Hamas’s Hostage Videos as a Tool of Strategic Communication

Terror organizations increasingly utilize the media and especially digital platforms to disseminate strategic messages, particularly during conflicts. This study examines how Hamas employed hostage videos and other related publications as a form of strategic communication during the first 20 months of the 2023–2025 war with Israel. Drawing on qualitative content analysis of 166 media outputs published on Hamas’s official Telegram channel, including videos, infographics, and a few text-based posts, the study identifies five distinct genres: proof of life, revealing the hostages’ fate, rage or call for help, messages to hostage families or the Israeli public, and hostage release videos. Each genre reflects a specific communicative strategy, varying in tone, target audience, emotional appeal, and timing. The findings reveal that Hamas’s media operations are characterized by a high degree of intentionality, with different genres employed to advance political objectives, ranging from negotiation pressure and public mobilization to projecting legitimacy and resilience. The study contributes to the growing literature on terrorism and strategic communication, illustrating how non-state actors leverage visual media and emotional narratives to wage parallel battles over image, perception, and legitimacy.