By Dan Ephron
Newsweek Web Exclusive
July 10, 2009″Newsweek” [pdf]
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, and leaked to NEWSWEEK. 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 full report can be viewed here. [pdf]
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