Public diplomacy of Israel

While hasbara literally means "explanation", its exact import in its current usage is debated. Gideon Meir has said that there is no "real, precise" translation of the word hasbara in English or any other language, and has characterized it as public diplomacy,[7] an action all governments around the world undertake with the growing importance of what Harvard professor Joseph Nye termed soft power. Gary Rosenblatt describes it as "advocacy".[8] Individuals who engage in the practise have been called hasbarists.[9]

Hasbara has been described as "pro-Israel propaganda,"[10] and "the new user-friendly term for Israeli propaganda"[11] but while "propaganda strives to highlight the positive aspects of one side of a conflict, hasbara seeks to explain actions, whether or not they are justified."[12]

Historian Giora Goodman considers "hasbara" to mean "propaganda" in practice, explaining

The term "propaganda" acquired a pejorative sense during the first half of the twentieth century. Accordingly, British and American propagandists used "information" to describe their work and the positive-sounding word hasbara has generally been preferred in Hebrew. "Propaganda", ta’amula in Hebrew, is mostly reserved for what opponents do, but the term was often used by the Zionist movement to portray its own efforts to influence mass audiences.[13]

An example of a Hasbara stand.

Hasbara efforts often use IDF posters.

An example of a Hasbara poster.

Early mentions of the term hasbara in English mainstream print media[14] date from the late 1970s and describe it as "overseas image-building."[15] According to The Washington Post, this work "is called hasbara when the purpose is to reshape public opinion abroad."[16] In the early 1980s, hasbara was defined as a "public relations campaign."[17] In Newsweek it was described as "explaining."[18] In 1986, The New York Times reported that a program for "communicating defense goals" was started in the late 1970s, and a 1984 implementation of a "Hasbara Project" to "train foreign-service officers in communications by placing them with American companies." Carl Spielvogel, chairman of Backer & Spielvogel, traveled to Israel to advise the government on communicating its defense goals. The trip led to the Hasbara Project, an internship program established to train foreign-service officers in communications by placing them with American companies.[19]

Shmuel Katz's book Battleground: Fact and Fantasy in Palestine, published in 1973, was described as "an encyclopedic source-book for those involved in Israel's hasbara (public relations) effort."[20] In 1977, Prime Minister Menachem Begin named Katz "Adviser to the Prime Minister of Information Abroad."[21][22]

In May 1992, The Jerusalem Post reported that American Jewish leaders hardly reacted to news that the Foreign Ministry's hasbara department would be eliminated as part of a sweeping reorganization of the ministry. Malcolm Hoenlein noted there had been talk of streamlining the ministry's hasbara functions for some time. He said that merging the hasbara department's functions with those of the press department did not portend any downgrading in the priority the Likud government gives to hasbara abroad. Abe Foxman reacted similarly, saying he was "not distressed or disturbed", and noted that disseminating hasbara has always been the responsibility of every Foreign Ministry staff officer, especially those working abroad; if eliminating one department means everyone will assume greater responsibility for his or her own efforts in distributing hasbara, then he is all in favor. It also reported that personnel in foreign hasbara departments would be shifted to press departments, which is where much of the work currently done by hasbara officials properly belongs. He explained that Israel's efforts to provide hasbara abroad would focus on media communications.[23]

In 2001, Shmuel Katz published a retrospective of Israeli hasbara efforts and said that hasbara "must be tackled not by occasional sudden sallies but by a separate permanent department in the government."[24] Sharon did increase hasbara efforts, but did not create a cabinet-level ministry for that purpose.[25]

Also in 2001, the Israeli Foreign Affairs Ministry,[7] the diplomatic arm of the Government of Israel, was an original co-sponsor of the Hasbara Fellowships activities of Aish HaTorah. The Jewish Agency for Israel, Department for Jewish Zionist Education, operates a campaign called "Hasbara, Israeli Advocacy, Your Guide to the Middle East Conflict".[26] In May 2007, the Hasbara Fellowships asserted that "Wikipedia is not an objective resource but rather an online encyclopedia that any one can edit. The result is a website that is in large part is controlled by 'intellectuals' who seek to rewrite the history of the Arab-Israeli conflict. These authors have systematically yet subtly rewritten key passages of thousands of Wikipedia entries to portray Israel in a negative light. You have the opportunity to stop this dangerous trend! If you are interested in joining a team of Wikipedians to make sure Israel is presented fairly and accurately, please contact [our] director".[27] A similar advocacy campaign on Wikipedia was later launched by the Committee for Accuracy in Middle East Reporting in America in May 2008; five editors involved in the campaign were sanctioned by Wikipedia administrators, who wrote that Wikipedia's open nature "is fundamentally incompatible with the creation of a private group to surreptitiously coordinate editing".[28]

