In the digital age, influence campaigns have become a powerful tool for shaping public opinion. One such campaign, led by Brad Parscale, former Trump campaign manager, aimed to bolster Israel’s image among young conservatives. However, the campaign’s tactics and its unintended consequences have sparked controversy and raised questions about the ethics of digital influence operations.
The campaign, which began last September, was orchestrated by Parscale’s firm, Clock Tower X, under a contract with the global ad agency Havas on behalf of the State of Israel. The agreement involved creating 100 original pieces of content each month, with at least 80% aimed at Gen Z audiences across various social media platforms. The goal was to combat rising antisemitism online and prevent young conservatives from turning against Israel.
The Digital Influence Operation
Parscale’s operation was a complex network of interconnected firms, including Campaign Nucleus and Influenceable. Through private group chats, conservative influencers received suggested language for posts on social media sites. They were then compensated based on the impressions and engagement their content generated. The campaign also aimed to influence how AI tools characterized Israel and the war.
The campaign’s tactics became evident when a senior U.S. official noticed a coordinated effort to criticize President Donald Trump‘s ceasefire deal with Iran on June 17. Online influencers in Trump’s MAGA movement excoriated the agreement, sharing an Israeli op-ed and a video of Qatar’s prime minister appearing to snub Vice President J.D. Vance. The official believed that Parscale was at the center of this criticism, despite Parscale’s denial of any involvement.
The Unintended Consequences
The campaign, which was intended to improve Israel’s reputation among young conservatives, had the opposite effect. Support for Israel continued to erode on the American right and across the broader U.S. electorate. According to the Pew Research Center, favorable views of both Israel and Prime Minister Benjamin Netanyahu have fallen since last year. Global antisemitic incidents have also surged since the Iran war’s outbreak.
Inside the White House, officials were frustrated by the campaign’s evolution. What had begun as an effort to keep the American right supportive of Israel had evolved into an influence campaign that was colliding with the President’s political interests. The very media ecosystem Parscale had promised to activate was now helping to circulate arguments that undercut Trump’s effort to end the war.
The Broader Context
Israel is not alone in trying to shape American online discourse to its advantage. Governments around the world increasingly employ digital influence operations to shape public opinion and advance their national interests. What made this case unusual was the target: not swing voters or the American public at large, but the President’s own political base.
The campaign’s tactics and its unintended consequences raise important questions about the ethics of digital influence operations. As the digital landscape continues to evolve, it is crucial to understand the potential impacts of such campaigns and the need for transparency and accountability.
