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Members of the hasbara-oriented tech world WhatsApp group have eagerly taken up the call to shape public opinion as part of a bid to win what’s been described as the “second battlefield” and “the information war.”

The group, which also includes individuals affiliated with the influential American Israel Public Affairs Committee (AIPAC), has tirelessly worked to fire employees and punish activists for expressing pro-Palestinian views. It has also engaged in a successful push to cancel events held by prominent Palestinian voices, including an Arizona State University talk featuring Rep. Rashida Tlaib, a Michigan Democrat who is the only Palestinian-American in Congress. The group has also circulated circulated a push poll suggesting Rep. Tlaib should resign from Congress and provided an automatic means of thanking Rep. Dan Goldman, D-N.Y., for voting for her censure.

J-Ventures has also veered into an unusual kind of philanthropy: shipments of military supplies. The group has attempted to provide tactical gear to Israel’s equivalent of the U.S. Navy SEALs, known as Shayetet-13, and donated to a foundation dedicated to supporting the IDF’s undercover “Duvdevan” unit, which is known for infiltrating Palestinian populations. Many of the shipments intended for the IDF were held up at U.S. airports over customs issues.

Israel would soon lose international support as its military response in Gaza kills more Palestinian civilians, noted Schwarzbad, who stressed the need to refocus attention on Israeli civilian deaths. “Try to use names and ages whenever you can,” she said. Don’t refer to statistics of the dead, use stories. “Say something like, 'Noah, age 26, was celebrating with her friends at a music festival on the holiest day of the week, Shabbat. Imagine if your daughter was at Coachella.’”

The Israel-based venture capitalist outlined three categories of people for whom outreach, rather than attacks, is the best strategy. The first group is what he dubbed “the impressionables,” who are "typically young people, they reflexively support the weak, oppose the oppressor," but "are not really knowledgeable." For this category of people, the goal is not to "convince them of anything," but to "show them that it's much more complicated than it seems." Seeding doubt, he said, would make certain audiences think twice before attending a protest. "So it's really about creating some kind of confusion,” Fisher continued, “but really, just to make it clear to them that it's really a lot more complicated."

The final group consists of those who are "reflexively pro-Israel, kind of ‘Israel, right or wrong.’" Members of this group "are not actually very knowledgeable," so they needed to be equipped with the right facts to make them "more effective in advocating for Israel,” Fisher said.

Last year, the Israeli government revoked funding for a theater in Jaffa for screening the film, while government figures called for other repercussions to Netflix for streaming it.

efforts to discredit HRW stem directly from its outspoken criticism of Israel’s record in the occupied territories and its military conduct. An HRW report released the same day as Fisher’s remarks cited the World Health Organization’s conclusion that the IDF had killed roughly one child in Gaza every 10 minutes since the outbreak of violence in October.

members of the J-Ventures group chat also internally circulated a petition for Netflix to remove the award-winning Jordanian film ‘Farha,’ claiming that its portrayal of the actions of IDF soldiers during the 1948 displacement of Palestinians constituted “blood libel,” while another said the film was based “antisemitism and lies.”

Fisher repeatedly noted the need to offer accurate and nuanced information to rebut critics of Israel's actions. Yet at times, he offered his own misinformation, such as his claim that "anti-Israel" human rights organizations like Amnesty International and Human Rights Watch "didn't condemn the October 7th massacre."

One member noted that despite the controversy over a scene in the film in which Israeli soldiers execute a Palestinian family, Israeli historians have documented that “such actions have indeed happened.” The critique was rejected by other members of the group, who said the film constituted “incitement” against Jews.

a variety of automated attempts to remove pro-Palestinian content on social media

Over the last two months, dozens of individuals have been fired for expressing opinions related to the war in Gaza and Israel. Most have been dismissed for expressing pro-Palestinian views, including a writer for PhillyVoice, the editor of ArtForum, an apprentice at German publishing giant Axel Springer, and Michael Eisen, the editor-in-chief of eLife, a prominent science journal. Eisen’s offense was a tweet sharing a satirical article from The Onion seen as sympathetic to the plight of Palestinians in Gaza.

