Wednesday, September 10, 2014

Israel's "Western" Public Diplomacy Paradox

Israeli public diplomacy strategy is often based on an affiliation with the West. Its latest round of public diplomacy during Operation Protective Edge is no exception. The campaign put Israel's security challenges in Western terms and used graphics and fonts that are trendy in Western communication. Here are some examples:

The IDF also issued releases with English plays on words, such as this commentary on Hamas' breaking a ceasefire:

Israeli public affairs doesn't just look Western. Many of its spokespeople are in fact English-speaking Westerners (Anglos). The IDF's International Media spokesman, LTC Peter Lerner, is British by birth. Mark Regev, the Prime Minister's spokesman, hails from Australia. Prime Minister Binyamin Netanyahu himself spent time in the US and speaks perfect English, as does haBayit haYehudi party leader Naftali Bennett and prominent Likud leader Danny Danon.

Israel's extensive Anglo outreach is helpful in reaching and resonating with many supporters in the West. It is so effective, in fact, that Palestinian activists have criticized media outlets for hosting Israelis fluent in English while hosting Arabic speaking Palestinians. But there is an important tradeoff: In affiliating with the West, Israel is no longer seen as an "other." 

In general, not being seen as the "other" is a good strategy. People are more likely to associate with those like them, and to support Israelis who look and speak like they do. At the same time, Israel's close affiliation with the West entrenches perceptions of the country as the "fifty-first state" of the United States. When people who sound and look like Westerners make statements Westerners disagree with, it creates cognitive dissonance. It generates a feeling that Israel is misrepresenting the West's values. It entrenches the perception that Israelis are immigrants and settlers on indigenous Palestinian land. It also broods frustration that Israel "ought to know better" than to take action some in the West find questionable. 

In reality, Israel's security challenges are unique among Western states. No Western country faces constant barrages of rocket attacks, an ever-existent threat of an intifada, and close international scrutiny (though not always consequences) for any security action it takes. One would be hard pressed to find a Western state that, if in Israel's situation, would react with the same level of caution. Of course, this level of caution did not stop the deaths of over 2,000 Palestinians and the injury of thousands more in Gaza. It has not, to date, resulted in the end of severe restrictions on freedom of movement or the daily humiliation of checkpoints. However, the terms under which Israel conducts security policy are very different from those of the West and need to be understood in that context.

Given that this is the case, Israel must to walk a fine line between portraying itself as Western, and affiliating so much with the West that people forget that its circumstances are different. This shift does not requires a sea change, rather a calculated adjustment in strategy. The interview below with an soldier from the IDF's Youtube channel does a good job of finding that balance. The soldier is not an Anglo but rather a Hebrew-speaking Israeli. His basic respect for civilians as a soldier sounds more genuine in Hebrew than coming from a polished Anglo spokesperson. His testimony (translated with some liberty, and including some obvious IDF talking points) evokes that of Western soldiers in Iraq and Afghanistan and his testimony humanizes the IDF.

Most importantly, the video invites the viewer to empathize with the soldier while recognizing the existence of a cultural and national difference. This recognition likely makes the viewer more willing to entertain, if not accept, points of view not perfectly resonant with her own.


  1. شركة نقل عفش
    اهم شركات مكافحة حشرات بالخبر كذلك معرض اهم شركة مكافحة حشرات بالدمام والخبر والجبيل والخبر والاحساء والقطيف كذلك شركة رش حشرات بالدمام ومكافحة الحشرات بالخبر
    شركة مكافحة حشرات بالدمام
    شركة تنظيف خزانات بجدة الجوهرة من افضل شركات تنظيف الخزانات بجدة حيث ان تنظيف خزانات بجدة يحتاج الى مهارة فى كيفية غسيل وتنظيف الخزانات الكبيرة والصغيرة بجدة على ايدى متخصصين فى تنظيف الخزانات بجدة
    شركة تنظيف خزانات بجدة
    شركة كشف تسربات المياه بالدمام
    شركة نقل عفش واثاث


  2. شركة نقل عفش بالرياض وجدة والدمام والخبر والجبيل اولقطيف والاحساء والرياض وجدة ومكة المدينة المنورة والخرج والطائف وخميس مشيط وبجدة افضل شركة نقل عفش بجدة نعرضها مجموعة الفا لنقل العفش بمكة والخرج والقصيم والطائف وتبوك وخميس مشيط ونجران وجيزان وبريدة والمدينة المنورة وينبع افضل شركات نقل الاثاث بالجبيل والطائف وخميس مشيط وبريدة وعنيزو وابها ونجران المدينة وينبع تبوك والقصيم الخرج حفر الباطن والظهران
    شركة نقل عفش بجدة
    شركة نقل عفش بالمدينة المنورة
    شركة نقل اثاث بالرياض
    شركة نقل عفش بالدمام