Hasbara: Why does the world fail to understand us?
(+972) – Hasbara represents only one side of propaganda, as it is mostly aimed at foreign audience. The use of the Hebrew term Hasbara in a critical context, rather than “propaganda” or “public diplomacy” (the title of the Wikipedia entry on the issue), is necessary, because Hasbara efforts are wider and their goals much more ambitious than any similar activities taken by all democracies and most non-democracies. Hasbara targets political elites, opinion makers and the public simultaneously; it includes traditional advocacy efforts as well as more general appeals made through mass media, and it is carried out by government agencies, non-governmental organizations, lobbying groups, private citizens, students, journalists and bloggers.
The Israeli government encourages all citizens to actively engage in Hasbara. Recently, it even distributed brochures with talking points to all Israelis traveling abroad (a Hebrew web version of the campaign can be viewed here). Israelis are asked to engage in politically-oriented conversations with their hosts and contacts abroad. Rather than discuss the Palestinian conflict, they are advised to cite Israeli technological achievements, mention environmental policies and take pride in notable cultural works. The West Bank is to be discussed – under its ancient Hebrew name, Judea and Samaria – as a potential tourist marvel.
Until a few years ago, the main government agency carrying out Hasbara work was the Israeli Ministry of Foreign Affairs, through its Media and Hasbara department. Under Ehud Olmert’s government, and more so under Netanyahu’s, there was a considerable increase in Hasbara efforts. Prime Minister Netanyahu has launched for the first time a Hasbara Ministry, headed by a government minister (the current hasbara minister is Yuli Edelstein). The Hasbara Ministry includes a situation room, which operates in five languages; it has a new-media team that can reach, according to the office’s web page, 100,000 volunteers on social media networks, as well as many bloggers.
- JPost – The Power of Hasbara
- Israel setting up “covert units” to tweet, Facebook government propaganda