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Israel just quadrupled its PR budget to $730M. Experts say it won’t work.
(JTA) — Israel is betting nearly three-quarters of a billion dollars that it can talk its way out of a reputation crisis.
Lawmakers in Jerusalem approved a 2026 national budget last month that includes roughly $730 million for public diplomacy — the broad category known in Hebrew as hasbara — more than four times the $150 million they allocated the year before. That earlier sum was itself about 20 times what Israel had spent on such efforts before the war in Gaza broke out in 2023.
The unprecedented expenditure comes as survey after survey show declining support for Israel in the United States, its most important ally. A Pew Research Center poll released earlier this month found 60% of Americans now view Israel unfavorably, up seven points in a single year, with only 37% viewing it favorably.
Most striking for a country long accustomed to bipartisan American support: 57% of Republicans under 50 hold negative views of Israel. Support has cratered among the religiously unaffiliated, Black Protestants and Catholics. Among American Jews, support has slipped below two-thirds.
On social media, the Hebrew word “hasbara” has become a dismissive shorthand for pro-Israel advocacy, indicating how widely known Israel’s uphill efforts to shape its image have become.
Congress is increasingly reflecting this drop in public support. Earlier this month, 40 of 47 Senate Democrats voted to block a $295 million sale of Caterpillar bulldozers to Israel, and 36 voted to block a sale of 1,000-pound bombs, representing the strongest congressional rebuke of U.S. military aid to Israel on record.
Israel’s foreign minister, Gideon Sa’ar, says the country is engaged in a global war for hearts and minds and it must spend accordingly.
“We had a major breakthrough this year, but we must as a country invest much much more,” Sa’ar said in December as the government entered budget deliberations. “It should be like investing in jets, bombs and missile interceptors. In the face of what’s arrayed against us and what’s invested against us, it’s far from enough. This is an existential issue.”
Alongside the budget, Sa’ar won approval for a dedicated public diplomacy unit inside the Foreign Ministry, headed by a director equivalent in rank to the ministry’s top political official — a structural consolidation meant to end years of scattered hasbara work across rival ministries.
Public filings, Knesset testimony and Israeli business reporting show where a portion of the 2025 allocation went.
A $50 million international social-media ad buy was split across Google, YouTube, X and Outbrain. Roughly $40 million went to hosting 400 foreign delegations — lawmakers, pastors, influencers, university presidents. A “media war room” was erected to monitor 250 outlets and 10,000 daily Israel-related items.
The Foreign Ministry also signed a $1.5-million-a-month contract with former Trump campaign strategist Brad Parscale’s firm to deploy AI tools against antisemitism online, a $4.1 million campaign aimed at evangelical churches, and the “Esther Project,” a paid influencer network running up to $900,000 through a PR firm called Bridges Partners.
The Israeli Foreign Ministry did not respond to repeated requests for interviews and comment.
Defending the approach, Consul General Israel Bachar, Jerusalem’s top diplomat in Los Angeles since 2023, said in an interview that most of the money so far had gone into social media and delegations. His post oversees seven Western states and one of the largest Israeli expatriate populations in the world.
“We flew a lot of delegations to the country — whether it’s pastors, whether it’s politicians, universities,” Bachar said. “Everyone who returns from the country understands better and is more supportive. But you have to fly out a lot of people.”
A veteran Israeli political strategist before his consular appointment, Bachar argued the anti-Israel shift in the United States is not primarily a messaging failure. He pointed instead to “sociological changes in America that have nothing to do with us” that are “being used against us.”
He called the situation a complex problem with “no silver bullet,” and said he favors additional spending on what he called “productions” in the United States — sitcoms, documentaries, feature films that touch on Israeli themes — alongside the ad buys and influencer work.
Ask the people who study public diplomacy for a living whether any of this will work, and the answer is, overwhelmingly, skeptical.
Their central objection is that no amount of messaging can outrun entrenched rejection by its target audiences of Israel’s armed response to conflicts with its neighbors.
“My position is that history shows all the money in the world won’t help if the policy is wrong,” said Nicholas Cull, a professor of communication at the University of Southern California and one of the founders of the study of public diplomacy. “The U.S. discovered that in Vietnam when its own Cold War public diplomacy budget peaked.”
