reSee.it Video Transcript AI Summary
The discussion centers on a leaked document detailing private international focus groups and surveys funded by the Israeli Ministry of Foreign Affairs (MFA) to test messaging for Israel after the war and to regain international legitimacy. The project included 15 focus groups (six in the United States, three in the United Kingdom, Germany, and France each), plus quantitative testing with 8,050 interviews (3,250 in the US, 1,200 in the UK, Germany, France, and Spain) as a baseline, and animatic testing with 5,600 interviews (4,000 in the US and 1,600 in the UK and Europe) to test specific messages, tone, and delivery. The aim is to determine how to shift global perceptions of Israel and avoid further isolation.
The document, attributed to the Stagwell Group (Mark Penn’s firm) and the MFA, shows substantial investment in audience research, including focus groups and telephone interviews, to identify levers that could move public opinion from current baseline views toward greater international legitimacy for Israel. A striking takeaway cited is a recommendation to ramp up Islamophobia in messaging, arguing that when Israel is compared to Iran or Hamas, people tend to prefer Israel. The research also surveyed European attitudes toward Muslim immigrants and found underlying hostility in parts of Europe, which the MFA’s messaging strategy suggests Israel should lean into by contrasting itself with Hamas and Iran as standing up against a perceived threat.
Key findings highlighted include:
- International attitudes toward Israel are consistently worse in Europe (UK, France, Spain) than in the US, with Spain showing particularly negative views. Most Europeans support the Palestinians, except in Germany where support for Israel is stronger, though they recoil against both Hamas and Iran.
- When Israel is compared to Hamas or Iran, Israel polls relatively better; when asked to choose between Palestinians and Israelis, Palestinians generally win, especially among younger cohorts.
- The juxtaposition Israelis versus Palestinians is more favorable to Israel in the US than in Europe. In Europe (UK, France, Spain) there is greater favorability toward the Palestinians, while Germany and the US show more favorability toward Israel.
- Youth attitudes show a shift: Gen Z in the UK and Germany are more likely to support Palestinians over Israel, with stark percentages (e.g., UK Gen Z 65-35, Germany Gen Z 63-37; in Spain, a near-universal tilt toward Palestinians).
- Page-level cross-national comparisons show the most powerful countries (US, Germany) still leaning toward Israel, while the least powerful (Spain) lean toward the Palestinians. Gen Z across European countries shows increasing Palestinian support relative to older cohorts.
- The document also notes misperceptions about casualty figures in Gaza: Spaniards 40,000; French 30,000; British 25,000; Germans and Americans 10,000. It also asks respondents whether those killed were mostly Hamas terrorists or civilians, with a majority in all regions believing civilians were mostly killed, including the US being the lowest but still majority civilian casualties believed.
- If actual casualty numbers are higher than perceived, Israel believes attitudes could shift; the research tracks what people think about who was killed to anticipate messaging impact.
Additional context:
- The MFA’s Hasbara efforts have received substantial funding since October 7, fueling this extensive research program.
- The document discusses potential post-war strategies, including the controversial idea of elevating ISIS-linked groups (Abu Shabab) to portray Hamas as more moderate, thereby arguing that no partners for peace exist and reshaping regional narratives—though this raises concerns about long-term consequences.
- The discussion notes that the research was leaked and was originally intended to remain private, with the Commission of the Israeli MFA funding this line of propaganda-adjacent work.
The conversation concludes with reflections on how the tone and content of messaging may evolve, acknowledging that some strategies may not move the US as much as other audiences, and noting the potential for a new chapter in the propaganda effort.