Promoting Israel studies on campus and ‘branding Israel’—a strategy aimed at associating Israel with positive characteristics unrelated to the Arab-Israeli conflict—are central to improving Israel’s international standing and countering delegitimacy.
These two focuses emerged clearly during research conducted by the Reut Institute’s political-security team, which will launch its paper analyzing the threat posed by Israel’s political delegitimization and provide related policy recommendations at the upcoming Herzliya Conference.
A recent report commissioned by the Charles and Lynn Schusterman Family Foundation and reported on in the Jerusalem Post demonstrates a merging of the two logics in the U.S. context:
- Significant increase in Israel studies on U.S. campuses: 246 institutions show a 69 percent increase in the number of Israel-related courses
- Israel beyond the conflict as a focus: Most of the new courses relate to Israeli cinema, literature and other aspects of culture and society
Here, expanded Israel studies provide a proactive response to anti-Israel discourse on campus and within academia. When combined with a focus that creates an alternative frame of reference regarding Israel, it creates an opportunity to broaden the dialogue in a critical arena – academia / campus.
Interestingly, participants in birthright Israel are identified as key in driving the demand for these courses. Missions to Israel, such as those provided young Disapora Jews by birthright, are aimed at introducing an Israeli reality that contradicts the news media-generated image. It seems that birthright participants are experiencing a need, upon their return to campuses, to see the new angle of reality to which they’ve been exposed reflected in their academic experience.
Abed Assli
Amit Granek
Anat Horowitz
asafhazani
avirozen
Calev Ben Dor
Eden Gallanter
Dana Preisler
Reut Institute
Daphna Kaufman
Elad Leshem
Eran Shayshon
Gaddy Weissman
Gidi Grinstein
Gil Murciano
Jeremy Fischer
Jessica Brandt
Liran Bainvol
Martin Ben Moreh
Merav Pick
Netaly Ophir
Noa Ecker
Omri Dagan
Omri Zegen
General
Ronit Gudes
Shay Gurion
Aliza Petrack
Talia Gorodess
Toni Hasson
Yael Brendel
Yael Weisz
Yariv Mann
Yossi Horesh
yotamhacohen
Yuval Holtzmann
Israel is very much in need of a public diplomacy / national and global marketing strategy. The difficulty arises in its own culture and obstinate folkways. As a Jewish American marketing professional who believes in Israel’s promise and its people, I am amazed at the country’s lack of interest in creating any kind of public diplomacy strategy..or for that matter, the same is true of its corporations. I understand the roots of this behavior, but it is keeping the country from achieving its true potential economically and emotionally.
I do not mean a glossy overlay like the recent “brand Israel” initiative. I mean an-in depth public and private sector initiative that infuses itself throughout Israel’s public face. In some ways the concept is simple. Show the great things Israel is doing from a number of strategic goals (i.e. tikkum olam), rather than “pushing” a positive image. It is complex in its execution, but it is as important as any military strategy.
The first marketing initiative needs to be an internal one. Once that is accomplished, the external campaign is much easier.
There is a great paper called “The Israel Brand: by Rommey Hassman (available to download on scbd). It is a great roadmap for consideration.
I would be very interested in being apart of this conversation.
Ben May
The Noble Calling
[...] example, a Reut blogger recently wrote, “Promoting Israel studies on campus [in the U.S.] and ‘branding Israel’ – a strategy aimed [...]
[...] example, a Reut blogger recently wrote, “Promoting Israel studies on campus [in the U.S.] and ‘branding Israel’ – a strategy aimed [...]