Wykorzystanie mediów społecznościowych w komunikacji strategicznej Sił Obronnych Izraela podczas działań zbrojnych w 2019 r.
The Use of Social Media in Strategic Communication of the Israel Defense Forces During Military Operations in 2019

Summary/Abstract: The paper analyzes the activity of the Israel Defense Forces (IDF) on social media during the escalation of the conflict in the Gaza Strip on May 3-6 and November 12-14, 2019. The goal of the study is to determine how the Israeli army uses social media for the purpose of strategic communication. Based on a case study, the paper answers the following questions: Which themes dominate the IDF's narrative on social media? Who is the main target? How do social media serve the IDF's strategic communication? The theoretical part of the study was based on a review of literature related to strategic communication and public diplomacy. Empirical research was conducted with the use of materials published by official IDF accounts on two social networking sites. Content analysis using open coding included 150 posts published on Twitter and 55 posts on Facebook. Referring to the leading themes and categories selected in this way, the main features of the Israeli narrative on the conflict and target audience were identified, and the role of social media in the IDF's strategic communication was described. The conclusions regarding the IDF's use of social media presented in the article can be seen as a model of effective practices for other countries, as well as a basis for further research on the role of the information dimension in armed conflicts.

• Details
• Contents