web analytics
August 31, 2014 / 5 Elul, 5774
At a Glance
InDepth
Sponsored Post
Jerusalem Mayor Nir Barkat (L) visits the JewishPress.com booth at The Event. And the Winners of the JewishPress.com Raffle Are…

Congratulations to all the winners of the JewishPress.com raffle at The Event



Home » InDepth » Op-Eds »

A Gay Old Time – How Israel Proposes To Improve Its Image


Israel is trying to reinvent itself. Two weeks ago, Foreign Minister Tzipi Livni hosted a conference where she launched a new multi-million dollar project to “rebrand” Israel. As Livni put it, since coming into office, she has been struck by the disparity between the vibrant, liberal, free Israel she knows and Israel’s image abroad.

According to research conducted by a number of public relations firms, Israel’s international image is one of a war-torn society riddled with religious fanatics and intolerance. At the same time, most people view Israel as either a democracy or as a country moving toward democracy. As Livni sees it, “It’s time to bridge the gap between the real Israel and its international image.”

The foreign minister has decided to dedicate the Foreign Ministry to the task of bridging the gap. She has hired a whole host of public relations firms who have conducted focus groups and used other mass marketing tools to figure out how to reinvent Israel in a manner that will make people like it.

These PR firms together with the Foreign Ministry have decided the best way to change people’s perceptions of Israel is by showing the world how multicultural it is. To this end, they plan to move the emphasis of Israel’s public diplomacy from defending Israel in its bid to defend itself against its neighbors who seek its destruction to promoting Israel as a “fun” country. They will market Israel as a libertine country replete with beautiful beaches, beautiful women, wild nightlife and a large, dynamic and booming hi-tech economy.

As Livni’s adviser Ido Aharoni explained to reporters, “Israel is not perceived as fun or normal. Our job is to say, ‘Yes, we are not normal, but we are far more normal than you think.’ ” To get this point across, the Foreign Ministry is encouraging Israelis to set up Weblogs and to post their home movies on the You Tube video Web site. It is working in conjunction with the Israel Association of Gay Men, Lesbians and Transgenders to encourage homosexual tourism and it is planning to run targeted ads in women’s magazines to show liberals that Israel is just as liberal as they are.

Early next year the Foreign Ministry is scheduled to choose a marketing strategy to promote this new image or “brand” for Israel. Once it does, it will try to force what Aharoni refers to as “message discipline” on all those involved in selling Israel to the world. As both PR executives and Foreign Ministry officials have indicted, that “message discipline” will make talking about jihad a big, retro no-no.

Livni’s rebranding project has generated a great deal of largely positive press coverage at home and abroad. Unfortunately the project is a massive waste of public funds. Worse than that, it exposes a deep conceptual confusion among those responsible for advancing Israel’s interests in the world regarding what their job is and why it is that they face the challenges they face.

Simply stated, contrary to what Livni claims, it is not the principal responsibility of the Foreign Ministry to close the gap between the reality of Israel and Israel’s international image. The Foreign Ministry is responsible for using diplomacy to advance Israel’s national interests.

The purpose of public diplomacy is to increase international sympathy and support for Israel. The level of international sympathy Israel enjoys has little do with whether foreigners are aware of how beautiful our beaches are. The level of international support for Israel is little impacted by whether Israel’s image is one of a vacationer’s paradise or a war zone.

What does influence levels of sympathy for Israel is whether or not people understand that Israel has an unconditional right to exist and an inherent right to defend itself against those who wish to destroy the state and murder its citizens. People are induced to sympathize with Israel when they are exposed to the fact that its enemies are unappeasable, and when they understand what happens to women who wear bikinis or simply demand to meet their husbands before marriage in Gaza and Ramallah.

Moreover, people do not feel hostility toward Israel because they are tired of hearing about the war being waged against it. Israel lacks international support because people fail to understand why it is in their own interest to support Israel.

About the Author:


If you don't see your comment after publishing it, refresh the page.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

If you promote any foreign religions, gods or messiahs, lies about Israel, anti-Semitism, or advocate violence (except against terrorists), your permission to comment may be revoked.

