The Hamasization of Israel's Public Relations Campaign

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It used to be that Israel would keep silent about its military activities, or at most it would issue terse statements confirming, with as few adjectives as possible, an action that had already taken place. Groups like Hamas, on the other hand, were the ones that would brag constantly about their bloody triumphs (real and imagined). The charge that "Israel has opened the gates of hell" on itself has become a joke of a Hamas cliche, for instance. But now the Israeli government has taken to Twitter, and other online sites, to brag about killing its enemies. Very, very tacky. Michael Koplow explains why:

"(T)he reason Israel suffered so badly in the court of public opinion following Cast Lead is because there was a perception that Israel was callous about the loss of Palestinian life that occurred during that operation. Partly this was fueled by the sheer number of casualties -- a number that was deeply tragic but also unsurprising given Hamas's strategy of purposely embedding itself in the civilian population -- but partly it was fueled by things like T-shirts depicting Palestinians in crosshairs, suggesting disgustingly poor taste at best and a disregard for the terrible consequences of war at worst.

Publicizing posters of Jabari with the word "Eliminated" do not rise to the same level, but do not send the message that Israel should be sending. The IDF in this case is trumpeting the killing of an unapologetic terrorist leader, and nobody should shed a tear for Jabari for even a moment, but the fact remains that many people, particularly among the crowd that Israel needs to be courting, are deeply skeptical of Israeli intentions generally and tend not to give Israel the benefit of the doubt. They cast a wary eye on Israeli militarism and martial behavior, and crowing about killing anyone or glorifying Israeli operations in Gaza is a bad public relations strategy insofar as it feeds directly into the fear of Israel run amok with no regard for the collateral damage being caused. Rather than convey a sense that Israel is doing a job that it did not want to have to do as quickly and efficiently as possible, the IDF's Twitter outreach conveys a sense of braggadocio that is going to lead to a host of problems afterward.
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Jeffrey Goldberg is a national correspondent for The Atlantic and a recipient of the National Magazine Award for Reporting. He is the author of Prisoners: A Story of Friendship and Terror. More

Before joining The Atlantic in 2007, Goldberg was a Middle East correspondent, and the Washington correspondent, for The New Yorker. He was previouslly a correspondent for The New York Times Magazine and New York magazine. He has also written for the Jewish Daily Forward and was a columnist for The Jerusalem Post.

Goldberg's book Prisoners was hailed as one of the best books of 2006 by the Los Angeles Times, The New York Times, The Washington Post, Slate, The Progressive, Washingtonian magazine, and Playboy. He received the 2003 National Magazine Award for Reporting for his coverage of Islamic terrorism and the 2005 Anti-Defamation League Daniel Pearl Prize. He is also the winner of the International Consortium of Investigative Journalists prize for best international investigative journalist; the Overseas Press Club award for best human-rights reporting; and the Abraham Cahan Prize in Journalism.

In 2001, Goldberg was appointed the Syrkin Fellow in Letters of the Jerusalem Foundation, and in 2002 he became a public-policy scholar at the Woodrow Wilson International Center for Scholars in Washington, D.C.

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