الاستراتيجيات الاتصالية للدبلوماسية العامة الفلسطينية والإسرائيلية عبر فيسبوک أثناء أزمة الشيخ جراح وحرب غزة: دراسة تحليلية

نوع المستند : المقالة الأصلية

المؤلف

مدرس العلاقات العامة کلية الإعلام- جامعة الأزهر

المستخلص

هدفت الدراسة إلى التعرف على الإستراتيجيات الاتصالية التي استخدمتها الدبلوماسية العامة الفلسطينية والإسرائيلية فيما يتعلق بأزمة حي الشيخ جراح والحرب على غزة، واعتمد الباحث في دراسته على منهج المسح، من خلال تطبيق نموذج (Van Dijk) المستخدم في تحليل الخطاب الأيديولوجي لصفحة الدبلوماسية العامة الفلسطينية وإسرائيل تتکلم العربية، وتوصل الباحث إلى مجموعة من النتائج المهمة، يتمثل أبرزها في:
فيما يتعلق بالإستراتيجيات المستخدمة في طرح القضايا والموضوعات الفرعية المتعلقة بأزمة حي الشيخ جراح والحرب على غزة، اعتمدت الصفحة الإسرائيلية بشکل رئيس على إستراتيجية تحويل اللوم إلى الآخر، وغضت الطرف عن السبب الرئيس في الأزمة التي على إثرها نشب الصراع بين الطرفين، وهو محاولة قوات الاحتلال الإسرائيلية طرد أهالي حي الشيخ جراح من منازلهم دون وجه حق بغرض بناء مستوطنات لليهود، بل على النقيض من ذلک، أبرزت الصفحة قوات الاحتلال على أنها تتعرض لهجمات بعض المتظاهرين الفلسطينيين بدعم ممن وصفتهم بـ "الجماعات الإرهابية المتطرفة" في القدس والشيخ جراح، في المقابل اعتمدت الدبلوماسية العامة الفلسطينية على إستراتيجية تحويل اللوم إلى الجانب الإسرائيلي کونه السبب الرئيس في تلک الأزمة، من خلال تقديم المنشورات المتعلقة بانتهاکات الجانب الإسرائيلي بحق الفلسطينيين ومحاولة طرد الأهالي دون وجه حق، کما اعتمدت الصفحة الفلسطينية على إستراتيجية تخفيف الأضرار في إظهار صمود أهل غزة ضد تلک الحرب.

