Israel, once seen as a victimized state, has utilized various media strategies to repair its image, particularly after the 2023 genocide, but its efforts to “humanize” Jews and reshape public perception face global backlash.
Israel has long crafted an identity as a victimized state, using this narrative to gain international support, especially after its establishment in 1948. However, the genocide initiated in Gaza on October 7, 2023, has shattered this image, and Israel is now widely perceived as a “baby-killing” state. In response, Israel has developed strategic efforts to restore its reputation, including utilizing global media, such as Netflix, to humanize Jewish characters and reinforce its victimhood narrative. These efforts are part of a broader campaign, including collaborations with tech giants like Google, to manipulate public perception, though its true actions in Palestine remain increasingly visible through social media and global protests.
For many years, Israel has built its existence in the global system on an identity of being “victimized and subjugated.” However, with the genocide it initiated in 2023, this victimization policy has lost its validity, and Israel has begun to be referred to as a “baby-killing state” in international public opinion. In an effort to change this negative image, Israel has developed various strategies. One of the main strategies is the attempt to “humanize Jews” through the personal stories of Jewish families and individuals, thereby reviving the victimhood narrative. In this regard, Israel has been actively utilizing the global media and entertainment industry, developing projects aimed at integrating Jewish characters and stories into popular culture products. A concrete example of this strategy is the recent Netflix original series Adsız Aşıklar (Nameless Lovers), which was released on Netflix Turkey. Notably, despite having no direct relevance to the general context of the series, an entire episode is dedicated solely to a Jewish family and individuals. Through such content, Netflix is executing a media strategy aimed at improving Israel’s global image and countering the perception of it as a “baby-killing state.”
Before and after its official establishment in 1948, Israel, with the support of the U.S. and European states, destabilized the Middle East to ensure its own security, turning the region into a bloodbath. However, while pursuing this process, it sought to present itself as a “persecuted and protected people,” aiming to influence the global public’s subconscious and psychology, thereby successfully gaining sympathy. Since the emergence of cinema, especially from the 1910s onward, Israel has utilized visual arts to present Jewish history and the struggles of Jews throughout history to the international community, following a strategy of positioning itself as the “oppressed.” Later, by solidifying the Holocaust’s place in global memory, Israel made Europe feel indebted to it and established the Holocaust film industry. Following the genocide committed by the Nazis, Israel used this industry as an effective tool to spread the idea that the Jewish state must be protected and supported.
Thanks to strong ties with Hollywood, Holocaust-themed films have secured a significant place in the film industry. These films have been produced in large numbers and frequently awarded at prestigious platforms such as the Oscars. Research indicates that, to date, 182 feature films and 116 documentaries related to the Holocaust have been produced. These productions have aimed to reinforce Israel’s image in international public opinion as a “victimized and oppressed people” while simultaneously contributing to the normalization of its military operations in and around Palestine on a global scale. Throughout history, Israel has shaped its strategies in politics, media, and economics within this narrative framework. In terms of global perception management, the discourse of “victimization” has served as a foundation for Israel to assume the role of “innocence through victimhood,” creating an identity for itself in this regard and becoming a fundamental element in strengthening its legitimacy in international relations. In this context, one of Israel’s most significant strategies has been to maintain its positioning as a “persecuted and oppressed” actor in global politics.
The dichotomy between power and rights implies that the side perceived as oppressed naturally holds an advantage. Societies form strong emotional bonds with groups presented as victims due to their feelings of compassion toward babies, children, and vulnerable animals. Helping the weak and needy allows individuals to feel morally superior. These psychological and neurological mechanisms are so powerful that it becomes almost impossible to consider the possibility that the oppressed side might be in the wrong or even oppressive themselves. This concept aligns with the philosophy of “the purity of the oppressed,” which emerged in Europe. French existentialist philosopher Jean-Paul Sartre argued that the distinction between right and wrong should be assessed solely from the perspective of the disadvantaged side. This approach has led to the automatic legitimization of every action taken by the side perceived as “oppressed.”
