Military Public Diplomacy 2.0: The Arabic Facebook Page of the Israeli Defense Forces’ Spokesperson

Military Public Diplomacy 2.0: The Arabic Facebook Page of the Israeli Defense Forces’... The Arabic-language Facebook page of the Israeli Defense Forces’ spokesperson has attracted a massive following in the Arab world and serves as an interesting and unique case study towards understanding the effect of a military public diplomacy initiative. Content analysis of the Facebook page reveals a mixture of power and deterrence messages, with posts designed to emphasize shared values. Analysis of audience engagement with those messages — measured by ‘likes’, ‘shares’, comments and negative feedback — surprisingly reveals that shared values’ messages generated a similar level of engagement to other messages, which may show that the content does not play a significant role in users’ engagement. In addition, the analysis reveals that during periods of heightened intensity in the Israeli-Palestinian conflict, followers’ engagement and negative feedback rose dramatically. This study provides a unique perspective of the relevance and effectiveness of military public diplomacy in the era of online social networks. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Hague Journal of Diplomacy Brill

Military Public Diplomacy 2.0: The Arabic Facebook Page of the Israeli Defense Forces’ Spokesperson

The Hague Journal of Diplomacy, Volume 13 (3): 22 – Aug 7, 2018

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Publisher
Brill
Copyright
Copyright © Koninklijke Brill NV, Leiden, The Netherlands
ISSN
1871-1901
eISSN
1871-191X
DOI
10.1163/1871191X-11303005
Publisher site
See Article on Publisher Site

Abstract

The Arabic-language Facebook page of the Israeli Defense Forces’ spokesperson has attracted a massive following in the Arab world and serves as an interesting and unique case study towards understanding the effect of a military public diplomacy initiative. Content analysis of the Facebook page reveals a mixture of power and deterrence messages, with posts designed to emphasize shared values. Analysis of audience engagement with those messages — measured by ‘likes’, ‘shares’, comments and negative feedback — surprisingly reveals that shared values’ messages generated a similar level of engagement to other messages, which may show that the content does not play a significant role in users’ engagement. In addition, the analysis reveals that during periods of heightened intensity in the Israeli-Palestinian conflict, followers’ engagement and negative feedback rose dramatically. This study provides a unique perspective of the relevance and effectiveness of military public diplomacy in the era of online social networks.

Journal

The Hague Journal of DiplomacyBrill

Published: Aug 7, 2018

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