Israel seeks image makeover

[bemildred]

After decades of battling to win foreign support for its two-fisted policies against Arab foes, Israel is trying a new approach with a campaign aimed at creating a less warlike and more welcoming national image.

Foreign Minister Tzipi Livni, who has argued that the protracted conflict with the Palestinians is sapping Israel's international legitimacy, this week convened diplomats and PR executives to come up with ways of "rebranding" the country.

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The campaign is a departure from the government's long-held practice of "hasbara", or "explaining" itself to Western audiences that may have little sympathy for crackdowns on Palestinians in the occupied West Bank and the Gaza Strip.

Now Israel wants to create an alternative image abroad, focused exclusively on assets like tourist attractions and business innovations. In the words of one campaigner and ad executive, the aim would be to create "a narrative of normalcy".

Middle East Online

[LynnTheDem]

1. "catapulting the propaganda"

"a narrative of normalcy"

[Larkspur]

2. Sounds like Israel is following the low-info voter Repuke strategy

Don't think it will work with Western Europe, unless Faux News takes over their Media.

Will Israel's tourist industry market "How to torture Palestinians" or "here's the Palestinian ghetto" as a tourist attraction?

[IntiRaymi]

3. Simple to do.

1. Human Rights.
2. Human Rights.
3. Human Rights.

In that order.

[breakaleg]

4. This is funny. I can't decide what's more funny..

Is it the idea that they would spend time and money on this think-tank and not on working on the problems directly? Or is it that they seem to think the problem is one of perception and not outrage over their actions?

How can you redeem yourself in the world community when you insist on trying to find a more palatable spin on your actions even when those actions are deplorable?

[bemildred]

5. I think it is a positive thing that Ms Livni is aware of a need for change.

She seems like a bright woman. It could portend other changes of a more concrete nature, I doubt she is so foolish to think that fancy talk will do much by itself. It suggests an awareness that the current approach, if one can call it that, is having serious negative consequences.

Of course this may have little effect. As you say, simply introducing a new propaganda line will not have much effect by itself.

[breakaleg]

6. I thought they seemed to think the problem was their image

and not their actions or policies. It sounded like they were leaning towards a new PR campaign.

[bemildred]

7. Well, that is true.

But that does not occur in a vacuum, like when Ford rolls out a new product line. One sees the same thing in US politics, or in the US' various attempts to convince the Iraqis that this is all for their own good and that the COW means only the best for them. It indicates the recognition of a problem, it indicates a perception that things do not seem to be going in the right direction. Ms Livni has stated elsewhere that she thinks Israel's strategic position vis-a-vis the Arabs is deteriorating. I agree with her. She is a voice of relative sanity in the Israeli government, albeit she spouts the party line at times too.