الاتصال الاستراتيجي وقت الحروب: توظيف جيش الاحتلال الإسرائيلي على منصة X للاستمالات الإقناعية لدعم عملياته النفسية خلال حربه الخامسة على قطاع غزة

Moeen Fathi Koa; Hind Abdullah Nasser

doi:10.35516/hum.v52i5.7479

Authors

Moeen Fathi Koa The Institute of Modern Media, Al-Quds University, Abu Dis, Palestine. https://orcid.org/0000-0002-9424-8474
Hind Abdullah Nasser Public Relations & Communication, An-Najah National University, Nablus, Palestine. https://orcid.org/0009-0002-7919-257X

DOI:

https://doi.org/10.35516/hum.v52i5.7479

Keywords:

Persuasive appeals, psychological operations, Israeli occupation army, Aristotle's triangle, agenda-setting, X platform, content analysis.

Abstract

Objectives: This study aimed to determine the extent to which the Israeli occupation army used persuasive appeals on the X platform to support its psychological operations during the Israeli aggression on Gaza in 2023/2024.

Methods: The study employed a survey methodology, which belongs to descriptive research, and used content analysis to examine the tweets shared on the page, totaling 195 tweets. The content analysis form was designed based on the theoretical framework that relies on the agenda-setting theory and Aristotle's persuasion triangle, which includes three elements: Logos, Pathos, and Ethos.

Results: The study results showed that Logos appeals were the most prevalent at 51.7%, followed by Pathos appeals at 31.2%, and Ethos at 17.1%. Additionally, the findings indicated that the content aligned with the page's goals and objectives, centering on particular themes. Specifically, the theme of demonstrating authority and power was the most prominent at 27.2%, while advice was the least popular topic on the page at 3.5%.

Conclusions: The IDF's page on the X platform effectively uses persuasive appeals to influence the emotions and logic of the local and international public during conflicts. The page focuses on building communication messages that appeal to both emotion and reason. However, due to the lack of credibility of Israeli speakers to the public, the page does not heavily rely on them to convey its messages.

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