The Global Language Dictionary: Israel's Propaganda Playbook

[Caplets]

The Global Language Dictionary
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"...How do you sell the American public on the idea that Israel has the right to maintain or even expand Jewish settlements in the West Bank? Be positive. Turn the issue away from settlements and toward peace. Invoke ethnic cleansing.
Those are three of the recommendations made by Frank Luntz, a political consultant and pollster, in an internal study he wrote for the Washington-based group The Israel Project (TIP) on effective ways to talk to Americans about the conflict between Israelis and Palestinians.

The 117-page study, titled The Israel Project’s 2009 Global Language Dictionary, was commissioned by the nonprofit group, which aims to promote Israel’s side of the story...

It includes chapters with such titles as “How to Talk About Palestinian Self Government and Prosperity” and “The Language of Tackling a Nuclear Iran.” The report is strewn with bolded examples of “Words That Work” and “Words That Don’t Work,” alongside rhetorical tips such as “Don’t talk about religion” and “No matter what you’re asked, bridge to a productive pro-Israel message.” Taken together, the 18 chapters offer a fascinating look at the way Israel and its supporters try to shape the public debate in their favor.

[...]

The report cites three particularly ineffective arguments Israeli officials often make in defense of settlements:
(1) The religious argument: “Quoting from the Bible in defense of the current settlements will have absolutely the opposite impact. Even your Jewish audiences will recoil at an attempt to use Biblical passages to justify the settlements.”
(2) The ownership argument: “Some of those reading this document will reject this advice ideologically but to claim that Israel ‘owns’ the land that the settlements are on will cause most listeners to reject everything else you say. Semantics does matter, but if we correct Palestinians using the words ‘disputed territory’ when they say ‘occupied territory,’ we have to accept that the settlements are disputed territory as well.”
(3) The scapegoat argument: “Claiming that Palestinians and other Arab groups are using the settlement issue to gain political advantage may be correct but it does nothing to legitimize Israeli policy.”..."


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Source: http://australiansforpalestine.com/2980

Full Report (pdf file) : http://australiansforpalestine.com/wp-content/uploads/2009/07/tip_report.pdf