Israeli military’s Arabic-language spokesperson to step down after two decades
The Arabic-language face of the Israeli military, Colonel Avichay Adraee, is stepping down from his post after 20 years, marking the end of a distinct era in Israel’s propaganda directed at the Arab world.
Israel’s Army Radio confirmed his departure on Tuesday, noting that Adraee will be leaving after two decades of continuous role in the military’s spokesperson unit.
During his tenure, Adraee became one of the most controversial figures in Israel's outreach to Arabic-speaking audiences.
His frequent broadcasts, social media videos, and online statements targeted Arab audiences across the region, often merging military communication with incisive commentary and psychological strategies.
Critics have accused him of using propaganda tactics to justify Israeli military actions and downplay civilian casualties, particularly regarding atrocities in Gaza, all while attempting to shape perceptions within the Arab community.
His Arabic-language posts, frequently laced with sarcasm, were designed to exploit cultural and political sensitivities in Arab societies.
His departure signals the end of Israel’s prolonged Arabic-language media initiative that has struggled to balance persuasion with propaganda across various digital platforms.
During the war in Gaza, Adraee often appeared in uniform to deliver “warnings” to residents or to convey messages portraying Israeli attacks as defensive measures.
Rights groups and media analysts have described such messages as part of a broader campaign of psychological warfare and information management.
His content — combining military briefings with rhetorical appeals to Arab viewers — symbolized Israel’s effort to project authority and legitimacy in a region where its policies face widespread condemnation.
With his departure, the Israeli military is expected to appoint a new spokesperson to continue Arabic-language outreach. However, analysts say Adraee’s style will be difficult to replicate.
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