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Cultural Identity Theory Impact in Boosting National Identity, Palestinian Media Elites’ Views

January 2025
Advances in Applied Sociology 15(02):131-171

DOI:10.4236/aasoci.2025.152008

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Samar Shunnar

An-Najah National University

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Advances in Applied Sociology, 2025, 15(2), 131-171

https://www.scirp.org/journal/aasoci

ISSN Online: 2165-4336

ISSN Print: 2165-4328

DOI:

10.4236/aasoci.2025.152008 Feb. 28, 2025 131 Advances in Applied Sociology

Cultural Identity Theory Impact in Boosting

National Identity, Palestinian Media

Elites’ Views

Samar Shunnar, Ibrahim. T. Ukka*, Mahmood Amori

Al-Najah National University, Nablus, Palestine

Abstract

Objectives:

The study aims to verify the impact of the Cultural Identity Theory

in boosting National identity from the Palestinian Media Elites’ view. There-

fore, the researchers employed Social Identity theory to study how digital plat-

forms are employed by media elites to integrate individuals into groups in or-

der to strengthen their National identity, in addition to

employ identity theory

for studying the use of Cultural Identity Theory to preserve cultural heritage

and disseminate Palestinian culture. They also employed immunization theory

to learn how to protect National identity from forgery and misinformation,

and to confront negative messages against it.

Methodology:

The researchers

followed the mixed approach that combines the quantitative approach and the

qualitative one.

Results:

The study concluded that the impact of Cultural Iden-

tity Theory in strengthening National identity from the media elites’

view was

significant in terms of the Arithmetic Average (3.88). Results showed that Cul-

tural Identity Theory and media elites have a significant impact on foreign dip-

lomatic activity, and that Social Identity theory contributes significantly to

boost National identity through the use of digital diplomacy, and that the the-

ory of cultural identity has a major role in boosting the National identity by

preserving cultural heritage in particular, and heritage in general, and that the

theory of immunization

contributes to protecting and boosting the National

identity among the Palestinian people, and denies false negative n

arratives

against the Palestinian National Identity.

Conclusion:

The necessity to boost

the role of Palestinian Media Elites in developing Cultural Identity Theory, and

to encourage cooperation between the governmental bodies and media elites

in order to boost their role in digital diplomatic communication, and work to

study mechanisms for integrating social and cultural identity concepts into

Cultural Identity Theory strategies, with determining methods for responding

to negative content through the use of digital platforms.

How to cite this paper: Shunnar, S., Ukka,

T., & Amori, M. (2025).

Cultural Identity

Theory Impac

t in Boosting National Iden-

tity,

Palestinian Media Elites’ Views.

Ad-

vances in Applied Sociology

, 15,

131-171.

https://doi.org/10.4236/aasoci.2025.152008

Received:

December 27, 2024

Accepted:

February 25, 2025

Published:

February 28, 2025

25 by author(s) and

Scientific

Research Publishing Inc.

This work is licensed under the Creative

Commons Attribution

International

License (CC BY

4.0).

http://creativecommons.org/licenses/by/4.0/

Open Access

S. Shunnar et al.

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Keywords

Diplomacy, Digital Diplomacy, Cultural Identity Theory, National Identity,

Palestinian Media Elite

1. Introduction

Diplomacy in our era is an important weapon for obtaining rights in good ways,

thus, the fields have multiplied and diversified accordingly, including the official

and popular fields e.g. sports, social, and economic.

Diplomacy develops with the development of the new world, which leads to the

emergence of multiple means of diplomacy, including: representation, negotia-

tion, and communication with institutions, states, and governments that come

under the umbrella of diplomacy (Al-Sharafi, 2020).

Diplomacy has many definitions in the humanities, the most prominent of

which was Rivier’s definition, who put forward three meanings for the word di-

plomacy. First, “It means science and art of representing countries and negotia-

tions”. Second, “Diplomacy is the group of people who perform the diplomatic

function, either by working in the Ministry of Foreign Affairs, or abroad.” Third,

“It refers to the job, or the diplomatic profession itself” (Al-Rashdan & Al-Mousa,

2019).

Popular diplomacy is the development that occurred on diplomacy in the 20th

century, due to the scientific and technological development in various means of

communication. It is a form of popular diplomacy connected to the masses.

Therefore, communication with the people has given popular diplomacy a popu-

lar public opinion that diplomacy seeks to gain and support. Diplomacy, in its

popular concept, addresses the people and communicates with them through

modern means that make addressing and confrontation possible (Ben Saeed,

2017).

Thus, the important and major role played by media, whether at local or inter-

national levels, is apparent, especially, in diplomatic work, and digital popular di-

plomacy in particular.

Observer of the Arab scene and the political transformations that occurred after

what was called the Arab Spring, showed how the media influenced many of the

policies of Arab countries, and the removal of existing regimes and the introduc-

tion of new ones, and the increase in its role in monitoring many world and local

events in a way that prompted many peoples to evaluate their relationship and

policy with each other negatively or positively (Al-Shami, 2011).

Digital diplomacy has become an essential and effective part alongside tradi-

tional diplomacy. The practice aims to implement countries’ plan to enhance their

image and build public opinion in favor of their policies by employing digital

communication technology, most notably social media networks, which have re-

cently become a platform for practicing public and popular diplomacy activities.

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This new diplomacy has formed what is known as “soft power” as a means of

expressing the communication and political goals sought by governments, interest

groups, political elites, and activists in order to build a good reputation and posi-

tive influence on world public opinion. Thus, digital media is employed to reach

these audiences (Abdul Razzaq, 2021).

The digital diplomacy in Palestine is not in its best condition, as Palestine

ranked 82 in the international classification on that in 2018, after it was 72 in

2017, which means a very late position, close to Nepal, Bolivia, and Afghanistan

States.

In fact, the Palestinian issue occupies an important position in the interest of

the international community, due to the Israeli Occupation and injustice inflicted

on the Palestinian people (Al-Taluli, Abu Al-Rus, & Abu Amr, 2019).

We need to enter the field of digital diplomacy, armed with content and issues

that carry humanitarian dimensions, which can be marketed easily and simply, to

enhance the national and cultural identity, and advance it globally, to become an

effective tool in confronting the Occupation.

