This week saw the launch of a new podcast by none other than Prime Minister Benjamin Netanyahu’s son Yair. The eponymously named “The Yair Netanyahu Show” is a chance for Netanyahu Jr. to expand his Israeli and international media presence. It goes far beyond his expansive, provocative and uninhibited social media presence, which had been his trademark until as recently as last year.

Over the last few months, the younger Netanyahu has been a permanent fixture on the panels of news shows on Channel 20, which is closely identified with his father. He also has a weekly radio show on right-wing Galei Yisrael radio. In both cases, these are niche channels with low ratings. But he also has a huge following on various social media platforms, particularly Twitter, where he has over 100,000 followers. This is where he has his chance to shout his messages to the world.

What are his messages? He is a relentless advocate of an ultra-right-wing, conservative worldview, which considers the progressive left to be a threat to international stability. Like his father, he is a zealous believer in the principles of a free market. He has nothing but contempt for socialism and considers the mainstream media as little more than an arm of an allegedly vindictive left, which (supposedly) persecutes his father and the rest of his family in an effort to topple right-wing rule in Israel.

Yair can allow himself to say the kinds of things that his father would have to tone down. Whereas Netanyahu Sr. tones his message, Yair can lash out, insulting and ridiculing journalists and politicians who oppose his father. Most of all, he can do it without any filters, which is why so many have come to see him as the alter ego of his father. Whenever he crosses the line — and he does — Prime Minister Netanyahu’s office simply releases a statement that Yair is an independent adult with a right to voice his own opinions.