Over at Ynet, Linda Gradstein writes that as the BDS movement is seemingly reaching a new threshold, Israel is considering hiring a PR firm to improve its tarnished image.
My take: I am reminded of a story about a police officer who sees a man down on all four looking for something on the street. When the officer asks the man if he lost something, the man replies, “Yes, my keys.” “You lost them here?” asks the officer. “No,” replies the man, with slurred speech, “I lost them in the alley, but the light is much better here.”
If we really want to take the problem of delegitimization seriously, we need to do more than just change the way we talk about Israel – more than Extreme Makeover Zionist Edition-. We need to venture into the dark alley where we originally lost our way. Otherwise, we are no different, and will have no better luck, than the drunken man in the story.
According to organizational psychologists, when there is a significant gap between what people expect and what they actually get, two types of learning can take place: single-loop and double-loop learning. Single-loop learning refers to efforts to reduce this gap by modifying the strategy originally employed – improving Hasbarah skills, for example. Double-loop learning, on the other hand, requires us to question the assumption, values and actions that brought us to this problem in the first place.
There are no shortcuts here. Double-loop learning means we need to radically transform our relationship with the Palestinians. This is not to say Israel deserves to be delegitimized, but when it chooses an overall course of action – yes, the occupation, blockade and settlements are choices – it significantly contributes to the problem.