The Collapse of Hasbara

When the Third Zionist Congress convened in Basel, Switzerland, from August 15-19, 1899, one of the main topics of discussion was how to present Zionism to the global public. Theodor Herzl, the leader of political Zionism and the founder of the Zionist Congress, introduced the term “propaganda” for this purpose. At the time, the term carried no negative connotation, and Herzl urged the attendees: “Engage in propaganda for the masses; tell them who you are!”

Shortly afterward, Herzl’s close associate Nahum Sokolow coined the Hebrew term Hasbara as a counterpart to “propaganda.” Meaning “explanation” in Hebrew, Hasbara evolved into a term encompassing a multi-layered lobbying network used by Zionists—and later by Israel—to shape public opinion worldwide.

As the occupation of historic Palestine intensified in the early 20th century, Zionist groups launched an extensive Hasbara campaign globally. Their initial focus was on media and academia, the primary avenues for shaping public opinion. Significant resources were funneled into these efforts: influential individuals were recruited, writers and thinkers were lavishly rewarded, projects were funded, sponsorships were provided, and, in some cases, coercive measures like blackmail were employed. The goal was to establish a Hasbara network that presented the occupation of Palestine entirely through a Zionist lens.

Over time, these investments expanded into the film, music, and entertainment industries. Productions highlighting “Jewish victimhood” were heavily promoted, and Holocaust-themed films were showered with awards. Winning an Oscar seemed almost contingent on pandering to Zionism and Israeli narratives.

The Hasbara apparatus, unrestrained in its methods, paid particular attention to Islamic countries. Select scholars and researchers were offered generous scholarships, civil society projects were funded, and figures across journalism, diplomacy, public institutions, and even social media were targeted. In nearly every Islamic country, one can find pivotal moments or influential figures shaped by Hasbara.

Yet, it’s important not to overestimate Hasbara as an all-powerful and flawless operation. While billions of dollars have been spent globally, cracks have appeared in its meticulously constructed “defensive walls,” particularly in recent years. People are increasingly rejecting the biased language of Zionist-backed media, which portrays Israeli attacks on Palestinians as “conflicts between two sides.” Claims justifying atrocities under the guise of “Israel’s right to self-defense” are losing credibility, and narratives blaming civilian casualties on “human shields” used by “terrorist organizations” are no longer accepted.

The ongoing Israeli attacks on Gaza are not just about the tragic loss of Palestinian lives. Israel’s reputational loss in this period is, relatively speaking, far greater. The “positive” image that Zionists painstakingly built over nearly a century has crumbled within months. Hasbara has effectively collapsed, and global resentment toward Zionism and Israel has reached unprecedented levels. Identifying as Israeli or Zionist is no longer a source of pride and, in many parts of the world, now carries significant risk.

This isn’t an attempt to stir emotions or deliver a fiery speech. It’s a reminder of a reality that anyone paying close attention can see. History continues its course, unyielding in its rules. Those who live long enough will witness not just the decline of the Zionist project but its eventual disintegration.