Putting Israel in a Different Light

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Putting Israel in a Different Light

The difficult incidents of the last couple of weeks, including the terror attack near Eilat and the subsequent barrage of rockets from Gaza into Israeli cities and towns, inform us of two things. First, Israel’s enemies continue their commitment to attack and target Israeli civilians in a variety of ways; and, second, when Israel rightly defends itself and responds to these attacks, it will suffer from criticism and a public image dilemma.

After the attack outside of Eilat, Israel immediately chased the perpetrators as they attempted to escape into Egypt. Israeli forces fired into Egypt, killing three Egyptian soldiers accidentally. Israel was immediately condemned by Egypt and others in the international community. Even worse, the main news story on most news sources became the “tensions between Israel and Egypt” due to the killing of the Egyptian soldiers, as opposed to what should have been the main story: the horrific terror attack against Israelis.

After the attack, over 100 rockets were launched from Gaza at Israeli cities including Be’er Sheva, Ofakim, and Ashdod, killing one Israeli and injuring many others. Israel immediately responded with airstrikes into Gaza targeting terrorists and their locations. The media’s coverage was peculiar — The New York Times headlined “Israelis Hit Gaza and Militants Fire Rockets after Deadly Attacks,” accompanied by a picture of a Palestinian man crying, with a caption: “Palestinians at a Gaza hospital after an Israeli airstrike in retaliation for attacks near Eilat, Israel.” A second article in the Times was headlined “Casualties on Both Sides as Israel and Gaza Trade Fire,” with a picture of a dead two-year-old Palestinian child being carried at a funeral.

At best the media covered the story with moral equivalency, as if the targeted murder of civilians driving in their car was morally equivalent to Israel’s pursuit of those responsible for the attacks, or that rockets aimed at civilian populations was morally equivalent to the indirect killing of civilians in strikes aimed at the attacks’ masterminds.

Unfortunately, we have seen this scene before. What is the best way to respond? My experience in training thousands of students to advocate effectively for Israel on college campuses over the past 10 years has taught me the following important principles:

Give people an emotional connection to the situation that Israelis are feeling.

Arguments and facts are important, but narratives and emotional connections affect people. It is important for people to understand that Israel is the victim in this situation, not the aggressor, and has a right to defend itself. But simply stating that, even with an explanation of the timeline of events, is not enough. What’s crucial is to give people an emotional connection to the situation that Israelis are feeling. Tell them about Yossi Shushan, a 38-year-old Israeli man who was killed in Be’er Sheva as he raced home to check on his pregnant wife, while a major Israeli city was being deluged with rockets. Communicate President Obama’s response in 2008 to similar attacks on Sderot: “[I]f missiles were falling where my two daughters sleep, I would do everything in order to stop that.”

Control the debate, don’t just argue the other side’s issues. While our knee-jerk reaction is to argue that Israel is not targeting Palestinian civilians and that Israel is acting with restraint, we also have to realize that by arguing this issue — even if we are right — we are losing the bigger battle. For example, if two people are debating whether someone should go to jail or not, it doesn’t matter the outcome of the debate; even if the person is exonerated, he has lost in the world of public image. Israel’s detractors know that we have the facts and truth on our side. But they also realize that they’ll win the PR battle by putting Israel on the defensive.

So what should we do? Communicate the messages that show Israel in a different light, a view that is positive and creates an emotional positive reaction. For example, instead of arguing that Israel is not targeting Palestinian civilians (which is obviously true), say, “People on both sides of the conflict have unfortunately suffered, but the real issue is how do we move forward? How do we create a situation where neither innocent Israelis nor Palestinians need to suffer? Israelis have shown their willingness to live in peace with the Palestinians and to compromise to achieve this peace. Unfortunately the Palestinian leadership has not reciprocated.”

By communicating in this manner, we can get across a message that is well received — that Israelis want peace and are willing to compromise for it — as well as focus on a message that we want to communicate, not falling into the trap of Israel’s detractors.

This article originally appeared in the New Jersey Jewish News.

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Published: September 3, 2011
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Visitor Comments: 20

(12) ECHEFULAM ANUGWA, September 10, 2011 7:48 PM

show the gruesome pictures of Israeli victims!

while it is important for Israel should keep trying to get their out in the best way they can, it is important that the pictures of the victims of the incessant terror attacks against Israel be shown, no matter how gruesome! The world must understand that Israel is the victim here.

