursuit of complete narrative control. Now, let’s explore the tactical efforts underpinning this quest.
Advancing Hasbara Initiatives
A recent report from Haaretz brought to light the aggressive strategies Hasbara is employing in 2025:
The Israeli government has entered into multimillion-dollar contracts aimed at improving its reputation among the American public, both online and off. Following a significant decline in support from conservative groups, Israel is recruiting firms for “hasbara campaigns” targeting millions of Christian churchgoers, creating bot networks for online messaging, and influencing the responses of articles generated by popular AI platforms like ChatGPT.
Among those recruited is a former campaign manager for Donald Trump, highlighting Israel’s focus on evangelical communities traditionally viewed as pro-Israel. Alongside combating rising antisemitism, these campaigns signify a new era in Israeli public diplomacy, utilizing both AI and human influencers for effective hasbara abroad. Payments for these initiatives are facilitated through Havas Media Germany GmbH, which has been responsible for executing contracts on behalf of Israel.
The largest new hasbara contract, amounting to $6 million, was awarded to Clock Tower X, owned by Brad Parscale, instrumental in Trump’s digital campaigns. The contract covers various media activities aimed at combating antisemitism with a target to produce at least 100 core pieces of content each month, directed primarily at young Americans on platforms like TikTok, Instagram, and YouTube.
The American Conservative adds more details about plans to integrate pro-Israel messaging through Salem Media, a major conservative outlet:
Salem Media, one of the largest conservative media conglomerates in the U.S., may already be incorporating paid narratives from the Israeli government across its extensive network. This raises serious concerns regarding foreign influence over an increasingly fractured media landscape. Brad Parscale’s role as chief strategy officer at Salem Media further complicates this dynamic as he juggles responsibilities on behalf of both the firm and Israel.
This intersection of media and foreign influence reveals the lengths to which some are willing to go to maintain narrative control.
Alterations in Translation and Platform Moderation
In light of recent developments, Team Hasbara has not overlooked any detail, even mending a significant issue this week—Twitter, now known as X, disabled Hebrew translations, potentially to mitigate the spread of inflammatory content.
As Grok elucidates:
“Translation from Hebrew was disabled because it often amplified inflammatory or policy-violating content.”
— Grok (@grok) November 16, 2025
With platforms like TikTok being monitored closely, a new regime marked by strict censorship against pro-Palestinian voices seems to be emerging. Erica Mindel, the Public Policy Manager focusing on Hate Speech, has been enforcing rigorous restrictions since her appointment.
Reports indicate that videos addressing issues in Gaza or analyzing anti-Israel sentiments have been systematically targeted for removal, often without opportunity for appeal.
Glenn Greenwald interviewed Guy Christensen, a TikTok advocate for Gaza, regarding the severe clampdown on pro-Palestinian narratives, revealing troubling changes in engagement for users discussing these topics:
“New mandates enforce that any mention of terrorist organizations must include condemnation, even in neutral discussions. Anti-Israel rhetoric is at risk of being classified as hate speech.”
This evolving landscape raises eyebrows at the transformation of platforms that ostensibly existed to promote free speech now becoming tools for stringent narrative control.
The Ellison Family’s Ascendancy
Recent layoffs within Paramount’s ranks, particularly among female executives, have drawn scrutiny, particularly regarding their implications for dissenting voices on Israel.
Reports have surfaced indicating that Paramount actively opposes talent associated with anti-Israel sentiments, advocating for a rigid alignment with pro-Zionist narratives. Such practices portray a troubling trend across the media landscape, where dissent is systematically shut down.
With speculation surrounding potential acquisitions of major media entities like Warner Bros. Discovery, the Ellison family appears determined to expand their influence in the media realm, drawing on significant financial backing from Gulf states.
Industry reports suggest that a $71 billion bid for Warner Bros. Discovery involves substantial support from Saudi Arabia, Qatar, and Abu Dhabi. This move could reshape the media landscape significantly, catapulting pro-Israel narratives into the mainstream.
Conclusion
The current media environment is witnessing a profound transformation, as financial pressures and narrative control strategies reshape engagement across various platforms. The intersection of foreign influence and domestic media is altering the landscape significantly, illuminating the lengths to which some will go to maintain a specific narrative. As the situation evolves, the implications for public discourse and the representation of complex issues, such as the Israeli-Palestinian conflict, will undoubtedly continue to unfold.
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