Communication Strategies of Palestinian and Israeli Public Diplomacy via Facebook during the Sheikh Jarrah Crisis and the Gaza War: An Analytical Study

Document Type : Original Article

Author

Lecture of Public Relations at Faculty of Mass Communication, Al- Azhar University

Abstract

The study sought to identify the communication strategies used by the Palestinian and Israeli public diplomacy in relation to the crisis of Sheikh Jarrah and the war on Gaza. As Israel speaks Arabic, the researcher concluded a number of important results, which were:
With regard to the strategies used to raise issues and sub-topics related to the Sheikh Jarrah crisis and the war on Gaza, we note that the Israeli page relied mainly on the strategy of shifting blame to the other, so we find that it turned a blind eye to the main cause of the crisis, which led to the outbreak of conflict between the two parties, which is The attempt of the Israeli occupation forces to unjustly evict the residents of Sheikh Jarrah neighborhood from their homes for the purpose of building settlements for Jews. On the contrary, the page highlighted the occupation forces as being attacked by some Palestinian demonstrators and supported by extremist terrorist groups in Jerusalem and Sheikh Jarrah, without Addressing the cause of these demonstrations, which is that the occupation forces tried to expel the people of Sheikh Jarrah, which led to the outbreak of these demonstrations. On the other hand, Palestinian public diplomacy relied on the strategy of shifting blame to the Israeli side, as it is the main cause of this crisis by publishing news related to the violations committed by the side. The Israeli approach to the Palestinians and the attempt to unjustly expel the people, as the Palestinian page relied on the strategy of mitigating harm I want to show the steadfastness of the people of Gaza against that war.

Keywords

Main Subjects

References

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 .
27-https://www.facebook.com/photo/?fbid=147474734082674&set=a.144958344334313&__cft__[0]=AZXnGSxWWjQENkt2l8CF21EUic6A5J64HaAwnIf40JofuQ1Fv2AAhRlHZo5Nol2_pUS219czuJne5RDBQetQaTEuRl0q9tQJa7Mhe5ihIR6YZxyVLQhec4srvZESZcwUvvZrG0zPzJKFRKvvoWzP6ef-&__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 .
27-https://www.facebook.com/photo/?fbid=147474734082674&set=a.144958344334313&__cft__[0]=AZXnGSxWWjQENkt2l8CF21EUic6A5J64HaAwnIf40JofuQ1Fv2AAhRlHZo5Nol2_pUS219czuJne5RDBQetQaTEuRl0q9tQJa7Mhe5ihIR6YZxyVLQhec4srvZESZcwUvvZrG0zPzJKFRKvvoWzP6ef-&__tn__=EH-R
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