Action Ideas
1. Enlisting and Lobbying the Media
With acknowledgement to David Olesker, whose original document is reproduced
in this section, with minor changes.
It is counter-productive to make enemies in the media - they always have the
last word. This is not to say that the media must not be monitored and called
to account for inaccuracies and bias: letter-writing and lobbying of the media
are vitally important. However, there are other ideas that you can try to
enlist the media.
a. Media Events
- A solidarity rally with Israel might well be covered by the local media.
It is even more likely to be covered if it is "media-genic".
- A memorial service for victims of terror might get media coverage. To
arrange to have a children's choir sing at the service will almost certainly
get more coverage.
- The typical group of demonstrators with banners might get media coverage.
- A dramatic tableau in costume will almost certainly get more coverage
than a small group waving a banner.
- Give awards to people who support Israel, dress up in costume... be outrageous!
- It is always important to be novel and original to grab the media's attention.
Be creative, be different: Recently, Jewish residents of the territories
placed hundreds of yellow ducks along roads, where there had been terrorist
attacks, to protest government policy. Silent demonstrators held placards
saying, "We won't be sitting ducks!"
The Israeli media loved the idea - and it is one which can also be used
outside Israel successfully.
b. Local Connections
Are there former members of your community who have made aliyah? Put the local
media representative in Israel in touch with them. A local person recently
on duty in the Israeli army is a natural object for media attention. Any local
news outlet will jump at the chance to add a local slant to an international
story.
c. Un-mediated Media
Newer, highly popular forms of media are less dependent on the traditional
gatekeepers of journalists and editors. You can use them to bypass the shortcomings
of the mainstream media.
Talk radio
Use the local talk radio as a platform for pro-Israel views. Don't think
you need to limit your contributions to answering anti-Israel sentiments.
Be pro-active - call shows that deal with media issues, foreign affairs,
defense, or economic issues.
- Think about what you want to say before calling in.
- Keep your contribution simple - and vivid.
- Be authentic: "I was in Israel and I saw...," "I spoke
to my sister in Gilo last night and...."
Internet
Use chatrooms and Forums as you would talk radio.
You can e-mail short videos or MS PowerPoint® presentations to friends.
Keep file sizes small - no one likes a long download - it is counterproductive.
Use websites as you would newspapers, newsletters, cable TV - as relevant,
and as a cost-effective way of spreading ideas, updates, and campaign
resources.
Remember that Internet content has to be transparent, easy to browse -
yet substantiated in fact; the web pages should be informative, but not
wordy or weighty; the format should be up-to-date; and - most importantly
- content should be well-focused towards the desired outcomes.
The guideline is: remember the "Bosnia rule" - don't bombard people
with too many messages, or too much information.
See Activity IV.4 Lobbying
2. Dealing with Israel-haters
With acknowledgement to David Olesker, whose original document is reproduced
in this section, with minor changes.
Anti-Zionists and their supporters have numerous and skillful advocates, who
are malicious and often antisemitic in their hatred. Reason alone will not
prevail.
This is not about dialogue, nor is it about constructive and genuine discussion:
the Israel-bashers are interested in one thing, namely, bashing Israel.
In the light of these professional attacks, it is imperative to respond, or
engage in Israeli Advocacy. The first principle is to understand their techniques.
We have seen how they are reported.
We have seen what they say.
http://www.jajz-ed.org.il/actual/zr/5.html#2
Let's see now how they say or do it, and how to address it, bearing in mind
that the more one knows, the more options there are to respond - and that
there is always a democratic range of perspectives on events and real facts.
Remember:
You are not going to change the opinion of these professionals, but you do
have potential to impact on real-time and virtual participants to the show
or debate.
The essence of Israel Advocacy is to address several levels of context and
message:
a. Resetting the Paradigm
Resetting the paradigm, the framework of understanding, is crucial to
winning any argument. Pro-Israel advocates who do not reset the framework
of the argument will not be successful. A common tactic is to set the
paradigm through the title of the meeting.
A meeting called: "Israel and its War against the Palestinians"
assumes that Israel is at war with the Palestinians - and not vice versa.
Once this kind of agenda is set, the work of the anti-Zionist is easy.
To argue with them on their agenda almost inevitably dooms you to defeat.
The solution is to change the agenda from the top - and the session title
sets the tone!
b. Bridge Building
To set or change the agenda inside a meeting, you can use many sentences
that will enable you to talk about what you want.
These sentences include:
- That's not the real issue...
- What you are ignoring is...
Then, you can address a subject that they find more difficult.
Here are a few:
- Terrorism against civilians; (Try to get them to condemn it!)
- Children being used in the Intifada / kids on the street with automatic
weapons;
- Barak offered Arafat 95% of the West Bank and a Palestinian State
: Arafat said "no".
c. Simplifying or Blurring the Issues
This technique is much loved by anti-Zionists.
