The Israel Project - The Global Language Dictionary 2009 - Hasbara Manual



(azw3,epub,mobi,pdf)


# Below text source: independent(dot)co(dot)uk/voices/comment/israelgaza-conflict-the-secret-report-that-helps-israelis-to-hide-facts-9630765.html

The secret report that helps Israel hide facts:

Israeli spokesmen have their work cut out explaining how they have killed more than 1,000 Palestinians in Gaza, most of them civilians, compared with just three civilians killed in Israel by Hamas rocket and mortar fire. But on television and radio and in newspapers, Israeli government spokesmen such as Mark Regev appear slicker and less aggressive than their predecessors, who were often visibly indifferent to how many Palestinians were killed.

There is a reason for this enhancement of the PR skills of Israeli spokesmen. Going by what they say, the playbook they are using is a professional, well-researched and confidential study on how to influence the media and public opinion in America and Europe. Written by the expert Republican pollster and political strategist Dr Frank Luntz, the study was commissioned five years ago by a group called The Israel Project, with offices in the US and Israel, for use by those "who are on the front lines of fighting the media war for Israel".


Every one of the 112 pages in the booklet is marked "not for distribution or publication" and it is easy to see why. The Luntz report, officially entitled "The Israel project's 2009 Global Language Dictionary, was leaked almost immediately to Newsweek Online, but its true importance has seldom been appreciated. It should be required reading for everybody, especially journalists, interested in any aspect of Israeli policy because of its "dos and don'ts" for Israeli spokesmen.




# Below text source:

Israel’s 2009 PR handbook on defending attacks on #Gaza -

This is the handbook prepared by US Republican pollster Frank Luntz in 2009. It sets out the language and arguments that Israeli Government spokespeople should use on the media to explain and defend Israel’s then occupation of Gaza.

You can hear lines from this 2009 being used again today to defend the latest onslaught on Gaza.




# Below text source:  mondoweiss(dot)net/2014/07/telegenic-israels-crumbling/

There is a standard script for how to deal with Palestinian casualties. After Israel killed four boys on the Gaza beach on July 16th, the US establishment media fell in line behind Israel’s PR framework: acknowledge the tragedy but blame Hamas.  This is exactly what Israeli spokesperson Mark Regev said on Channel 4 News when grilled by the anchor Jon Snow. It is also how the US State Department spokesperson Jen Psaki responded using the same word-for-word talking points.

This framework, developed in 2009, can be found in The Israel Project’s 2009 Global Language Dictionary. The Orwellian manual provides a detailed outline on how to “communicate effectively in support of Israel.”

One of its first instructions is that pro-Israeli propagandists need to show empathy. The manual insists that they should “show empathy for BOTH sides” (caps in original) as a way of gaining credibility and trust. To make sure that the point is understood, the manual repeats again (in bold and underlined this time) the instruction “use Empathy”—the suggestion being that empathy is an important tool to be used in the propaganda war.

When innocent Palestinian children and women are killed, the first response should be to show empathy; the next is to reframe the issue stating that Israel is not to blame and that it is only defending itself and further that it only wants peace. Even when it is raining death and destruction on Palestinians, the manual is clear: “Remind people—again and again—that Israel wants peace.”

Developed after the 2008 Gaza war, when Americans began to show greater sympathy for Palestinians, this propaganda manual tries to address some of the shortcomings during Operation Cast Lead. Among the various shifts it suggests, the manual notes that it is important to distinguish between the Palestinian people and Hamas. Ayman Moyheldin, one of the few international reporters who covered Cast Lead, noted that Israel sought to “portray everyone in Gaza as a Hamas sympathizer, as a terrorist sympathizer” as a way to justify its indiscriminate killing.

The 2009 manual counters this strategy stating that while American’s “get” that “Hamas is a terrorist organization. . .if it sounds like you are attacking the Palestinian people. . .you will lose support.” It carefully emphasizes again: “Right now, many Americans sympathize with the plight of the Palestinians, and that sympathy will increase if you fail to differentiate between the people from their leaders.”

In other words, in order to decrease sympathy for the Palestinian people new tactics were needed to augment older ones.

Israeli propaganda has a long history. In 1982 the Israeli invasion of Lebanon was met with international condemnation. In particular, the massacre of Palestinians in the refugee camps of Sabra and Shatila damaged its public image. Israel then instituted a permanent PR establishment that would work to cultivate good media coverage in the US. The Hasbara project involved training Israeli diplomats and press officers on how to speak in ways that ensured favorable media coverage. The media watchdog group, Committee for Accuracy in Middle East Reporting in America (CAMERA) was formed to monitor and respond to “unfair” media coverage of Israel.

But pro-Israeli coverage isn’t simply the product of good talking points rather it stems from the “special relationship” between the US and Israel and their mutual interests in the Middle East. It is not a coincidence that Jen Psaki would use the same language as Mark Regev. Or that John Kerry would echo Benjamin Netanyahu.

The US political elite, the elite in Israel, and the owners of the corporate media share a set of common economic and political interests that ensures that pro-Israeli propaganda dominates in the establishment media. Should journalists and media organizations break from the script, various pro-Israeli groups, such as CAMERA, generate flak and bring enough pressure to bear on editors and reporters that they are brought back into line.

Tags: PR:spin:media:israel:palestine:genocide:zionism:gaza