Comunicação digital no conflito Israel-Hamasum estudo de caso sobre o Instituto Brasil-Israel

Resumo

This study investigates the digital communication of the Brazil–Israel Institute (IBI) following the Hamas attack on Israel in October 2023. How is the digital communication of a Third Sector organization – whose slogan is “Absolute truths are absolutely fragile: bet on complexity” – produced when addressing a polarizing topic, while aiming for a balanced stance, within an environment shaped by digital social media platforms whose inherent logic favors simplification and performative outrage? Taking into account the existence in Brazil (and worldwide) of what may be described as “structural antisemitism” and “identitarianism" (inside and outside the Jewish community), what objectives, achievements, limitations, dilemmas, and obstacles are identified by those responsible for defining IBI’s communication strategy? To what extent is the plurality of opinions within the organization simultaneously a strength and a challenge for the formulation and dissemination of its messages? This qualitative research is primarily based on interviews conducted with the professionals and volunteers responsible for the Institute. As a quantitative backdrop, we have data on the evolution of the organization’s presence on digital social media platforms between October 7, 2023, and October 7, 2025; the identification of content with the greatest reach and engagement on each platform; and the results of a public opinion survey on Brazilian perceptions of Israel and Jews, carried out by the research institute Ideia Big Data. The interviews reveal both convergent and divergent perceptions regarding the success of the Institute’s communication and reputation-building efforts. The main conclusion, however, is that further research is needed to deepen and expand the understanding of “anti-Zionism” (the most visible manifestation of antisemitism today), how contemporary Jewish identity is expressed within progressive and conservative spheres, the impact of these phenomena on international relations, and the role of communication in this context.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38851

Temas

Tecnologia

Palavras-chave

Comunicação digitalIdentitarismoSíntese de identidadesAntissemitismoIsraelDigital communicationIdentitarianismIdentity synthesisAntissemitismComunicaçãoComunicações digitaisRedes sociaisAssociações sem fins lucrativos