Cull coined the term “reputational security” to describe the argument Sa’ar is implicitly making — that a country’s standing is itself a strategic asset worth serious investment.
“It means protecting the country both by accentuating positive images and by eliminating negative realities,” Cull said. “I suspect that the government of Israel will be unable to sell its solutions to the world when so many of its own people dispute the validity of those solutions, and where the domestic consensus is wide of the international understanding of realities on the ground.”
The polling tells a similar story, according to a scholar who has been tracking it longer than almost anyone else.
“There has been a paradigmatic shift that has taken place in America about Israel,” said Shibley Telhami, a political scientist at the University of Maryland, who has surveyed American and Arab attitudes toward Israel for decades. “I have been tracing shifts, particularly among Democrats, for a decade and a half. I have never seen a shift like the one we’ve seen.”
Born in Israel to an Arab family, Telhami was long a two-state advocate operating within the American foreign policy mainstream before moving considerably leftward in recent years.
He described a new “Gaza generation” — a majority of young Americans who, his polling shows, now see Israel as committing genocide and who see the United States as implicated in it.
Telhami said the moment reminded him of a previous episode. He served on the U.S. Advisory Commission on Public Diplomacy in 2005, when Washington tried to spend its way out of the reputational damage of the Iraq War with campaigns aimed at Muslim audiences.
“Our conclusion was, it’s the policy, stupid,” he said. “Yes, you can do a lot with public diplomacy, and there are strategies that could help on the margins. But they’re only going to affect a small percentage, because the bulk of the impressions on issues that people care about are shaped by the actual policies, not how well you sell those policies.”
Many Israelis believe the country has simply never told its story well enough, and that with enough money and the right platforms, it can. But the conventional wisdom that Israel has not been active on the frontiers of public diplomacy simply isn’t true, according to Ilan Manor, a senior lecturer at Ben-Gurion University who has long studied the Foreign Ministry’s online presence.
Israel was one of the first countries in the world to build a global digital-diplomacy operation, Manor said. Before Oct. 7, he said, its accounts reached roughly a billion people, a scale rivaled only by the United States.
“The problem is not that we lack infrastructure. The problem is not that we lack skill,” Manor said. “The problem is that people don’t believe the state anymore. And that’s a much, much deeper problem that no amount of money is going to repair.”
He calls it a credibility gap, borrowing the term American reporters used for Lyndon Johnson’s Vietnam-era statements. “If you’re not a credible spokesperson, if you’re not a credible state, it doesn’t matter how good your message is,” Manor said. “It doesn’t matter how viral it might get. It doesn’t matter how many likes you get.”
The credibility problem is now compounding itself. As disclosures have revealed Israeli contracts with influencers, shell websites, and AI-driven campaigns, pro-Israel posts on American social media routinely draw comments accusing the poster of being a paid foreign agent, whether they are or not.
Similar concerns come from inside the pro-Israel branding world. Joanna Landau, founder of the Tel Aviv–based Israel branding nonprofit Vibe Israel, has spent more than a decade flying international influencers to Israel on lifestyle-focused trips. She said she was not available for an interview but has laid out her views in a recent series of essays on her Substack, “Reputation Nation.”
Landau called the 2026 allocation “a long overdue course correction” but warned that structural failures would swallow the money. “Israel’s narrative has no single strategic owner,” she wrote, noting that messaging responsibility is scattered across the Foreign Ministry, the Prime Minister’s Office, the Diaspora Affairs Ministry, the Government Press Office and the IDF.
According to the government’s own announcements, she added, most of the new funding is slated for “tactical activity” — “the same tools Israel has relied on for years, only now with many more zeros.” Her conclusion: “A large budget poured into a broken system produces scale, not strategy.”
The spending does vault Israel into the same league as some of the world’s largest public diplomacy operations, according to Landau.
Exact comparisons are hard to make, and there are no widely accepted figures for what different countries spend on public diplomacy — the work is scattered across culture ministries, state broadcasters, foreign affairs budgets, and intelligence agencies, often without a single label.