It is necessary to move diplomatically outside the recognized borders, to intro-

duce the Palestinian Cause and gain support for it, and address other nations in

their own language, by disseminating videos and short films about history and

heritage, and all thing related to our national and cultural identity (Gulf Center

for Studies and Research, 2019).

The National identity is considered a reflection of society, and it is one of the

cultural and social images of individuals, as it affects their lives and is reflected on

those around them and their production in the environment where they live.

The concept of identity is the individual feeling of their formal, intellectual, and

performance components. As for nationalism, it is the feeling of individuals and

groups belonging to the land (Al-Ghadami, 2023).

The concept of National identity “is an aspect of Social Identity, which is

formed as a result of a set of political, economic and social factors, and the cultural

commonalities of a certain sect that have a sense of connection to the entity of

society; as it links it to the individual feeling, which is called membership, as if it

is a tangible sensory feeling that affects all aspects of life; when the commonalities

and ties that unite individuals are one, homogeneity is achieved that increases

strength and distinction” (Windari, 2021).

The Digital Popular Diplomacy is considered an essential tool for boosting Na-

tional identity and influencing world public opinion. In 21st century, digital pop-

ular diplomacy has become a means of exporting popular positions on important

issues that can contribute to informing the world of the issues of occupied peoples,

and building a world opinion that can influence governments and colonizing

countries.

The Popular Diplomacy uses multiple methods from organizing marches and

demonstrations to academic and cultural partnerships, relying on multiple means

such as: websites and social media. It can be a lever for political action and

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influencing public opinion (Jarrar, 2023).

Consequently, it becomes clear that the media elites, including journalists and

media professionals, have an important role in boosting the National identity,

through broadcasting television programs on Palestine TV, through art, or by al-

locating spaces dedicated to the media message to refine the National identity.

Not only mission of the media elites focus on publishing the news and trans-

mitting events, but it also instills the national spirit in societies, establishing the

concept of belonging to the homeland, spreading awareness among citizens, and

strengthening the National identity.

Problem:

The problem of the study was represented in verifying the impact of Cultural

Identity Theory in boosting National identity, by employing the media elites’ role

in verifying this, and the fact that the Palestinian people need to strengthen their

national and cultural identity after their division, and the inability of the Palestin-

ian National Authority to emulate successful models in the field of digital diplo-

macy due to the presence of many challenges, of which is, the Israeli occupation,

which imposed the establishment of several barriers to building official institu-

tions that have the ability to create strong digital diplomacy, which was mentioned

in the Al-Amoudi’s study (2018).

This indicates that shortcomings in the application of digital diplomacy at the

local level are existed, as the researchers see that the Palestinian people are trying

to strengthen their National identity and highlight their national culture, and pre-

serve their cultural heritage that the Israeli occupation has obliterated through

various media, as it was ranked according to international statistics related to the

effectiveness of digital diplomacy compared to Israel (Alyan & Abu Arqoub,

2023), which prompted the researchers to identify the reasons of weakness in the

application of Cultural Identity Theory to boost the National identity and culture

among the Palestinian people, and then to search for strategies and methods that

help in developing and fortifying the National identity, as well as promoting it at

international level, through media means, and empower the role of media profes-

sionals and journalists, who work in institutions and media channels by broad-

casting programs that crystallize the National identity.

We, the Palestinians are exposed to attempts to obliterate our national and cul-

tural identity due to the Israeli occupation, so we need someone to spread the

national message, and deliver it to others, and they are the media elites, whose role

is to strengthen belonging to the homeland, and strengthen the National identity

through representation and media programs, and other media means, though the

researchers believe that it is necessary to address the impact of the Cultural Iden-

tity Theory in strengthening the National identity from our elites’ view.

2. Importance

Theoretical Importance:

The importance of the study can be noticed in the topic it addresses, as digital

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popular diplomacy is considered one of the new topics, and it is one of the most

important pillars that increase the power of the new media era, as popular diplo-

macy and digital diplomacy are important tools in implementing the foreign pol-

icy of countries. it is essential to pay them attention, to be studied, and providing

information that helps the Cultural Identity Theory to enhance the National iden-

tity of citizens, and the use of theories that are consistent with this study i.e. the

three “Social Identity, cultural identity, and immunization” theories, which en-

hance National identity by spreading the media message through which the Pal-

estinian people seek to preserve their national and cultural identity.

Practical Importance:

The importance of the study also appears in the “studied topic” that combines

the study variables as Cultural Identity Theory is considered one of the important

topics that help strengthen National identity and spread national culture. This is

done through media elites that help deliver the message to other States. To the

researchers’ best knowledge, this is one of few studies that dealt with Cultural

Identity Theory and National identity, and it is enrichment for Arab libraries. It

helps public relations’ researchers to benefit from its results and recommenda-

tions that were reached and work to apply them on the ground. Moreover, it helps

them in conducting more new studies related to Cultural Identity Theory and Na-

tional identity, and opens the way for them to complete what it relied on so as to

come out with new and modern results.

Objectives:

• Knowing Cultural Identity Theory’s role in foreign diplomatic activity, from

the Palestinian Media Elites’ perspective.

• Disclosing the extent to which Social Identity theory contributes to Cultural

Identity Theory in boosting National identity.

• Exploring how to apply cultural identity theory in Cultural Identity Theory to

boost National identity from the Palestinian Media Elites’ perspective.

• Studying how to apply immunization theory in Cultural Identity Theory in

strengthening National identity from the perspective of Palestinian Media

Elites.

Earlier Studies:

The Abu Hilal’s study (2021): it diagnosed the reality of Palestinian digital di-

plomacy, identify its obstacles, present mechanisms for its development, present

the stages of Arab-Israeli normalization, and work to analyze & evaluate the role

of Palestinian digital diplomacy in confronting and encountering it.

The study followed several approaches, named: the historical approach, the de-

scriptive analytical approach, the case study approach, and the political behavior

analysis approach. It concluded that the role of Palestinian digital diplomacy on

the official side to confront the waves of Arab-Israeli normalization is limited, and

that the superiority of Israeli digital diplomacy has sometimes affected Arab cir-

cles.

The study showed that there is a clear role for Cultural Identity Theory in

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confronting the normalization process and its repercussions in Palestine, Arab,

and international level.

