Social media plays a significant role in shaping public opinion and discourse around the normalization of relations between Arab countries and the Israeli entity. The normalization process, which refers to establishing official diplomatic, economic, and social relations between countries that previously had little to no ties, has been a highly sensitive and controversial issue in the Arab world. Social media has amplified both support and opposition to this process, creating a complex and often contentious environment.

Social media plays an essential role in shaping either acceptance of this process or exposing its ugly and true face. Below, we outline both scenarios:

The Role of Social Media in the Normalization Process

1. Public Diplomacy and Soft Power: Governments and proponents of normalization use social media as a tool for public diplomacy. They promote the benefits of normalization, such as economic cooperation, technological exchange, and increased regional stability. Social media platforms allow for the dissemination of positive narratives, highlighting success stories of collaboration and mutual benefits.

2. Engagement and Dialogue: Social media enhances direct communication between citizens of different countries. Platforms like X (formerly Twitter), Facebook, and Instagram enable people from Arab countries and Israel to engage in dialogue, exchange views, and build connections. This person-to-person interaction can help break down stereotypes and foster a sense of shared humanity, which is crucial for the normalization process.

3. Influencers and Celebrity Endorsements: Influencers and celebrities with large followings can sway public opinion. When influential figures endorse normalization or share content supporting peaceful relations, it can encourage their followers to view the process more positively. These endorsements can also help normalize the idea of Arab-Israeli cooperation within popular culture.

4. Showcasing Positive Models and Exploiting Positive Events: Highlighting success stories of companies or individuals who have benefited from normalization aims to convince others that normalization is the best choice for the region’s economic future. Positive events resulting from normalization, such as mutual visits and economic agreements, are also exploited to reinforce their viewpoint.

From my perspective, social media helps spread misinformation, as these platforms are fertile ground for misleading information about normalization. False or misleading information can be used to inflame tensions, create misunderstandings, and further polarize opinions. This can hinder constructive dialogue and exacerbate divisions within societies.

The Role of Social Media in Opposing Normalization

Conversely, social media has played a crucial role in drawing global attention to the realities on the ground in Palestine. These platforms (despite often being biased) have provided Palestinians with a space to share their experiences, document human rights violations, and rally international support. Through videos, photos, and firsthand accounts, social media has revealed to many the daily challenges faced by Palestinians, which traditional media may not always cover.

On the other hand, Palestinian activists seek to expose normalization and reveal the collaboration of companies and politicians with the occupation by presenting concrete evidence and highlighting the negative consequences of normalization. They use powerful visual language, such as images and videos, to build strong and compelling narratives. However, they face significant challenges such as information warfare, censorship, and the dominance of the Israeli narrative in traditional media, in addition to bias on some platforms toward Israeli narratives or normalization supporters. Despite these challenges, activists continue to use these platforms to raise awareness and rally support for the Palestinian cause, emphasizing the importance of maintaining facts and mutual respect in the discussion.

Here are some live examples demonstrating the impact of social media:

• #FreePalestine: One of the oldest and most popular hashtags used to express solidarity with the Palestinian people. It has been used in many campaigns and protests around the world and has succeeded in drawing international public attention.
• #BoycottIsrael: A campaign to boycott Israeli products that has achieved great success, especially in universities and civil societies. Social media was used to promote this campaign and encourage people to participate.
• Exposing Israeli War Crimes Campaigns: Social media has been used to broadcast live events in Palestine and share images and videos showing Israeli war crimes, which have angered global public opinion and prompted many governments to condemn these crimes.
• Solidarity Campaigns with Palestinian Prisoners: Social media has been used to express solidarity with Palestinian prisoners and demand their release, such as #SaltandWater and other campaigns.

Finally, for anti-normalization campaigns to succeed, they must be carefully planned and focused on effective strategies that achieve broad and sustainable impact. Here are some tips that can contribute to the success of anti-normalization campaigns:

1. Unifying the Message and Vision: Ensure that the campaign's message is unified, clear, and consistent, reflecting a collective stance and embodying the values and principles the campaign aims to defend. A unified message strengthens the campaign and makes it easier for the public to understand and adopt.

2. Effectively Utilizing Social Media: Social media is an ideal and effective place to spread the message widely. Take advantage of all available platforms (X, Facebook, Instagram, YouTube) and create attention-grabbing content like videos, infographics, and educational articles. Use impactful hashtags and collaborate with influencers to support the campaign while being careful not to violate the biased rules of these platforms to continue using them.

3. Awareness and Education: Focus on raising public awareness about the political, economic, and social dangers and implications of normalization. Present information supported by evidence, proofs, and documented statistics (this is crucial) on how normalization affects the Palestinian cause and the rights of the Palestinian people.

4. Collaboration with Human Rights Organizations and Groups: Collaborating with local and international human rights organizations adds legitimacy and increases the campaign's impact. These organizations can provide legal, media, and organizational support, enhancing the campaign's effectiveness.

5. Organizing Field and Public Events: Alongside digital activity, organizing field events such as protests, seminars, conferences, and cultural exhibitions that call for resisting normalization is essential. These events can create momentum and garner broader public support.

6. Focusing on Economic Impact: Highlighting the economic impact of normalization and how it could harm national interests is very important. Provide examples of successful past economic boycotts and how this strategy can be used to pressure governments and companies not to engage in normalization.

7. Highlighting Successful Models: Showcasing successful examples of anti-normalization campaigns from other countries or regions contributes to convincing the public of the efficacy of the anti-normalization stance. Highlighting these models can encourage others to join the campaign and serve as proof of the effectiveness of these movements.

8. Involving Public Figures and Intellectuals: Inviting public figures and intellectuals to support the campaign publicly can add credibility and increase its impact. Their statements and involvement can attract media and public attention.

9. Continuous Monitoring and Evaluation: Regularly review and evaluate the campaign's performance to ensure the desired goals are achieved. Adapting to changes and updating strategies as needed is key to sustainable success.

10. Building an International Support Network: Connecting with anti-normalization movements in other countries and building an international support network strengthens the campaign. Global support can increase pressure on the parties involved in normalization.

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