In 2002, the Israeli State Comptroller's office issued a report critical of Israel's PR efforts. "A lack of an overall strategic public relations conception and objective" and lack of coordination between the various organizations were mentioned. Funding levels are modest; the Ministry of Foreign Affairs spent about US$8.6 million on these efforts in 2002, and the Government Press Office was budgeted at US$100,000.[29]

In 2008, Yarden Vatikay was appointed to coordinate Israel's domestic and foreign media policy.[30]

In 2009, Israel's foreign ministry organized volunteers to add pro-Israeli commentary on news websites.[31][32][33] In July 2009, it was announced that the Israeli Foreign Ministry would assemble an "internet warfare" squad to spread pro-Israel messages on various websites, with funding of 600,000 shekels (about $150,000).[34][35]

A 2010 report produced for the Israeli cabinet by the Reut Institute and cited by the newspaper Haaretz exemplifies the common Israeli view that hasbara efforts are needed to respond to what it describes as a diffuse "delegitimization network" of anti-Israel activists. As Haaretz put it, "The network's activists—'delegitimizers' the report dubs them—are relatively marginal: young people, anarchists, migrants and radical political activists." The newspaper also cites the report as saying this network promotes pro-Palestinian activities in Europe as "trendy," and calls for it to be monitored by Israeli intelligence services, and for the cabinet to treat the network as a strategic threat. It concludes that Israel was not prepared to meet the threat this network posed, and that a counter-effort must be more vigorously undertaken to respond to it.[36]

Neil Lazarus says that what he calls "low budget, grassroots Hasbara 2.0" has come of age, and commends websites that keep track of what supporters see as anti-Israel media bias, and that promote email campaigns on Israel's behalf. He observes that "Israel's hasbara seems to be becoming more dynamic, as the Diaspora takes responsibility", and that "Even day schools and MASA programs have been conscripted to the task."[37]

The Israel Citizens Information Council (ICIC) says its purpose is "to assist efforts to explain Israeli life from the vantage point of the average Israeli citizen. Towards that end, the ICIC enlists Israelis from all walks of life to participate in its various projects ... One of our major activities is the production of special Powerpoint presentations which we post on our website. These presentations review specific aspects and issues related to Israel and the Middle East."[38]

Some hasbara experts study methods used by Palestinian activists and offer advice on how to respond. Describing demonstrators as "youths," for example, creates a different impression from calling them "children." They draw attention to the subtle differences of meaning between words such as demonstration and riot, terror organization and Palestinian political organization. They advise against name calling and point scoring.[39]

Edward Said wrote that hasbara methods used during the Second Intifada included lunches and free trips for influential journalists; seminars for Jewish university students; invitations to congressmen; pamphlets and donation of money for election campaigns; telling photographers and writers what to photograph or write about; lecture and concert tours by prominent Israelis; frequent references to the Holocaust; advertisements in the newspapers attacking Arabs and praising Israel.[40]

The Israeli Foreign Ministry has instituted new training on the appropriate use of social media methods in its hasbara strategy. There have been multiple instances where embarrassing and inappropriate tweets and posts by the Israeli Embassies, particularly the one in Ireland under the leadership of Boaz Moda'i, have brought international condemnation. In response to such incidents, Israel's Foreign Ministry updated online social media guidelines for worldwide representatives of the Israeli government, so that the "combat doctrine" of the media guide will include appropriate "Do's and Don'ts."[41]

• Israel to pay students to defend it online, USAToday, 2013
• Occupation of the American Mind, Al Jazeera English, 2017