The paper intends to analyze the media of Israel on the basis of promoting cultural revolutions. It has been observed that Israel media has been evolving in terms of promoting its culture and its agendas across the country and at the international level as well (Hallin and Mancini 20). For this purpose, the use of English language has been prevailing across the country, besides its National Language, Hebrew. The paper focuses the Israel attempts to strengthen its position at the international level, focusing on the use of English Language even in their national newspapers. In this regard, the paper presents the news articles published in “Times of Israel, and The Jerusalem Post” that present the changes in cultural trends, and somehow, promoting cultural discrimination as well. In addition to this, the use of its national language “Hebrew” is still there at the internal level that is examined on the basis of advertisement printed by an Israel Company in Tel Aviv, highlighting the cultural diversities among the people living in the country.
According to Bishara, the use of English language has become widespread among the Israelis. Even the schools teach the children English language as almost everyone in the country speaks English virtually. More specifically, the street signs and the highway signboards have content written in English as well as Hebrew along with the newspapers and magazines that are available everywhere. As a matter of fact, it’s the era of rapid changes that has eliminated the aspect of foreseeing the future. These changes highlight the imperative of intercultural aspects associated with the community perspective. The responses to these intercultural aspects are reflected in the social media campaigns and the government activities of the country as well that is presented in the newspapers and advertisements and the form of pamphlets as a result of certain internal activities. The reason for being concerned about the intercultural communication is the general perception of regarding cultural differences as threats that may enforce certain changes. In the case of Israeli culture and the role of its media in this regard, there is a great sense of cultural revolutions that is portrayed intensely.
According to Martin and Nakayama, the intercultural conflicts are mostly irrelevant to the intentions of the participants. The people belonging to different cultures do not tend to provoke discrimination, but the government activities aggravate the issue that is floated across the region (Martin and Nakayama 45). For instance, the televised “Operation Iraqi Freedom” in the United States has been treated from different perspectives. Some people regarded as the liberation of oppressed people while others cursed the media and the US military for such an imperialist aggression. Therefore, it is media that tends to leave their intended impressions on the mindsets of its target audience, irrespective of the factual aspects of the issue. Consequently, the role of media becomes controversial on its dealing with the intercultural communication.
The increasing use of English in Israel and its media affirms the government’s strategy of enhancing the element of tourism across the country. Since English is the international language, it is spoken and understood by almost everyone. Therefore, it is essential that the natives must be familiar with this language so that the people who do not speak Hebrew can also feel at ease while traveling in Israel. In addition to this, this pro-Israel act of encouraging The English language, that is somehow replacing the national Arabic Language “Hebrew”, seems to be underscoring tensions among the people within the Israel. The Israel Prime Minister has adopted this trend strategically, portraying his government to be democratic. However, the real picture reflects the contrary side that presents the intense influence of the US and its power.
As a matter of fact, the increasing use of English in Israeli media is aimed at promoting English in the Arab population living in the country. For example it can be seen that the use of English language has become outspreaded in the country. People living in Israel are given privilege and status if they speak English. The media is playing a major role to portray a favorable image for English people individually over others. The Pro-Israel efforts along with the contribution of America’s support are best manifested by the strategic approach of Israel to promote its media standing across the globe. The overall strategy works on the agenda of neutralizing the critics on Israel’s role towards Palestine as International language makes it easier to portray the intended picture at the front. Using particular words and phrases for attracting the Westerners, the media of Israel has been impairing the communicative intercultural aspects. The entire plan is aimed at achieving the mutual agenda of Israel and America towards anti-ethnic. The experts involved in Pro-Israel have prevailed over the media as media has always been the best source of exploiting one’s individuality and manipulating the individuals involved on the desired objectives.
Using English that is the language of Americans and Europeans, Israel has incredibly transformed its persecuted image as the quality of the content being presented is maintained to be vigilant. Besides, the transformation of Israeli media from Hebrew and Arabic to English is the result of the collaborative efforts of America and Israel towards provoking Peace around the globe. Apparently, the Americans would not allow their government to support Israel if the element of peace is missing from the joint efforts. Therefore, it has attained significant support of the Americans and Europeans with respect to defensible borders as the real picture of the internal activities is not presented, while the local people are unable to comprehend the government’s agenda. Therefore, the intercultural communication has been undergoing deteriorations that are not presented in the media for maintaining the strengthened bonds with the USA.
Immigration and Assimilation
The most recent propaganda of Israeli media with respect to the element of intercultural communication is its plan of surrounding its entirety with defense barriers against all Non-Israelis. For example the recent cases can be evident from the Prime Minister “Benjamin Netanyahu” has metaphorically regarded all other territories of Israel as the “Wild Beasts” (The Times of Israel 2). It has been the practice of Israel to heighten its supremacy among all others. The naming of territory with such names is like symbolizing to create hegemony over others. Besides, this government action has also contributed to the most prevailing issue of the rights of Palestinians. Through the globalized nature of media, it is known to the world that the role of Israel and its military is controversial in the Palestinian war.
