Israel’s New Peer-to-Peer Diplomacy

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.



Have Institutional Access?

Login with your institution. Any other coaching guidance?



The new Israeli public diplomacy approach seeks to empower Israeli citizens to utilize their position both as information consumers and producers in order to participate in grass-roots public diplomacy efforts. So-called ‘peer-to-peer diplomacy’ reflects the shift from ‘old public diplomacy’, where the nation-state has since 1960 been the sole actor in international relations, to today’s reality where average citizens play an increasingly important role. The notion of ‘peer-to-peer’ (P2P) describes the latest development in diplomatic practice, wherein civilians — by virtue of social media — are not only consumers of government information, but also information producers, with the potential to bypass existing official government bodies. Today’s public diplomacy is about more than governments employing ‘soft and smart power’. It is increasingly about dealing and collaborating with a public that can obtain and produce the information themselves.

  • 2)

    J. Melissen (Ed.)New Public Diplomacy: Soft Power in International Relations (New York: Palgrave2006).

  • 4)

    T. WeinbergThe New Community Rules: Marketing on the Social Web (Sebastopol, CA: O’Reilly Media2009).

  • 5)

    E. Potter‘Web 2.0 and the New Public Diplomacy: Impact and Opportunities’ in Engagement: Public Diplomacy in a Globalized World (London: Foreign and Commonwealth Office 2008) pp. 121-133 available online at

    • Search Google Scholar
    • Export Citation
  • 6)

    N. Kwak N. Poor and M. Skoric‘Honey, I Shrunk the World! The Relation between Internet Use and International Engagement’Mass Communication and Societyvol. 9 no. 2 2006 pp. 189-213.

    • Search Google Scholar
    • Export Citation
  • 8)

    R. SchleiferPsychological Warfare (Tel Aviv: Ma’arachot2007).

  • 12)

    E. Gilboa‘Public Diplomacy: The Missing Component in Israel’s Foreign Policy’Israel Affairsvol. 12 no. 4 2006 pp. 715-747 reprinted in E. Inbar (ed.) Israel’s Strategic Agenda (London: Routledge 2007) pp. 102-134.

    • Search Google Scholar
    • Export Citation
  • 13)

    G. Kent‘Organized Diaspora Networks and Homeland Peacebuilding: The Bosnian World Diaspora Network as a Potential Development Actor’Conflict Security and Development 2006 pp. 450-452.

    • Search Google Scholar
    • Export Citation
  • 14)

    See Kent‘Organized Diaspora Networks and Homeland Peacebuilding’ pp. 450-452.

  • 17)

    P. van Ham‘The Rise of the Brand State: The Postmodern Politics of Image and Reputation’Foreign Affairsvol. 80 no. 5 September/October 2001 pp. 2-6.

    • Search Google Scholar
    • Export Citation
Index Card
Content Metrics

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 368 361 41
Full Text Views 207 207 1
PDF Downloads 23 23 1
EPUB Downloads 1 1 0