18 June 2018

Nas Daily: Normalising Israel a minute at a time

Middle East Eye

Some years ago, I stumbled upon a (now-defunct) website operated by the Israeli Ministry of Public Diplomacy and Diaspora Affairs, which encouraged Israelis travelling or living abroad to serve as “novice ambassadors” on behalf of the state of Israel by countering international “misconceptions” and “barbs of criticism” wherever they turned up.
The site’s stated aim was to “make it possible for each one of us to arm ourselves with information and pride in Israel’s global contributions and history and to present a more realistic image of Israel to the world”.
Among the inventory of “information” compiled for the benefit of the aspiring novice ambassador were factoids such as that “an Israeli invention for an electric hair removal device makes women happy all over the world” and that “Muslim terror takes place throughout the world with no connection to the Arab-Israeli conflict, the Palestinian issue, Israel-US relations or the existence of Israel and its policies”.
Another, subtler weapon of sorts has now turned up in Israel’s public relations arsenal: Palestinian-Israeli vlogger Nuseir Yassin, better known by his Facebook page Nas Daily, which currently boasts nearly seven million followers.
A Harvard graduate from the town of Arraba in the Galilee, Yassin quit his $120,000-per-year high-tech job in New York City in 2016 at the age of 24 to travel the world posting daily one-minute videos that are often gratingly chipper.
The one-minute formula is no doubt well-suited to the global non-attention span, while the perks of the Nas Daily brand aren’t hard to guess at.
report in the Times of Malta, one of Yassin’s recent destinations, noted that the vlogger was lodged in an “executive suite in a top five-star hotel, whose corporate sales manager [said] she is happy to provide the suite free of charge in exchange for a single mention on Instagram”.
In 2017, Yassin explained his motivations as follows: “Look, I’m just a 25-year-old hairy kid who wants to live the best possible life… That’s it.” 
But is that really it? READ MORE AT MIDDLE EAST EYE.