The “Ambassadorial” journalist: Twitter as a performative platform for Ultra-Orthodox journalists during the COVID-19 pandemic

Journalists can play a pivotal role in promoting a population’s security amid a health crisis such as a global pandemic. This role becomes of enhanced importance for marginalized populations as they face a compounded threat due to preexisting social inequalities and exclusion. This study focuses on the utilization of Twitter by ultra-Orthodox journalists during the early months of the COVID-19 pandemic in Israel. The study applies a thematic analysis of 23,110 tweets from the 20 most popular ultra-Orthodox journalists on Twitter. Findings reveal that ultra-Orthodox journalists utilized Twitter in an “ambassadorial” role to advocate their community’s security through six strategies: (1) explaining the challenges endangering ultra-Orthodox Jews during COVID-19, (2) dispelling COVID-19 accusations directed against ultra-Orthodox Jews, (3) encouraging social distancing and health guidelines, (4) highlighting the social contributions of ultra-Orthodox Jews to the general public during the pandemic, (5) criticizing wrongdoers who violated the health guidelines, and (6) calling out acts of hatred and bigotry that have been directed toward ultra-Orthodox Jews. These findings reveal the professional ethos of ultra-Orthodox journalists and their aspiration to protect their community. Furthermore, these findings shed light on the vital role Twitter can play in journalistic work through inter-social interactivity and the enablement of capabilities, particularly the capability “to be secure.” Lastly, this study expands the understanding of the social media resource contributing to policymakers tasked with formulating its fair distribution in society in accordance with the capabilities approach and its objective of promoting well-being.