Apr 22 2010

Bias, branding and Bar Refaeli; The Israeli PR debate

Published by Editor at 1:43 pm under University in the Media

April 22, 2010  The Jerusalem Post

If the divergent opinions expressed at a conference on hasbara held in Haifa last week were any indication, the jury’s still out. University of Haifa communications professor Eli Avraham described the ideal hasbara as a process of “controlling the message” and reaching out to different target audiences in different ways, to change the image of Israel in the world. Avraham highlighted a number of campaigns launched in the past, including ones that focused on Israel as a sun-and-sea destination replete with bikini-clad women; a Maximmagazine photo shoot of female IDF  soldiers out of uniform, and a campaign that stressed Israel’s tolerance of its gay community. All of these, Avraham said, were  efforts to “soften” Israel’s image abroad.

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2 Responses to “Bias, branding and Bar Refaeli; The Israeli PR debate”

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