By Daled Amos
The current Gaza War highlights a point made in previous wars between Israel and Hamas: Israel is not very good at hasbara. It is not good at defending itself or presenting its own case.
Why is that?
If you ask ChatGPT, it will give you eight reasons Israel is bad at public diplomacy.
Complex and Controversial Policies: Israel’s policies, particularly in relation to the Palestinians, involve a complex mix of history, religion, and geopolitics. Issues like the Gaza blockade, West Bank settlements, and military operations against Hamas often draw criticism internationally. Explaining these policies in a way that aligns with Israel’s security concerns while resonating with global audiences—who may lack context or see these actions as overly aggressive—is a significant hurdle.Reactive Rather than Proactive Messaging: Often, Israel’s hasbara efforts tend to be reactive, responding to crises as they occur rather than establishing a strong, proactive narrative. This reactive stance means Israel is frequently on the defensive, trying to counter criticisms or viral images that have already shaped public opinion, rather than setting the terms of the debate.Media and Cultural Differences: The media landscape in the West, particularly in Europe and the U.S., can have biases, or they might frame issues in ways that amplify the Palestinian narrative. Furthermore, Israeli communication style—often direct and sometimes confrontational—doesn't always translate well in other cultures, where diplomacy and softer rhetoric might be preferred.Lack of Unified Messaging: Israel’s messaging often lacks coordination. Various ministries and agencies in Israel, including the Ministry of Foreign Affairs, Ministry of Defense, and the Prime Minister’s Office, may put out different messages, leading to a lack of cohesion. This disunity can result in inconsistent narratives that dilute Israel’s main talking points.Underestimating Social Media Impact: Social media has amplified global awareness and activism, making it easy for images and stories to go viral, often before Israel can issue an official response. Additionally, Palestinian activists have been more effective at creating emotionally resonant content that tends to resonate more powerfully on platforms like Twitter, TikTok, and Instagram. Israel’s response on these platforms can feel less impactful or, at times, unrelatable to the younger generation that dominates these spaces.Changing Global Perceptions: Public opinion globally has become more sensitive to human rights issues, and there’s a growing skepticism of military power and occupation-style control over other peoples. This has made Israel’s security-driven messaging less effective over time, especially with younger audiences who may sympathize more with Palestinians as an oppressed group.Language and Accessibility: Hebrew-centric narratives or content that presupposes knowledge of Jewish or Israeli culture may not always resonate with global audiences. Similarly, English-language messaging is critical, but without nuanced, culturally aware English-language communicators, messaging can feel disconnected or out of touch with international sentiments.Perception of Overreach: Sometimes, efforts in hasbara can backfire, particularly if seen as propaganda rather than genuine engagement. International audiences may become distrustful if they perceive a heavy-handed or overly defensive communication style, potentially diminishing Israel’s credibility.
These are technical reasons, focusing on the nature of the message that Israel is trying to present, on the kind of audience, or on the nature of the medium. These reasons don't completely explain why it is that the Palestinian Arabs are so adept at overcoming these hurdles.
But, another perception of Israel's hasbara problem was expressed by Haviv Rettig Gur in an interview posted on YouTube. At one point he was asked about a lecture he gave where he contrasted the claim that early settlers were inspired by the Herzl and the Zionist ideology as opposed to the fact that the early settlers were refugees fleeing pogroms in Russia -- the difference being the greater sympathy garnered by the latter interpretation.
 |
| Haviv Rettig Gur (YouTube screencap) |
Gur attributes the failure in Israeli hasbara to a basic Israeli attitude:
First of all, we don't tell it [that the early settlers were refugees] to the rest of the world because we don't talk to the rest of the world about these things. One of the hearts and soul of the center of our DNA and understanding of History, is the idea that we don't justify ourselves to the world...we don't justify ourselves because in the mind that is watching us, that is observing us, that is making demands of us. we're a moral cartoon serving, the needs of the cartoonist and that is not a fight you can win...
By the way, this creates a real cultural incapacity to explain ourselves seriously And you see it everywhere. I mean, you see it in Israelis literally having trouble on CNN explaining, you know, whether or not Israel is right or wrong because the feeling that you're justifying is something that is antithetical to their basic cultural identity.
It's why the Israeli government has established a Public Diplomacy Ministry five times and the last time it closed the public diplomacy ministry was I think October 16 or October 18. The public diplomacy minister of Israel got up on national television. She was a Likud appointee to the Knesset by an ally of Netanyahu and she said obviously this is a fake thing, public diplomacy...I'm an Israeli Patriot, she said and in wartime, I will not waste public funds on a fake ministry and so she resigned and she shut down her ministry on national television To me, that's astonishing because what's even more astonishing is nobody in the government blinked, there is nobody in Israeli government responsible for public diplomacy in any way responsible for synergizing, different branches, and everyone speaks their own mind...
The biggest drink company in Israel is Coca-Cola. Israel's marketing department is brilliant. It can hack the human brain stem like Coca-Cola everywhere. It's not that the Israelis are incapable of marketing, of telling stories of building out of selling ideas. It's that they can't do it for themselves because we don't justify ourselves...[transcribed and edited for clarity and conciseness]
Here is the Haviv Rettig Gur interview:
If Gur is correct, the solution to Israel's hasbara problem is even harder to address than the solutions to the technical issues in the ChatGPT list.
|
Or order from your favorite bookseller, using ISBN 9798985708424. Read all about it here! |
|
