Avichay Adraee: Israel’s Arabic-Speaking Military Spokesman

In Tel Aviv, Israel, Avichay Adraee has become a notable figure for hundreds of thousands of people in Gaza and Lebanon. As Israel’s Arabic-language military spokesman, he has been the face of its campaigns, delivering warnings ahead of strikes and offensives. His social media presence has gained him both notoriety and intrigue within the Arab world.

Across various platforms, Adraee communicates with his 2.5 million followers through videos that often employ satire and pop culture references, all in fluent Arabic. During the conflicts ignited by Hamas’ attack on October 7, 2023, Adraee’s accounts have issued evacuation warnings for civilians. These warnings often prompt people to seek refuge in makeshift camps, highlighting his influence.

The Impact of Warnings

Adraee defends his actions by asserting that his warnings have saved lives. He states, “Because of these evacuation orders, many millions were saved.” Despite this claim, his image among Palestinians and Lebanese remains contentious. His face symbolizes fear for many, such as Ayman Ahmad from Khan Younis in Gaza. Ahmad notes that while few knew of Adraee before the conflict, now his posts are closely watched as precursors to disaster.

Background and Influences

Adraee’s family roots trace back to Haifa in Northern Israel, where he grew up in a mixed Jewish and Arab city. He has a strong connection to Arabic, influenced by his Iraqi mother’s heritage and familial ties. Watching Egyptian soap operas and learning the language in school fueled his passion.

Social Media Strategy

Having started as the military’s first Arabic-language spokesperson in 2005, Adraee embraced social media in 2011. The rise of these platforms allowed him to reach audiences directly. His creative use of media, including satirical videos, helps his messages resonate. For instance, his video parodying a Hamas leader reviewing tunnels was widely shared.

Adraee’s approach involves engaging directly with audiences through social media, bypassing traditional channels. He strives to keep people informed and attentive to Israel’s narratives.

Controversial Role

Adraee’s methods have sparked debate. Fawaz Gerges, a Middle East studies professor, describes Adraee’s posts as having life-and-death implications. His ability to engage with Arab audiences highlights the strategic use of social media by military spokespeople.

Accusations have arisen regarding the justification of journalist killings. The Committee to Protect Journalists accuses him of labeling journalists as militants without evidence. Adraee defends his actions, acknowledging a mistake with a mislabeled photo but maintaining his stance.

Retirement and Legacy

After 20 years, Adraee will retire, making way for Lt. Col. Ella Waweya, the military’s highest-ranking Muslim woman. A recent incident involved a teenager from Beirut pranking Adraee on Instagram about weapons in a school, resulting in a panic and military search.

This episode, though later revealed as a joke, underscores Adraee’s accessibility. He remarks, “The fact that the (Israeli military) spokesperson is someone you can write to on Instagram, that’s the whole story.”

The Associated Press contributed to this report.