الكلمات الرئيسية

الموضوعات الرئيسية


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16-Klieman, A. (2021). First Among the Nations? A Cautionary against Triumphalism in Israeli Foreign Policy. Israel Journal of Foreign Affairs. 12(3).
17-Lucas, E., & Pomerantsev, P. (2016). Winning the information war: Techniques and counter-strategies to Russian propaganda in central and eastern Europe. Washington, DC: Center for European Policy Analysis.
18-Pamment, J. (2014). Articulating influence: Toward a research agenda for interpreting the evaluation of soft power, public diplomacy and nation brands. Public Relations Review, 40(1), 50–59.
19-Vihalemm, T., Juzefovičs, J., & Leppik, M. (2019). Identity and media-use strategies of the Estonian and Latvian Russian-speaking populations amid political crisis. Europe-Asia Studies, 71(1), 48–70.
20-Krasnodębska, M.(2018). The Ukraine Crisis as an Unintended Consequence of the EU’s Public Diplomacy: Reception of the EU’s Narratives in Ukraine, The Hague Journal of Diplomacy 13 (2018) 345-365.
21-SZOSTEK, J. (2020). What Happens to Public Diplomacy During Information War? Critical Reflections on the Conceptual Framing of International Communication. International Journal of Communication 14(2020), 2728–2748.
22- Cull, N. (2022). From soft power to reputational security: rethinking public diplomacy and cultural diplomacy for a dangerous age. Place Branding and Public Diplomacy, 18:18–21.
23-Sevin, F. (2020). Digital Diplomacy as Crisis Communication: Turkish Digital Outreach after July 15. Journal of Democracy, 28, no. 1 (2020): 59–73.
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30-https://www.facebook.com/173441069359976/photos/a.207041069333309/4042088912495153/?__cft__[0]=AZVM_CHOnwPe-cQ8NPLpKTpOpUZ9DN1KsXymbPPfG51BncQil0y7zqR13VeGS4hxTIdXeNy62c5SAK47CpU6m3w-MjWPC2wkSp5MYdgRJ5WrX5ZIevjmLdZzXEfx0xZtWcpqmMV6OHKzERGylXAMhx5M&__tn__=EH-R
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Ayalon A, Popovich E and Yarchi M (2016). From warfare to imagefare: How states should manage asymmetric conflicts with extensive media coverage. Terrorism & Political Violence 28(2): 254–273.
2-Barlow C (2015) Silencing the other: Gendered representations of co-accused women offenders. Howard Journal of Criminal Justice 54(5): 469–488.
3- Nye, J. Soft power: The means to success in world politics. New York: Public Affairs.2004. p.6.
4-Elbaz S and Bar-Tal D (2016) Dissemination of culture of conflict in the Israeli mass media: Thewars in Lebanon as a case study. Communication Review 19(1): 1–34.
5-Manor, I. (2018). Palestine in Hebrew: Overcoming the Limitations of Traditional Diplomacy. Revista Mexicana de Política Exterior, núm. 113, mayo-agosto.
6– Phillips, L. T., Slepian, M. L., & Hughes, B. L. (2018). Perceiving groups: The people perception of diversity and hierarchy. Journal of Personality and Social Psychology, 114(5), 766–785.
7-Fletcher, T, (2016). Naked Diplomacy. Power and Statecraft in the Digital Age, ed. Tom Fletcher. London: William Collins.
 8-Guinea, A. (2020). Conflict, power, and difference in dialogue: a conversation between public diplomacy and positioning theory. Place Branding and Public Diplomacy, 11(3). 1-11.
9-Pasquali, G. (2021). Re-thinking Inclusion as a Discursive Practice: the Case of Hamas in the Israeli Discourse after 2006. Journal of Language Teaching and Research, Vol. 12, No. 1, pp. 127-138.
10-Kuan, D. (2021), Framing Theory Application in Public Relations: The Lack of Dynamic Framing Analysis in Competitive Context, Media Watch | 12 (2) 333-351.
-Alsayid, A. (2015). "al'iistratijiaat alaitisaliat lildiblumasiat aleamat al'iisrayiyliat eabr al'iintirnta", risalat majistir ghayr manshurtin- kuliyat al'iielami- jamieat Alqahira.
12-Yarchi, M. (2019). Online news coverage of female perpetrators during the October 2015 wave of violence of the Israeli–Palestinian conflict. Media, War & Conflict, Vol. 14(1) 75–92.
13-Abu Mualla, S. (2017), Palestinian - Israeli Cyber Conflict: An Analytical Study of the Israeli Propaganda on Facebook Adraei's page as an example, Journal of the Arab American University, vol. 3, no. 2: 52-75.
14-Sheafer, T. (2007). The Media and Public Diplomacy: A Strategic Contest over international Agenda Building and Frame Building. Prepared for delivery at the 2007 Annual Meeting of the American Political Science Association
15-Awartani, B. (2021). “Israel/Palestine Conflict: Strategic Narratives and the Battle of Frames. ”, Strategic Narrative and Public Diplomacy, 16(1), 1 – 13.
16-Klieman, A. (2021). First Among the Nations? A Cautionary against Triumphalism in Israeli Foreign Policy. Israel Journal of Foreign Affairs. 12(3).
17-Lucas, E., & Pomerantsev, P. (2016). Winning the information war: Techniques and counter-strategies to Russian propaganda in central and eastern Europe. Washington, DC: Center for European Policy Analysis.
18-Pamment, J. (2014). Articulating influence: Toward a research agenda for interpreting the evaluation of soft power, public diplomacy and nation brands. Public Relations Review, 40(1), 50–59.
19-Vihalemm, T., Juzefovičs, J., & Leppik, M. (2019). Identity and media-use strategies of the Estonian and Latvian Russian-speaking populations amid political crisis. Europe-Asia Studies, 71(1), 48–70.
20-Krasnodębska, M.(2018). The Ukraine Crisis as an Unintended Consequence of the EU’s Public Diplomacy: Reception of the EU’s Narratives in Ukraine, The Hague Journal of Diplomacy 13 (2018) 345-365.
21-SZOSTEK, J. (2020). What Happens to Public Diplomacy During Information War? Critical Reflections on the Conceptual Framing of International Communication. International Journal of Communication 14(2020), 2728–2748.
22- Cull, N. (2022). From soft power to reputational security: rethinking public diplomacy and cultural diplomacy for a dangerous age. Place Branding and Public Diplomacy, 18:18–21.
23-Sevin, F. (2020). Digital Diplomacy as Crisis Communication: Turkish Digital Outreach after July 15. Journal of Democracy, 28, no. 1 (2020): 59–73.
26- Kent& Taylor Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Relations Review 28, 21–37 .
30-https://www.facebook.com/173441069359976/photos/a.207041069333309/4042088912495153/?__cft__[0]=AZVM_CHOnwPe-cQ8NPLpKTpOpUZ9DN1KsXymbPPfG51BncQil0y7zqR13VeGS4hxTIdXeNy62c5SAK47CpU6m3w-MjWPC2wkSp5MYdgRJ5WrX5ZIevjmLdZzXEfx0xZtWcpqmMV6OHKzERGylXAMhx5M&__tn__=EH-R
31-https://www.facebook.com/photo/?fbid=147474734082674&set=a.144958344334313&__cft__[0]=AZWDrkcQRS5H3gajdKzym2NtGY69TF_oT9hSJY2KGq7pZYI5yygLi-ockdqhVf9TNEUBoW2ExV_SMzXOCjcF9yIQgCkn2Bl4pGyGRjq7sTbKbZSphWiBEPOJzajYiGHz1zEmjzjL1Fg499Ebk3ZfZayf&__tn__=EH-R
36-https://www.facebook.com/photo/?fbid=1182384202185028&set=pcb.1182384332185015&__cft__[0]=AZWkeOnIWlmf5I960SikhVNcNjWXunNy3bppY4PIOceppiFlviFpY6UbRjPaJsYFHHzNbnJbUaC2kJMYCZAjJimgUQ8B03Safgne2kH7X5Nqsq7BBRhIVUh9GhvXDgeMX4zzXtyOMBAiAnJL9inr4IRq&__tn__=*bH-R