DIPLOMACIA PÚBLICA E NATION-BRANDING: A PARTICIPAÇÃO DE ISRAEL NO FESTIVAL EUROVISÃO DA CANÇÃO COMO ESTRATÉGIA DE LIMPEZA DE IMAGEM DIANTE DA INVASÃO À FAIXA DE GAZA (2023-2024)
THE USE OF ART AS A STRATEGY FOR ISRAELI IMAGE CLEANING AND MEDIA REDIRECTING
DOI:
https://doi.org/10.29327/2293200.15.2-10Palavras-chave:
Israel, Nation-branding, Festival Eurovisão da CançãoResumo
O presente estudo de caso tem por objetivo examinar o modo como Israel utilizou-se da edição de 2024 do Festival Eurovisão da Canção (FEC), como um mecanismo de limpeza de reputação e construção de imagem no plano internacional, frente à Invasão à Faixa de Gaza, iniciada em 2023. Dessa maneira, o trabalho possui como objetivos específicos: (1) apresentar a conceituação de nation-branding e como essa estratégia tem auxiliado os Estados a corrigir suas reputações; (2) expor o que é a Brand Israel e como a arte e cultura desempenham funções de extrema relevância para a diplomacia pública israelense; e, por fim, (3) analisar a atuação de Israel na edição de 2024 e as repercussões na mídia e/ou dentre os outros participantes. Portanto, a pergunta-problema pode ser caracterizada como: de que maneira a participação do Estado de Israel no Eurovisão 2024 pode beneficiar a imagem israelense no plano internacional em paralelo à nova onda de ataques contra o povo palestino, iniciada em 2023? Conclui-se que, apesar de Israel buscar promover elementos identitários e políticos para o Ocidente através do FEC 2024 (nation-branding), uma onda de críticas e chamadas de Boicote, Desinvestimento e Sanções (BDS) levantaram-se como forma de retaliação.
Referências
AL JAZEERA. (2024). Thousands protest against Israel’s participation in Eurovision final. Available at: [https://www.aljazeera.com/news/2024/5/11/eurovision-final-pro-palestinian-protests-israel-participation]. Access: 28/05/2024.
ANISTIA INTERNACIONAL. (2009). Israel/Gaza: Operation “Cast Lead”: 22 days of death and destruction. Available at: [https://www.amnesty.org/en/documents/mde15/015/2009/en/]. Access: 03/06/2024.
ARSENAULT, Amelia. (2012). Public Diplomacy 2.0. In SEIB, Philip. Toward a New Public Diplomacy: redirecting U.S. foreign policy. New York: Palgrave Macmillan, 135-154.
BARGHOUTI, Omar. (2012). The cultural boycott: Israel VS South Africa. In LIM, Audrea. (ed). The Case for Sanctions Against Israel. London: Verso Books, 33-37.
BDS. (2018). Netta Barzilai, Cultural Ambassador for Israel’s Regime of Occupation and Apartheid. Available at: [https://bdsmovement.net/news/netta-barzilai-cultural-ambassador-israels-regime-occupation-and-apartheid]. Access: 23/05/2024.
CULL, Nicholas. (2009). Diplomacia pública: consideraciones teóricas. Revista Mexicana de Política Exterior, 85 (1): 55-92.
DEUTSCHE WELLE. (2024). Iceland fined for pro-Palestinian protest at Eurovision. Available at: [https://www.dw.com/en/icelandic-broadcaster-fined-for-hataris-pro-palestinian-protest-at-eurovision/a-50534522]. Access: 28/05/2024.
ELIA, Nada. (2012). The brain of the monster. In LIM, Audrea (ed). The Case for Sanctions Against Israel. London: Verso Books, 53-58.
GILBOA, Eytan. (2006). Public Diplomacy: The Missing Component in Israel's Foreign Policy. Israel Affairs, 12 (4): 715-747.
GUDJONSSON, Hlynur. (2005). Nation branding. Place Branding, 1 (3): 283-298.
JEFFREY, Yasmin (2024). Why hasn't Israel been banned from the 2024 Eurovision Song Contest like Russia was in 2022? Available at: [https://www.abc.net.au/news/2024-05-11/israel-eurovision-2024-song-contest-russia/103829704]. Access: 27/05/2024.
