The Rise of Settler Influencers in the West Bank

In the Hebron foothills, the small farm Gefen Ami serves as a backdrop for Ayala Ben-Baruch, an emerging influencer with nearly 40,000 followers. Alongside her husband, Yair, she showcases daily life on social media, portraying a pastoral existence that resonates with the aesthetics of the "trad-wife" movement. This movement, rooted in conservative values, emphasizes domesticity and family life, mirroring the experiences of women in the West Bank who are increasingly using platforms like Instagram to share their narratives. However, the reality at Gefen Ami is stark; the farm lacks basic infrastructure, being classified as an unauthorized outpost under Israeli law, which subjects it to potential dismantlement by the military.

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Neta Kligler-Vilenchik, an associate professor at Hebrew University, notes that these influencers navigate a unique social media vernacular that blends beauty with authenticity. While many influencers present serene family life, some, like Rivka Lafair, juxtapose this aesthetic with overtly political messages, calling for violence against Palestinians. Lafair's controversial content has led to her being blocked on Instagram, yet she continues to build her presence on TikTok. In contrast, Lital Chezi, another influencer, aims to challenge traditional expectations of settler women by incorporating political engagement and personal empowerment into her content.

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The influencer landscape is not monolithic. Naama Kazes, who transitioned from an ultra-Orthodox background, shares her experiences of life in a well-developed settlement, aiming to attract more Israelis to the region. She emphasizes the beauty of the land and its historical significance, distancing her narrative from overt political discourse. Many influencers, including Sheefah Levy, prefer to express their identities through subtle symbols and shared experiences rather than direct political commentary. This approach reflects a broader trend among young people to focus on identity-based content rather than explicit political statements.

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Despite the idyllic portrayals, critics highlight the complexities of life in the West Bank. Organizations like Peace Now report that a significant portion of land controlled by settlers does not legally qualify as state land, raising questions about the legitimacy of these outposts. The influencers often downplay the violence in the region, attributing it to fringe elements rather than acknowledging the broader context of conflict. Chezi describes violent actors as "lost, high-risk kids," while others argue that the establishment of outposts is part of a coordinated effort to expand settlements.

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The narratives presented by settler influencers on social media serve to reclaim and reshape the image of life in the West Bank. While they often depict a serene and pastoral existence, the underlying realities of unauthorized settlements and ongoing conflict complicate these portrayals. As Ayala Ben-Baruch states, “This is the picture you won’t get from the news,” highlighting the influencers' intent to present a narrative that contrasts sharply with mainstream media coverage.

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