(11) Stanley Veksler, September 9, 2011 6:25 PM

Win the battle

do you have idea how to do that. Check the Haaretz, Jpost etc... Only their left ear works.

(10) Ramon Fernandez, September 6, 2011 7:01 PM

Continuation

It is also very important to keep your cool. Never trade hate for hate. Muslims in a debate are easily irked when you do not share the same hate that they have. Most posters and detractors of Israel are (as mentioned) haters and ignoramuses - a deadly combination and one thing that goes to anyone's favor when used properly. Remember too that the objective of shooting down their arguments and turning it against them is not an end. The final objective is to lay the trap so that they eventually embarrass themselves. When that is done, they might stop at fabricating accusations and be forced to act more civil or at least think twice before trying to put Israel in a bad light.

(9) Ramon Fernandez, September 6, 2011 6:15 PM

I am a Filipino and I have argued Israels cause for months on YT until I was banned 7/26/11 for reasons that until now escapes me. During those months I have learned how to deal with Israels detractors effectively. 1. Do not tell them facts, they are not interested in that. Giving them facts only give them cause to have the facts ridiculed and an occasion for them to site previous events of Israels sins, true or not and often fabricated. 2. They do not speak from the standpoint of truth nor a desire of knowing what is right. Instead, they are there to advertise the abomination of having Israel sit in a land that they want to claim as theirs and justice is farthest from their minds. Israel is Muslim-land-for-Allah. to them that is justification enough. 3. Most of them are haters fed with second hand facts. They will only believe and listen to what they want to hear no matter how ridiculously biased and self serving and for most, nothing could change that. Why should it, facts coming from infidels are always of the devil. 4. The writer of this article is wrong. If one tells them that Israel is suffering too, it will only be a cause for them to celebrate. That is what they want on purpose, to see Israel suffer, why give it to them? Instead: 1. Do not be drawn into their arguments, never be defensive about Israel. People who have good hearts and a sense of justice will always know the finer points of the debate for what it is. 2. Have your own arguments and drive it home no matter the hate you get in return. 3. Let their arguments be an argument against them. Shoot holes into it w/o offering facts (if possible) and put them always on the defensive. Second hand info and hate has no chance when they are on the defense and running. I have stayed with this approach and have been hated very much but then I have turned about 60 of them away, never to return again with the same username. More than that I have never lost an argument. Remember they are not interested in peace.

Beverly Kurtin, September 9, 2011 1:30 AM

Thank you, Ramon

Many of the points you bring up are similar to a book called " how to argue with a conservative." There is only one thought in the Islamic mind. The complete takeover of the world. Nothing short of that goal will satisfy them. There is absolutely NO WAY that the Arabs will ever agree to having a Jewish state in what they consider THEIR land. Although there is no reason that Arabs cannot create for the good, their blind hatred of the non-Muslim world overrides any positive creativity. ONLY the destruction of Islam as it is now propagandized will bring about any WORLD peace. The Islamic greed for elimination of anyone that is not them is the basis of ALL problems around the world. Look at what they have done to other countries around the world. By pointing their filthy fingers at Israel, they somehow convince the world that Israel is the problem. Hatred of Jews is at the base of the world's willingness to think the worst of us. We gave the world light and they have covered it with the dark cloak of hatred and ignorance.

(8) hrothgar, September 6, 2011 1:04 PM

Why are people still talking about making peace with Islam?

Any one who has bothered to find the slightest knowledge of Islam will soon learn that Islam does not exist to make peace with us" infidels";quite the contrary it's soul raison d'etre is the conversion or subjection or destruction of every one and every institution in the world.Islam might live in peace with the "infidels" when it is weak and unable to over-run it's "enemies",but it is only waiting for it's day to come.Islam might make a treaty of peace with it's enemies but no treaty with an "infidel" is meant to last for ever;only until the time is right to strike.Islam might speak soothing words of peace and friend-ship,but it is written that it is permissable to lie and deceive the "infidel" in order to further the cause of Islam.All the politicians and utopian dreamers who think that Islam wants to live peacefully with it's neighbours are labouring under a fatal illusion.When Islam talks of peace it means the peace that will come when the "infidel" peoples have been converted ,subdued or obliterated and the Caliphate rules an Islamic world,totally.This is Islam's "holy " mission,it is what makes it Islam.This is the command of allah to his "prophet" muhammed;this is the example of muhammed and the criteria that all pious Moslems seek to follow.Of course there are many "moslems" who have very little idea of what Islam means,many do not even understand the prayers they utter in Arabic,the divine language.But these are not the people who continually seek "holy" war.They will how ever be the ones who will swiftly be obliged to step into line once the west no longer holds the reins of power.Many dormant moslems will find their Islamic zeal when Islam comes into it's own.Those who don't will be dealt with.Don't deceive yourselves about Islam;it must be contained because while it exists it wil not rest nor will it's hatred of all things un-Islamic be placated.

