Egypt’s Hebrew Channel Proposal: When Soft Power Becomes a Two-Way Street
Egypt’s consideration of launching a Hebrew-language media channel signals a fundamental shift in how Middle Eastern nations view public diplomacy—from defensive messaging to proactive engagement.
The Rise of Cross-Cultural Media Warfare
The proposal by Egyptian journalist Nashaat El-Dihy to establish “Egypt in Hebrew” reflects a growing recognition that traditional diplomatic channels alone cannot shape public opinion in an interconnected world. Israel’s Arabic-language media outlets, including “Israel in Arabic” on various platforms, have gained substantial followings across the Arab world by offering direct communication that bypasses traditional media gatekeepers. These channels have proven effective in presenting Israeli perspectives on regional issues, cultural content, and even lifestyle programming that humanizes Israeli society to Arab audiences.
This media strategy represents a sophisticated form of soft power that goes beyond conventional propaganda. By speaking directly to citizens in their native language, these initiatives create parasocial relationships between nations that have historically been adversaries. The success of Israeli Arabic-language content has demonstrated that audiences are willing to consume media from “the other side” when it’s presented in an accessible, culturally aware format.
Egypt’s Strategic Calculus
For Egypt, launching a Hebrew channel would serve multiple strategic purposes. First, it would allow Cairo to directly influence Israeli public discourse about Egyptian policies, particularly regarding Gaza, regional stability, and the peace process. Currently, Israeli perceptions of Egypt are largely filtered through Israeli media, which may not always align with Egyptian interests or perspectives. A Hebrew-language channel could help Egypt shape narratives about its role as a regional mediator and showcase its cultural heritage to Israeli audiences who may have limited exposure to contemporary Egyptian society.
The timing of this proposal is particularly significant given Egypt’s delicate position between maintaining its peace treaty with Israel while also responding to domestic pressure regarding the Palestinian cause. A Hebrew channel could provide Egypt with a tool to explain its positions directly to Israeli citizens, potentially building grassroots support for Egyptian diplomatic initiatives that might otherwise be misunderstood or misrepresented.
The Democratization of Diplomatic Discourse
This development represents a broader trend in international relations where state actors increasingly recognize that winning hearts and minds requires speaking directly to foreign publics rather than merely engaging with their governments. The proliferation of social media and streaming platforms has democratized access to foreign audiences, making it possible for countries to establish direct channels of communication at relatively low cost.
However, this strategy also carries risks. Language-specific channels can become echo chambers that merely reinforce existing biases rather than challenging them. There’s also the question of credibility—audiences are increasingly sophisticated about identifying state-sponsored content and may be skeptical of messaging that appears too closely aligned with government positions. The success of such initiatives often depends on striking a delicate balance between advancing national interests and providing genuine value to foreign audiences through entertainment, education, or authentic cultural exchange.
As more nations adopt this approach to public diplomacy, we may be witnessing the emergence of a new form of international dialogue—one where states compete not just for military or economic dominance, but for mindshare among each other’s citizens. Will this lead to greater understanding between peoples, or simply create new battlegrounds for information warfare?
