web analytics
November 28, 2014 / 6 Kislev, 5775
At a Glance
InDepth
Sponsored Post
IDC Herzliya Campus A Day on Campus

To mark IDC Herzliya’s 20th anniversary, we spent a day following Prof. Uriel Reichman, IDC’s founder and president, and Jonathan Davis, VP for External Relations, around its delightful campus.



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
IDF Chief Rabbi Rafi Peretz delivers lecture.
IDF Chief Rabbi: Nothing is Holy to Muslims on Temple Mount except Al Aqsa
Latest Indepth Stories
Greiff-112814-Levaya

My son is seventeen; he didn’t want to talk about what happened, or give any details of the Rosh Yeshiva’s words of chizuk.

Protesters in Ferguson, Missouri

All involved in the Ferguson debate should learn the laws pertinent to non-Jews: the Noahide Laws.

Charley Levine

Prominent Jewish leaders acknowledged that their predecessors had mistreated the Bergson Group.

Cravatts-Richard--new

Abbas has been adding new layers of rhetoric to his tactical campaign to de-Judaize Jerusalem

The Jew’s crime is his presence.

Hamas’s love for death tried to have as many Palestinian civilians killed as possible

Israel recognizes the fabrication called a Palestinian nation; So what do we want from the Swedes?

Arab attacking Jews in the land date back a century, long before Israel was created or in control.

Creativity without clarity is not sufficient for writing. I am eternally thankful to Hashem for his gift to me.

Golden presents a compelling saga of poor but determined immigrants who fled pogroms and harsh conditions in their homelands for a better life in a land of opportunity.

It seems to us that while the Jewish entitlement to the land of Israel transcends the Holocaust, the Jewish experience during that tragic time is the most solid of foundations for these “national rights.”

Too many self-styled civil rights activists seemed determined to force, by their relentless pressure, an indictment regardless of what an investigation might turn up.

Unfortunately, at present, the rabbinate does not play a positive role in preventing abuse.

Egypt’s al-Sisi is in an expansionist mood. He wants Israel’s permission to take over Judea and Samaria.

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: