Chapter 4. Strategic communication

The rapidly changing global media environment has dramatically altered the flow of news and information and increased the complexity of foreign policy. National governments must now communicate simultaneously to domestic and international publics who have access to many of the same media sources. There is an emerging awareness that in this environment the media has become an instrument of policy and not merely a means to communicate policy and the result is an increased emphasis on the principles of strategic communication. This study examines the argument strategies of media diplomacy and analyzes media maneuvers following U.S. Vice President Joe Biden’s visit to Israel in March, 2010. A foreign policy controversy developed when the Israeli government announced the construction of 1,600 new housing units on land claimed by the Palestinians, despite U.S. opposition. The announcement and its provocative timing resulted in a complex system of diplomatic arguments and media maneuvers as both sides sought to communicate their strategic objectives to diverse audiences with multiple, conflicting goals.