Journal of the Arab American University مجلة الجامعة العربية الامريكية للبحوث

Journal of the Arab American University  مجلة الجامعة العربية الامريكية للبحوث


The study aimed at identifying the extent to which the Zionist organization ‘Stand with Us’ recruited propaganda techniques through its communication on Facebook to persuade Arabic-speaking audiences to accept the occupation entity presence as an “original” part of the Arab World. It also aimed at identifying the most important topics the organization posits and the way it frames its messages through the Facebook platform. The study used content analysis method to analyze the Arabic Facebook page of the organization from the 1st of May to the end of June 2020, which is the period when Israel announced its annexation plan of parts of the West Bank. This declaration comes a few months after Trump's controversial Middle East proposal unveiled in January 2020, as the proposal outlined that Israel plans to annex roughly 30% of the occupied West Bank. A systematic random sample, which consisted of 138 posts, was analyzed using the content analysis method. The theoretical framework of the study was based on the agenda-setting theory and the propaganda techniques that were identified by the Propaganda Analysis Institute in the USA in 1937. The study concluded that the most important topics, which were discussed by ‘Stand with Us’ page, included historical, humanitarian, social, political, religious, research and development, women, and commercial exchange. The page used five propaganda techniques which are: glittering generality, card stacking, name-calling, testimonial, and transfer. The most used one was glittering generality with (41%) and the least was transfer with (3%). These techniques were used to support the agenda-setting process and enhance the image of Israel, but, simultaneously, damage the Arab and Palestinian image. Accordingly, the study recommended educating the Arab audience about propaganda techniques that are being used by Zionist organizations to reduce the effect of these techniques.