The WhatsApp chats provide a rare look at the organizing efforts behind the broad push to fire critics of Israel and suppress public events featuring critics of the Israeli government. The scope is surprisingly broad, ranging from investigating the funding sources of student organizations such as Model Arab League, to monitoring an organizing toolkit of a Palestine Solidarity Working Group – “They are verrrry well organized”, one member exclaimed – to working directly with high-level tech executives to fire pro-Palestinian employees.

One participant even suggested that they appeal to the university’s “woke” aversion to exposing students to uncomfortable ideas.   The participant drafted a sample letter claiming that Tlaib’s appearance threatened ASU’s “commitment to a safe and inclusive environment.” The following day, ASU officially canceled the Tlaib event, citing “procedural issues.”

Lior Netzer, a business consultant based in Massachusetts, and a member of the J-Ventures WhatsApp group, requested help pressuring the University of Vermont to cancel a lecture with Mohammed El-Kurd, a Palestinian writer for The Nation magazine. Netzer shared a sample script that alleged that El-Kurd had engaged in anti-Semitic speech in the past.The effort also appeared to be successful. Shortly after the letter-writing campaign, UVM canceled the talk, citing safety concerns.

The WhatsApp group maintained a special focus on elite universities and white-collar professional positions. Group members not only circulated multiple petitions to fire professors and blacklist students from working at major law firms for allegedly engaging in extremist rhetoric, but a J-Ventures spreadsheet lists specific task force teams to "get professors removed who teach falcehoods [sic] to their students." The list includes academics at Cornell University, the University of California, Davis, and NYU’s Abu Dhabi campus, among others.

Many of the messages in the group focused on ways in which to shape student life at Stanford University, including support for pro-Israel activists. The attempted interventions into campus life at times hinged on the absurd. Shortly after comedian Amy Schumer posted a now-deleted satirical cartoon lampooning pro-Palestinian protesters as supporters of rape and beheadings, Epstein, the operating partner at Bessemer Ventures Partners and member of the J-Ventures WhatsApp group, asked, “How can we get this political cartoon published in the Stanford Daily?"

The influence extended beyond the business and tech world and into politics. The J-Ventures team includes advocates with the most powerful pro-Israel lobbying organization, the American Israel Public Affairs Committee, better known as AIPAC. Officials in the J-Ventures group include investor David Wagonfeld, whose biography states he is “leading AIPAC Silicon Valley;” Tartakovsky, listed as “AIPAC Political Chair;” Adam Milstein, a real estate executive and major AIPAC donor; and AIPAC-affiliated activists Drs. Kathy Fields and Garry Rayant. Kenneth Baer, a former White House advisor to President Barack Obama and communications counsel to the Anti-Defamation League, is also an active member of the group.

Other fundraising efforts from J-Ventures included an emergency fund to provide direct support for IDF units, including the naval commando unit Shayetet-13. The leaked planning document also uncovers attempts to supply the mostly female Caracal Battalion with grenade pouches and to donate M16 rifle scope mounts, “FN MAG” machine gun carrier vests, and drones to unnamed IDF units. According to the planning document, customs enforcement barriers have stranded many of the packages destined for the IDF in Montana and Colorado.

the morning after being reached for comment, Hermoni warned the WhatsApp group against cooperating with our inquiries. “Two journalists … are trying to have an anti semi[tic] portrait of our activity to support Israel and reaching out to members,” he wrote. “Please ignore them and do not cooperate.” he advised. Shortly thereafter, we were kicked out of the group

Victory on the “media battlefield,” Hoffman concluded, “eases pressure on IDF to go quicker, to wrap up” and “goes a long way to deciding how much time Israel has to complete an operation.”