Germany, for example, funds Deutsche Welle, its international broadcaster, and the Goethe-Institut, its global network of cultural centers, at hundreds of millions of dollars a year, but both operate independently of the government. Britain spends around $450 million on the BBC World Service and millions more on international scholarships, also at arm’s length from direct messaging. The United States allocates an estimated $2.3 billion through State Department programs and the U.S. Agency for Global Media. China’s public diplomacy spending has topped $10 billion. Qatar has built Al Jazeera into a global network through state funding whose full scope is not publicly disclosed.
Israel, a country of roughly 10 million people, is now set to spend on its global image at a scale normally associated with much larger countries.
It may be too late, according to one Israeli scholar who has argued for two decades that Israel chronically underinvests in public diplomacy.
Eytan Gilboa, a professor of international communication at Bar-Ilan University, said he welcomes both the larger sum and its consolidation inside the Foreign Ministry, which he said Prime Minister Benjamin Netanyahu had deliberately “dried up” in favor of rival ministries.
But Gilboa agrees the current moment may be beyond repair.
“This is the worst crisis in Israel’s image abroad,” he said. “In the past, we have seen criticism of Israeli policy. Since Oct. 7, we have seen a rejection of Israel’s right to exist.” He argued that Israel has lost a generation of Americans, calling it “highly dangerous, because these people are going to be the next politicians, elites, journalists.”
“Perhaps $730 million is not enough,” Gilboa said. “You have to establish a mechanism, a system that would systematically address all the challenges. I am quite pessimistic.”
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For many queer Jews, Pride has lost its joy
I noticed something during last year’s Pride that I could not stop thinking about afterward: silence.
Not total silence. Pride events still filled city streets in San Francisco, where I live. Rainbow flags still hung from windows. But many queer Jews I knew had become quieter in subtle, almost imperceptible ways. Some had stopped posting online. Some had withdrawn from political conversations altogether. Others no longer mentioned being Jewish in spaces where that identity had once felt unremarkable.
A few quietly disappeared from communities they had helped build. Invitations were declined. Group chats went unanswered. One friend told me they hesitated before wearing a Star of David necklace to Pride for the first time in years.
At first, I told myself I was imagining it. Then I began hearing the same thing in private conversations: people calculating whether it was safe to say certain things out loud. Wondering whether expressing ongoing grief over the Hamas attack of Oct. 7, 2023 would cost them friendships, belonging or community. Deciding it was easier to remain silent than risk becoming a problem to manage.
I recognized that instinct, because I felt it too.
As a psychologist and psychoanalyst practicing in San Francisco who has facilitated support groups for queer Jews since Oct. 7, I’ve perceived a clear phenomenon: While for years, many queer Jews experienced queer spaces as a refuge, after Oct. 7, that sense of refuge became less certain.
The spaces where we built chosen family, recovered from shame, fell in love, and constructed identities used to be shaped by the belief that vulnerability should not have to be hidden in order to belong.
Now, in some of those spaces, it feels like certain forms of Jewish grief have become socially suspect.
In some spaces, expressing horror at the massacre of Israeli civilians has felt permissible only when immediately qualified or contextualized.
In conversations over the past year, I have repeatedly encountered the same pattern: queer Jews becoming more cautious and less certain about what they could safely say in response to pressure to express grief only in publicly acceptable ways.
Silence can be a form of self-protection. People grow quiet when they sense that emotional honesty may carry steep social costs inside communities they still want to belong to.
Some queer Jews no longer attend events they once loved. Others still attend, but carefully. They edit themselves in real time, measuring how much grief they can express before it becomes unintelligible to others.
None of this is unilaterally true about queer communities, which are not monoliths. And many LGBTQ people feel profound anguish over Palestinian suffering, as do many Jews.
But queer Jews are exhausted. The strain of constant self-translation; the effort of proving that mourning one people does not entail hatred of another; and the vigilance required to navigate belonging that feels increasingly conditional have taken their toll.
The loss of a place where you were supposed to exist without negotiation feels existential. And as each Pride passes, certain griefs intensify as they remain unspoken.
This Pride, I’m thinking less about who will show up than about who will remain quiet once they arrive.
What kinds of silence do communities require in exchange for belonging?
