The Fundamental and Applied Studies of the Islamic World

Reputational Restoration Through Narrative: A Narrative Analysis of Netanyahu's UN General Assembly Addresses in 2024 and 2025 Post-October 7th

Document Type : Original Article

Authors

mohammad nassirzadeh 1
Farideh Mohammad ALipour, 2

1 Ph.D. Student in International Relations ,Faculty of Law and Political Science. Kharazmi University

2 Department of International Relations, Faculty of Law and Political Science, Kharazmi University, Tehran, Iran

10.22034/fasiw.2026.255209
Abstract
The military operations in Gaza following October 7, 2023, have significantly damaged Israel's international reputation, prompting a strategic response aimed at reputation management. This study examines how Benjamin Netanyahu's UN General Assembly speeches on September 27, 2024, and September 26, 2025, attempted to restore Israel's global standing. Using a conceptual framework that combines Image Repair Theory, Social Representations Theory, and the concept of Identity Entrepreneurship, and employing a thematic analysis method based on the Brown and Clarke model, this research tests a central hypothesis. The hypothesis posits that the speeches employed a defensive narrative, denying allegations and shifting responsibility to a constructed "Other" to transform Israel's image from "accused" to "defender of democracy and civilization." The findings confirm that Netanyahu's addresses strategically fused "denial" and "blame shifting." He sought to reframe international accusations by presenting Israel as a "victim," justifying military operations as "defensive actions," and representing Hamas as an existential threat to civilization. Through identity entrepreneurship, the speeches positioned Israel as a legitimate defender of Western values, reinforcing an "us versus them" dichotomy to foster in-group solidarity and mitigate reputational damage. This narrative was designed to recontextualize the conflict within a broader civilizational struggle.

Keywords

Image Repair
Social Representation
Identity Entrepreneurship
Narrative
Reputational Security
Subjects

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