Decoding Israeli New Media's Public Diplomacy Maneuvers within the Chinese Social Media Landscape

This paper examines Israel's New Media Public Diplomacy (NMPD) in China, emphasising its objectives, content, and impact. NMPD involves users leveraging new media to engage with others and shape narratives that serve their interests, build and maintain their reputation, and gain support. Israel aims to dissociate its national image from colonial powers during conflicts, embed its reputation for innovation, technology, and peace, enhance bilateral cooperation with China, and decrease anti-Semitism. Guided by the Neaman Document and tailored to China's context, Israel employs a strategy of 'economic activities + soft power' in its NMPD. The content disseminated includes political, economic, cultural, and tourism information, as well as commemorations of the Jewish Holocaust and the Israeli-Palestinian conflict. Israel's NMPD is characterised by an efficient media account matrix, low-politicization topics, and platform-specific content adaptation. A high-efficiency organisational framework supports its NMPD. Israel has successfully established itself as a start-up nation of innovation and technology in China, thanks to effective internal and external relationship management. However, its NMPD is limited if it only focuses on constructing narratives on Chinese social media to manage its image amidst normalising conflicts with Palestine

China · Decoding methods · Diplomacy · Media studies · Political science · Politics · Social media · Sociology · Telecommunications · Computer Science · Jewish and Middle Eastern Studies · Law

• Weaponizing soft power

  Open Access•Sarphan Uzunoğlu, Zindan Çakıcı•Media War & Conflict•2025

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