<p>This article develops a Peircean semiotic analysis of a sample of Palestinian and Israeli social media influencers’ varying representations of the current conflict in Gaza. First, this includes a thematic review of the relevant literature domains of semiotics; representation; conflict and social media. Second, it develops a novel Middle East semiotics’ framework which is applied as a comparative semiotic analysis of Palestinian and Israeli influencers’ representations of the conflict on Instagram. The findings and central argument of the study indicate that the dimensions or levels of the Middle East semiotics’ framework may be applied to highlight and analyse the complex semiotic implications surrounding the contrasting representations of conflict, at epistemological, ontological technological and axiological levels. This helps to go beyond analysis of individual social media influencers in order to consider the axiological impacts and potential legal responsibilities of social media platforms who are not merely mediatizing but also amplifying conflict.</p>