It was during Trump’s first term that Netanyahu brought all his marketing techniques to the forefront. He utilized what is known as comparative advertising, where his enemies’ “product” is denigrated with basic terms like ‘barbarism’, ‘dark age’, and so forth, while his own is promoted as representing ‘civilization’, ‘enlightenment’, and ‘progress’.
He also invested heavily in the FUD (Fear, Uncertainty, Doubt) marketing technique. This entailed spreading negative or misleading information about others while promoting his own as a far superior alternative. This brings us to “solution framing.” For instance, the so-called “existential threats” faced by Israel can supposedly be resolved through the establishment of a “New Middle East.” For this new reality to materialize, the US, he argues, would have to take action, not only to save Israel but also the “civilized world” as well.
It must be noted that Netanyahu’s “New Middle East” is not his original framing. This notion can be traced to a paper published by the Carnegie Endowment for International Peace in March 2004. It followed the US war and invasion of Iraq and was part of the intellectual euphoria among US and other Western intellectuals seeking to reshape the Middle East in a way that suited US geopolitical needs.
The Carnegie article sought to expand the definition of the Middle East beyond the traditional Middle East and North Africa, reaching as far as the Caucasus and Central Asia.
American politicians adopted this new concept, tailoring it to suit US interests at the time. It was US Secretary of State Condoleezza Rice who largely rebranded “greater” to “new,” thus coining the “New Middle East,” which she announced in June 2006.
Though Netanyahu embraced the term, he improvised it in recent years. Instead of speaking of it as a distant objective, he declared that he was actively in the process of making it a reality. “We are changing the face of the Middle East. We are changing the face of the world,” he triumphantly declared in June 2021.
Even following the events of October 7, 2023, and the Israeli war and genocide that ensued, Netanyahu never ceased using the term. This time, however, his emphasis on “change” rotated between a future possibility and an active reality. “I ask that you stand steadfast because we are going to change the Middle East,” he stated on October 9 of that same year.
And again in September 2024, he proclaimed that Israel was “pursuing” a plan to “assassinate Hezbollah leaders” with the aim of “changing the strategic reality of the Middle East.” And again, in October, December, and January of this year. In every single instance, he contextualized the “change of the Middle East” with bombs and rockets, and nothing else.
In May, coinciding with a major Israeli bombing of Yemen, he declared that Israel’s “mission” exceeds that of “defeating Hamas,” extending to “changing the face of the Middle East.” And finally, on June 16, he assigned the same language to the war with Iran, this time remaining committed to the new tweak of adding the word “face” to his new, envisaged Middle East.
Excerpted: ‘‘New Middle East’: This is Netanyahu’s Real Goal in the Region’.
Courtesy: Counterpunch.org