Historically, Even Before Becoming a State, Israel Strongly Maintained Its “Underdog” Position
A series of dramatic events reinforced Israel’s positioning as a “regional David.” The Arab/Palestinian leadership’s refusal to accept any political compromise—such as the 1937 Peel Commission and the 1947 UN Partition Plan—prevented the Arab world from benefiting from the “underdog” status. Instead, Arabs quickly became the “regional Goliath.” Following the manipulative and political effects of the Holocaust, the British Mandate’s refusal to accept Jewish refugees further fueled this dynamic. However, even before becoming a state, Israel unleashed a wave of civilian terror in the region, being responsible for numerous massacres. After the establishment of the state, the very perpetrators of this civilian terror even served as prime ministers.
On December 2, 1945, the newly established Arab League launched a comprehensive and aggressive economic boycott against the Jewish community in Palestine. The 1967 Khartoum Resolution and its “Three No’s” principle—no peace with Israel, no recognition of Israel, no negotiations with Israel—pushed Israel into geopolitical crises such as the 1967 Six-Day War and the 1973 Yom Kippur War. However, this process further strengthened Israel’s “underdog” position. Even while committing massacres and utilizing U.S. military power in the region, Israel deployed its strategy of victimhood and oppression.
Israel’s “underdog” status helped it gain the support of international actors before the 1947 UN Partition Plan vote. During this period, Israel attracted not only diplomatic backing but also the interest of key military figures, iconic Hollywood stars, and major philanthropists, significantly contributing to the development of its civil, educational, and economic infrastructure. The legitimacy provided by international support helped Israel solidify its presence in the region.
However, over time, Israel began using this victimhood narrative to legitimize its aggressive policies. In 1982, it justified its decision to invade Lebanon as a response to increasing attacks by the Palestine Liberation Organization (PLO), particularly the attempted assassination of Israel’s ambassador in London. However, this invasion not only escalated tensions in the region but also cast doubt on Israel’s “underdog” status in the international arena. Even within Israel, the decision to invade Lebanon sparked serious debate. The Lebanon War became one of the first major turning points that led to questioning Israel’s continued portrayal of itself as a victim and a defensive actor.
The events of October 7, 2023, completely altered this perception. Throughout history, Israel has occupied Palestinian lands, seizing the cultural, economic, and political assets of the Palestinian people. At the same time, it has labeled the Palestinians who continue to exist in the occupied territories as “occupiers,” attempting to expel them from their own homeland. Today, Israel’s distorted rhetoric and colonial policies have become more visible in international public opinion than ever before. Now, the global community clearly sees that Israel is not the “oppressed” but rather an actor that systematically implements an occupation policy and threatens the Palestinian people’s right to exist.
Following the genocide it initiated in Palestine on October 7, 2023, Israel’s carefully constructed image of being “helpless, vulnerable, and victimized”—built through traditional media and communication systems—collapsed with the decentralization of social media in the digital age, where every individual has become a media outlet. The world witnessed Israel’s monstrous actions through live-streamed stories and posts. As a result of this transformation, Israel’s long-standing “victimhood” narrative, which it had used as a tool in foreign policy, completely lost its credibility with the genocide it began in 2023. In global public opinion, Israel is no longer perceived as the “oppressed” but as a war criminal and a representation of an occupying force. Especially with the rapid dissemination of images on social media and the contributions of individual media users, Israel’s international reputation has suffered severe damage. Humanity as a whole has seen the true face of this entity that targets “humanity itself.”
The fact that every individual has become a media entity in the digital age has profoundly shaken the narratives constructed by traditional media owners and severely damaged Israel’s global reputation. In response, Israel has developed various strategies to repair its tarnished image and reshape public perception. One such strategy is “Project Nablus,” carried out in partnership with Google. However, the core of its efforts is once again to assume the role of the “oppressed and victimized.”
To achieve this goal, “humanization” narratives are being crafted through digital platform series, films, and videos, and these stories are disseminated to large audiences. To further strengthen perception management, algorithms, filter bubbles, and trend-setting mechanisms are deployed to amplify certain content while making others invisible.
