March 23, 2007

Building Constituencies, Any Way That Works [9:28 am]

An interesting look at how Israel is using the WWW: Israel goes on the virtual offensive

For the moment at least, the state of Israel has 553 friends. One of them is Leonardo DiCaprio.

The 20-something Israeli official who is showing me Israel’s new MySpace page, however, says she isn’t sure if the link to the Hollywood heartthrob really leads to him. We’re sitting in the offices of the Israeli Consulate in New York, where Israel’s official MySpace page was launched in January under the direction of officials from the Foreign Ministry. The 20-something official mentions that the Philippines also now has its own MySpace page, adding excitedly, “They’re one of our friends, too. Isn’t that nice?”

[...] The MySpace page is part of a wider effort, including Internet television and other online initiatives, led by an Israeli diplomat named David Saranga. Under Saranga’s direction, Israel hopes to reach out to young Americans by adding some hip and stylish gloss to Israel’s image and building a greater sense of connection in the process. Citing research on Israel’s image in the United States, Saranga told me recently: “We saw that we had a problem with the age group of 18 to 35, and the reason is that this group doesn’t see Israel as relevant. So we have to talk to them in their language, in platforms that they are using, and the new media is one of the ways to do so.”

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