For over two and a half years, many residents of Gaza and Lebanon have anxiously awaited each new social media post from Avichay Adraee. As Israel’s Arabic-language military spokesman, Adraee has played a significant role in its campaigns. His warnings about strikes and offensives have made him well-known in the Arab world, drawing both anger and intrigue.
Adraee communicates through social media videos shared with his 2.5 million followers. Wearing military fatigues, he delivers official messages, sometimes using satire or popular culture. His fluent Arabic appeals to viewers. During conflicts, including those following Hamas’ October 7, 2023, assault, his accounts have urged civilians to evacuate areas marked in red on maps of Gaza and Lebanon. These warnings have led hundreds of thousands to seek shelter in temporary camps.
Adraee is retiring soon, yet he takes pride in his controversial role. He claims his efforts have enhanced Arab understanding of Israel’s military actions. “Because of these evacuation orders, many millions were saved,” he said.
“There’s no other army in the world that acts this way.”
The ‘Face of Evil’ to Many
Israel’s offensives in Gaza have killed tens of thousands and displaced most of the two million residents. The recent conflict with Hezbollah in Lebanon claimed around 3,500 lives and displaced over 1.2 million. These campaigns have been accused of war crimes, which spokespeople like Adraee deny. Yet, his alerts also make him a kind of celebrity. In Lebanon, a delivery driver mimics Adraee in videos, showing how feared Adraee is.
“Avichay Adraee is the face of evil, to me and to the people of Gaza,” said Ayman Ahmad, a Khan Younis resident. Before the war, few knew of Adraee, but now everyone tracks his social media keenly. A new post signals an approaching disaster, Ahmad noted.
Adraee’s Family and Influences
Adraee, born in Haifa, Israel, boasts deep regional roots. His father’s family lived there for generations, while his mother’s family was part of a Jewish community that fled Iraq for Israel. Adraee’s love of the Arabic language began in childhood. He absorbed it at home and later mastered it in school and military intelligence.
“My ability to speak and absorb Arabic is connected to my roots,” he said, proudly noting his family’s support for his media presence.
Transition to Social Media Influencer
Adraee became the first Arabic-language spokesperson for the military in 2005. He regularly appeared on TV, including on Al Jazeera. A turning point came in 2011 with social media’s rise during the Arab Spring, propelling his influence.
“People know me, we’ve been through so many wars,” he said. Social media’s casual nature helps his messages spread widely. His satirical video on Hamas infrastructure went viral, even if serious claims often go unnoticed. Adraee also engages with birthdays and holidays, aiming for his messages to stand out.
“We want people to be exposed to the important messages,” he said. Social media, he added, allows direct communication with the public.
The Battle for Attention in War Narratives
Fawaz Gerges, a Middle East studies professor, views Adraee’s posts as impactful, with life and death weight. Some find fascination in his influencer status. In a trend of official spokespeople aiming for viral reach, Adraee stands out. Before his death, Hamas spokesman Abu Obeida used dramatic videos to gain attention. Various groups have used similar digital tactics globally.
Challenges and Controversies
Military spokespeople often have tense relationships with reporters. Adraee has faced accusations of justifying journalist killings. The Committee to Protect Journalists identifies a pattern of labeling journalists as militants or terrorists without evidence. Adraee portrayed Ali Shoeib as a Hezbollah operative without proof, defending it as a mistake in photo labeling.
Adraee asserted, “Israel says it does not target journalists.” Since 2023, journalist deaths in conflicts remain significant.
Engagement Beyond Traditional Communication
After two decades, Adraee steps down, to be succeeded by Lt. Col. Ella Waweya, a Muslim woman presenter. Adraee values the engagement achieved through platforms like Instagram. A recent case involved a Beirut teen contacting him with a hoax about weapons in her school. The incident shows Adraee’s reach and influence, even leading to a military search.
“The fact that the [Israeli military] spokesperson is someone you can write to on Instagram, that’s the whole story,” Adraee said.
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