The agenda is nothing but the urge of Israel’s supremacy throughout the region. Although the news intends to present the concern of Israeli Government for its state from the prospects of cross-border attacks, it reflects the associated conflicts of intercultural issues that are heightened by the government itself. Furthermore, this act of government is going to create long-term effects on the intercultural communication perspectives as the immigration will become more stringent along with making the assimilation complex. The acceptance of different cultures will be minimized that is against the global perspective of sustained communication.
Racial Prejudice and Social Issues
In addition to this, there comes another controversial activity of the Israel in its internal region, which is the promotion of prejudice based on race, ethnicity, nationality and even religion. For example there are number of companies in Isreal that are publishing its advertisement across the region that promotes pricing of the female workers on the basis of race. Each of the women from different ethnic background is paid according to their ethnic background to demonstrate their supremacy over other ethnic groups. The advertisement is based on cleaning service facilitating the consumers with their desired selection of service providers, belonging to different ethnicities. It has been responded with intense rage and disbelief among the masses, but the fact is still there that Israelis are greatly under the influence of their racial supremacy.
The designed advertisement is a blatant manifestation of racism that has been infusing into the Israeli society. It is preposterous to price the employees in terms of race or their ethnicity (JPOST 3). Even the taglines posed in the advertisement reflect an intense sense of racial prejudice as it regards the Arab workers as intruders who pose security concerns. What it intends is the representation of the social status of the other cultural communities in their supreme society. More specifically, the use of Women in the advertisement questions the status of women in the Israeli society. Pricing an employee through this approach, and highlighting the role of women reflect the intercultural disgust of the Israel community.
Economics and Welfare Aspects
On the other hand, the government has taken another step towards disrupting the condition of intercultural communication within the country. The news and articles being published are clearly manifesting the government’s prejudice against the rights of the public. It is reflected in the recent news of approving the use of Natural Gas reservoirs for the people of the Israel (Udasin 5). It has raised certain controversies with respect to the rights of the people belonging to different cultures. The Noble gas reservoirs legally belong the Gaza, and the forced access to these reservoirs violates the law of safety concerns of the public. On the contrary, Israelis have the practices of disregarding the rights of others for the sake of their supremacy (Hallin and Mancini 25).
More specifically, this news is greatly influenced by the support of US government. It made the government increase the taxations on the companies involved in exploring the gas reservoirs offshore that affects the intercultural conditions of the country (Lidman 7). More specifically, this act of Israel’s Prime Minister reflects the great involvement of the Super Power ‘USA’ that is accompanied by fabricated pretexts of security and great perverseness. Although the news is intended to present the government’s commitment towards serving the needs of its people, the reality behind the propaganda is controversial that is against the idea of defending the intercultural communication. There is negative power distance in Israel which is reported as -214.
The Israeli media reflects the great influence of the US that has the Veto power. However, the media still manages to surpass the supremacy of US when it comes to its self-obsessed form. It is reflected in the recent publication of the news regarding the surgery of Bahraini princess. The princess was invited to undergo the surgery in the United States, but she preferred Israel to the USA that has been highlighted by the media in Israel as a matter of its preeminence (Ahren 4).
However, the facts affirm that the surgery was performed in 2010 that has nothing to do with the recent occasions, but the Israeli media has published in the most revolutionary period where competitiveness is at its peak. Therefore, the role of media has been getting controversial with respect to the social norms and ethical concerns associated with the intercultural communication. Especially with respect to gender discrimination prevailing within the country as the statistics shows masculinity as -16 in the country. Media has transformed its role in war conditions that generates the intense level of issues to the cultural discrimination and diversities within the society.
The research yields the conclusion that a well-organized society carries the significant impacts of the cultural influences. The activities of the individuals reflect the prospect of the intercultural communication that is ensured through the values prevailing in the society. Therefore, the role of Israeli media has been controversial in this regard that makes the element of intercultural communication in the society suspicious. The increasing trend of using the English language as a mean of communication has disrupted the intercultural communication aspects as the Arabic, and even Hebrew has lost its significance place. People are intensely demarcated on the basis of racism and ethnicity as depicted in the advertisement of “Cleaning Service”. Even the elegant people of Israel feel rage against such elements of media, but the role of government has made the entire media world divisive. In addition to this, the activity of recently publishing the news of the surgery of “Bahrain Princess” that was performed in 2010 reflects the extreme self-centered strategy of Israeli media. The research also analyzed the role of government activities in this regard that has yielded the similar outcomes of biases, whether in the case of signing the Noble Gas Deal or regarding the other territories as “Wild Beasts” through the act of surrounding the entire state of Israel with security barriers.
Works Cited
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