Editor's Notes: How Daniel Hagari can win the narrative war for the IDF - comment

• Published date: 15 March 2024
• Author: ZVIKA KLEIN
• Publication title: Jerusalem Post, The: Web Edition Articles (Israel)

Hagari became a celebrity within the first few days of the war, since every day, and at times more than once daily, he was the only Israeli official updating the public about what was happening post-October 7. Articulate and intelligent, he has worked very well with his unit's reservists on his public appearances, many of whom are in senior roles in Israeli society

"Israelis are increasingly yearning for a leader," Lilac Sigan, a columnist for Maariv, wrote a few months ago, mentioning Hagari. "They seek someone strong yet imperfect, authentic and selfless, reliable, and embodying the best Israeli ethos, someone who cares for everyone. Describing this as un-feminist might be controversial, but it aligns with reality: Israel in winter 2023 is in search of a father figure.

"Given this sentiment, the collective adoration for the IDF spokesman, Brig.-Gen. Daniel Hagari isn't surprising," she said. "A television and social media star, a special love video for him circulated on WhatsApp this week. The depth of existential anxiety mirrors the magnitude of affection for figures like him, who fill the void with regality and humanity. He has earned trust across the board in a world accustomed to spin cynicism. He isn't chasing hollow TikTok fame but delivers professional information reminiscent of yesteryear's heroes," she wrote.

Out of about 450 soldiers and officers in the IDF Spokesperson's Unit, only a few dozen of them are dedicated to working with the international media. This isn't a new phenomenon; the unit has always preferred giving scoops and the best briefings to the Israeli media without understanding the ramifications of ignoring the international media in a more organized and proactive way.

Who is telling the IDF's narrative to the world?

THAT SAID, Hagari is the first spokesperson in the past few decades, if ever, to regularly speak to the international media. None of the previous spokespeople over this time period have run press conferences for the global media, but Hagari did so daily during the war. English isn't his mother tongue, though he still successfully got the message across efficiently and concisely. He also successfully managed several massive international crises almost by himself, such as when Hamas falsely claimed that the IDF shot a missile at a hospital in Gaza.

It's not only an issue of the number of soldiers in the IDF spokesperson's unit; it's the fact that there isn't enough of a priority for telling the military's narrative to...