November 16, 2012 § 1 Comment
This article was originally published in Foreign Policy yesterday, and I am reposting it here.
Ever since the Israel Defense Forces launched Operation Pillar of Cloud on Wednesday with the killing of Hamas military chief Ahmed al-Jabari, the official IDF Twitter feed has been working overtime to publicize Israeli military exploits.
As of this writing, the feed has published 88 tweets since Wednesday. It began with the announcement over Twitter that Israel had launched a military campaign against Hamas and Palestinian Islamic Jihad targets in Gaza, continued with posting video footage of Jabari’s car being blown up by an IDF missile, and then moved on to taunting Hamas fighters not to “show their faces above ground in the days ahead.”
This prompted a response from Hamas over Twitter that Israel had “Opened Hell Gates on Yourselves” and that Israeli leaders and soldiers would be targeted no matter where they were, lending new meaning to the term cyberwarfare. The IDF’s utilization of Twitter became such a big story that there were rumors, which turned out to be uncorroborated, that Twitter had suspended the IDF’s account over terms of service violations for posting the Jabari assassination video. All in all, it is clear that using Twitter to encourage its supporters and drive media coverage is a purposeful component of the Israel’s public diplomacy strategy while it is fighting Palestinian terror groups in Gaza. The strategy certainly has its supporters, as it has been described as an effective way to explain “the morality of the war it [the IDF] is fighting” and as “the most meaningful change in our consumption of war in over 20 years.”
But the IDF’s barrage of tweets indicates that it has not learned some important lessons from its last major incursion into Gaza. Operation Cast Lead, carried out in December 2008 and January 2009, was a tactical military victory that came at a costly price. The large numbers of Palestinian civilian casualties and images of destruction led to a renewed and vigorous effort to isolate Israel in the international community. The highest-profile example was the United Nations’ Goldstone Report, conducted by South African judge Richard Goldstone, which damaged Israel immeasurably. The report was such a disaster for Israel that in 2009 Prime Minister Benjamin Netanyahu called it one of the three biggest threats Israel was facing, alongside a nuclear Iran and Palestinian rockets. The aftermath of Cast Lead also brought a renewed fervor to the Boycott Divestment Sanctions movement, which seeks to isolate and delegitimize Israel, and generally placed a harsher spotlight on Israeli efforts to deal with Hamas. In all, Israel beat Hamas on the battlefield but lost the war of public opinion, which in some ways was the more important one. And while Israel always faces an uphill battle in winning the world’s approval for reasons that are beyond its control, there are some lessons it has not absorbed.
The IDF is doing two things through its Twitter campaign that are replicating the same public relations mistakes it made the last time around. The first is a strategy of playing to its own base. In posting a video of Jabari’s car exploding in a fireball or issuing blustery warnings to Hamas to stay hidden, the IDF is trying to galvanize its supporters and mobilize the pro-Israel community into retweeting and posting messages on Facebook that bolster Israel’s case and create the impression that Israel will be able to rout Hamas and eliminate the rocket fire coming from Gaza. This is an effective way to rally those who are already with you, but it is unlikely to win any new supporters. People inclined to criticize Israeli military action are not going to be swayed by such appeals, and the evidence suggests that Israel is not trying very hard to target this demographic. Mobilizing your own supporters is great, but ultimately widening your circle rather than deepening it is going to be needed in order to blunt some of the criticism that is bound to come once Operation Pillar of Cloud has concluded.
Second, and more saliently, the reason Israel suffered so badly in the court of public opinion following Cast Lead is because there was a perception that Israel was callous about the loss of Palestinian life that occurred during that operation. Partly this was fueled by the sheer number of casualties — a number that was deeply tragic but also unsurprising given Hamas’s strategy of purposely embedding itself in the civilian population — but partly it was fueled by things like T-shirts depicting Palestinians in crosshairs, suggesting disgustingly poor taste at best and a disregard for the terrible consequences of war at worst.
Publicizing posters of Jabari with the word “Eliminated” do not rise to the same level, but do not send the message that Israel should be sending. The IDF in this case is trumpeting the killing of an unapologetic terrorist leader, and nobody should shed a tear for Jabari for even a moment, but the fact remains that many people, particularly among the crowd that Israel needs to be courting, are deeply skeptical of Israeli intentions generally and tend not to give Israel the benefit of the doubt. They cast a wary eye on Israeli militarism and martial behavior, and crowing about killing anyone or glorifying Israeli operations in Gaza is a bad public relations strategy insofar as it feeds directly into the fear of Israel run amok with no regard for the collateral damage being caused. Rather than convey a sense that Israel is doing a job that it did not want to have to do as quickly and efficiently as possible, the IDF’s Twitter outreach conveys a sense of braggadocio that is going to lead to a host of problems afterward.
Israel is proud of its ability to hit Hamas where it most hurts, and understandably wants to make Hamas leaders think twice before escalating rocket attacks against civilian population centers. Nevertheless, the IDF Twitter feed over the past two days is going to great lengths to inadvertently ensure that Israel once again wins a tactical military victory but loses the overall battle, further contributing to its own international isolation and a fresh round of vociferous condemnations once the dust has cleared.
