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Source: https://jcfa.org/how-social-media-has-transformed-israels-global-image/
How Social Media Has Transformed Israel's Global Image
(Jerusalem Center for Security and Foreign Affairs) Tirza Shorr - According to the 2025 Nation Brands Index released in December 2025, Israel ranks last among 50 countries surveyed for the second consecutive year, this time recording a 6.1% drop in its overall score - the steepest single-year decline in the index's history. The study notes that respondents now direct criticism not just at Israeli government policies but at Israeli people as a whole, viewing them as "toxic" - a finding that may also explain rising antisemitism worldwide. Israel's struggling international image reflects fundamental changes in how information is mediated, processed, and understood in the digital age. Social media scrolling creates rapid, emotional, superficial engagement, while reading encourages linear thinking. Israel's most pronounced reputation collapse is among those aged 18-24, who view Israel through an entirely different lens than older generations, who maintain more favorable views. This reflects a fundamental difference in how they consume information. This younger cohort was born into anti-establishment thinking across the political spectrum, and a media environment that flattens all knowledge into emotional soundbites. Complex historical narratives compress into emotionally charged memes optimized for rapid sharing. The misrepresentation of Israel predates social media, which has merely accelerated these distortions. Influencers accumulate millions of followers because of how they look, speak, and make complex topics feel simple - not due to information quality. A 10-minute video explaining nuanced historical context cannot compete with a 30-second emotional appeal. Israel cannot win by insisting on deeper engagement with complex realities; the medium won't allow it. The writer is a senior researcher at the Jerusalem Center.