Image concerns trail security for voters

Israeli voters are set to head to the polls on October 27 to choose the next government. While the country's international reputation has drawn attention in recent months, experts say it is not the primary factor driving the election. Security remains the central concern for the public, particularly in the wake of the October 7, 2023, Hamas-led attack.

The election is also shaped by internal divisions over Prime Minister Benjamin Netanyahu. These factors currently outweigh questions about how Israel is perceived abroad. Most of the roughly dozen parties expected to win seats in the Knesset have not made the country's global image a central part of their platforms.

Reports of friction abroad have increased in recent months. In July, tourists in Montenegro were confronted by individuals who accused them of taking holidays during a genocide. An Israeli woman reported that a restaurant in Greece denied her service based on her nationality. A mother and her daughter were beaten in Thailand after identifying themselves as Israelis. A couple checking into a hotel in California were asked if they were baby killers.

These anecdotes align with survey data showing unfavorable views of Israel globally. A Pew survey conducted between February and May found that a median of 67% of adults across 36 countries viewed Israel unfavorably. More world leaders have described Israel's military operations in Gaza as disproportionate. Some allies have also distanced themselves or imposed sanctions due to government policies and settler violence in the West Bank.

Yaakov Katz, a senior fellow at the Jewish People Policy Institute, told the Jewish Telegraphic Agency that criticism of the government's international messaging has not become a major electoral issue. He noted that many Israelis accept the argument that global hostility is rooted in antisemitism. Katz warned that the average Israeli may not fully grasp the consequences of declining support, especially from the United States, while relying on President Donald Trump's endorsement of Netanyahu for reassurance.

Ofir Dayan, a senior fellow at Tel Aviv University’s Institute for National Security Studies, said Israelis are aware of and troubled by foreign hostility. However, after more than three years of war, other concerns carry greater weight. She stated, "Israeli voters are very much one-issue voters, and the issue in this election is security."

Former Israel Defense Forces international spokesman Peter Lerner told the JTA that foreign standing ranks behind internal political divisions. He said the split between the left and the right, as well as divisions over Netanyahu, are more pressing for voters than diplomatic standing.

B’Yachad, led by former prime ministers Naftali Bennett and Yair Lapid, has proposed a non-voting parliamentary observer focused on Diaspora Jewish issues. Amcha Yisrael, a right-wing party led by former IDF Brig. Gen. Ofer Winter, includes public diplomacy activists among its candidates. Yoseph Haddad, a candidate for the party, has expressed interest in becoming the public diplomacy minister.

Journalist Eylon Levy, speaking on a podcast, said candidates generally view public diplomacy through the lens of national interests. He described the Otzma Yehudit Party's approach as emphasizing toughness. Levy criticized left-wing expectations that moderate conduct would quickly restore normal relations. He suggested that while a change in government would not immediately transform perceptions, a moderate administration might receive a grace period from supportive countries.