Deception 5 steps
Framing Military Action as Self-Defense: The Luntz Messaging Playbook
According to the documentary, Israel enlisted PR strategist Frank Luntz after the 1982 Lebanon crisis to craft a Global Language Dictionary that frames military actions as self-defense, emphasizing terror over territory. The playbook's talking points were then saturated through media and politics to persuade the American public, whose funding underwrites the military actions, that Palestinians deserved the blows they received.
Read the 5 steps as text
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Israel enlists Frank Luntz
Israel · Frank Luntz
According to the documentary, after the 1982 Lebanon crisis Israel enlisted public-relations strategist Frank Luntz to devise a messaging approach aimed at winning over American audiences who fund the military actions.
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Luntz crafts the Global Language Dictionary
Frank Luntz
Per the film's account, Luntz helped craft a Global Language Dictionary that is said to shape how the Israeli narrative is framed in media and politics.
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Dictionary directs framing of military action as self-defense
Israeli speakers in media and politics
What it looked like: Israeli military actions are presented as self-defense against terror rather than as territorial operations.
The dictionary's core tactic, as the film presents it, instructs speakers to always portray Israeli military action as self-defense and to focus on terror rather than territory.
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Talking points saturated through media and politics
Israeli speakers in media and politics
The documentary asserts that the media playbook encouraged a saturation of the self-defense talking points across media and politics.
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Americans persuaded that Palestinians deserved the blows
American audiences
According to the film, the saturated talking points were designed to persuade Americans that Palestinians deserved the blows they received, even in the face of global outrage and humanitarian concerns.
