Communicating across cultures: Military strategies and the use of Islamic expressions in the Arabic IDF’s digital diplomacy on Twitter (X)

Abstract

This study examines the strategic use of Islamic expressions by Avichay Adraee, the Arabic spokesperson for the Israel Defense Forces (IDF), on Twitter. As a non-Muslim Jewish official, Adraee incorporates Islamic references to engage Arabic-speaking audiences, presenting an innovative approach to military communication. Through a grounded theory methodology, the study conducts an in-depth analysis of 155 tweets, identifying four key strategies: (1) religious framing for legitimacy and delegitimization; (2) duality of morality by contrasting ethical self with a hypocritical other; (3) leveraging Islamic events for cultural resonance; and (4) promoting cultural normalization and inclusivity to build strategic rapport. These findings highlight how religious discourse serves as a political tool for public diplomacy, shaping perceptions and narratives in online spaces tailored to the target audience’s cultural context. The study advances media and communication research by addressing gaps in cross-cultural digital strategies. However, limitations include a focus on Twitter and the lack of audience reception analysis. Future research should explore other digital platforms and comparative studies of communication strategies employed by military officials.