Joshua Simmons is a psychologist and psychoanalyst who serves on the American Psychological Association’s Collaborative of Jewish Psychologists.
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Thomas Massie calls for USS Liberty probe, elevating anti-Israel conspiracy theory to House floor
(JTA) — Republican Rep. Thomas Massie took to the House floor Monday to call for an investigation into Israel’s 1967 attack on an American spy ship, giving new prominence to a decades-old conspiracy theory that has become a touchstone for critics of Israel.
“It’s my great honor, maybe one of the biggest honors of my lifetime, to stand here on the floor and do something that’s 59 years overdue, to recognize the survivors and those who gave their lives on the USS Liberty,” Massie said. “Fifty-nine years ago today when they were viciously attacked by IDF jets and also after that by torpedo boats.”
The attack on the USS Liberty occurred on June 8, 1967, in the midst of Israel’s Six-Day War. The intelligence-gathering ship was stationed off the shore of the Sinai Peninsula during the conflict when it came under attack by Israeli forces, killing 34 crew members and injuring 171 more.
Israel later apologized for the attack, explaining it had mistaken the boat as Egyptian, and paid damages to the United States and the families of the victims. Multiple U.S. investigations, including by the CIA, have since determined that the attack was a mistake.
Still, the incident has become a rallying point for critics of Israel who claim the attack was deliberate and gained more adherents lately as anti-Israel sentiment has swelled. On Friday, Massie cited a host of U.S. military and intelligence officials he said had cast doubt on the outcomes of the U.S. investigations.
“None of these distinguished men think this was an accident,” Massie continued. “They think it was intentional murder by the country of Israel, either as a false flag operation or because they simply didn’t want anybody observing what they were doing that day.”
Massie, who will be departing Congress next year after losing his primary in Kentucky, used the anniversary of the incident to call for Congress to pass a resolution honoring the victims of the attack and for a new investigation into the circumstances surrounding it.
The USS Liberty Veterans Association praised Massie’s remarks in a post on X, writing that it was a story that “NO other member of Congress will even listen to.”
Massie is far from the only critic of Israel to use the attack as broader evidence of Israeli misconduct.
Last year, the far-right influencer Candace Owens interviewed a survivor of the attack and tweeted that there was “perhaps no story that can more enlighten you to the deceitful and despicable nature of the modern state of Israel — and its stranglehold on the American government.”
Florida gubernatorial candidate James Fishback has called for the attack to be taught in schools, and the antisemitic streamer Nick Fuentes has claimed that Israel initiated the attack to “conceal their troop movements.”
During his speech at Amfest in December, conservative pundit Tucker Carlson, who devoted part of his podcast last year to elevating the conspiracy theory that the attack was a false flag operation on the part of Israel, told attendees that asking “why a foreign government tried to sink one of our ships in 1967” does not “make you an antisemite.”
Oren Segal, the ADL’s vice president of counterextremism and intelligence, told the Jewish Telegraphic Agency that his organization had been concerned about the “normalization” of Carlson’s views, including his rhetoric on the USS Liberty attack.
“No one’s been a bigger boon to the USS Liberty conspiracy of late than Tucker Carlson,” Segal said.
Following Carlson’s remarks at Amfest, the annual conference of the right-wing group Turning Point USA’s, the ADL denounced conspiracy theories about the attack that it said had swirled for decades.
“Despite official findings that the attack was a tragic case of mistaken identity, these narratives continue to be amplified by actors seeking to inflame distrust and undermine U.S.-Israel relations,” the ADL said in a post on X.
At the conference, the Jewish pundit Ben Shapiro was also asked about the attack by an audience member, and responded that “the vast majority of people who bring this up are doing so to suggest that Israel deliberately attacked an American ship because Israel deliberately wants to harm America.”
Some of Massie’s fellow critics of Israel praised him for bringing up the incident on the floor of Congress on Monday.
“Thank you Thomas Massie for recognizing the heroic members of the USS Liberty, which was attacked by Israel, where 34 crew members were killed and 174 were wounded,” tweeted Marjorie Taylor Greene, the former member of Congress. “Why did our ‘greatest ally’ attack us??”
Other right-wing figures, including at least one member of Congress, criticized Massie’s gambit.