The Humaid’s study (Alam et al., 2021): The study aimed to identify the mecha-

nisms for boosting digital diplomacy, by using social media platforms and digital

media tools, to reach foreign audiences, in addition to knowing the impact of the

“Israel Speaks Arabic” page on the FB platform launched by the Israeli Ministry of

Foreign Affairs, to its followers in the Arab world. It used the descriptive and ana-

lytical approaches using the content analysis tool, by analyzing about 484 posts pub-

lished by “Israel Speaks Arabic” page, between April 13, 2020 and Dec. 13, 2020.

The study found that the “Israel Speaks Arabic” page mostly promotes peace

topics, it also found a significant increase in the number of posts after the UAE

signed the normalization agreement with Israel in August 2020, and that Israel

effectively employs digital diplomacy tools to encourage online interaction with

Arab audiences, through soft content, and avoids publishing contradictive ones .

The Radi’s study (2021): it aimed to know the role of Iraqi media in forming

the digital diplomacy in International Relations. The study was applied to a ran-

dom sample of 100 male and female media professionals working in the three

newspapers named: “Al-Sabah, Al-Zaman, and Al-Sharq Al-Awsat”.

The questionnaire was used as a tool for collecting data. The study showed that

the current media work mechanism in Iraqi diplomacy was a relationship ranging

between centralization and decentralization according to the circumstances and

tasks, and showed the importance of face-to-face communication from the em-

bassy workers’ viewpoint.

The results pointed out the 10 problems that are facing the media role of Iraqi

embassies from its workers, where “inadequate financial budgets for the necessary

media activities” ranked first, while “the problem of language differences with the

host country” ranked second, and “the problem of lack of media competencies”

ranked third.

The Islah Study (2020): The study aimed to identify the role of digital diplomacy

in political and diplomatic activity in Palestine from the media and political elites’

view. The study followed the survey and the descriptive analytical method, and

was applied to a sample of 105 individuals from academics in the political and

media elites working in media field. The survey and interview newspaper were

used as tools to collect data about the study.

The study showed that the role of digital diplomacy in enhancing Palestinian

diplomatic work from media and political elites’ view was high at (74.54%), and

that Palestinian digital diplomacy has the ability to keep pace with world develop-

ments in modern diplomatic work at an average level of (59.3%), which means

that Palestinian Digital Diplomacy has the ability to attract the public at an aver-

age level of (62.09%).

The Al-Bluissa’s study (2019): The study aimed to verify how information and

communication technology affects diplomacy, negatively or positively, and also to

follow-up the use of modern social media in Iraq and Turkey, and its impact on

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relations between the two States.

The study followed the historical descriptive approach with its tool of case study

and content analysis of documents and studies.

It concluded that diplomacy is one of the most important means of foreign pol-

icy for all countries in the world, so countries seek to develop these means in all

available ways to serve foreign interests, and States have begun to use the tele-

graph, telephone, and access to means connected to the Internet, as a means of

social communication, where the name of diplomacy associated with these means

becomes: electronic or digital diplomacy, FB diplomacy or Twitter diplomacy, or

even telephone diplomacy.

The Engström’s study (2019): The study aimed to track the factors that deter-

mine the use of social media in embassies. It followed the descriptive and analyt-

ical approach using the comprehensive survey tool and content analysis.

The study showed that institutional arrangements and organizational factors

contribute to shaping the way embassy’s staff use social media, and foreign min-

istries, including their external representation, must develop better strategies to

deal with institutional restrictions through modifying organizational practices.

Commenting on Earlier Studies:

After the researchers reviewed the earlier studies above, one can notice that the

current study in its subject and objective, which focuses on the impact of digital

popular diplomacy to boost the National identity, and know the media elites’ view

on that, as well as, review the earlier studies, and their results, and benefiting from

them. The earlier study was used to identify the research gap and the questions,

know the study theories: “Social Identity theory, cultural identity theory, and im-

munization theory”, the role of digital popular diplomacy in promoting National

identity, build and develop the theoretical framework, build study tools (question-

naire, interview), interpret, analyze and interpret the study results.

To the researchers best’ knowledge, what distinguishes this study is that, it is

the first in Palestine, which has combined the concepts of digital popular diplo-

macy, promoted National identity, and used the mixed method.

3. Theoretical Framework

First: Digital Diplomacy

Definition of Digital Diplomacy

The Digital Diplomacy is an extension for Traditional Popular Diplomacy in

communication among the official-national institutions. It is characterized by be-

ing open, direct and interactive communication. It is established in the short and

long term, and aims to build soft power that serves national goals and interna-

tional orientations (Abdullah, 2022).

The Digital diplomacy is known as: “The use of various social media to transmit

important messages and information among States, for the purpose of openness

and achieving diplomatic goals” (Priyanto et al., 2020).

Digital Diplomacy Objectives

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Several objectives were achieved by digital diplomacy, of which: unifying efforts

between State’s departments, to manage relevant resources, and benefit from its

human wealth to achieve national interests abroad, increase its soft power, main-

tain communication with citizens in virtual space, and provide new communica-

tion tools in order to listen to citizens, communicate with them, influence them

through the use of the State’s diplomatic messages via the Internet, and benefit

from the availability of information, and use it in developing the State’s public

policies, and help anticipate emerging social and political movements, respond to

them, and enrich consular communications with citizens, and establish direct self-

communication channels with citizens traveling outside the State, so that they can

be communicated with in crises (Hadi & Ajrash, 2021).

Second: Popular Diplomacy

The Popular Diplomacy was defined as: “The diplomatic activities directed to

address the popular public through popular means, to create direct relations

among peoples. Knowing that the technological and scientific progress has helped

in its emergence” (Ben Saeed, 2017: p. 8).

Popular Diplomacy is defined as “the efforts of a government in one State is to

influence public opinion, and its elites, with the aim of bringing about a change in

the foreign policy of the targeted State in favor of the State making the effort”,

(Cassidy & Manor, 2015: pp. 33-43).

Elements of Popular Diplomacy

The Popular Diplomacy has several elements; it is a group of people, an organ-

ization, or popular bodies that send messages to form a mental image on it in the

minds of others. It is in itself a communication message that includes promises,

justifications, selected content, and uses means to send these messages either

through electronic methods, such as, television, radio, websites, and social media

pages, or through direct self-communications, such as, student exchange, sending

media and journalistic delegations… etc, as well as the benefited party or parties

receiving this message, i.e. the parties to which the messages are sent, such as,

specific States, and the message sent by the concerned State. So the message is

clear with specific objectives (Mustafa & Abdul Fattah, 2007).

