Journal Articles

Persuasion through insult: the `f' word in Israeli media

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This article is concerned with the rampant use of a particular cultural frame - freier (roughly "sucker") - in Israeli media. In this culture, the term is an unmitigated personal insult, and indeed has come to represent a threat to national identity. Nonetheless, it is widely used as a persuasive tactic in commercial, social and political rhetoric. The analysis of several hundred persuasive messages appearing in Israeli media in the last two decades reveals a close link between and the use of this concept and central national features that include honor and an underlying interpretation of the concept of time. The article points out that the concept of the freier rests on a set of anti-social values which are legitimated and further entrenched through public endorsement of the term and consequently of what it represents, via the media. The success of this persuasive tactic rests upon a false sense of national pride and the illusory impression of empowerment it provides. All these issues have serious implications for the society that has fostered them, further eroding the original collectives ethos of Israel

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Detail Information

Series Title

Media, Culture & Society

Call Number

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Publisher

London : Sage Publications., 2008

Collation

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Language

English

ISBN/ISSN

0163-4437

Classification

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Content Type

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Media Type

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Carrier Type

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Edition

Vol. 30, No. 2, Page 239-256

Subject(s)

Advertising
Persuasion
Israel
Interaction
Cultural Frame
Freier
Political Campaigns
Social Campaigns

Specific Detail Info

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Statement of Responsibility

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