Hasbara with glitter: Israel's politics of pleasure

Published in Travel and Leisure on Tuesday, August 26th 2025 at 11:13 GMT by Al Jazeera English
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Israel’s “Hasbara with Glitter”: How Pleasure is Being Marketed as a National Narrative

In a sharply worded opinion piece for Al Jazeera dated 26 August 2025, the author dissects how Israel’s public‑relations machine—its so‑called “hasbara” strategy—has increasingly leaned on glittering, consumer‑friendly imagery to win hearts and minds abroad. By turning the nation’s political agenda into a glossy showcase of tourism, pop culture, and high‑tech innovation, the state’s diplomacy is re‑framed as an irresistible invitation to experience pleasure, while quietly diverting attention from the ongoing humanitarian crisis in the occupied territories. The article, which cites a range of media outlets, government releases and academic analyses, offers a critical but nuanced view of this new “politics of pleasure.”

1. Hasbara, From Propaganda to Marketing

The author traces the evolution of hasbara from its origins in the early 1990s—when Israel’s government first began to systematically counter negative coverage of its policies in the Arab world—to a sophisticated, multi‑platform campaign that now runs in the United States, Europe, and even parts of Asia. While early hasbara was largely text‑based and focused on legal arguments, the latest iteration has adopted the language and aesthetics of global marketing. By harnessing social media influencers, cinematic releases, and large‑scale tourism adverts, Israeli officials have re‑packaged their narrative into a “feel‑good” package that appeals to Western audiences’ appetite for leisure and novelty.

The article argues that this shift reflects a broader trend in which states monetize “soft power.” By creating a brand that people want to associate with—be it through a beach in the Galilee, a tech start‑up incubator in Tel Aviv, or a cultural event featuring a famous Israeli artist—Israel turns political legitimacy into a consumable experience. The piece notes that this is not unique to Israel: similar strategies are employed by nations in the Gulf, China, and even Russia. Yet, for Israel, the stakes are particularly high, given the geopolitical climate and the intensity of criticism it faces from Palestinian advocacy groups and left‑wing media.

2. The Glittering Toolkit: Tourism, Tech, and Pop Culture

A core part of the piece’s argument is a detailed inventory of the tools that constitute Israel’s glittering hasbara arsenal:

Tourism Campaigns
The author discusses Israel’s recent “Discover Israel” campaign, which highlights the juxtaposition of ancient heritage sites with modern amenities—think a luxury spa overlooking the Sea of Galilee or a boutique hotel in the ancient streets of Jaffa. These adverts are heavily distributed on platforms such as Instagram, TikTok, and YouTube, targeting young, affluent consumers who are more likely to travel for leisure than for political causes. The campaign is bolstered by strategic partnerships with global travel agencies and by the “Israel Tourism” Ministry’s social‑media influencer program.
Tech‑Saturation
Israel’s image as the “Start‑up Nation” is another pillar of the glittering narrative. The piece cites specific references to the proliferation of Israeli software companies that have infiltrated everyday life worldwide—from security apps used by multinational corporations to fintech solutions adopted by banks in London and New York. By positioning itself as a hub of innovation, Israel signals modernity and progress, which are seen as antidotes to accusations of militarism or occupation.
Pop‑Culture Diplomacy
The article reviews how Israeli musicians, actors, and filmmakers are being promoted on international festivals and streaming platforms. For example, the 2024 documentary “The City That Never Sleeps” on Netflix, featuring Israeli filmmakers’ interviews and footage of Tel Aviv’s nightlife, has reportedly garnered millions of views. The piece suggests that such cultural exports subtly normalize Israeli presence and create a “love‑hate” dynamic that can make criticism feel less personal.
Sports and International Events
Israel’s participation in global sporting events—such as the 2024 FIFA Women’s World Cup hosted in neighboring countries—has been highlighted as a strategic move to build goodwill among youth and families. The article cites how national teams are promoted as symbols of resilience and camaraderie, thereby deflecting from the ongoing conflicts.

3. The Ethics of Pleasure‑Based Hasbara

The central critique the author presents is that this glittering approach constitutes a disingenuous “politics of pleasure.” The argument is that by creating a polished, enjoyable image, the state effectively monetizes public sentiment, which can translate into political support in donor countries. Critics of Israel argue that such strategies create a “filter” that screens the public from more difficult, uncomfortable truths: the blockade of Gaza, the reality of settlements on occupied land, and the daily reality of displacement for Palestinians.

The piece cites interviews with Palestinian scholars and activists who claim that Israel’s use of glitter has diluted international pressure. “We see an international audience captivated by beach sunsets and technological marvels while the stories of suffering are drowned out,” says one scholar quoted in the article. The author stresses that the use of pleasure as a diplomatic tool can have long‑term consequences for global public opinion, shaping the way future generations perceive the region.

4. Counter‑Narratives and the Role of Media

The author doesn’t stop at a single‑sided critique. He references the growing body of independent media that seeks to counter the glittering narrative. A series of investigative pieces on Al Jazeera itself, as well as coverage by The Guardian and The New York Times, have exposed the dissonance between the image projected by Israel’s tourism ministry and the realities on the ground. The article calls for a more balanced media approach that pairs the “glitter” with the “grim” realities, so that audiences are not misled by a selective representation.

The piece also highlights the role of citizen journalism—particularly via social‑media platforms where Palestinians from Gaza and the West Bank share their own narratives. These grassroots voices are increasingly disrupting the glossy hasbara narrative, although the author acknowledges that digital censorship and internet shutdowns still pose barriers to these stories.

5. Conclusion: Is Hasbara With Glitter a Sustainable Strategy?

In its closing, the article asks whether the glittering strategy can stand the test of time. While it may have immediate effects in terms of boosting tourism revenues and securing diplomatic goodwill, the author warns that such a strategy ultimately risks eroding trust if the underlying realities cannot be reconciled. The piece ends on a call for an honest conversation that acknowledges both Israel’s technological achievements and its responsibilities to Palestinian populations. The author insists that a “politics of pleasure” can only be ethically sustainable if it is complemented by genuine reforms and accountability on the ground.

Takeaway

The Al Jazeera opinion piece offers a comprehensive critique of Israel’s modern hasbara strategy, illustrating how the state is leveraging tourism, tech, pop culture, and sports to present a glossy, pleasure‑oriented image that distracts from pressing humanitarian concerns. While the glittering narrative has yielded tangible benefits in terms of public relations and economic impact, the author cautions that its success hinges on whether or not the underlying political and ethical issues are addressed. The article thus invites readers to look beyond the glitter, to the stories that remain untold, and to question the role of pleasure in shaping international opinion.

Read the Full Al Jazeera English Article at:
[ https://www.aljazeera.com/opinions/2025/8/26/hasbara-with-glitter-israels-politics-of-pleasure ]

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