Basis of Popular Diplomacy

William DeVelción identified the basis of multi-track Popular Diplomacy, as

follows:

• Working to strengthen personal relationships between groups in all aspects of

life. Long-term commitment, a culture of synergy that respects the cultural

differences of all segments of society.

• Welcoming creative interaction between cultures supports cooperative part-

nerships between local parties and other institutions.

• Using multiple technologies, techniques and innovates new methods of com-

munication, facilitates helping components of society to bear responsibility.

• Educating people to contribute to bringing about change and transformation

within their societies, the state enters into a relationship with all parties.

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• Leaving the door open to community initiatives, relies on research and educa-

tion activities and sharing knowledge with others.

• Building relationships of mutual trust between parties within society. Encour-

aging changes at the level of beliefs, values and behaviors.

• Adopting the option of participation (Wadi, 2013).

Third: National identity

National Identity Concept

The National identity is one of the newest concepts, unlike many social con-

cepts, as its emergence was linked to the emergence of sociology theories, which

showed the existence of a correlation between the concept of identity and belong-

ing to the group (Kamal El-Din & Al-Amer, 2020).

The National identity is a set of qualities and characteristics that distinguish a

nation, society, or homeland from others. It shapes its essence, existence, and dis-

tinctive personality (Ghanem & Jumaa, 2022).

National Identity Components

The National identity represents a set of norms, customs, values, language, re-

ligion, history, and common material things that are considered a source of social

solidarity among individuals. Components of the National identity of any society

are based on:

• Unity of religion and language.

• A common national culture.

• A common historical memory.

• A common geographical field.

• A flag, which is a moral symbol possessed by every country that unites the

people of the nation under its banner (Al-Molaji, 2011).

National Identity Functions

There are a set of important functions for National identity of any society, that

ensure the continuity of the nation, as it unites its people with all its components,

and it works to achieve high degrees of homogeneity and harmony among the

people of the same nation, bringing them together on common grounds, and rep-

resents the personal National identity of the nation that maintains its voice before

other nations (Ibn Ammar, 2019: p. 140).

Fourth: Media Elites

The word elite in Arabic is derived from the verb “elect”, which means to

choose. So, the elites of the people mean their best. (Ibn Manzur, 2004).

Therefore, the media elite are “those with great experience and giving in media

that has made them influential and weighty among the various audiences. More-

over, media professionals also give them great consideration to benefit from their

comments and information due to the extensive experience they possess through

working in various media fields.” (Jassim, 2020).

The Italian researchers Moska and Pareto had the greatest impact on the stretch

of this concept. Their viewpoint is that the elite is a small group of people, who

have met objective conditions (Wealth & Ability), and subjective conditions,

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(talents), in a way that makes them distinct from the rest of other society members

(Khalifa, 2015).

Elite Characteristics

Elite can influence various social issues within societies, they have special char-

acteristics that distinguish them from others, are:

• Looking at matters, actions, and all human behaviors from the broadest angle,

and differentiate between the main lines of matters and subjects.

• Mastering the necessary skills related to the sector in which the influential per-

sonality works and superior ability to organize work.

• Finding new and better ways to accomplish work, ability to innovate.

• Having a certain mental readiness and extreme psychological calm skills.

• Acquiring high educational and cultural level that qualifies them to carry out

responsible roles in society, as well as influential power in decision-making

circles and public opinion (Salih, 2009).

Fifth: Study Theories

First: Social Identity Theory

The Social Identity is as a set of material and symbolic relationships that help

connect and unify a number of individuals when they are in conflict against a

similar group in essence, but different in appearance (Belyamen, 2017).

Within the context, the Social Identity Theory put forward by Turner and Tajfel

(Turner, 1996), developed a critical intellectual framework in which it tackled the

way how the Social Identity of peoples arises and formed. The theory focused on

several variables it addressed as main elements for forming the Social Identity,

including

• Economic system of the state, and its reflection on the material level of indi-

viduals.

• History of the nation, including its symbols and heroes.

• Social structure, which refers to the nature of social classes within the State

(Tartakovsky, 2011: p. 232; Tartakovsky, 2010: p. 1852).

Social Identity Theory’s Assumptions

This theory is based on a set of assumptions, namely that individuals seek to

achieve their own Social Identity by maintaining it positively. They derive their

identity from their membership in various types of groups to which they belong,

because it is considered an important source for bragging and boasting, self-es-

teem, and giving a sense of Social Identity as well as belonging to the social world.

Furthermore, we through it raise the level of the status of the group to which

individuals belong, as well as raising self-perception through distinction, and bias

against external groups to which individuals don’t belong (Aziz & Aziz, 2019).

Thus, this theory must be applied to the study’s variables, as it contributes to

understand how individuals interact with social media and the Internet, and how

they build their digital identities. The different social factors, such as culture, lan-

guage, and social affiliation can influence how individuals use and interact with

digital media, which may lead to the formation of individual or collective digital

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identities that reflect these social factors.

As for National identity, this theory may have an impact on understanding how

national affiliation is formed among individuals, and how this affects their digital

diplomacy. The social, cultural, and historical factors of countries can influence

the formation of individuals’ identities and the consolidation of their national af-

filiation.

Consequently, national affiliation may influence the way they interact with dig-

ital diplomacy, and how they represent their National identity through digital

communication media.

Second: Cultural Identity Theory

The Cultural Identity Theory was developed by Thomas Milt and Collier Mary

(Rosenfeld, 2009) that added other components to the above mentioned, namely:

• State’s first Language.

• Cultural heritage of the Sate, including customs and traditions of its people.

• Civilization characteristics of the Sate, including types of food, fashion, and

architectural style.

• Ethnic characteristics of individuals within the State i.e. their physical charac-

teristics and ethnic affiliations (Collier & Thomas, 1988).

Cultural Identity Levels

Cultural Identity has 3 levels:

First: The individual level, known as individual identity, in which the culture

of each individual in society is referred to in his/her personal capacity.

Second: The collective level, known as collective identity, it linked to the influ-

ence of a group of individuals, who represent a specific group on the cultural iden-

tity that prevails in the society where they exist.

