In 2010, the Israeli Ministry of Information and Diaspora Affairs launched the public relations campaign "Masbirim Israel" (meaning Explaining Israel). This initiative aimed to empower Israeli citizens to actively improve Israel's global image by engaging in conversations with their international contacts about the country.
The primary goal of Masbirim Israel was to encourage Israelis to “counteract misperceptions about Israel” by sharing personal experiences and perspectives. The campaign promoted the idea that each individual can contribute to a more nuanced understanding of Israel through dialogue, emphasizing the importance of storytelling, humor, and clear communication when discussing complex issues related to the country.
The campaign provided resources, including brochures and videos in multiple languages (English, French, and Spanish), designed to help Israelis articulate their viewpoints effectively. These materials included satirical content that highlighted common stereotypes about Israel, aiming to engage audiences through humor.
The initiative particularly targeted Israeli travelers, encouraging them to share their stories during interactions abroad. The Ministry sought to foster a sense of personal responsibility among citizens to act as informal ambassadors for Israel.
Critics argued that merely encouraging casual conversation could not adequately address deeper issues surrounding Israel's international image or the complexities of its policies. Notable voices in the media expressed skepticism regarding the effectiveness of such grassroots efforts in changing entrenched perceptions.
For instance, Shlomo Avineri, an Israeli political scientist, described the campaign as "puerile," suggesting that it failed to confront the real reasons behind negative perceptions of Israel, which often stemmed from its policies rather than its people.
Israeli Anatomy of the Public Diplomacy
By investigating a network of NGOs and official entities, Misbar found that many Israelis have actively engaged in promoting and justifying Israel's actions during the recent war on Gaza particularly through social media platforms. This effort has involved disseminating information about alleged war crimes and civilian attacks by Hamas, with individuals and organizations establishing civilian headquarters to facilitate this.
In 1967, following the Six-Day War, a complex situation emerged in the field of government public relations in Israel, with multiple entities responsible for both external and internal communication.
- Foreign Public Relations: This was under the responsibility of the Minister of Foreign Affairs, at that time Abba Eban. His role included managing diplomatic relations and Israel's international public relations.
- Public Relations Services in the Prime Minister's Office: Managed by Yisrael Galili, who served as a minister in the Prime Minister's Office. He was responsible for promoting government policy and conveying messages to the general public and other countries.
- IOF Spokesperson: This was under the authority of the Minister of Defense, then Moshe Dayan. The IOF Spokesperson was responsible for military public relations, including disseminating information about military actions and operations.
IOF, Social Media Strategy, and Civilians
The IOF Spokesperson's Unit plays a crucial role in shaping the public diplomacy of Israel through its extensive use of social media. This unit has evolved into the largest military spokesperson unit in Israel, comprising over 400 officers, civilians, and soldiers, with a reserve unit of nearly 1,200 personnel.
Before October 7, the IOF was active on 30 different social media platforms, and its English-language Facebook page is one of the most-followed military pages globally and the Unit included 15 dedicated staff members who manage the IOF's social media presence aimed at international audiences. This strategic focus on social media has been part of a broader military doctrine that emphasizes the importance of media in modern warfare.
The unit's mission aligns with Israel's public diplomacy efforts, utilizing social media to convey messages that promote a favorable image of the IOF and Israel as a whole. The IOF employs various tactics to engage audiences, including visually appealing graphics and direct communication strategies that aim to legitimize its military actions while minimizing negative portrayals.
The unit not only disseminates information but also engages in what can be described as "information warfare," where it seeks to counteract narratives from adversaries and present its perspective on military actions. This includes creating shareable content that resonates with global audiences, effectively building a community of supporters who can amplify pro-Israeli messages online.
The IOF's social media strategy categorizes content into themes like "Threat," "Diversity," and "New Jew," which aims to construct a relatable and appealing identity for Israelis. This strategy is designed to foster “a sense of pride” among Israelis and encourage them to engage with and disseminate IOF narratives online.
Also, The IOF has launched campaigns that invite civilians to participate in discussions about national security and military operations. These initiatives aim to build a community around IOF and this not only reflects IOF but also aims to create a more relatable image for civilians, encouraging them to identify with the military.
Ministry of Foreign Affairs and Civil Society
The Public Diplomacy Directorate of the Israeli Ministry of Foreign Affairs plays a crucial role in shaping Israel's international image and communication strategies. This directorate is structured into several divisions, each with specific responsibilities:
- Branding Department: Focuses on developing Israel's brand and public image.
- Information Collection Department: Responsible for gathering information and producing visual media content, including videos and policy papers to brief Israeli missions globally.
- Spokesperson's Bureau: Manages relationships with the press, ensuring effective communication between the government and media outlets.
- Academic Department: Engages with academic institutions to promote Israel's narrative through research and education.
- Civil Society Affairs Department: Addresses issues related to civil society, particularly in countering the Boycott, Divestment, Sanctions (BDS) movement.
- Division for Cultural Affairs and Scientific Cooperation: This division fosters cultural exchanges and scientific collaborations to enhance Israel's global presence.
- Bureau for Religious Affairs and Relations with the Jewish Diaspora: Focuses on maintaining connections with Jewish communities worldwide and addressing religious affairs.
- Digital Diplomacy Department: Manages Israel's digital communication channels, including social media platforms, to engage with global audiences effectively.
