The Self and the Other in Israeli Propaganda Discourse on Social Media during the Israeli–Iranian War: as Applied to the “Israel Speaks Arabic” Page during the Israeli–Iranian War 2025.

The main objective of this study is to observe, analyze, and interpret the features and characteristics of Israeli propaganda discourse on the “Israel Speaks Arabic” Facebook page during the Israeli–Iranian war (the Twelve-Day War, June 13–24, 2025). This is achieved through applying Van Dijk’s model of ideological discourse analysis, which reveals how the discourse employed arguments, methods, and tactics to build its strategies concerning the characteristics of the Self (Israel) versus the Other (Iran), thereby reinforcing and promoting its war narratives.
The study found that the discourse of the “Israel Speaks Arabic” page during the Israeli–Iranian war relied on four strategies, employed according to Van Dijk’s ideological square. The strategy of emphasizing the positives of the Self was evident in the discourse’s focus on highlighting Israel’s strength and superiority as a unique and distinguished state in all fields—military, political, economic, technological, and moral—as well as in praising Israeli leaders and people. Conversely, the discourse employed the strategy of emphasizing the negatives of the Other, portraying the Iranian regime as brutal, describing it as the world’s largest terrorist regime, shedding blood without any religious or humanitarian standards, targeting innocent Israeli civilians, and attempting to kill women and children. As for the strategy of not emphasizing the negatives of the Self, the discourse employed it to justify attacks on Iran as acts of self-defense and defense of the world, while stressing that Israel avoids targeting Iranian civilians and follows an ethical approach in its operations in Iran, including warning residents to evacuate areas near airstrikes before any attack. Finally, the strategy of not emphasizing the positives of the Other was reflected in ignoring any victories achieved by Iran inside Israel.