In recent weeks, Hamas, the Palestinian offshoot of the Sunni Muslim Brotherhood, has adopted a new media strategy that has left both experts and onlookers puzzled. The group, traditionally known for its use of terrorism as a tactic, has now taken to showcasing its own attacks on civilians through social media platforms. This shift in narrative represents a deviation from its longstanding message of perceived victimhood, thereby raising questions about its intent and its potential consequences.
The Rise of a New Approach:
Recently, Hamas released a video montage depicting the aftermath of Israel’s strikes on Gaza. The footage revealed the agonizing scenes of Palestinian children covered in ash, their bodies trembling, and blood staining their faces. This painful spectacle aimed to present Hamas as the voice of Palestinian suffering. Concurrently, the group also released recordings of their own acts of violence against Israelis, showcasing the murder of thousands, including women, children, and the elderly. This unexpected move seeks to position Hamas as a dominant resistance movement in the region, exploiting social media as a powerful tool to propagate its agenda.
Conflicting Messages:
Hamas’ recent media strategy reflects a departure from its traditional approach, leading to discrepancies and mixed messages. While the group attempts to portray itself as a victim of Israeli aggression, it now openly glorifies its own violent attacks on civilians. These conflicting narratives present a challenge for Hamas as it seeks to maintain its support base while simultaneously expanding its reach to the international community. The consequences of this new approach are already evident, as the surge in its Telegram channel’s following indicates the strategy’s impact.
Adapting to Changing Landscapes:
Hamas’ multifaceted persona has undergone several transformations over the years. Initially, the group emerged as a force focused on violent resistance against Israel and subsequently assumed governing responsibilities over the Gaza Strip. As social media grew in prominence, Hamas adjusted its messaging accordingly, appealing to different audiences. However, major platforms such as Facebook, Instagram, and Twitter have removed its official accounts due to its designation as a terrorist organization. Consequently, Hamas turned to alternative platforms like Telegram, TikTok, and Instagram, relying on proxies to spread its content.
A Battle of Narratives:
In recent times, Hamas has intensified its efforts to amplify its victimhood narrative on social media. It combines footage of civilian casualties resulting from Israeli bombardment in Gaza with unverified claims of Israeli war crimes. This media campaign gained traction when major news outlets picked up Hamas’ claim that an Israeli strike on a Gaza hospital had caused the death of 500 Palestinians. Subsequent investigations attributed the explosion to a misfired Palestinian missile, casting doubt on the initial reports. Nevertheless, Hamas continues its campaign to project victimhood.
Israel’s Response:
Israel, not to be outdone, has countered Hamas’ narrative with its own evidence. A 43-minute video compilation was presented by the Israeli Embassy in Washington, D.C., showcasing security footage and Hamas’ own recordings captured during the Oct. 7 attack. These distressing visuals depicted indiscriminate killings, piles of corpses, and traces of blood left behind. Israel’s objective is to refute Hamas’ claims and highlight the brutal nature of its attacks, thereby countering the perception that it is weak in the face of Hamas’ aggression.
Reasons Behind the Strategy:
Experts speculate that Hamas’ adoption of this new media strategy serves various purposes. By visually demonstrating its resilience against Israel, Hamas seeks to reinforce its image as a powerful resistance force to regain political clout. In recent years, rival groups such as ISIS and al-Qaeda have criticized Hamas for compromising its resistance goals. The group now aims to redefine itself as a champion of resistance. In doing so, Hamas draws lessons from ISIS’ effective use of social media to create triumphant narratives.
Final Thoughts:
Hamas’ media strategy shift presents a pivotal moment for the group. As it gains traction on various platforms, the world watches closely to see the trajectory it will follow. Despite Telegram’s suspension of its official account, surrogate accounts remain, indicating that Hamas believes the global community’s attention span may wane as Israel launches a concerted effort to dismantle its military capabilities. Regardless, this strategic shift raises uncertainty for Hamas, as it may find it challenging to revert to its old approach given its international propaganda has been fundamentally altered.
Market Capital Research 