No Responses to “A Gay Old Time – How Israel Proposes To Improve Its Image

Comments are closed.

SocialTwist Tell-a-Friend

Current Top Story
US Marines walk a city street in Fallujah, heavily damaged by the fighting. (2004)
Netanyahu Says Making Gaza ‘Israel’s Fallujah’ Was Too High a Price
Latest Indepth Stories
IDF Chief of Staff Benny Gantz reviewing maps on the Golan Heights.

The bad news is that ISIS and Al Qaeda are on the Syrian Golan. The good news is that every terrorist in Syria is killing each other.

TorahScroll AoT17

The congregants, Ethiopians spanning generations, were beaming with joy and pride.

Troodler-082914

The withdrawal from the Gaza Strip nine years ago did not enhance Israel’s security.

Eisenstock-082914

How does a soldier from a religious home fall in love with a soldier from a non- religious kibbutz?

In 19th century entire ancient Jewish communities fled Palestine to escape brutal Muslim authorities

Responsibility lies with both the UN and Hamas, and better commitments should have been demanded from both parties in the ceasefire.

But the world is forever challenging our Jewish principle and our practices.

If this is how we play the game, we will lose. By that I mean we will lose everything.

Reportedly, Egypt, Saudi Arabia, and the United Arab Emirates have formed a bloc that seeks to counter Islamist influence in the Middle East.

One wonders how the IDF could be expected to so quickly determine the facts.

While there is no formula that will work for everyone, there are some strategies that if followed carefully and consistently can help our children – and us – gain the most from the upcoming school year.

We risk our lives to help those who do what they can to kill to our people .

Twain grasped amazingly well the pulse of the Jewish people.

The entertainment industry appears divided about the conflict between Israel and Hamas.

More Articles from Caroline B. Glick
Abbas

On November 24 Palestinian Authority Chairman and Fatah leader Mahmoud Abbas is scheduled to meet Hamas leader Khaled Mashaal in Cairo.

Last week at the UN, President Obama did something he had never done before. He discussed Israel and the Palestinians without once attacking Israel. He didn’t blame Israel for the absence of peace.

Imagine if 100 million Americans participated in the Tea Party movement. And then imagine that the movement had no impact on American politics. Finally imagine that in the wake of the Tea Party movement, Republicans embraced President Obama’s positions on spending and taxation.

According to Israel Army Radio, Prime Minister Netanyahu has offered to extend the moratorium on Jewish property rights in Judea and Samaria for an additional three months in exchange for Jonathan Pollard’s freedom. That is, if Obama pardons Pollard, who has served 25 years of a life sentence for transferring classified documents to Israel, then Israel will agree to extend the ten-month moratorium on Jewish construction in Judea and Samaria, due to expire next week, for another three months.

According to Israel Army Radio, Prime Minister Netanyahu has offered to extend the moratorium on Jewish property rights in Judea and Samaria for an additional three months in exchange for Jonathan Pollard’s freedom. That is, if Obama pardons Pollard, who has served 25 years of a life sentence for transferring classified documents to Israel, then Israel will agree to extend the ten-month moratorium on Jewish construction in Judea and Samaria, due to expire next week, for another three months.

In a much discussed article in the current issue of The American Spectator titled “America’s Ruling Class,” Prof. Angelo Codevilla describes the divide between those who run the U.S. – the politicians, bureaucrats and policy establishment – and the rest of the country.

In a much discussed article in the current issue of The American Spectator titled “America’s Ruling Class,” Prof. Angelo Codevilla describes the divide between those who run the U.S. – the politicians, bureaucrats and policy establishment – and the rest of the country.

Iran is on a winning streak. As it sprints towards the nuclear finishing line, it finds itself – and its allies and clients – being wooed by one and all. In contrast, Israel has never been more isolated.

Printed from: http://www.jewishpress.com/indepth/opinions/a-gay-old-time-how-israel-proposes-to-improve-its-image/2006/11/08/

Scan this QR code to visit this page online: