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Facebook users’ engagement with Israel’s public diplomacy messages during the 2012 and 2014 military operations in Gaza

Author

Listed:
  • Moran Yarchi

    (Interdisciplinary Center (IDC) Herzliya)

  • Tal Samuel-Azran

    (Interdisciplinary Center (IDC) Herzliya)

  • Lidor Bar-David

    (Columbia University)

Abstract

In an attempt to broaden our understanding on current uses of public diplomacy tools and their effectiveness, the study focuses on an Israeli citizens’ initiative (Israel Under Fire) that promoted messages via social media in the two recent rounds of the Israeli–Palestinian conflict (2012, 2014). The study examines the message strategies used by the initiative in their English Facebook page (N = 926 posts), and the users’ engagement they generated. Four message strategies were identified: (1) Israel has the Right to Defend Itself; (2) “What Would YOU Do (if you were in the same situation)?”; (3) Exposing Hamas’ Propaganda; and (4) Free Gaza from Hamas. The analysis revealed that the “What would YOU do?” strategy generated significantly greater audience engagement compared to the other message strategies. The study indicates that countries such as Israel, which suffer from a Goliath image problem, may benefit more from messages that encourage online audiences to engage in perspective taking and to think about the conflict vicariously than from messages that refer directly to the positions of the conflicting sides.

Suggested Citation

  • Moran Yarchi & Tal Samuel-Azran & Lidor Bar-David, 2017. "Facebook users’ engagement with Israel’s public diplomacy messages during the 2012 and 2014 military operations in Gaza," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 360-375, November.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:4:d:10.1057_s41254-017-0058-6
    DOI: 10.1057/s41254-017-0058-6
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    References listed on IDEAS

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    1. Nye, Joseph S., 2008. "Public Diplomacy and Soft Power," Scholarly Articles 11738397, Harvard Kennedy School of Government.
    2. Avraham, Eli, 2015. "Destination image repair during crisis: Attracting tourism during the Arab Spring uprisings," Tourism Management, Elsevier, vol. 47(C), pages 224-232.
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    Cited by:

    1. Tal Samuel-Azran & Betti Ilovici & Israel Zari & Orly Geduild, 2019. "Practicing citizen diplomacy 2.0: “The Hot Dudes and Hummus—Israel’s Yummiest” campaign for Israel’s branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(1), pages 38-49, March.
    2. Lisa Källström & Simon Persson & Jakob Westergren, 2021. "The role of place in city centre retailing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 36-49, March.
    3. Neil Collins & Kristina Bekenova, 2019. "Digital diplomacy: success at your fingertips," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(1), pages 1-11, March.
    4. Stephen D. Collins & Jeff R. DeWitt & Rebecca K. LeFebvre, 2019. "Hashtag diplomacy: twitter as a tool for engaging in public diplomacy and promoting US foreign policy," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 78-96, June.

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