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

in The Hague Journal of Diplomacy
Restricted Access
Get Access to Full Text
Rent on DeepDyve

Have an Access Token?



Enter your access token to activate and access content online.

Please login and go to your personal user account to enter your access token.



Help

Have Institutional Access?



Access content through your institution. Any other coaching guidance?



Connect

Summary

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.

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

in The Hague Journal of Diplomacy

Sections

Figures

  • View in gallery
    Daily likes and unlikes on the IDF spokesperson’s Arabic Facebook page
  • View in gallery
    Frequency of the topics appearing in the posts of the IDF spokesperson’s Arabic Facebook page

Index Card

Content Metrics

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 49 49 27
Full Text Views 21 21 19
PDF Downloads 7 7 6
EPUB Downloads 0 0 0