Anonymous, September 9, 2011 1:36 AM

Most incisive observation to date

hrothgar, yours is among the most incisive observation I have ever seen concerning this subject, congratulations. Anything I added would be meaningless.

hrothgar, September 10, 2011 8:11 PM

anonymous;Thank you very much.

(7) alan, September 6, 2011 12:50 PM

Adifferent light?

This is like the never ending story and unfortunately it seems to turn out the same every time. The truth does not matter and when a lie is repeated enough, it seems to be true. Well how about this different light. The Palestinians talk about freedom - where in their world does that exist - Saudi Arabia? Syria? Iraq? anywhere? - not as we know it. If you are a non-muslim in a Muslim state, you do not have any rights and therefore you do not experience freedom. Here's the different light and Europe needs to learn this one quickly - The Israeli's and Jews have never conquered or wanted to settle any land other than Israel for 3000 years - Islam comes into a country and eventually totally consumes it. Please have someone refute this with fact. So there are what 12 million Jews in the world and 2 billion Muslims. And who does the world fear? - Of course the Jews. You say no they fear the Muslims - well then tell the rest of the world that when the Jews do not exist, they are next. Now that's something they really need to think about.

(6) Anonymous, September 5, 2011 6:26 AM

arguing with lies is an old story

The nazis had a strong influence over the arab countries and they have continued to treat their people like subjects of a nazi regime while blaming everything on the jews. Even the name of the parties in iraq,syria and lybia with their military controllers was based on national socialism. Watch how the syrian leader brutalizes his people and the world still attacks israel. Nothing we can do other than defeat them will do any good. They view our love of peace as a weakness and laugh at us for it. The u.s.a. is now c ontrolled by the oil companieswho are controlled by the saudis and other oil interests. They have earned huge profits on the oil they sell us and are using that money to buy influence as well as corporations in our country. Obama seems to have given up all his power to them and that is where we are. As usual all we have is g-d but that is enough in the long run. The short run may be rough. I still love being a jew and woulden't trade it for anything. ,

(5) Robert Koorse, September 5, 2011 1:35 AM

put yourself in the shoes of the Israelis

As an American, I have tired to imagine my response if....well, it's no longer "if; " we WERE attacked and we did respond. But I ask people to imagine that they live in a border town of Canada, let's say Buffalo, and people were firing rockets from across the border into Buffalo. Lives threatened and lost, property destroyed. What would we ask, what would we demand, of our own government? Wouldn't we insist on being defended by our armed forces? It's simply asking people to put themselves in the shoes of the Israeli people and see as well that the Israeli government really has no choice whatsoever but to respond.

Joseph Wahed, September 5, 2011 8:02 PM

Israel defends itself against Kassam

Very true, but unfortunately, much of the media is very biased against Israel. Telling the world a human interest story about a murdered Israeli family will still not get attention by much of the media. The solution then is to inundate the media and the U.N. with such killings by Hamas. Israel should also quote the Arab statement that they will never recognize a Jewish state.

(4) hrothgar, September 4, 2011 11:13 PM

The west is gripped by Fear and political correctness

As an English Christian who strongly supports Israel,it gives me no pleasure to say that the West under it's present mind-set and Left-liberal leaders will never support Israel against the Islamic aggressors.There are 3 main factors for this,1)political correctness.This scourge of the modern world(west) is the current default position of the elite lefties who run the West.Lack of knowledge and fear of Islam and their "Otherness" and a debilitating (totally unfounded) guilt complex about anything and anyone that is perceived as being past victims of colonialism(except Jews)have placed the Moslem countries ,in the eyes of the dopey people who rule,in the "victim" category.Even when they are blowing the west to bits,excuses are still found for them around the dinner tables of the Islington useful idiots.Israel is categorized as "western",strong and wealthy;therefore they are "aggressors"(2 Plain fear of the shere ruthlessness and aggression of Islam.They do not blame them for it however;they blame Israel,America;even Americans blame America.This shows the ignorance of the bougeois left regarding Islam.Islam is aggressive because Muhammed,the quaran and the Sunna say they should be in order to further the dominance of Islam.3) Oil.The west desparately needs oil and they are petrified that the oil producing countries will restrict it.2)of course stops them from becoming more forceful in their dealings with the Moslem oil producers;note how they concocted the pack of lies to free the Lockerby bomber.I am ashamed to say that the Western politicians would rather see a fanatical Moslem state in Palestine that a democratic israeli one.When these twerps finally realize what they are dealing with we will all be paying the "jizya" and bowing to our moslem masters.

