Barak Schwartz: Israeli public diplomacy needs to shift from ‘echo chambers’ to cultural engagement

Barak Schwartz, a basketball trainer and Israel advocate, argues in Episode 23 of 'ALL CAPS' that current Israeli public diplomacy efforts are often trapped in an 'echo chamber'. According to Schwartz, much of the content produced in this field appeals only to those who already support Israel, serving as 'reaffirmation' rather than 'explanation'. Schwartz contends that Israel should move beyond centralized political messaging and utilize cultural tools and common ground to reach new audiences. He cites basketball as an example of a 'common ground' that can build human relationships before engaging in political discourse. Drawing on his personal experience of engaging with anti-Israel protesters in Washington, he emphasizes that the goal of such interactions should not necessarily be an immediate change of opinion, but rather fostering a space for listening and engagement. He further suggests that Israel should leverage the expertise of its immigrants in various countries to communicate more effectively with local communities. Beyond this discussion, Episode 23 of 'ALL CAPS' examines the historical context of the 1972 Lod Airport massacre, the foreign policy platform of the Democratic Socialists of America (DSA), and recent developments in the Israeli tech sector.