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Mideast PeacePolitics & Society The Israel Project’s Secret Hasbara Handbook Exposed Richard Silverstein July 10, 2009 46 Share via: Imagine for a moment you’re a general about to embark on a decisive military campaign and your intelligence service secures a copy of your opponent’s entire campaign strategy. You open it and you see his battle plans laid out before you, key forces, weaponry, lines of attack, points of weaknesses, etc. You suddenly understand just how weak his forces are and precisely how to mercilessly attack and eviscerate him. The plan makes you understand that his forces are largely based on artifice and sham. It gives you confidence that you are entirely on the right course and tells you how to stay on that course. Victory is assured, your enemy’s defeat certain. Douglas Bloomfield and Newsweek have done pretty close to that against the Israel lobby. Specifically, they’ve exposed a secret hasbara handbook written for The Israel Project by star Republican marketer, Frank Luntz. The oddly-named Global Language Dictionary (pdf) is a veritable goldmine of arguments, strategy, tactics. At 116 pages, it’s not for the faint of heart. But anyone who wants to get inside the head of the Israel lobby must read this document. I want to devote at least two or three posts to it so I hope you, dear reader, will bear with me. I know my enthusiasm will mark me as a real wonk, but this is the real deal and worth spending some time parsing and deconstructing. The first thing to say is that the entire document is a pathetic piece of propaganda. While it ostensibly is addressed to TIP’s leaders and advises them how to shape a pro-Israel message when they lobby Congress, the media and other critical power brokers, the entire thing reeks of desperation and a lost cause. It goes without saying that the arguments offered are not only devoid of truth, they’re devoid of rigor or credibility. There is literally no substance to the claims offered on Israel’s behalf. It’s an empty exercise in every sense of the word. Reading this makes you realize that the entire Israel lobby edifice is a house of cards. Perhaps I’m letting my shock at the shabbiness of the Dictionary get the better of me and overstating the case it reveals against the Lobby. After all, any political network that exists for six decades and achieves as much as this one has doesn’t topple overnight. But I’ll just have to let you be the judge. One aspect of this I find extraordinary and entirely dubious is the choice of the Republican campaign pollster Frank Luntz to write this report. This indicates, as I’ve always maintained, that the Lobby is totally tone deaf to the political environment. We have a democratic president and two Houses of Congress under Democratic control for the first time in a few decades. Pragmatic liberalism is ascendant. Neo-conservatism and Bushian Republicanism are in retreat. And who does TIP chose to make the case for Israel? A right-wing Republican spinmeister. Remarkable. But one thing I must say is that this is a good sign for our side. If our opponents are as wooden as they appear, then they will topple themselves without needing much help from us. The first chapter, 25 Rules for Effective Communication opens with: The first step to winning trust and friends for Israel is showing that you care about peace for BOTH Israelis and Palestinians and, in particular, a better future for every child. Indeed, the sequence of your conversation is critical and you must start with empathy for BOTH sides first. Open your conversation with strong proven messages such as: “Israel is committed to a better future for everyone – Israelis and Palestinians alike. Israel wants the pain and suffering to end, and is committed to working with the Palestinians toward a peaceful, diplomatic solution where both sides can have a better future. Let this be a time of hope and opportunity for both the Israeli and the Palestinian people.” The first thing we learn is that this passage, as with everything else printed in the handbook, is empty meaningless drivel. It’s a perfect example of political three-card monty in which there appears to be a card which isn’t there at all. It’s all a sham. There is no substance. The rhetoric here is even worse than that offered by spokespeople like Mark Regev on behalf of the Israeli government. In the following passage, we can see that Luntz has lifted shamelessly lifted arguments from MEMRI and former Mossad officer, Itamar Marcus’ Palestine Media Watch. Others before me have demolished these tawdry arguments, but it’s instructive to read the lies and distortions that TIP instructs its representatives to parrot. Throughout, the document drips noblesse oblige and fake concern for Palestinian children: “As a matter of principle, we believe that it is a basic right of children to be raised without hate. We ask the Palestinian leadership to end the culture of hate in Palestinian schools, 300 of which are named for suicide ...

The Israel Project’s Secret Hasbara Handbook Exposed – Tikun Olam תיקון עולם إصلاح العالم