Third: The national level, known as National identity that combines the indi-

vidual and collective identities in one group, thus, considered the basic compo-

nent of the cultural identity in which individuals and groups within one State are

referred to (Khader, 2016).

However, the researchers believe that this theory is applied to the study varia-

bles through indicating that the use of Cultural Identity Theory, social media and

the Internet enables individuals and communities to communicate and interact

with the public and society.

These digital means are considered helpful to individuals in expressing their

identity, and promoting their issues and interests, which enhances their digital

presence and affects their public image, and the image of the society to which they

belong.

Within the context of National identity, Cultural Identity Theory plays an im-

portant role in enhancing awareness of culture and national values through shar-

ing cultural content, promoting heritage, and national stories via social media, as

this diplomacy helps individuals and communities enhance National identity and

highlight their homeland from others.

Third: Immunization Theory

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McGuire (1961) formulated the Vaccination Theory as a specific one, which

means that its basic components go back to the early writings of Aristotle, as a

model to resist the impact, he built the theory as if a medical analogy i.e. as intro-

ducing a weak version of the disease into the human body, which leads to the

process of resistance, through producing antibodies.

This indicates that vaccination protects stances through introducing weak ver-

sions of counter-arguments that lead to the process of opposing ideas (Banas &

Rains, 2010).

The theory is based on the idea that people have a set of beliefs, values, and

knowledge, which act as protective shields against negative or opposing messages.

Once the audience is immunized with prior information and knowledge about a

particular topic, it becomes difficult for negative or opposing messages to influ-

ence them or change their opinions (Ledingham & Bruning, 2013).

The researchers used this theory because the Palestinian people are exposed to

a media invasion and the obliteration of their national and cultural identity, and

brainwashing of the sons of the Palestinian people through normalization or oth-

erwise.

Through this, we conclude that, do the media have a role in inoculating the

thinking of the Palestinian people against the ideas that they seek to achieve and

strengthen their national and cultural identity, or does the confrontational diplo-

matic media threaten the National identity of the Palestinian people by spreading

fear in their souls?

The researchers have employed these three theories “Social Identity, cultural

identity, and immunization” in their study as they enhance the National identity,

preserve the cultural heritage of the Palestinian people, and increase their ability

to promote national interests through the media, and have an interconnected re-

lationship in terms of preserving customs and traditions, learning the national

language, developing the National identity of society and its culture, preserving

the ideas that the Palestinian people seek as an occupied people to preserve, and

not abandoning their cultural heritage, which helps in strengthening the National

identity via by broadcasting radio and television programs in order to convey the

national message to the Palestinian people.

Study Questions

The study’s problem represented in answering the following main question:

What is the impact of Cultural Identity Theory in boosting the National identity

from the Palestinian Media Elites’ view?

Of which the following questions branched out

1) What is the role of Cultural Identity Theory in foreign diplomatic activity

from Palestinian Media Elites’ view?

2) What extent has the theory of Social Identity contributed to Cultural Identity

Theory in enhancing National identity?

3) What is the possibility of applying the theory of cultural identity in Cultural

Identity Theory to enhance National identity from Palestinian Media Elites’ view?

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4) What is the possibility of applying the theory of immunization in Cultural

Identity Theory to enhance National identity from Palestinian Media Elites’ view?

5) What is the difference in the views of the study sample members towards the

impact of Cultural Identity Theory in enhancing National identity from Palestin-

ian Media Elites’ view in accordance to the following variables (gender, age group,

educational qualification, profession, years of experience, place of work, and or-

ganizational affiliation)?

Study Hypotheses

- There is a role for Cultural Identity Theory in foreign diplomatic activity from

Palestinian Media Elites’ view.

- The extent of contribution of Social Identity theory in Cultural Identity Theory

to strengthen National identity.

- There is a possibility of applying Cultural Identity Theory in Cultural Identity

Theory to strengthen National identity from Palestinian Media Elites’ view.

- There is a possibility of applying immunization theory in Cultural Identity

Theory to strengthen National identity from Palestinian Media Elites’ view.

- There are no statistically significant differences at the significance level (α =

0.05) in the average responses of the study’s sample members towards the ef-

fectiveness of Cultural Identity Theory to strengthen National identity from

Palestinian Media Elites’ view that attributed to the following variables: (gen-

der, age, educational qualification, profession, years of experience, place of

work, and organizational affiliation).

Study Limits

Human Limit:

It was applied to media elites of media-men and women as well as journalists,

who work in media institutions and channels, as it was applied to media elites of

journalists, correspondents, writers, political analysts and others via a question-

naire, while it was applied to senior media professionals and journalists, and uni-

versity professors, who have been practicing the profession for more than 15 years

via interviews.

Spatial Limit:

It was applied in the West Bank because it is the place that the researchers can

reach due to security conditions that prevent access to the Gaza Strip, the moni-

toring of electronic communications between citizens in the West Bank and the

Gaza Strip by Israeli security, as well.

Time Limit:

It was applied during 1/2/2024 - 24/6/2024, this period was chosen because it

suits the researchers’ application of their study, and the prevailing circumstances

that hinder movement, as well. Moreover, it was chosen in order to apply the study

for acquiring sufficient and comprehensive information about the subject of the

study in addition to being coincided with the Al-Aqsa Flood Operation, which

contributed to highlighting the positive image of the Palestinian National identity

through publishing the Palestinian narrative via social media, and the solidarity

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of some States with the Palestinians.

Objective Limit:

This study examines the impact of Popular Digital Diplomacy in strengthening

National identity from the point of view of media elites.

Study Terms

Popular Diplomacy:

“It is the informal activities based on professional communications among

elites that aimed at resolving conflicts between groups or States, where the partic-

ipants have a role or form of access to official policy-making circles” (Al-Sharafi,

2020).

Procedurally

It is media elites

’

practice of diplomacy through using digital platforms to en-

hance National identity and disseminating messages that enhance the sense of na-

tional belonging

Digital Diplomacy:

“It is the increasing use of social media platforms by any State in order to

achieve its foreign policy goals, and proactively manage its image and reputation.

The term digital diplomacy also refers to the impact that digital technologies have

had on diplomatic institutions, practitioners of diplomacy, and audiences of di-

plomacy” (Manor, 2016).

