The
Luntz report was written in the aftermath of Operation Cast Lead in
December 2008 and January 2009, when 1,387 Palestinians and nine
Israelis were killed.
“Israeli
spokesmen have their work cut out explaining how they have killed
more than 1,000 Palestinians in Gaza, most of them civilians,
compared with just three civilians killed in Israel by Hamas rocket
and mortar fire. But on television and radio and in newspapers,
Israeli government spokesmen such as Mark Regev appear slicker and
less aggressive than their predecessors, who were often visibly
indifferent to how many Palestinians were killed.”
“Going
by what they say, the playbook they are using is a professional,
well-researched and confidential study on how to influence the media
and public opinion in America and Europe. Written by the expert
Republican pollster and political strategist Dr Frank Luntz, the
study was commissioned five years ago by a group called The Israel
Project, with offices in the US and Israel, for use by those 'who are
on the front lines of fighting the media war for Israel'.”
“Every
one of the 112 pages in the booklet is marked 'not for
distribution or publication' and it is easy to see why. [...] It
should be required reading for everybody, especially journalists,
interested in any aspect of Israeli policy because of its 'dos and
don'ts' for Israeli spokesmen. These are highly illuminating about
the gap between what Israeli officials and politicians really
believe, and what they say, the latter shaped in minute detail by
polling to determine what Americans want to hear.”
“For
example, the study says that Americans agree that Israel 'has a right
to defensible borders'. But it does you no good to define exactly
what those borders should be. Avoid talking about borders in terms of
pre- or post-1967, because it only serves to remind Americans of
Israel's military history.”
“Dr
Luntz notes that Americans as a whole are fearful of mass immigration
into the US, so mention of 'mass Palestinian immigration' into Israel
will not go down well with them. If nothing else works, say that the
return of Palestinians would 'derail the effort to achieve peace'.”
“Much
of Dr Luntz's advice is about the tone and presentation of the
Israeli case. He says it is absolutely crucial to exude empathy for
Palestinians: 'Persuadables [sic] won't care how much you know until
they know how much you care. Show Empathy for BOTH sides!' This may
explain why a number of Israeli spokesman are almost lachrymose about
the plight of Palestinians being pounded by Israeli bombs and
shells.”
“In a
sentence in bold type, underlined and with capitalisation, Dr Luntz
says that Israeli spokesmen or political leaders must never, ever
justify 'the deliberate slaughter of innocent women and children' and
they must aggressively challenge those who accuse Israel of such a
crime.”
“Above
all, Israel's desire for peace with the Palestinians should be
emphasised at all times because this what Americans overwhelmingly
want to happen. But any pressure on Israel to actually make peace can
be reduced by saying 'one step at a time, one day at a time', which
will be accepted as 'a commonsense approach to the land-for-peace
equation'.”
“Dr
Luntz cites as an example of an 'effective Israeli sound bite' one
which reads: 'I particularly want to reach out to Palestinian mothers
who have lost their children. No parent should have to bury their
child.'”
“The
study admits that the Israeli government does not really want a
two-state solution, but says this should be masked because 78 per
cent of Americans do. Hopes for the economic betterment of
Palestinians should be emphasised.”
“Prime
Minister Benjamin Netanyahu is quoted with approval for saying that
it is 'time for someone to ask Hamas: what exactly are YOU doing to
bring prosperity to your people'. The hypocrisy of this beggars
belief: it is the seven-year-old Israeli economic siege that has
reduced the Gaza to poverty and misery.”
“On
every occasion, the presentation of events by Israeli spokesmen is
geared to giving Americans and Europeans the impression that Israel
wants peace with the Palestinians and is prepared to compromise to
achieve this, when all the evidence is that it does not.”
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