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The battle of words and pictures was triggered by a series of slick videos posted on YouTube representing Hamas’s pitch for the municipal elections - not least in Gaza City, one of the three most vital and populous Palestinian cities. The message, after years emphasising Israeli occupation, siege and resistance, is relentlessly upbeat, featuring two key phrases that have also been deployed as hashtags on Twitter and Fb: “Thank you, Hamas” and “Gaza is extra beautiful”. The online battle has continued as the Israeli army - on Sunday and in a single day on Monday - launched some 50 strikes towards targets in Gaza.


The attacks by jets and Israeli tanks were in response to a missile, claimed by a jihadist group, that hit the close by Israeli community of Sderot. The Hamas videos, that includes drone photographs, pop music and stylised manufacturing, depict a Gaza at odds with the grinding actuality of high unemployment, frequent power cuts and war-damaged buildings.


As a substitute, the scenes flit from the brand new sea-facet corniche to artfully-lit office blocks and an amusement park opened by Hamas, to universities, municipal labourers laborious at work and lifeguards on the beaches. In the Fatah version - using the identical hashtag “thank you Hamas” however this time ironically - Israeli bombs are depicted exploding over the rooftops.


Neighbourhoods closely damaged within the final battle in 2014, akin to Shuja’iya, are shown as a grey patchwork of rubble. Hamas police are seen beating girls on the street or combating Salafists in a Rafah mosque. Most horrifying of all is the inclusion of pictures of useless Palestinian kids from current conflicts. It has not only been the rival movies which have been struggling for consideration however associated hashtags too, typically mirroring each others’ messages: Hamas asserting it's “ready to rule” with Fatah saying it is “able to rule”. The unique hashtags are already changing into the punchline for jokes among opponents of Hamas, whereas a shot-by-shot deconstruction of Hamas’s first video has been widely shared on Facebook.


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What seems sure is that the battle seems more likely to intensify as each sides train up social media activists to fight their corner. A sense of the campaigns’ surreal strangeness is underlined by the fact that Khaled Safi, a Hamas-supporting social media guide, says he has suggested each Hamas and Fatah activists.


“Officials recognise that these elections will probably be the primary Palestinian elections fought on social media,” he told the Guardian. The future of Gaza: from city underneath siege to world tourism hub? Safi says the aggressiveness of the rival social media campaigns reflects the polarisation of Palestinian society, a divide he expects to be exacerbated additional.


“Palestinian society is filled with polarised ideologies. ] elections in 2006 when the parties tried to convince rivals and those that have been impartial to vote for them, these elections are about persauding their very own core base to vote. “There is lack of confidence inside the events themselves, whether it is Fatah or Hamas. It is about persuading voters to vote for them once more. “With the level of misery we are dwelling with, I really really feel social media is a magic resolution. Safi sees the Hamas marketing campaign - for all its positive spin - as primarily oppositional, forcing Fatah to reply.


What cannot be disputed is that Hamas’s supporters, even forward of the official start of campaigning, were not only forward of the curve however far glitzier as well. “Hamas,” says Safi, “takes the chance to try new techniques all the time. “People are making jokes about it. I met in the present day with one of the Hamas leaders and he stated that there's loads of criticism of it in Hamas - that they are going to regularly disappear.


And amongst those who both Hamas and Fatah try to persuade - Gaza’s new generation of Palestinian voters - there's deep scepticism aimed at each sides. Farah Bakr, 18, will be capable of vote if the elections take place in October. A blogger who constructed a huge following in the course of the 2014 battle, she won’t be voting for both celebration. “I see most Palestinians in Gaza being in opposition to each Fatah and Hamas. After all the things we’ve lived by means of, all of the wars, I imagine all these movies are such a lie. We dwell in Gaza.