Why Millions of Dollars in Hasbara Failed to Restore Israel's National Security Image

The budget of tens to hundreds of millions of dollars that Tel Aviv has poured into improving its global image appears no longer able to conceal the reality on the ground. The statement by United States Vice President J D Vance regarding Israel’s defeat in the battle for public opinion marks a sign that the Israeli propaganda system, known as hasbara, is facing an unprecedented strategic failure. This massive shift in the political and digital landscape reflects a structural crisis far deeper than a mere media marketing issue. The crisis touches the core foundations of Israel’s national security doctrine and signals the beginning of a new era where the colonial narrative that has been built is increasingly difficult to sustain. Israel affairs expert Muhannad Mustafa assesses that Israel is facing a total collapse of the historical narrative that has relied on two main pillars: the image of a ‘victim’ and that of a ‘democratic state’. According to him, the war in the Gaza Strip and the system widely referred to as apartheid practices in the West Bank have exposed the true face of the state. In an interview with Aljazeera, Mustafa stated that J D Vance’s remarks carry immense weight because they come from a high-ranking official who is still in office. The statement is also consistent with various public opinion survey results, including research from the Pew Research Center, which shows that around 60 percent of United States citizens and 67 percent of the younger generation in various countries hold a negative view of Israel.