In the winter of 1993, Netanyahu was standing on the brink of a political and personal abyss. The scandal of an affair with his strategic advisor threatened not only his dream of heading the Likud Party, but also his entire family life. But instead of withdrawing or denying, Netanyahu embarked on what seemed at the time a suicidal adventure: storming the television studio and confessing directly in front of the cameras. Today, Dr. Ruth Baar, the party to the scandal itself, reveals that this was not just a break or an admission of guilt, but rather “a calculated political masterstroke. Netanyahu used this apparent collapse to control the media narrative, in a prototype of the policy of survival at all costs that he still practices to this day, defying all expectations by saving his career from the ashes.”
Dr. Rut Bar is “the most famous and unknown woman” in modern Israeli political history. On January 14, 1993, Benjamin Netanyahu, trembling and frowning, stormed into the Channel 1 studio to make a live confession and broadcast of an extramarital affair with his strategic advisor, during his feverish race to win the leadership of the Likud Party. Today, three decades later, Barr returns to reveal a deep psychological and political analysis of Netanyahu’s character, speaking about his “obstruction” in building relationships, his rejection of the concept of “justice,” and his absolute willingness to tear Israeli society apart in order to remain in the seat.
From a "strange element" to the master of "Likud"
Bar recalls the early days of Netanyahu's rise, noting that he was seen as an "alien element" and an "abnormal sprout" within the Likud Party. The son of a "revisionist" aristocratic family, returning from the United Nations, brought an American political style and enormous charismatic appeal, which dismayed the then "Likud princes" such as Begin, Ehud Olmert, and Dan Meridor, who saw in him a "fake opportunist" planning a "hostile takeover" of the party. But the astonishment was great when Netanyahu began to gain popularity with lightning speed, exceeding all expectations and taking control of the reins.
Strengths and Weaknesses: “Paralyzed” in building relationships
Regarding her analysis of Netanyahu’s personality based on her professional models, Barr explains: “Netanyahu’s greatest asset is the level of lasting impression, that is, his image as a great, successful, and admirable leader of a different kind. This dictates everything. His greatest weakness is the level of relationships, which includes credibility, interest, empathy, and personal connection. I identified this 30 years ago. In the field of relationships, he is almost paralyzed, which is why he rushed to television to make statements about an affair, not an admission of guilt. "But to control the narrative and create the impression."
Words as a drug: “I am looking for someone to formulate a devastating verbal attack.”
Barr reveals the nature of working with him, saying: “In one session, he told me frankly: I am looking for someone with a strong verbal ability to formulate a devastating verbal attack against my competitors. Netanyahu was the perfect training ground for me to test my models and theories. Words are the drug that affects the brain, and the story you tell through them is the most powerful type of drug.”
Survival at all costs: even on the brink of civil war
Regarding his ability to remain politically steadfast even after the events of October 7, Barr confirms that she was not surprised by this, and explains: “When survival is the highest and almost the only goal, and your entire system is subject to it, there is an opportunity to achieve it. He fell to 17 seats and succeeded in rising again. He focused on dismantling all other factors, blaming everyone, preventing the formation of investigation committees, and sticking to his electoral base. He understood that in order to survive, he must divide the people into two polarized camps, which is He is betting on his base without the slightest problem in tearing apart the public fabric and dragging the country to the brink of civil war in order to survive, and this is frightening.”
Existential warning: “He doesn't believe in justice at all.”
Bar concludes her speech by expressing her deep concern for the future of democracy in Israel under his leadership, revealing a conversation that shocked her: “One time, Netanyahu told me that ‘there is no such thing as justice.’ I could not accept that. As I got to know him deeper, I realized that he had no ambition for justice at all. When someone like Netanyahu, who has an extreme sense of superiority, leads a country and does not believe in justice, that raises real concerns. One only needs to look at the laws that his current government is passing to preserve Authority, to realize that if he is re-elected again, democracy in Israel will be in existential danger.”