Misleading news, manipulative language, fabricated scenarios, fake visuals, and artificial settings are key components of this strategy, particularly on social media. By circulating complex and contradictory images, public attention is diverted, and doubt is instilled in people’s minds. All these methods serve as a propaganda mechanism aimed at reshaping Israel’s global image, reinforcing its legitimacy on the international stage, and increasing public support.
My Name is Israel: “I Am a Baby Killer”
As a result of the genocide attempt initiated in Gaza on October 7, 2023, more than 50,000 civilians have been martyred so far. Among the victims, 17,861 were babies and children, while 30,000 were women. In these attacks, which have continued for nearly 16 months, 110,725 Palestinians have been injured, with 15,000 requiring long-term medical care. Additionally, 4,500 individuals, including children, have been condemned to live with permanent disabilities. Israel’s attacks persist despite the genocide case filed by South Africa at the International Court of Justice (ICJ) on December 29, 2023. This case has received support from Ireland, Nicaragua, Colombia, Libya, Mexico, Palestine, Spain, Turkey, Chile, the Maldives, and Bolivia. Furthermore, as a result of Israel’s attacks, 205 journalists have lost their lives, and 400 others have been injured. The deliberate targeting of journalists is seen as a strategy to prevent the global media from reporting the realities of Gaza.
Due to the massacres it has committed, Israel has increasingly been referred to as a “baby killer” in global public opinion. Having historically constructed an identity of victimhood and subjugation, Israel realized that, following the genocide it initiated in 2023, its collaboration with the United States has become more apparent to the people of the world, thanks to the impact of digital media and growing global awareness.
After October 7, Israel became aware that its international reputation was a critical component of its national security and began taking strategic steps to counter the growing global perception of it as a “brutal and genocidal” state. During this period, Israel’s loss of international support accelerated, and the number of countries recognizing the State of Palestine rapidly increased. With Spain, Norway, Ireland, Slovenia, Armenia, the Bahamas, Trinidad and Tobago, Jamaica, and Barbados joining the recognition, the number of countries officially recognizing Palestine has reached 146.
In addition to these diplomatic developments, from Paris to Madrid, Stockholm to London, people have taken to the streets chanting “Free Palestine,” demanding their governments recognize the Palestinian state. As a result, Israel’s long-standing narrative of victimhood has begun to collapse, and its loss of international support has become more evident in the face of the rising voice of global conscience.
Israel’s Image Repair Strategies
In an attempt to reverse its loss of power and reputation, Israel has devised various strategies. In an analysis published in the Jerusalem Post, Ido Aharoni summarizes these strategies as follows:
- Humanizing the Israel Brand
Israel must directly invest in the uninformed and indifferent segments of the international public. To reach this target audience, the country’s visibility should be increased, and the human aspects of its people should be emphasized. In this regard, a strong national cyber communication force should be established to conduct effective public diplomacy on digital platforms. Jewish individuals and Jewish life should be naturally integrated into television series and films of different countries. - Supporting the Global Legal Fight Against Anti-Semitism
Large-scale support should be provided to initiatives that combat anti-Semitic and anti-Jewish hate groups. Actors that threaten Israel and Jewish communities should be exposed, legally punished, and subjected to long-term deterrent measures. - Financial Investment in Changing Academic Discourse
Investments should be made in young scholars in the humanities and social sciences, new academic chairs should be established at universities, and existing academic institutions should be supported. This aims to strengthen Israel’s narrative within international academic circles and disseminate its own perspective. - Withdrawing the Israel Defense Forces (IDF) from Public Relations Campaigns
In the Western world, particularly among American liberals, military power and security institutions (including the police) are often seen as illegitimate. Therefore, Israel should reduce the dominant role of the IDF in its public relations efforts and instead emphasize civilian and professional diplomats. Additionally, Israel should restructure the IDF’s presence on social media and digital platforms to move away from its military image and highlight its humanitarian aspects. - Increasing Tourism Investments and Attracting Global Influencers to Israel
Israel aims to make large investments in high-quality tourism to attract international influencers to the country. This strategy is considered a crucial component of Israel’s public relations efforts to enhance its global perception and regain international support.