November 15, 2012 § 1 Comment
After I analyzed the Israeli decision making calculus on Gaza on Monday, Zack Gold, who is an astute Middle East analyst and tweets from @ZLGold, rightly took me to task for neglecting to examine the Egypt angle. I asked Zack if he’d be willing to write a guest post filling in the large gap that I had left, and between now and then Israel has launched Operation Pillar of Cloud in Gaza and Egypt has responded, making Zack’s post all the more timely. In addition, I argued in the Atlantic that Egypt is likely to be more active in pressuring Israel over the Palestinians, but Zack has a different view contrary to mine and comes at it from an interesting angle, and I like to air as wide a debate as possible here at O&Z. So without further ado, here is Zack on the Egyptian reaction to Israel’s operations in Gaza.
The recent flare-up in tit-for-tat violence between Israel and Gaza, and especially the launch of Operation Pillar of Defense yesterday, has had me watching for reaction across the border in Egypt. Michael wrote a post on Monday on the likelihood of a wider Israeli operation in Gaza. I agreed with many of his points, but I was surprised that a post on Israeli policy towards Gaza didn’t take into account the reaction of a post-revolution Egypt. Michael graciously invited me to write a guest-post on the topic.
The theory that Israel lost its strategic depth on the Gaza front with Egypt’s January 25 Revolution, and the downfall of Hosni Mubarak, is two-fold. First, a democratic leader of Egypt will have to be more responsive to public opinion; and whether Islamist, liberal, revolutionary, Nasserist, Muslim, or Copt, pretty much the only thing that all Egyptians agree on is animosity towards Israel.
In addition to the pressure from the street, it was likely that any Egyptian leader not from the ancien régime would view Gaza differently than had Mubarak. This is not because Mubarak was an American-Zionist stooge, but his regime viewed Hamas in the same light as he viewed his most powerful opposition: the Muslim Brotherhood. That Egypt’s post-revolutionary president, Mohamed Morsi, hails from the Brotherhood is all the more reason to assume the Egyptian government would not sit still during a major Israeli operation in Gaza, as Mubarak’s had during the 2008-2009 Operation Cast Lead.
So the Israeli government has gambled that Egypt will not react as a changed nation or decided that even if it does the reaction is worthwhile because the threat from Gaza is too great. More worrisome would be that Operation Pillar of Defense is a short-term political decision: acting against an immediate threat to the homeland, right before an election, in a way that may damage longer-term strategic interests.
As of this writing, Egypt has not acted in the tempestuous way one might expect. It is possible that—the Israeli operation so fresh—the Egyptian government has been able to issue harsh statements, to recall its ambassador, and to call for discussions at the United Nations, but not had enough time to plan a more thorough response. Indeed, the “street” has not even had a chance to mobilize yet: small gatherings of leftists and revolutionaries have rallied and marched in Cairo, but the Muslim Brotherhood has called for nationwide demonstrations this afternoon (a public holiday) and tomorrow.
At the same time, there are several reasons the Egyptian government may not react as expected. First is the issue of proximity. Unlike Turkish president Recep Tayyip Erdogan’s response to Cast Lead, it is difficult for Morsi to be a champion on the “Arab street” when his actions will have important consequences for his own nation. He may refuse to utter the word “Israel,” and his Muslim Brotherhood seeks to quietly diminish relations, but the Egyptian president has continued to stand by the peace treaty. Max Fisher speculated that Egypt could open up the Gaza border: breaking the blockade and allowing in necessary aid. But opening the border is a two-way street, which could allow a portion of 1.5 million Palestinians to flow freely across the border: giving Egypt more responsibility for Gazans’ wellbeing.
An overflow of Palestinian refugees would also exacerbate Egypt’s own economic woes, which also limit its actions towards Gaza. At the very moment the situation unfolds across the Gaza-Israel border, in Cairo the government is sitting down with IMF officials to negotiate a much need $4.5b loan. Egypt just secured $6.3b from the European Bank for Reconstruction and Development, but that money will be tied to IMF approval. Not to mention the $1.5b annual contract with the Americans. In addition to government loans and grants, Egypt needs private investment. But if Egypt breaks its post-revolutionary commitment to maintain the peace treaty with Israel then investors are less to risk whether it will stand by other commitments.
Finally, post-revolutionary Egypt is still struggling to make the transition to a post-revolutionary system. Morsi is also held back by the Egyptian military and interior ministry, which are “chasing ghosts” in the Sinai: smugglers and Salafi jihadis with links to Gaza. Indeed the Egyptian president’s first attempt to change the status quo was cut short by the August 5 attack that left 16 soldiers and guards dead near the border with Israel and Gaza.
Morsi is trying to raise Egypt up as a regional powerbroker, but he is stunted by domestic problems. For now, it seems, Morsi has settled on statements and for calling on others (namely the United States and the United Nations) to halt the violence. As he meets with members of his cabinet and security apparatus—and as Egypt’s population mobilizes in support of Gaza—it has yet to be seen if Egypt’s first post-revolution president will act any differently from his pre-revolution predecessor.