Marketing Terrorism

Antisemitism has been at the core of Hamas' ideology since its establishment in 1988, reflected both in the Hamas Charter (1988) and in the movement's education system; One of the leading representatives of Hamas' antisemitism is Dr. Mahmoud al-Zahar, one of the movement's founders and its senior spokesmen, who is Hamas' self-styled "expert on Jewish affairs." Over the years, he has referred to the Jews in his writings and statements using antisemitic motifs to justify the need to expel the Jews from "Palestine."; The book Hatred of the Jews – A Historical Legacy, which al-Zahar published in 2020 and copies of which were found by IDF forces during the war in the Gaza Strip, summarizes the core elements of his antisemitic doctrine. He described the Jews as a base, greedy, immoral, cruel, corrupt and treacherous, using blood libels and conspiracies based on The Protocols of the Elders of Zion; Al-Zahar also justified the Holocaust, while claiming that close ties existed between Nazi Germany and the "Zionists," stemming from their "identical interests."; Since Hamas is aware that making antisemitic remarks harms it in the international arena, the movement seeks to downplay its views when dealing with foreigners, especially Western foreigners. A document the IDF brought back from the Gaza Strip had instructions for the "Palestinian spokesperson in the world," one of which was a prohibition against the use of anti-Jewish expressions and an emphasis on the struggle against the "Zionist occupier" and not against Judaism or the Jews; Despite the attempt to market a different face to the international community, the doctrine presented by Mahmoud al-Zahar over the years, and published only in Arabic, is evidence of the Hamas leadership's antisemitism. It dehumanizes Jews and provided inspiration for the atrocities committed during the Hamas terrorist attack and massacre on October 7, 2023. Read more...

After previous rounds of fighting conducted by Hamas, the movement made sure to promote a "victory narrative" and to emphasize its achievements, usually through ostentatious public ceremonies, such as those held for the release of the Israeli hostages during the ceasefire that between January and March 2025; However, since the ceasefire agreement in the Gaza Strip went into effect on October 10, 2025, Hamas has used other media tactics, showing relative restraint and without unequivocal claims of "victory."; An examination of the Hamas' narrative promoted by its spokesmen and its affiliated media indicates an ongoing effort to market a series of achievements, including the shock generated in Israel by the October 7, 2023 attack and massacre and the damage caused to Israel’s international standing, Hamas’ survival as a governing and military presence in the Strip, Israel’s failure to disarm the "resistance," the release of Palestinian prisoners who had murdered Israelis and the new regional era initiated by Yahya al-Sinwar; In ITIC assessment, Hamas' relatively moderate and cautious media products are the result of its desire to tiptoe through this period, which is sensitive for it, while continuing to wage a narrative offensive for three reasons: one, strengthening civilian and security governance in the Strip before progressing to the next stages of the ceasefire agreement. According to public statements made by senior Hamas figures they want to move forward, but it is still unclear to what extent that will be translated into action on the ground, at least in the foreseeable future. Two, the movement’s desire to prevent a confrontation with the states supervising the implementation of the agreement. Three, Hamas’ understanding that after two years of war, the dire humanitarian situation in the Gaza Strip is incompatible with "victory celebrations," which could damage its image at a time when it has to struggle for its existence in general and for its future as a controlling and influential actor in the Gaza Strip in particular. Read more...