In this context, the David Project is a Boston-based non-profit organization established in 2002 by Charles Jacobs, who is also known for founding The Committee for Accuracy in Middle East Reporting (CAMERA). The organization primarily focuses on promoting pro-Israel advocacy on college campuses across North America. It collaborates closely with Hillel International to empower student leaders and foster partnerships with diverse organizations, aiming to integrate the pro-Israel community into campus life effectively.
The organization offers seminars, workshops, and interactive curriculum aimed at high school and college students. One notable curriculum, "Israel and the Middle East: The Conflict in Context," is designed to provide students with analytical skills and knowledge necessary for discussions about Israel and its history.
The David Project has produced several films, including "Columbia Unbecoming," which critiques what it identifies as anti-Israel bias in academia. This film, along with others like "The Forgotten Refugees," aims to reshape narratives around Israel's history and its wars.
The organization has faced criticism for its methods and the accuracy of its portrayals of events related to Israel. Critics argue that some of its campaigns may misrepresent facts or create divisive narratives within academic settings.
Another entity is Christians United for Israel (CUFI) that is a prominent American Christian organization dedicated to supporting Israel. Founded in 2006 by Pastor John Hagee, CUFI has grown to become the largest pro-Israel organization in the United States, boasting over 10 million members. Its mission is to unite Christians in advocacy for Israel, emphasizing a biblical imperative to support the Jewish state.
CUFI's stated purpose is to provide a national association through which pro-Israel churches, organizations, and individuals can act collectively in support of Israel on biblical issues. The organization promotes the belief that “God blesses those who bless the Jews,” as articulated in Genesis 12:3, and seeks to educate Christians about their moral and biblical responsibilities toward Israel.
CUFI utilizes social media platforms to disseminate information, promote events, and share educational content related to Israel. The organization also provides resources such as the CUFI Daily Briefing, which helps members stay informed about current events and issues affecting Israel. In response to current events, CUFI mobilizes its members through alerts that encourage immediate action, such as contacting representatives or participating in advocacy campaigns.
The organization has established a significant presence in universities, with over 200 chapters across more than 300 campuses. This initiative aims to educate students about pro-Israel perspectives and mobilize them to advocate for Israel within their academic environments. Training programs are also provided to equip students with the tools needed for effective advocacy.
Defending Israel or Stifling Debate? The Battle Over Campus Advocacy
StandWithUs (SWU), also known as the Israel Emergency Alliance, is a nonprofit pro-Israel advocacy organization founded in 2001 in Los Angeles by Roz Rothstein, Jerry Rothstein, and Esther Renzer. The organization has established itself as a prominent advocate for Israel, particularly on university campuses across the United States, Canada, the United Kingdom, South Africa, Australia, and Brazil. Its primary mission is to combat perceived misinformation regarding Israel while promoting a positive image of it.
SWU actively opposes the Boycott, Divestment, Sanctions (BDS) movement, viewing it as antisemitic and a threat to Israel's existence. The organization supports anti-BDS legislation aimed at discouraging boycotts against Israel.
StandWithUs has expanded its operations internationally, notably establishing a presence in Australia in 2023. This expansion includes launching programs such as the Emerson Fellowship, which trains student leaders in pro-Israel advocacy. The organization has also been active in addressing anti-Israel within educational contexts, recently raising concerns about potential bias in proposals discussed by the National Education Association.
StandWithUs has faced significant controversy regarding its tactics and positions on the Israeli-Palestinian conflict. Critics accuse the group of employing misinformation, engaging in pinkwashing, stifling dissent, and limiting constructive dialogue about Israel, particularly within university environments.
Critics argue that StandWithUs's approach often involves aggressive tactics that can stifle open discussion. StandWithUs disseminates misleading information regarding Israel and its policies to shape public perception. There are claims that StandWithUs actively suppresses dissenting voices on campuses, creating an environment where criticism of Israel is discouraged
SWU is often categorized as a right-wing pro-Israel advocacy organization, yet its CEO, Roz Rothstein, asserts that the organization is nonpartisan. This claim is supported by the organization's mission to educate and inform about Israel rather than advocate for specific policy positions. However, sociologist Dov Waxman positions SWU on the right end of the American Jewish pro-Israel spectrum, alongside organizations such as The David Project, the Zionist Organization of America, the Israel Project, and the Jewish Institute for National Security of America.
Netanyahu's Office has hired SWU in 2015 for approximately 1 million shekels to help promote Israeli politics on social media through a year-long program called "Social Media Ambassadors." This expansion of a previous project run by the PMO's National Information Directorate aims to train Israeli, American, and British students to disseminate hasbara, or official Israeli information, on social media. StandWithUs, known for its campaigns against the BDS movement, has received funding from various Jewish organizations and Israeli government ministries.
Judy Maltz of Haaretz has noted that no organization matches SWU in its intensity regarding the Israel-Palestinian debate on university campuses. The group's tactics, which include rapid responses to anti-Israel sentiments and educational outreach, have sparked controversy due to their aggressive approach in challenging anti-Israel narratives.
SWU has established a network of "fellows," students trained to document events deemed anti-Israel at universities. This initiative aims to provide SWU with insights into campus dynamics, essentially acting as the organization's "eyes and ears" on these campuses.
The fellows are specifically trained to use cameras, videos, and robots to film demonstrations and events. According to journalist Judy Maltz, the presence of SWU activists at anti-Israel protests often leads to confrontations, which, in her view, serve the organization's agenda by escalating tensions around the Israel-Palestine debate on campuses.
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