The Arab/Israel conflict has lasted over a hundred years. It is a product
of religion, history, and world politics. To understand it requires study
and thought.
Content Links:
How much easier it is to reduce this extensive historical analysis to slogans,
because as an audience member once said to me:
'Don't confuse me with fact!'
Yet, without dedicating time to learning the substance, it is impossible
for the pro-Israel activist to provide a credible, substantiated response,
however good the sound bytes.
You might also hear something like:
"It's very simple: There are the oppressors and the oppressed in
this conflict - and you have to decide which side you are on!"
Once again, there are various ways to respond to an assertion like this,
provided you have the background knowledge. As always, you should try
and break out of the agenda being set...
"When you talk about the oppressed, are you referring to the victims
of Palestinian terrorism? You know, like those kids eating Pizza, when
they were blown up by a suicide bomber in Jerusalem?
The real issue on the table is the use of violence by suicide bombers:
Sir/Madam, do you condemm suicide bombing?"
d. Personalizing, De-personalizing and Demonizing
This is a very frequent media technique. At the Durban Conference, Israel
was demonized to a new heights. This followed a year of largely successful
media presentation of Israel as the "bad guy".
Here is one way it works:
Palestinian casualties of clashes with Israeli soldiers are named, described,
and eulogized. The listener identifies with the (often authentically)
tragic death. Conversely, Israelis are depersonalized as "Israeli
forces", with whom it is more difficult to identify.
The next step is when negative images are attached to Israelis. Describing
Israel and Israelis as:
"Nazis", "occupiers", "colonialists", "a
neo-apartheid state", generates not only alienation from Israeli
suffering, but the feeling that Israelis deserve the terror and violence
- and goes a long way to legitimizing opposition to Israel.
This approach is applied equally slickly to places. Palestinian Arabs
live in "villages," "towns," or "communities."
Israelis live in "settlements", a term also used by the Israeli
media, but not very helpful in positive image-making.
Obviously, the way to address this is to used nuanced and transparent
terms - and thus reverse the tables:
- Israelis live in "villages" or "communities";
- "Demonstrations", should be called what they are: "violent
attacks on Israeli soldiers";
- "Attacks on civilians" or off-duty soldiers should be called
"terrorist attacks";
- The perpetrators of such attacks should be called "murderers",
"rioters", and "violent criminals";
- Israeli's killed on the roads, in cities and the countryside, have
names and faces, family and friends.
- Let those names be heard and faces seen. Mention their careers, interests,
and aspirations.
See Activity
IV.1.
3. Effective Hasbara: The Three Circles
of Advocacy
With acknowledgement to David Olesker, whose original document was expanded
for this section.
Please draw 3 overlapping circles
Successful advocacy depends on three factors. The three circles of advocacy
are: Information, Technique, and Forum.
a. Information
There are many books to be purchased on the Middle East through Amazon
or Barnes & Nobles. Start by building some foundation knowledge from
books and use the above Content Links. See also
the links below.
Useful Links
Media Bias Coverage
b. Technique
People register messages by their feelings, their reactions. The key technique
of the anti-Israel advocate is agenda setting. In response, be pro-active:
set the agenda with your message.
Here are some suggestions for alternative messages you can use to set
your agenda:
- World unity against terrorism means condemning the continuation of
terrorist attacks against Israeli civilians, too.
- The Palestinian Authority has broken its agreements.
- The Palestinian Authority has incited to violence against Israel
and Jews.
Organize a Campaign
Who should be the object of your messages?
There are certain priorities that should be set.
Get everybody involved:
- The Jewish community;
- Christian & Israel Friendship groups;
- Political parties
Activity #5: "Campaigning" in The Myth of Zionism=Racism - After
Durban http://www.jajz-ed.org.il/actual/zr/6.html
c. Forum
Remember, today you are not acting alone. There is a whole forum of people
out there willing to advocate. The Internet has provided an ideal for efficient
networking and organization. We have suggested the power of lobbying - below
are some ideas to make it effective.
See also : IV.4.Lobbying Activity
Examples of powerful lobbying through the Internet include:
- Creating a mailing list, to disseminate information for lobbying purposes;
- Designing, building and maintaining an effective website;
- Creating a web ring of like-minded websites (none at present exists!);
- Opening a supervised chat room to discuss issues openly;
- Keep an eye on the media and lobby them if they are unfair: Today it
is easier than ever to keep up-to-date with what is being published, through
news search sites.
For example: http://www.moreover.com.
Type "Israel" into their search engine and you will receive
all the major news articles about Israel daily.
4. In Conclusion
If you will it, it is not a dream: you and your core group of activists can
make a difference.
- There are examples of excellent Hasbara and plenty of good ideas to apply
at different levels, in a variety of settings;
- Many lines of action involve effective networking;
- Many of the quality resources are right here online.
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