Exploring Message Targeting at Home and Abroad: Political or Media Considerations?

• In Event: Politicians, Governments, and Their Strategic Communication

Abstract

Politicians face a significant risk to their image and interests when targeting messages to both domestic and foreign audiences, particularly within the context of identity conflicts. While the presentation of consistent messages can impair domestic solidarity and cultural proximity in the international arena, the presentation of disparate messages entails potential damage to a politician's credibility. This study provides a basis for understanding the impacting factors that result in politicians choosing to utilize message consistencies or gaps. Based on both quantitative and qualitative analysis of 644 messages presented by Israeli officials with respect to the Israeli-Palestinian conflict over three different periods (1967-1973, 1993-2000, and 2009-2012), the study points to bilateral relations defined by the existence of negotiations, rather than mediatization processes or the nature of the system of government, as the significant factor that coaxes political leaders to utilize message gaps.

Authors

• Elie Friedman, The Hebrew University of Jerusalem

• Zohar Kampf, Hebrew University

• Meital Balmas, Hebrew U of Jerusalem