KINGSLEY, Patrick; BERGMAN, Ronen. (2024). Under Shroud of Secrecy, Israel Invasion of Gaza Has Begun. Available at: [https://www.nytimes.com/2023/10/30/world/middleeast/israel-gaza-invasion-secrecy.html]. Access: 27/05/2024.
LAMPROPOULOS, Apostolos. (2013). Delimiting the Eurobody: Historicity, Politicization, Queerness. In TRAGAKI, Dafni (ed.). Εmpire of Song: Europe and Nation in the Eurovision Song Contest. Metuchen: Scarecrow Press, 151-172.
LAWLESS, Jill. (2024). Eurovision explained, from ABBA to Zorra, as the Israel-Hamas war overshadows the song contest. Available at: [https://apnews.com/article/eurovision-song-contest-malmo-explainer-f722ba845a2a21ce0ecfe02ef92d9d51]. Access: 28/05/2024.
MELISSEN, Jan (ed.). (2005). The New Public Diplomacy: soft power in international relations. New York: Palgrave Macmillan.
MICHLIN, Vera. (2010). Winning the Battle of the Narrative: a working paper for the 2010 Herzliya Conference. Available at: [https://www.runi.ac.il/media/xdbgdccw/3051winning2010.pdf]. Access: 22/05/2025.
NASSEF, Ghada. (2024). Intifada: o que significa a palavra usada nos protestos contra guerra de Israel em Gaza. Disponível em: [https://www.bbc.com/portuguese/articles/cj5lnr697q6o]. Acesso: 03/06/2024.
NYE, Joseph. (2008). Public Diplomacy and Soft Power. The Annals Of The American Academy of Political And Social Science, 616 (1): 94-109.
PANEA, José Luis. (2018). Identity, spectacle and representation: Israeli entries at the Eurovision Song Contest. Doxa Comunicación, 27 (1): 121-145.
PRESS-BARNATHAN, Galia; LUTZ, Naama. (2020). The multilevel identity politics of the 2019 Eurovision Song Contest. International Affairs, 96 (3): 729–748.
RIESMAN, Abraham Josephine. (2024). If Eurovision 2019 Goes Smoothly, It’ll Be a Miracle. Available at: [https://www.vulture.com/2019/05/2019-eurovision-israel-controversy-explained.html]. Access: 29/05/2024.
ROSENDORF, Neal M. (2009). A Cultural Public Diplomacy Strategy. In SEIB, Philip (ed.). Toward a New Public Diplomacy: redirecting U.S. foreign policy. New York: Palgrave Macmillan, 173-194.
SEN, Somdeep. (2024). There is nothing surprising about Hamas’s operation: Operation Al-Aqsa Flood was provoked by Israeli aggression and occupation. Available at: [https://www.aljazeera.com/opinions/2023/10/8/there-is-nothing-surprising-about-hamass-operation]. Access: 27/05/2024.
SPIRO, Amy. (2024). Israel gets top public vote from 14 countries in Eurovision – plus ‘rest of the world’. Available at: [https://www.timesofisrael.com/israel-gets-top-public-vote-from-14-countries-in-eurovision-plus-rest-of-the-world/]. Access: 29/05/2024.
SQUIRES, Bethy. (2024). Bambie Thug Says They Were Forced to Remove Pro-Palestine Makeup for Eurovision. Available at: [https://www.vulture.com/article/eurovision-ireland-palestine-makeup.html]. Access: 29/05/2024.
STATISTA. (2024). Number of Palestinian and Israeli fatalities and injuries caused by war between Hamas and Israel in since October 7, 2023. Available at: [https://www.statista.com/statistics/1422308/palestinian-territories-israel-number-fatalities-and-injuries-caused-by-the-israel-and-hamas-war/]. Access: 27/05/2024.
SZONDI, Gyorgy. (2008). Public Diplomacy and Nation Branding: conceptual similarities and differences. Hague: Clingendael Institute.
VASALLO, Brigitte. (2017). Por las grietas homófobas del homonacionalismo. Disponível em: [https://www.pikaramagazine.com/2017/04/homonacionalismo/]. Acesso em: 23/05/2024.
