What It’s About
The article examines Israel’s efforts to revamp its public diplomacy approach in light of the evolving media landscape where social networks play a predominant role in shaping narratives and public perceptions.
Why It Matters
As social media platforms like TikTok and Instagram become increasingly influential in the global discourse, Israel recognizes the need to shift its public diplomacy strategy from traditional media to these digital arenas. This adaptation is crucial for ensuring that Israel’s perspectives and narratives effectively reach international audiences, countering misinformation and manipulative propaganda.
The Transition to Digital Strategy
During Israel Katz’s tenure as Foreign Minister, strategic changes began such as appointing professional spokespeople and establishing alliances with Jewish influencers to better shape Israeli messaging. The shift is further underscored by Gideon Sa’ar’s current leadership, with new investments reflecting a comprehensive understanding of modern-day public diplomacy.
The Role of Social Media in Narrative Battles
In recent conflicts, particularly since October 2023, adversaries like Hamas have utilized social media as a powerful tool to broadcast emotional and manipulative messaging. This highlights the critical need for Israel to respond swiftly and efficiently on these platforms to ensure the true Israeli narrative is well-represented.
The Reality of Multidimensional Public Diplomacy
Israel faces the challenge of multiple governmental bodies claiming responsibility for public diplomacy, which can lead to disjointed messaging strategies. Foreign Minister Sa’ar aims to streamline efforts, recognizing the importance of a unified and coherent approach in the face of international dialogue and misrepresentation.
Community Involvement and Educational Initiatives
The engagement of young Israeli diplomats, influencers, and thorough use of educational materials are emphasized as vital components. These are pivotal to effectively addressing issues such as rising antisemitism, notably on university campuses worldwide, with enhanced focus on cohesive national involvement.
Future Strategies
Looking forward, Israel plans to adopt innovative models of digital communication and public diplomacy, inspired by successful frameworks demonstrated by countries like Ukraine. Foreign Minister Sa’ar has initiated a new media command center to ensure Israel responds proactively to media incidents and prejudiced narratives, while leveraging AI and partnerships to maximize communication impact.
The Call for a Global Dialogue
By engaging diverse groups from different political spectrums and utilizing burgeoning technology, Israel seeks not only to defend its image but to actively project its position, fostering a more understanding climate in international relations.
This story was first published on jpost.com.