Tag Archives: israel

Hollywood and Israel’s Cultural Diplomacy Venture

[youtube http://www.youtube.com/watch?v=Ct_DZqypU5I&w=560&h=315]

 

Joseph Nye wrote an article in 2008, “Public Diplomacy and Soft Power,” discussing power as “the ability to affect others to obtain the outcomes you want.” This is a short definition of power, but one that can be used in the international communications realm easily. In discussing soft power and cultural diplomacy, they go hand in hand. Most of America’s soft power relates to exporting cultural products throughout the world. However, some countries have used Hollywood as a tool to help build cultural diplomacy with the rest of the world.

In a recent news article, Israeli Prime Minister Benjamin Netanyahu collaborated with Hollywood producers to create a film series highlighting the tourist industry in Israel.

“It’s not only a vehicle to increase tourism, it’s also to dispel various calumnies about the State of Israel,” Netanyahu said.

Nye would definitely consider this type of vehicle a soft power approach to dispel the previous stereotypes of Israel. The proposed interest in their culture and the added influx of tourism can be a huge benefit for the country. Nye might have seen this as a way of shaping soft power.

“Once broadcast, Greenberg’s [the director’s] program is expected to draw at least 200,000 more tourists to Israel, according to Tourism Ministry estimates, giving its economy a boost and possibly setting yet another record,” the article explained.

Nye brings up another interesting term that I wanted to discuss. He thinks of hard power as diplomacy through threats and coercion., like Israel has been portrayed in the media with Palestine. However, Nye states that there can be a “smart power” that works to combine soft and hard powers in order to inform and influence. The upcoming movie might be able to influence other countries culturally, politically and diplomatically.

If the movie is viewed by different countries elite populations, then this could indeed affect viewpoints on foreign policy toward Israel. However, the unintended side-effect of this production could be that non-Western governments will view this as another Israeli partnership with the U.S. and could further perpetuate myths of coercion and incite further violence against the U.S. or Israel. Both sides of the coin have serious repercussions, but the overall viewpoint of Netanyahu is that it will help pull back the curtain on the history and culture of his country. Either way, it does bring the idea of using the media as a medium for strong discourse about perceived foreign stereotypes and possibly leading to a change in attitudes of foreign diplomacy toward Israel.

 

Offering Direct Legal Benefits to a Country’s Citizens as a New PD Strategy?

Is it possible that some governments came to a conclusion that granting citizens of other countries special benefits is a good technique for winning hearts and minds? It sure looks like it in two news pieces that drew my attention this week- Germany and Russia.

This week Chancellor Angela Merkel arrived with an official visit to Israel. The biggest headline of this visit was a signing of two very progressive agreements- one gaining young Israeli citizens an automatic provision of temporary working permits when visiting Germany and the other offering Israeli citizens consular services through German embassies in countries with which Israel doesn’t have diplomatic relations (unfortunately there are quite a few). Though officially marketed as a mutual progressive agreement between the two governments, to me it looks much more as a “Forget all the bad we did and come and like us!” call for young talented Israelis with potential to contribute to German economy, who might still have their doubt due to historic residues.

Second somewhat similar act appeared on the website of one of the largest Russian News agencies (unfortunately I can’t seem to find a source in English for now): Russian Parliament is  considering a bill granting automatic citizenship to every Ukrainian citizen who chooses to claim one. Here it seems like an even more brutal act of reaching out directly to citizens and trying to attract them to the country. Of course the long shared history of these states and the predominant nature of Russia in this history explain the case.

So could this become a phenomenon? I think that this is actually a genius technique of reaching out to people directly even if it’s done by signing agreements between governments.  As opposed to other PD techniques we explored that usually target specific audiences within a nation, here we are witnessing acts that reach out to the whole population creating potential for a more significant and direct impact.

And here are the articles:

http://itar-tass.com/politika/1004761

http://www.ansamed.info/ansamed/en/news/sections/politics/2014/02/24/German-consulates-assist-Israelis-worldwide_10134193.html