THE FUTURE TECHNOLOGIES OF ISRAELI ADVOCACY
Israel currently focuses on two key advocacy fields: traditional media and social media. Traditional media outlets, such as major broadcast channels and newspapers, have become increasingly fragmented, with many identified with a particular political stance, leading to growing skepticism about the information they present. This fragmentation, combined with the dependence on editors, presenters, and airtime, makes it difficult to convey an effective message to a broad and diverse audience. Many people now consume media that aligns with their pre-existing beliefs, making reaching those outside these echo chambers harder. While traditional media still plays a role in Israeli advocacy, it is no longer the dominant force it once was, especially among younger generations who rely less on traditional media for forming opinions, turning to online platforms like podcasts and social media.
Social media, however, is a central battleground for Israeli advocacy, serving as a primary news source for billions worldwide. Research, such as the Reuters Institute Digital News Report (2022), shows that 40% of those under 35 get information from platforms like Instagram, TikTok, and YouTube, making these platforms essential for shaping global perceptions of Israel. Yet, Israel faces significant challenges in this space. The sheer number of users spreading anti-Israel content far exceeds those advocating for Israel, creating a numerical disadvantage that makes it difficult to counter misinformation effectively. Additionally, producing and promoting any social media content requires substantial financial investment, further placing Israel at a disadvantage in terms of budget and reach.
Algorithms that prioritize engagement over accuracy further complicate matters. The enforcement of fake news is often inadequate, allowing misinformation to spread quickly and making it harder for reliable, pro-Israel content to gain visibility. These challenges highlight the need for a new strategic approach that effectively engages key demographics while overcoming the limitations of numbers and budgets using advanced technologies.
While continuing efforts in these fields are essential, looking forward, Israel must explore and adopt new technologies to enhance its impact and ensure its message stands out. Doing so will allow Israel to share its story in a way that resonates more effectively with global audiences. In the following sections, I will outline the critical frontiers of Israeli advocacy and identify where innovation is crucial for future success.
Streaming Platforms: Storytelling on a Global Stage
One of the most exciting frontiers for Israeli advocacy lies in streaming platforms. These platforms offer a global reach and the unique ability to share local stories that resonate across cultures. A prime example is the series Fauda, which has captured international attention by presenting an Israeli narrative far beyond political soundbites. Fauda became the number-one show on Netflix in Lebanon and the United Arab Emirates, ranked second in Qatar, and was among the top 10 most-viewed Netflix shows in Turkey, Morocco, and Jordan. Similarly, Shtisel offered a unique and intimate portrayal of ultra-Orthodox Jewish life, giving viewers worldwide a glimpse into a community often misunderstood or stereotyped in global media. These shows demonstrate how storytelling can engage audiences who may not have pre-existing solid opinions about Israel, offering them a more nuanced perspective of the region.
In addition to traditional media and social media, which provide quick responses to current events involving Israel, we must invest in streaming platforms that allow for more in-depth storytelling. Streaming offers the opportunity to build a cultural and emotional connection to Israel through multi-layered narratives beyond immediate news cycles. Just imagine a series about the youth of Jaffa – a vibrant, multicultural hub where Muslim women hang out on the Beach alongside Tel Aviv hipsters, where Israeli Arabs and Jews, gays, and various communities live side by side. Such a series could show global viewers an Israel they rarely see, beyond the usual political narratives—offering a deeper, more personal understanding of the country and its people in creative ways.
VR Technology: Bringing Israel to the World Virtually
In recent decades, significant financial and logistical resources have been invested in bringing international delegations to Israel. While these trips are impactful and promote longer-lasting engagement with Israel, they are also very pricey, thus limiting the number of participants and their ability to experience the connection to Israel firsthand. Moreover, organizing these missions becomes nearly impossible during times of war or global crises, such as pandemics.
Virtual reality (VR) technology offers a promising alternative through virtual delegations – a concept I promoted as Deputy Foreign Minister during the COVID-19 pandemic. As VR equipment becomes more affordable and accessible, this approach has the potential to provide immersive experiences, such as walking the streets of Jerusalem while being accompanied virtually by Israeli guides or drinking beer with locals in Haifa. Though VR is not yet mainstream and doesn’t offer a wide variety of content, this could work to Israel’s advantage, allowing it to stand out in this new field. VR will likely be combined with social media, a robust platform for Israeli advocacy, to expand the reach and impact of virtual encounters. Virtual delegations might soon enable millions to experience Israel in a way that closely mimics the effects of physically visiting it, reaching audiences who otherwise might never get a chance to visit it.
AI Technology: Personalized Mass Communication
The potential of artificial intelligence (AI) in advocacy is immense. Producing high-quality Israeli narrative videos for social media is intensive, demanding significant time, money, and effort. AI enables the creation of personalized content tailored to different audiences, while drastically cutting down production costs typically spent on studios, photographers, editors, and illustrators.
With AI, we can adapt the same core message to resonate with different demographics. For instance, we could present Israel’s security challenges to a Silicon Valley tech executive in a way that differs from how we would frame them for a London university student. This level of personalization enables Israel to directly address each audience’s unique concerns and values. AI also facilitates the rapid production of content, ensuring our messages stay relevant, timely, and impactful, making it a crucial tool for advocacy in today’s fast-paced media landscape.
In a world flooded with content and misinformation, effectively sharing Israel’s story is more challenging than ever. To remain competitive, Israeli advocacy must embrace advanced technologies that offer more immersive, personalized tools. While traditional media still plays a role, social media will continue to dominate, and integrating technologies like AI, VR, and streaming platforms will help overcome resource limitations and reach broader audiences. By adopting these innovations, we can ensure Israel’s fascinating and complex story reaches diverse audiences globally, keeping Israeli advocacy impactful and forward-thinking.
