Influencer in the Infantry: The Digital Politics of Avichay Adraee

Abstract

This thesis examines the digital presence of Avichay Adraee, Israel’s Arabic-language spokesperson, during the 2024 and 2026 wars. It explores the historical and political contexts that shaped his emergence as a prominent online figure, tracing the evolution of Israeli military communication within Arab digital spaces. The study also situates Adraee’s online activity within the contemporary neofascist political moment, analyzing how platform dynamics and political discourse contribute to the construction of his dialogic online persona. Through qualitative textual analysis of content published across Adraee's social media platforms, this project investigates the ways his messaging is adapted to the logic of digital culture, influencer communication, and audience engagement. Particular attention is given to the interplay between propaganda, personalization, humor, and interactivity in shaping perceptions of war and political authority online.