These strategies form the foundation of a comprehensive propaganda campaign designed to restore Israel’s tarnished international reputation, reshape global public opinion, and regain lost support.
Israel’s Image Management on Digital Platforms: The Netflix Example
Digital platforms have become critical tools for states to manage their global perception and shape their image in international public opinion. In this context, the $1.2 billion “Project Nimbus” agreement between Google and Israel stands out as one of the most striking examples of this technological collaboration. Signed in April 2021, this agreement allows Israel’s military and government to leverage advanced artificial intelligence technologies provided by Google and Amazon, enhancing its capacity to systematically implement discrimination and human rights violations against Palestinians. This project highlights how digital technologies are being used for perception management in favor of Israel.
Beyond Google, Netflix has also been observed developing strategies to repair Israel’s damaged international image following its attacks on Gaza. With 270 million global subscribers and 4 million in Turkey, Netflix is one of the world’s largest video streaming services.
Netflix’s 24th original Turkish series, Adsız Aşıklar (Nameless Lovers, released in January 2025), has sparked new debates regarding content policies and cultural influences in Turkey. In particular, the episodes focusing on the life of a Jewish family are interpreted as part of Israel’s efforts to rebuild its global image after the October 7, 2024, attack on Gaza. Netflix’s recent removal of 32 Palestinian films from its library without explanation and allegations that its algorithms prioritize pro-Israel content further support these interpretations. The central placement of a Jewish family in Adsız Aşıklar is seen as part of Netflix’s strategy to improve Israel’s global perception.
Representation of Jewish Identity and Perception Management in the Series
One of the most striking aspects of the series is its focus on the life of a Jewish family. Despite having no direct relevance to the main storyline, extensive attention is given to the daily life and human aspects of this family. This serves the purpose of making audiences empathize with Jewish characters, thus overshadowing the image of Israel as a “baby killer” resulting from its Zionist policies.
Episode 6, in particular, is the most evident example of this propaganda. In this episode, a Jewish young man falls in love with a Muslim girl, and his family strongly opposes the relationship. The Jewish family believes that accepting a Muslim bride would pose a threat to their community, leading them to fiercely reject the relationship. This narrative presents the Jewish community as a traditional and vulnerable group while simultaneously encouraging viewers to empathize with Jewish characters. In doing so, it activates a “humanization” strategy to distract from Israel’s systematic massacres and occupation policies.
The portrayal of marrying a Muslim girl as an issue severe enough to result in death within the Jewish community, and the eventual resolution where the Jewish young man ends up marrying a Jewish woman instead, is seen as a deliberate narrative choice. This further strengthens claims that Netflix is engaged in a propaganda effort aimed at softening criticism of Israel and enhancing its global image.
The portrayal of Jews through “ordinary” and human stories in the series is interpreted as an attempt to normalize and desensitize viewers to the image of a “Zionist, genocidal” Israel. The presence of Jewish characters with Turkish names, seamlessly integrated into Turkish cultural codes, can be seen as part of this perception management strategy.
Since October 2023, Israel has been widely referred to as a “baby killer” in global public opinion, and it is evident that it has developed various strategies to repair this negative image. If we fail to recognize this process, we may witness the dissemination of Israel’s disinformation policies in a Netflix series, Google’s algorithmic data steering, or a news article—where baseless and manipulative claims, such as Palestinians beheading 40 babies and burying their bodies, could be presented in the form of content, a documentary, or a series.
The Israeli terrorist state is highly strategic and well-prepared in directing global perception through media and digital platforms. Therefore, recognizing perception management policies, preventing disinformation, and accessing truthful information require developing media literacy. From childhood onwards, every media consumer exposed to media content should strengthen their critical thinking skills to build resilience against media manipulation and disinformation.
The Zionist Israeli terrorist state and its supporters may be able to control perceptions, but they must also remember that the truth will always prevail.
Let us not forget—this war is no longer just in Gaza!
