Fighting over international perceptions:

Strategic communication to combat new forms of Antisemitism

Prof. Moran Yarchi

School of Communications, Reichman University

 

The narrative that paints Israel as the aggressor and the oppressor poses a challenge for Jewish people around the world who suffer due to the growing waves of antisemitism that it fuels. Countering that narrative will require significant work. Israel’s enemies are well-funded, well-organized; have a clear messaging strategy and a decades long head start in the field. Especially following the October 7th attack and the war in Gaza, there is a pressing need to develop better tools for dealing with the battle over international perceptions – a salient aspect and a real fighting arena of today’s conflicts.

Based on our research and experience, a data-driven approach to message creation, message testing and training professionals in various relevant organizations is the best path to confront those challenges, and to empowering diaspora Jews with effective strategies for self advocacy in the important battle over hearts and minds. 

Over the past year, our initial work has helped to shape a strategy that has begun to shift perceptions in the U.S.  As developments on the ground continue, our work needs to be continued and expanded. On the short term there is a need to create message strategy to counter immediate threats. On the longer term, we need to build a sustaining strategy to combat global antisemitism. We suggest the following formula for creating a positive impact in the battle over hearts and minds:

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​​Both the Israeli and the Jewish efforts within the fight over perceptions are lacking a clear strategy. Our initiative aims to fill this gap by using a data driven approach, created with academic tools and practices, to shape strategies, and enable us to better combat new forms of antisemitism.

Partner with us and make an impact.

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Prof. Moran Yarchi – myarchi@runi.ac.il