Sandra, September 6, 2011 1:06 AM

Agree with most of your points

As someone who is liberal-minded, but honest, I agree with most of the points you raise. The opinion makers in the media and universities in the West have a certain mindset about the world and it will not change no matter the facts...the liberal elite will change the facts to suit their narrative.

hrothgar, September 8, 2011 12:54 PM

Exactly!

(3) Bud Wolf, September 4, 2011 7:37 PM

Response to Put. Is. in a Dif light.

I do not disagree with the article, but my response would put the situation in a personal basis. If you , my neighbor kept throwing baseball size rocks into my yard and I had warned you against doing this many times and you continued and killed or maimed one of my family; then if I had a huge sling which could shot a giant boulder into your yard would I not have the right to retalliate or should I beg you to stop again and again and again?

(2) Julius Romanoff, September 4, 2011 4:51 PM

Peace in Middle East may be just an illusion.

To establish agreement for Peace, you need two parties willing to make changes in their demands. Both Israel and the Palestinians have been unwilling to modify their demands. Israel, based on their history in dealing with Muslims, do not believe they would be free to visit their holy sites in Jerusalem, Judea and Samaria. The demand that no Jews can live in the Middle East make Peace impossible in a two State solution. The only Peace that can be possible is with the destruction of the State of israel. Therefore, Israel must retaliate for any hostility by the Palestinians to continue its existence.

Claire Berke, September 5, 2011 6:25 AM

I agree with you. I was born in Cairo and had to leave in 1956 when Nasser took my father's factory, look, stock and barrel. I was pinched and insulted in the streets"Jewess daughter of a dog", daily. The hatred is very deep and they will not recognize Israel. How can we negotiate with people who don't want to know that you exist?

(1) Peter Bronks, September 4, 2011 12:52 PM

In support of Israel and it's people.

I am disgusted at the World Press and it's condemnation of the Israeli people's attempt to defend their homeland from these cowardly attacks and lead a peaceful way of life, This defence of Israel is a drain on their resources and their economy and is detrimental to progress. I have been to Israel, both to Tel Aviv and Jerusalem and find the people just wish to lead a peaceful, constructive life.

Anonymous, September 5, 2011 6:29 AM

stick to our guns and support our people. Many poor jews are suffering

Forget about other countries. support our own people. se e that they are well fed, educated and protected. Be socialable with the outside world , don't ignore them but take care of our own home first. Did you see the movie the Debt? I hated it but would like to hear other opinions

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About the Author

Elliot Mathias

Elliot Mathias is the founder and executive director of

Hasbara Fellowships

, a leading pro-Israel advocacy training program for university students across North America that is a program of Aish International. Mathias lives in Livingston and is a member of the Community Relations Committee of MetroWest.

Putting Israel in a Different Light

Visitor Comments: 20

(12) ECHEFULAM ANUGWA, September 10, 2011 7:48 PM

(11) Stanley Veksler, September 9, 2011 6:25 PM

(10) Ramon Fernandez, September 6, 2011 7:01 PM

(9) Ramon Fernandez, September 6, 2011 6:15 PM

Beverly Kurtin, September 9, 2011 1:30 AM

(8) hrothgar, September 6, 2011 1:04 PM

Anonymous, September 9, 2011 1:36 AM

hrothgar, September 10, 2011 8:11 PM

(7) alan, September 6, 2011 12:50 PM

(6) Anonymous, September 5, 2011 6:26 AM

(5) Robert Koorse, September 5, 2011 1:35 AM

Joseph Wahed, September 5, 2011 8:02 PM

(4) hrothgar, September 4, 2011 11:13 PM

Sandra, September 6, 2011 1:06 AM

hrothgar, September 8, 2011 12:54 PM

(3) Bud Wolf, September 4, 2011 7:37 PM

(2) Julius Romanoff, September 4, 2011 4:51 PM

Claire Berke, September 5, 2011 6:25 AM

(1) Peter Bronks, September 4, 2011 12:52 PM

Anonymous, September 5, 2011 6:29 AM

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