Shaping Perception: Hezbollah’s Victory Campaign After the Ceasefire
November 27, 2024 – Morning in Lebanon: Citizens returning to a village in southern Lebanon gathered around a central square to burn an Israeli flag, creating a symbolic image that quickly defined the day and the narrative Hezbollah seeks to project: framing the withdrawal of IDF forces and the ceasefire agreement as a victory for the resistance.
On November 26, 2024 US president Joe Biden announced a ceasefire agreement was signed between Lebanon and Israel[1], bringing an end to a long war initiated by Hezbollah on October 8, 2023. The conclusion of this conflict has left Hezbollah in a precarious position, to say the least. While they retained their rocket capabilities and maintained a significant ground presence in southern Lebanon, the group suffered severe operational setbacks. Most notably, their entire senior leadership, including Secretary-General Hassan Nasrallah, was eliminated during the fighting. Domestically, the aftermath has created challenges within their primary base of support—the Shiite community in Lebanon and with their opponents within Lebanon.
Nonetheless, Hezbollah has made concerted efforts to frame the ceasefire and Israel’s withdrawal as a victory. For Hezbollah, this isn’t just about winning the narrative—it’s a fight for survival in the court of public opinion, both at home and abroad. Over the past 24 hours, Hezbollah has actively worked to shape its narrative, leveraging a campaign on its linked media platforms—primarily through affiliated news outlets such as Al-Manar, Al-Mayadeen, and other official and unofficial channels on social media.
The following article examines Hezbollah’s recent media campaign and its key messages disseminated by the organization and its affiliates between November 26 and 27, 2024 drawing insights from a variety of Hezbollah’s linked channels on Telegram.
Victory, Resilience and Legitimacy
Hezbollah’s recent media campaign focuses on framing the ceasefire as a victory over Israel. In many ways, it resembles Nasrallah’s “divine victory” campaign following the 2006 Second Lebanon War, yet it also differs significantly. While the 2006 campaign relied heavily on the speeches of its charismatic leader, Hassan Nasrallah, his death has shifted the focus of the current campaign. This time, it leans on a variety of voices, including political figures, as well as extensive use of media and social media platforms. Notably, the new Secretary-General’s speech was only broadcast days after the ceasefire took effect, highlighting the greater reliance on other figures and communication channels in shaping the narrative.
The newly launched “victory campaign” focuses on showcasing the group’s achievements during the war while underscoring the IDF’s failure to achieve its objectives. “Over more than 13 months, the resistance has maintained its pledge and fight, achieving victory over the delusional enemy that has failed to break its resolve or will. It is the battlefield that has spoken, with steadfast fighters relying on Allah to thwart the enemy’s goals, defeat its army, and pen with their blood epics of resilience and defiance during the battles of Al-Aqsa Flood and The Formidable in Might.”[2]
To underscore their perceived victory, Hezbollah highlighted Israel’s setbacks “the invading forces failed to occupy or secure any of the first-tier frontline towns… They also failed to establish a military-security buffer zone…The second phase of the ground operation was merely a political and media announcement”.[3] This narrative was further reinforced through images of symbolic acts, such as the burning of Israeli flags in southern Lebanon, the re-hanging of Hezbollah flags in central areas, and posters depicting the IDF’s “defeat.” The campaign also maximized its impact on social media by utilizing hashtags such as: “Victory from Allah” (#نصر_من_الله), “The Flag Has Not and Will Not Fall” (#لم_ولن_تسقط_الراية), and “The Battle of the Steadfast Ones” (#معركة_أولي_البأس).
Additionally, Hezbollah used internal Israeli criticism of the ceasefire agreement, portraying it as evidence that Israel lost the war and failed to achieve its goals (see examples below).
Hezbollah victory media campaign also incorporates statements from political leaders affiliated with Hezbollah. A key figure in this effort is Nabih Berri, the Lebanese parliament speaker and leader of the Amal movement, who framed the return of displaced civilians to their homes as a victory achieved through Hezbollah’s efforts. Echoed on Al-Mayadeen’s Telegram channel, Berri urged citizens to return to their lands, describing these areas as “the legacy of the martyrs”, cultivated by their sacrifices and crowned with triumph. He proclaimed, “Even if you must live among the rubble, return to your lands, which the Resistance has transformed into embers that cannot be tread upon”[9]. To reinforce its narrative, Hezbollah’s social media campaign utilizes imagery of crowds waving Hezbollah flags and families returning home.
While celebrating their victory and calling for resilience, Hezbollah also emphasizes mourning for its martyrs, underscoring the sacrifices made for the “resistance”. Frequent references to the loss of fighters and leaders, particularly the martyrdom of Hassan Nasrallah, reinforce the group’s narrative of dedication.
Above all, Hezbollah continues to portray itself as the protector of Lebanon, both militarily and socially. It claims responsibility for repelling Israeli aggression and facilitating the return of displaced civilians, positioning itself as a savior of the nation. To highlight these aspects, the campaign prominently features videos of Lebanese citizens returning to their homes, many of whom publicly express gratitude to Hezbollah, further reinforcing its image as a defender and provider for the people.
Is Hezbollah’s narrative of victory a genuine reflection of strength, or a carefully constructed facade to obscure deep strategic losses?
Hezbollah’s intensive effort to craft a narrative of victory stems from its operational and strategic position, which, in this case, highlight a significant crisis. The reality is that Hezbollah did not achieve a clear victory in the conflict. The war began when Hassan Nasrallah deliberately tied the situation in Gaza to Hezbollah’s attacks on Israel, framing the two fronts as inseparable within the broader Axis of Resistance.
More than a year later, however, Hezbollah has been compelled to halt its military operations, while the Gaza conflict remains active. This development marks a critical breakdown in the “equation” set by the organization. Confronted with this reality, Hezbollah has launched an intensive media campaign to reshape the narrative, emphasizing perceived successes to offset strategic losses and reassert its position within Lebanon. This effort is not merely about projecting strength but also about regaining legitimacy among its domestic base and reinforcing its standing within the other actors in the Axis of Resistance.
In summary, Hezbollah’s post-ceasefire narrative campaign underscores the group’s effort to mask significant operational setbacks by projecting strength, resilience, and to gain legitimacy. As Hezbollah’s narrative of victory circulates among its base, the group faces an uphill battle in reconciling its public image with the challenges it faces on the ground.
[1] Chehayeb, K., Mroue, B., & Federman, J. (2024, November 27). Israel, Palestinians, Hamas, Lebanon, Hezbollah: Ceasefire updates. AP News. Retrieved from https://apnews.com/article/israel-palestinians-hamas-lebanon-hezbollah-11-26-2024-aa165645d900a3d681ad127e05b0c561
[2] Official military Media statement https://t.me/mmirlb/27758
[3] Official military Media statement https://t.me/mmirlb/27758
[4] https://t.me/LebUpdate/48439
[5] https://t.me/Electrohizbullah/104692
[6] https://t.me/almanarnews/184491
[7] https://t.me/almanarnews/184413
[8] https://t.me/Electrohizbullah/104651
[9] https://t.me/almayadeenenglish/7480
[10] https://t.me/Eng_ahed/64158
[11] https://t.me/almanarnews/184490