Rep. Dan Crenshaw of Texas tweeted that he had previously believed that Massie was “standing on heartfelt principles and had intellectual backing” even as they did not always agree.
“But comments like this make me question his authenticity,” Crenshaw wrote. “The USS Liberty incident is a tragic one, but it’s an incident with a clear conclusion if one uses any objective analysis of the facts. … Perhaps we are simply witnessing another example of the irresistible incentive to jump on the bandwagon of grifters that guarantee you a specific kind of social media audience and attention that ultimately results in profits.”
Adam Mossoff, a former legal fellow of the right-wing Heritage Foundation, took aim at Massie’s address in a post on X, writing that the Kentucky Republican had “fully gone down the rabbit hole of antsemitism and Jewish conspiracy theories — via the modern American antisemite’s favorite boogeyman, Israel.”
“For the American woke left and woke right, the USS Liberty is the equivalent of the Dreyfuss Affair in France,” Mossoff wrote. “It’s the cause celebres of nationalism and bigotry in which history’s greatest villains — the Jews — can be smeared again with nefarious and evil motives.”
This article originally appeared on JTA.org.
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Tribeca Festival denounces pro-Israel celebrities’ red-carpet jokes about Israeli dog rape allegations
(JTA) — The Tribeca Festival has denounced jokes alluding to allegations of rape against Israeli prison guards made on the red carpet by the comedian and actor Elon Gold and pro-Israel influencer Lizzy Savetsky.
The two Jewish figures made the jokes at the world premiere of Gold’s new film “The Wedding Entertainer (The Tale of Moishe Badhan)” on Thursday, and Savetsky included them in a highlights reel that she posted to Instagram on Friday.
In the reel, Gold notes that it’s significant that the Tribeca Festival, one of the most prestigious film festivals in the world, included a movie that was made in Israel. The implication was that at a time of surging anti-Israel sentiment, he would not have expected films with an Israeli connection to be admitted.
Then he joked about his time in Israel: “I was only raped by two Israeli dogs.”
Savetsky responded, “I thought they only raped Palestinians.”
“No,” Gold answered, laughing. “I got also a dog.”
The pair were alluding to allegations of sexual abuse by Israeli prison guards against Palestinian prisoners that The New York Times columnist Nicholas Kristof surfaced in an opinion column last month. One of the most sensational claims, which Israel rejected along with all the others, was that Israeli prison guards use dogs to rape prisoners.
After the comments drew criticism online, the Tribeca Festival said in a statement Saturday that it “unequivocally condemns the offensive and unacceptable remarks” made by Savetsky and Gold.
“Sexual violence and human suffering should never be mocked or minimized,” the festival said. “The comments do not reflect the Tribeca Festival’s values, and we regret the hurt and offense they have caused. We have not been able to reach the filmmakers.”
Pro-Israel activists have condemned the column, Kristof and the newspaper for airing the allegations against Israel, and Israeli Prime Minister Benjamin Netanyahu threatened to sue the newspaper over the claims.
In an Instagram video response to a New York Times reporter asking for comment over email, Savetsky compared the allegations made in Kristof’s column to an antisemitic blood libel.
In a comment to the Jewish Telegraphic Agency, Savetsky denied that the jokes she made on the red carpet were “about rape” as the festival alleged.
“It was a joke mocking the NYT story with a horrific blood libel,” she said in a message to JTA. “Any other interpretation is ridiculous and a deflection from the actual issue here which is irresponsible journalism meant to villainize Zionists. Comedy and the arts have always been used to address real issues—the issue here should not be dog rape, which is biologically impossible, it should be the blood libel spread by the NYT.”
She added, “I stand by it with no regrets. The outrage only exposes how the press and those poisoned by anti-Israel propaganda will twist anything to blame the Jews … even when it means justifying a story with zero evidence about something biologically impossible.”
Gold, who also served as executive producer on the film, did not respond to JTA’s request for comment.
“The Wedding Entertainer (The Tale of Moishe Badhan)” is an Israeli comedy about a Hasidic ex-comedian who re-enters the comedy world after a battle with addiction to earn enough money to marry off his daughter.
This article originally appeared on JTA.org.
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