Much of this is down to an increasing number of younger people using social media rather than mainstream outlets, which are overwhelmingly pro-Israel, for their news. The Spokesperson’s UnitThe Israeli foreign ministry also launched an initiative to fund an Israel tour for social media influencers associated with the Make America Great Again (Maga) movement. Braun was subsequently removed from her position and barred from continuing as social media coordinator for the army. Lester explained that the Spokesperson’s Unit is divided into three branches: Hebrew media, international media, and Arabic media. She described the strategy as a “triumphant failure” where, despite Israel’s consolidation of power over mainstream media and social media ownership, it has been unable to break through the cultural zeitgeist shifting under its feet and the organised social movement behind it.