The Power of Discourse or the Discourse of Power: Hezbollah’s Communication Strategy in Political and Military Contexts
Abstract
This study critically examines Hezbollah’s communication strategy from 2006 to 2024, focusing on how the organization constructs legitimacy and consolidates power through discourse across political and military contexts. Drawing on Michel Foucault’s theory of discourse and power, along with agenda-setting and image repair frameworks from strategic communication and public relations, the paper investigates how Hezbollah crafts narratives of Resistance, martyrdom, and invincibility. By analysing key events, including the 2006 war, the dissemination of Hudhod drone footage, and the 2024 release of the Imad-4 tunnel video, this research reveals how Hezbollah uses both textual (e.g., Nasrallah’s speeches) and visual (e.g., propaganda footage) media to frame its actions as legitimate and necessary. The methodology combines critical discourse analysis (CDA) with visual media analysis and semi-structured asynchronous interviews with regional communication experts. The findings show that Hezbollah’s strategic messaging is highly calculated, leveraging religious symbolism, technological sophistication, and multi-platform dissemination to maintain symbolic authority. The study also considers the emerging role of AI technologies in narrative construction and information warfare. Ultimately, this research argues that Hezbollah’s communicative success lies in its ability to define the terms of conflict, influence public perception, and maintain narrative control in a volatile regional environment. It contributes to broader understandings of how non-state actors employ discourse as a tool of power in the digital age.
Keywords: Hezbollah, strategic communication, narrative construction, agenda-setting, AI in propaganda.
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