Avichay Adraee: Israel’s Controversial Military Spokesperson

TEL AVIV, Israel (AP) – For over two and a half years, Avichay Adraee has been a significant online presence for people in Gaza and Lebanon. As Israel’s Arabic-language military spokesperson, he plays a central role in communicating warnings about Israeli military actions. Adraee’s prominent role has made him both a recognizable figure in the Arab world and a subject of mixed emotions among the populace.

On his social media platforms, which boast 2.5 million followers, Adraee communicates official statements, often dressed in military attire. He delivers these using fluent Arabic and sometimes injects satire or pop culture references, further engaging his audience.

Impacts of War and Adraee’s Role

Since the conflict sparked by Hamas’ attacks on October 7, 2023, Adraee’s posts have included urgent evacuation warnings for civilians in designated areas of Gaza and Lebanon. His messages have prompted widespread evacuation, with many seeking refuge in makeshift tent camps. Although he faces criticism with some associating him with death and displacement, Adraee maintains his belief that his warnings have saved lives, stating, “Because of these evacuation orders, many millions were saved.”

“Adraee is the face of evil, to me and to the people of Gaza,” said Ayman Ahmad, a resident of Khan Younis, who has faced displacement twice during the war.

Adraee’s Background and Rise

Adraee, 43, was raised in Haifa, a city with both Jewish and Arab residents, in northern Israel. His paternal family is among the Jewish community that settled in the area before Israel’s establishment in 1948. His maternal roots trace back to Iraqi Jews fleeing violence. Adraee’s interest in Arabic developed through exposure to Egyptian soap operas and formal education.

Appointed as the first Arabic-language spokesperson for the Israeli military in 2005, Adraee gained visibility through TV interviews, notably on Al Jazeera. With the surge of social media post-2011, Adraee adapted his communication style to match the informal and far-reaching nature of these platforms.

His creative approach included viral videos such as a satirical Trip Advisor review of Hamas tunnels, aiming to spread important messages in an engaging manner. As he noted, “We want people to remember you, so you have to be more creative.”

Military Spokespersons in a Digital Era

Fawaz Gerges, a Middle East studies professor, observed Adraee’s dual role as a feared informer and a de facto influencer for Israel. Adraee’s impact highlights a broader trend of spokespeople engaging audiences with creative, sometimes viral, content.

Adraee leaves a controversial legacy, particularly with accusations of incitement related to journalists’ safety. The Committee to Protect Journalists notes Adraee’s tendencies to brand journalists as militants without substantial evidence.

With at least 207 journalist deaths in Gaza and 16 in Lebanon documented since 2023, Adraee’s role and statements have faced criticism from media freedoms organizations.

Transition in Leadership

Adraee is set to retire after two decades, with Lt. Col. Ella Waweya becoming the new Arabic-language spokesperson, notably as the military’s highest-ranking Muslim woman. Despite controversies, Adraee leaves a mark as a prominent figure able to engage directly with audiences, such as a recent interaction with a teenager in Lebanon, underscoring his accessibility on platforms like Instagram.

Reflecting on an unusual Instagram message from a Beirut teen claiming her school was hiding weapons, Adraee viewed it as a validation of his accessibility to the public.