MIFTAH
Wednesday, 3 July. 2024
 
Your Key to Palestine
The Palestinian Initiatives for The Promotoion of Global Dialogue and Democracy
 
 
 

It’s difficult to think of a more obvious contravention of Twitter’s terms of use than the Israeli armed forces’ recent tweets of its attack against Hamas in the Gaza Strip. Of course, contravening terms of use is far from the most significant of the things the Israelis did and we’re not debating the merits of the attack itself.

But the use of social media in this way was disturbing. The whole checklist of social media – Twitter, Facebook, Instagram, Tumblr and YouTube – were corralled together to declare war and provide a running commentary on the subsequent attacks that took place. It was as vivid a piece of digital propaganda as one could think of.

There was, at least, a brutal honesty about it – and it may well be the most significant change in war reporting since the Vietnam war, when television pictures horrified viewers in the U.S. and domestic support for the war collapsed. This time around we had the uneasy sight of a fighting army offering live commentary on its own war, with open threats, reports from combatants, and pictures of victims and bombed out buildings. Hamas’ social media retort was less dramatic in content even as its #Gazaunderattack hashtag (and close derivatives) had more resonance on Twitter, at least, with more mentions than the Israelis’ #PillarofDefense hashtag, which, as hashtags go, was closer to branding than actual reporting.

But does that mean that Hamas won the social media war? Well, under the circumstances, who actually cares? By that stage, as both sides were using Twitter, we’d reached a point where communication had become secondary to more direct action, from both sides. What does it matter who won the Twitter skirmish?

Well, actually, it does matter. If you have any scintilla of faith that diplomacy was a way forward in the latest Palestinian-Israeli conflict – as well as in all conflicts – then the digital sphere is where you’re heading. Public diplomacy has become digital by default. Any government wishing to talk to the citizens and governments of foreign countries to influence them to understand or even agree with its own actions, must do so through digital means, most often through the use of social media.

Twitter, Facebook and the rest are great levelers – peer-to-peer networks that put everyone on the same level. Individuals start in the same place as governments and armies. Indeed, individuals are likely to be more trusted than large organizations, so that the connections and the influence is wielded by these individuals, not by organizations such as the Israeli armed forces. Blunt propaganda, like the attack Tweets in the Israeli-Palestinian conflict, provoke a reaction, but not engagement. At its best, social media are used to generate conversation, to make new connections and to generate greater understanding. And who wants a conversation with a government department?

In this new arena of digital diplomacy, it is people who wield the influence, not their job titles. The Arab Spring brought forth new players on the diplomatic stage as those from outside traditional Foreign Ministry circles became opinion influencers and organizers, and that phenomenon is being repeated in all kinds of arenas. The ability to self publish and make digital links across normal boundaries gives the opportunity for new players to emerge and become important voices. Their sway is driven by their connectivity, their ability to make others listen and share their thoughts and opinions. Content may still be created on television, in newspapers, in books and so on, but it is shared by social media. If an idea travels, then Twitter will be the carrier.

In Beirut on Nov. 30, the head of innovation at the U.S. State Department, Alec Ross, will be speaking with British Ambassador Tom Fletcher on the topic of digital diplomacy. Ross calls social media “the Che Guevara of the 21st century” – that is, the disruptive voices, the deliverer of new ideas. But an idea is of no use without someone to share it, someone to spread the word. Those who connect win.

A recent study by colleagues of mine title “How the Middle East Tweets” mapped out that connectivity, and it backed up the theory: If it’s words that we’re using, not bullets, then those who share, are the winners.

 
 
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