Examining Israeli Media Targeting Arab and Muslim Audiences: A Content Analysis of the ‘Israel Speaks Arabic’ Facebook Page

Abstract

The study examined Israeli digital diplomacy’s strategic use of social media platforms, particularly Facebook, to engage with the Arab public in neighboring countries. The study focused on the ‘Israel Speaks Arabic’ Facebook page, a project by the Israeli Ministry of Foreign Affairs on Facebook. The study aims to analyze the content themes presented to Arab Face bookers, the different media formats employed, and the Arab countries targeted. The methodology involved qualitative data analysis from three pivotal periods in 2019 and 2020. This process was executed by collecting and examining posts published on the ‘Israel Speaks Arabic’ page to understand their content and significance. The study’s results highlighted the page’s use of a human-interest framework to emphasise peace and coexistence themes. The portrayal of Arab Palestinians in the 1948 territories served as an illustration of a peaceful society. Additionally, the page underscored its positive ties with Egypt, a neighboring country, demonstrating the potential for harmonious relationships with the rest of the Arab world. This strategic approach emphasizes the significance of digital diplomacy in fostering better international relationships.