Procedurally

It is the media professionals and journalists

’

use of social media platforms in

order to enhance the Palestinian National identity and preserve its national image

Popular Digital Diplomacy:

“It is a popular digital discourse that advocates the Palestinian Cause before the

World Public Opinion, and refutes the Israeli narrative” (Qaoud & Abu Khsiwan,

2020).

Procedurally

It is the degree that the respondent gets by answering the questionnaire fields

that related to the impact of digital diplomacy in strengthening National identity

It is the efforts made by journalists or media professionals through social media

networks

and then adopting it as a platform through which they present a popular

digital discourse to achieve national and diplomatic goals

National Identity:

The National identity is “a social and moral system linked to the details of peo-

ple’s lives, in present, past, and the future, based on recalling the essence of their

existence and the stability of the reasons of their survival to maintain this existence

from the challenges of dispersion, erasure, disintegration and cancellation through

boosting it with elements of belonging, citizenship, as well as work and productive

initiative.” (Ben Wazza & Gharghot, 2018: p. 80).

Procedurally

It is belonging to the homeland through citizens

’

commitment to ethics

values

a sense of belonging to the group

respect for beliefs

customs and national culture

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which is the total score obtained by the respondent to the questionnaire desig-

nated for this study

Media Elites:

“They are a group of academics, who study media in universities and interme-

diate colleges, whether on a permanent or seasonal basis, as well as, journalists

and media professionals, who have been working in media for 15 years and en-

rolled in the Palestinian Journalists Syndicate” (Khalifa, 2015: p. 53).

Procedurally

Journalists are community and sample of the study

who work in the journalism

and media field

including journalists

media professionals

and others holding a

doctorate in media

or its branches

Immunization Theory:

“Known as a theory, developed to evaluate the trends and beliefs that the indi-

vidual embraces, and to build resistance to counter-arguments that they encoun-

ters in the future” (Abdeen, 2021).

Procedurally

It is the degree that the researcher obtained from the media elites through an-

swering the questionnaire

’

s paragraphs related to employing the immunization

theory in boosting the National identity

Social Identity Theory:

“It is part of the self-concept of individuals that stems from their awareness

being members of the group, besides, the emotional and value considerations that

are referred to this membership” (Belyamen, 2017).

Procedurally

It is the degree that the respondent obtains by answering the

questionnaire

’

s paragraphs related to knowing how to boost and preserve the Na-

tional identity

and individuals not to get rid of their National identity through

the messages published by the media and media elites

Cultural Identity Theory:

“It is a set of doctrinal, linguistic, conceptual, moral, cultural, ethnic, historical,

geographical and political characteristics that includes customs, traditions, and

behaviors of characterize individual, group, and the nation by a specific features

to distinguish it from other nations, as it constitutes its reference that expresses

its culture, religion, and civilization” (Al-Dajani, 2022).

Procedurally

It is the degree that the respondent obtains by answering the ques-

tionnaire

’

s paragraphs related to the performance of Palestinian media elites in

boosting

consolidating

and preserving the National identity through employing

digital diplomacy that fixes the National identity and belonging to the homeland

Study Methodology:

This study is considered a descriptive one, as it used a mixed method i.e. “the

method that combines the quantitative and qualitative methods” to suit the nature

and purposes of the study. It is based on describing the phenomenon precisely,

analyzing and interpreting it. It is one of the most widely used and common sci-

entific research methods, and helps in identifying the causes of the phenomenon,

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and discovering appropriate solutions for it (Malih & Abdul-Samad, 2020).

The study employed the descriptive analytical method in its quantitative and

qualitative style due to its suitability for its objectives, as the researchers relied on

sources of information related to the subject of the study, analyzing it, and col-

lecting data through questionnaire that was prepared based on the theoretical

framework, previous studies, and relied on the in-depth “directed” interview with

media elites, to answer the study questions, and to achieve objectives of the study,

which came within the framework of the impact of Popular Digital Diplomacy to

boost National identity from the Palestinian media elites’ view.

Study Community:

“The study community is the group of individuals on whom the study is to be

applied, data be collected about the phenomenon from them, and results can be

circulated to them.” (Al-Munizil & Al-Atoum, 2010).

Clockwise, the study community represents all media elites, and consists of sen-

ior media professionals, correspondents, journalistic writers, photojournalists,

and political analysts, who are “1500” members in accordance to the Palestinian

Journalists Syndicate’s records.

Study Sample:

It is part of the study community, where the study is conducted on them by col-

lecting data about the phenomenon to be studied in order to reach the results to be

circulated to the society. The researchers adopted two types of samples, namely:

A random stratified sample to distribute the questionnaire to Palestinian media

elites, the second is, a purposive sample to conduct in-depth interviews with sen-

ior journalists in Palestine, and university professors from the Media and Journal-

ism’ Section. The sample study can be divided as follows:

Stratified Random Sample:

It is “one of the types of random samples, where individuals are divided into

subgroups in order to facilitate the collection of information about them, and the

smaller subgroups, or those known as strata, are organized based on the charac-

teristics of the population or common features between them, such as, age, gender,

or income level. It is also used to study the demographic composition of the com-

munity or to know their average age” (Jarrah, 2022).

The researchers have chosen this sample in order to get accurate and comprehen-

sive information about the subject of the study, and to achieve its objectives, noting

that the study was applied to a sample consisting of “253” individuals (Table 1).

The stratified sample was used in the study as it reflects an accurate research

methodology that aims to ensure a comprehensive and balanced representation of

different opinions within the targeted community. The sample was divided into

categories, such as gender, age group, educational qualification, profession, years

of experience, workplace, and organizational affiliation, which helps in collecting

diversity of opinions that reflect different experiences and backgrounds.

This diversity helps in understanding how these variables can affect the views

of media elites on digital diplomacy

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Table 1. Distributing study sample individuals according to its demographic variables.

Variable

Variable Categories

No.

