The ongoing conflict in Gaza has given rise to a novel communication strategy employed by Israeli military authorities, particularly in their outreach to Arab and Muslim audiences across the Middle East and North Africa. At the forefront of this emerging approach is the strategic integration of Islamic religious language, notably Quranic verses and sayings attributed to the Prophet Muhammad, into official digital messaging. This unconventional tactic represents a significant shift in the framing of Israel’s narrative, aiming to resonate deeply with cultural and religious sensibilities traditionally viewed as external or even oppositional to Israeli discourse.
A recently published scholarly article in the journal Media, War & Conflict rigorously examines this phenomenon, focusing on the Arabic-language social media presence of Avichay Adraee, the Israel Defense Forces (IDF) spokesperson fluent in Arabic. The research analyzes a sizable corpus—154 tweets spanning from June 2023 through November 2024—to unpack the intricacies of this communicative strategy. Drawing from this data, the study reveals a calculated attempt to not only communicate military objectives but also to embed these messages within a framework of Islamic cultural and religious symbolism that fundamentally alters the nature of wartime discourse.
Avichay Adraee’s digital diplomacy is unique, leveraging his linguistic fluency and cultural insight to interact dynamically with audiences across 22 Arabic-speaking countries. His frequent appearances on major Arabic news outlets, including Qatari-funded Al Jazeera and Saudi-financed Al Arabiya and Al Hadath, complement his social media efforts. Adraee’s tweets routinely contain Islamic greetings, references to significant religious occasions like Ramadan and Eid, alongside direct Quranic quotations and prophetic sayings. This tactful use of Islamic imagery and phraseology signifies an adaptation of military communication methods to cultivate emotional and cultural connectivity with traditionally adversarial populations.
An important dimension of the study lies in its identification of several distinct communication techniques within Adraee’s messaging. Firstly, the usage of religious legitimization stands out: Quranic verses and Islamic sayings are utilized not merely as decorative elements but as instruments to substantiate Israel’s actions, simultaneously casting opposing factions in a negative, morally compromised light. This dualistic framing pits Israel’s conduct as ethical and principled against the purported improprieties and hypocrisy of its adversaries, constructing a moral narrative tailored to resonate with religiously informed audiences.
Secondly, the cultural resonance evident in Adraee’s timed communications around Islamic holy days underscores an intentional strategy to embed military messaging within the rhythms of Islamic life. This synchronization with culturally significant moments intensifies the relatability and impact of Israel’s narrative, creating an emotional bridge that facilitates greater receptivity. Additionally, the emphasis on inclusive representation—highlighting Muslim soldiers within the IDF—works to promote an image of pluralism and cultural integration, countering prevalent regional perceptions of Israel as exclusively Jewish and Western.
The incorporation of Islamic religious discourse into military digital diplomacy reflects a sophisticated understanding of the persuasive power embedded in faith-based communication. The strategic deployment of sacred texts, particularly Quranic quotations, transcends mere linguistic accommodation; it becomes a vehicle for moral persuasion, legitimacy building, and narrative control. This novel approach transforms religious language from its conventional spiritual domain into an efficacious tool for ideological influence and propaganda within a contemporary conflict environment dominated by digital platforms.
The study also illuminates how the IDF’s Arabic-language digital account on X (formerly Twitter) uniquely employs this form of religious code-switching, contrasting with the organization’s communications in six other languages where such religious references are notably absent. This phenomenon highlights a deliberate tailoring of messages that goes beyond literal translation—opting instead for a culturally nuanced, semiotic strategy aimed at maximizing persuasive efficacy among Arab Muslim audiences.
One illustrative example cited involves a tweet condemning militants’ use of mosques for military operations, which incorporates a direct Quranic verse denouncing such actions as profoundly unjust and deserving of divine punishment. This melding of religious doctrine with military condemnation exemplifies the way in which Islamic expressions are repurposed to delegitimize enemies while simultaneously elevating Israel’s moral standing. Such messaging leverages the deep cultural and spiritual weight that religious texts carry in Arab societies, thereby reinforcing Israel’s digital diplomacy with cultural authenticity and moral gravitas.
From a theoretical perspective, the research contributes to ongoing discourses in digital diplomacy, military communication, and the politicization of religion in conflict settings. It foregrounds an understudied aspect: the instrumentalization of religious rhetoric not for devotional purposes but as a calculated component of military soft power strategies in the digital age. This intersection of religion and digital statecraft exemplifies the evolving nature of warfare communication in a hyperconnected world, where the battlefield extends into cultural and ideological realms mediated by social media algorithms and audience reception.
Moreover, these findings possess practical implications for both scholars and policymakers interested in the efficacy and ethics of employing faith-based communication within conflict narratives. They raise compelling questions about authenticity, reception, and potential backlash, as a non-Muslim spokesperson’s use of Islamic symbols could provoke skepticism, resistance, or even unintended solidarity depending on audience perception. Understanding these dynamics is critical for assessing the broader impact and sustainability of such strategies.
In summation, the innovative use of Islamic religious language by the IDF’s Arabic spokesperson encapsulates a groundbreaking form of digital diplomacy that merges cultural familiarity with strategic political messaging. By embedding Quranic references and Islamic cultural motifs into military communication, Israel is pioneering a rhetorical approach that reframes faith from a mere identity marker into a potent weapon of narrative influence. This paradigm shift reflects broader trends in contemporary conflict where ideology, culture, and religion intertwine with technology to shape public opinion and geopolitical realities.
Future research endeavours prompted by this study are poised to explore the reception and interpretative frameworks of Arab audiences confronted with this distinctive messaging style. Examining how these strategically crafted religious expressions are decoded—whether as genuine engagement, cynical propaganda, or something more complex—will be essential to fully understanding the implications of this mode of digital warfare. The evolving interplay between religious symbolism and military communication thus represents a fertile ground for interdisciplinary inquiry at the nexus of media studies, religious studies, and international relations.
Subject of Research: Not applicable
Article Title: Communicating across cultures: Military strategies and the use of Islamic expressions in the Arabic IDF’s digital diplomacy on Twitter (X)
News Publication Date: 11-Sep-2025
Web References:
https://journals.sagepub.com/doi/abs/10.1177/17506352251368780
References:
Daoudi, Omar. Communicating across cultures: Military strategies and the use of Islamic expressions in the Arabic IDF’s digital diplomacy on Twitter (X). Media, War & Conflict, September 2025.
Keywords: Communications, Military Communication, Digital Diplomacy, Islam, Conflict, Social Media, Propaganda, Cultural Resonance