Percent

Gender

Male 158

62.5 %

Female 95 37.5 %

Total

253 100.0 %

Age Group

Less than 30 62 24.5 %

30 - Less than 40 years 105 41.5%

40 - Less than 50 years 49 19.4 %

50 years and above 37 14.6 %

Total

253 100.0 %

Educational

Qualification

Bachelor’s 142 56.1%

Master’s 71 28.1 %

PhD 40 15.8 %

Total

253 100.0 %

Profession

Political Analyst 53 20.9%

News Correspondent 53 20.9 %

News Writer 50 19.8 %

Photojournalist 32 12.6 %

Freelance Journalist 65 25.7 %

Total

253 100.0 %

Experience

Less than 5 years 53 20.9%

5 - Less than 10 years 77 30.4 %

10 - Less than 20 years 73 28.9 %

20 years and above 50 19.8 %

Total

253 100.0 %

Work Place

Government Sector 97 38.3 %

Private Sector 156 61.7 %

Total

253 100.0 %

Affiliation

National Trend 74 29.2 %

Islamic Trend 33 13.0 %

Leftist Trend 24 9.5 %

Independent 122 48.2 %

Total

253 100.0 %

The Purposive Sample: “It is a type of intentional selection, where the research-

ers made it of units that are believed to represent the original community cor-

rectly.” (Al-Qahtani & Al-Dhahian, 2020).

The researchers have chosen this sample to obtain accurate information about

the impact of Popular Digital Diplomacy in promoting National identity from the

point of view of media elites, by conducting in-depth, directed, individual inter-

views with senior media professionals and journalists in Palestine, and Palestinian

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universities’ professors, who have served for more than 15 years, and were con-

tacted through the Journalists Syndicate, or via sending them an email on social

media, noting that they are 10 persons.

Study Tools

First: Questionnaire

The researchers prepared and developed the questionnaire to achieve the study

objective through reviewing the education literature and earlier studies related to

the subject of the study, as the questionnaire consisted of two sections:

•

The First

includes the demographic characteristics of the respondents.

•

The Second

includes number of the questionnaire’s paragraphs, and its axes.

The number of paragraphs was (35) distributed on 4 fields. The questionnaire

was designed in accordance to the 5 point Likert Formula:

- Strongly Agree (5);

- Agree (4);

- Neutral (3);

- Disagree (2);

- Strongly Disagree (1).

Study Tool Validity:

The researchers presented the questionnaire’s paragraphs to a group of “7” spe-

cialized arbitrators to verify the validity of the paragraphs’ content and their suit-

ability to the study’s objectives and fields. The arbitrators expressed their opinions

on the suitability of the paragraphs for each axis of the questionnaire, in addition

to correcting linguistic and grammatical errors, if any. Therefore, the researchers

must take their notes into consideration and then modify them accordingly.

Questionnaire Stability:

The researchers calculated the questionnaire’s stability coefficient by using

Cronbach’s Alpha Scale. As shown in Table 2, the stability of the questionnaire’s

fields and the total score.

Table 2. Stability coefficients for Questionnaire domains and total score.

Field No.

Domain

Stability

Coefficient

1st field Digital diplomacy and media elites’ role in

diplomatic activity 0.869

2nd field

Possibility of applying the theory of Social Identity in

Cultural Identity Theory through strengthening

National identity

0.875

3rd field

Possibility of applying theory of cultural identity in

Cultural Identity Theory through strengthening

National identity

0.711

4th field Possibility of applying theory of immunization in Cultural

Identity Theory through strengthening National identity 0.926

Total Score for Fields

0.936

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As shown in Table 2, the reliability coefficients for the questionnaire fields were

high, as it was for the first field (0.869), the second field was (0.875), the third field

was (0.711), and the fourth field was (0.926), while the stability coefficient for the

total score was (0.936). The stability coefficient values indicate that the study tool

and its fields enjoy high stability, and meet the purposes of the current study (Al-

Amoudi, 2018).

Second: In-Depth Interview

The researcher used individual directed in-depth interviews, by asking ques-

tions to the study sample members individually, and to achieve the goal of the

study, the researchers adopted the open questions system in order to give the re-

spondent the opportunity to express his/her opinion freely and in his./her own

language (Hassoun & Habaieb, 2022).

The interview was used in this study to help describe the problem accurately

and in depth, and to get to know it more through people working within institu-

tions and media channels, as well as professors of Palestinian universities.

Interview Stability:

The researchers verified the stability of the interview by using the stability

method over time, i.e. analyzing the individuals’ responses of the study sample,

and after 2 weeks on the first analysis, they re-analyzed again using the Holsti

Formula (Zamel, 2021).

Holsti Formula:

(2 X number of ideas included in the analysis that agreed upon by the ana-

lysts/total ideas included in the 2 analysis). The number of ideas included in the

analysis, and agreed upon by the analysts for the answers of all questions, was (80),

and the total ideas in the 2 analysis for the answers of the questions was = (84 +

88 = 172). Thus, the stability coefficient according to this Formula is (0.93).

Interview Validity:

To verify the validity of the interview’s questions, the researchers presented

them to a group of 7 specialized arbitrators in the field of public relations. The

arbitrators expressed their opinions on the suitability of the questions of the study,

besides, correcting linguistic and grammatical errors, if any. The researchers took

their notes into consideration, and then modified them to their final form.

Statistical Processors:

The Statistical Package for Social Sciences program (SPSS) was used to examine

study hypotheses and answer them: Cronbach’s Alpha Coefficient to calculate the

questionnaire’s stability, the Arithmetic Average and Standard Deviations to de-

scribe the questionnaire’s paragraphs, the (Independent sample T-test) to answer

the hypotheses related to the 2 levels, and the (One Way ANOVA) to answer the

hypotheses related to more than one level, as well as (Scheffe test) for post-test

comparisons between arithmetic averages.

Study Results and Discussion

Results related to the main question: What is the impact of Popular Digital Di-

plomacy in promoting the National identity from the media elites’ view?

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Table 3. Arithmetic Averages, standard deviations, and degree of agreement for the ques-

tionnaire fields areas and the total score arranged in descending order according to the

arithmetic Average.

Rank

Field

No.

Field

Arithmetic

Average

Standard

Deviation

Approval

Degree

1 4

Digital diplomacy and the role of

media elites in diplomatic activity

3.83 0.54 high

2 2

Possibility of applying theory of

Social Identity in Cultural Identity

Theory to strengthen National identity

3.89 0.54 high

3 1

Possibility of applying theory of

cultural identity in Cultural Identity

Theory to strengthen National identity

3.97 0.59 high

4 3

Possibility of applying theory of

immunization in Cultural Identity

Theory to strengthen National identity

3.83 0.63 high

Total Score

3.88

As shown in Table 3 above, the fields of “impact of Popular Digital Diplomacy

in promoting National identity from the media elites’ view” were all high, as the

arithmetic Averages ranged between (3.83) and (3.97), which are the fields ‘the

possibility of applying theory of cultural identity in Popular Digital Diplomacy to

boost National identity, and digital diplomacy as well as the role of media elites in

diplomatic activity respectively. Hence, the response to the “total score” was high

in terms of the arithmetic Average of (3.88).

The researchers attributed this result to the fact that Popular Digital Diplomacy

is an effective mechanism for direct communication with the public through dig-

ital platforms that provides an opportunity for media elites to shape national

awareness and influence public opinion, as it contributes to the use of digital tools

and means with flexibility and speed in communication and contact with the pub-

lic, which facilitates the process of expressing national and cultural content.

Furthermore, diversifying the digital content that is directed to the public in a

manner that suits different categories; which enhances the ability of Popular Dig-

ital Diplomacy to reach the targeted groups on a wide scale, and the public must

be allowed to participate in the production of national digital content as they en-

hance the sense of national belonging and National identity, besides the potential

impact of Popular Digital Diplomacy on the formulation of national discourse

that helps to strengthen National identity in a positive way. This result comes in

line with Abu-Hilal’s study (Ismail, 2022), which showed that Popular Digital Di-

plomacy plays a clear role in confronting the normalization process and its reper-

cussions in Palestine, the Arab, and the world.

Results related to the first sub-question that states

: What is the role of Popu-

lar Digital Diplomacy in foreign diplomatic activity by the Palestinian media

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elites’ view?

Table 4. Arithmetic averages, standard deviations of digital diplomacy and the role of media elites in diplomatic activity.

Par. No.

Rank

Paragraph

Arithmetic

Average

Standard

Deviation

Agreement

Degree

1 4

Popular Digital Diplomacy plays an important role in

promoting Palestine’s image on the international digital arena

4.09 0.66 high

2 1

Using Popular Digital Diplomacy can increase the

interaction of the world’s people with Palestinian political

and social issues across national borders.

4.11 0.71 high

3 2

Using Popular Digital Diplomacy contributes to better

conveying Palestinian issues to society via social

media platforms.

4.11 0.68 high

4 3

Popular Digital Diplomacy helps achieve international

solidarity and support for the Palestinian Cause.

4.04 0.72 high

5 6

Using Popular Digital Diplomacy improves the impact of

traditional diplomatic efforts in supporting

Palestinian issues on the international arena

3.96 0.72 high

6 8

We believe that discussions and dialogues via digital

media contribute to increasing understanding the

historical truth of the Palestinian Cause.

3.89 0.75 high

7 9

Popular Digital Diplomacy plays a role in presenting a

comprehensive vision on the Palestinian

Cause to the International Community.

3.69 0.90 low

8 10

There is a digital law that protects Palestinian Popular

Digital Diplomacy in expressing the Palestinian Cause.

2.54 1.15 high

9 5

Popular Digital Diplomacy via social media plays an

important role in highlighting the Palestinian Cause,

and its version to the world.

3.98 0.77 high

10 7

Digital restrictions and international prosecutions of the

occupation and others have recently weakened

Popular Digital Diplomacy efforts

3.94 0.88 high

Total Score

3.83

0.54

high

As shown in Table 4 above, that paragraphs: “Digital Diplomacy and the role

of media elites in foreign diplomatic activity” were between high and low, and

their arithmetic Averages ranged between “2.54 - 4.11”.

The second paragraph “using Popular Digital Diplomacy can increase the in-

teraction of the peoples of the world with Palestinian political and social issues

across national borders” was the highest arithmetic Average of (4.11) to a large

degree, while the eighth paragraph “There is a digital law that protects Palestinian

Popular Digital Diplomacy in expressing the Palestinian cause” was the lowest

arithmetic Average (2.54) to low degree. As for the total score for the first field,

was (3.83) arithmetic Average to a high degree.

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The researchers attribute this result to the fact that digital diplomacy is an in-

fluential tool in diplomatic activity, foreign policy, and decision-making, espe-

cially with the spread of social media and the empowerment of citizens to partic-

ipate effectively.

It seems that media elites realize the importance of Popular Digital Diplomacy

in strengthening Palestinian positions, and digital diplomacy provides an effective

platform and tool for Palestinian activists and influencers to communicate and

influence at the international level.

This is consistent with the qualitative results that digital campaigns contribute

to boost belonging and awareness of National identity among the Palestinian

masses at home and abroad. Example on that is, the Al-Aqsa Flood Operation,

and how the Palestinian communities have come to play a major role in conveying

the Palestinian version, and boosting the belonging of the Palestinian, Arab and

Islamic communities’ sons about the Palestinian cause.

This has contributed to encouraging the Palestinians’ sons abroad to be proud

of Palestinian fixes, such as, the Palestinian flag and the Palestinian identity.

Results related to the second sub-question

which states

: What is the possi-

bility of applying the Social Identity theory in Popular Digital Diplomacy in en-

hancing National identity from the Palestinian media elites’ view?

Table 5. Arithmetic averages & standard deviations for the possibility of applying the social identity theory in popular digital diplo-

macy in enhancing the national identity.

Par.

No.

Rank

Paragraph

Arithmetic

Average

Standard

Deviation

Agreement

Degree

11 1

Using Popular Digital Diplomacy reflects a certain image of the

Palestinian Social Identity

. 3.99 0.68 High

12 2

Using Popular Digital Diplomacy can increase the national

belonging of Palestinians to their Palestinian cause and identity

. 3.96 0.68 High

13 5

Popular Digital Diplomacy contributes to building a common

National identity among Palestinians in the Arab of 1948,

Refugee Camps and Diaspora

3.92 0.79 High

14 6

Using Popular Digital Diplomacy contributes to enhancing the

interaction of Palestinians locally, regionally and internationally

with national culture and history

3.92 0.69 High

15 4

Popular Digital Diplomacy plays a role in clarifying the concept of

Palestinian National identity to the world community

. 3.94 0.70 High

16 7

National identity contributes to preserving the world geographical

features of the Palestinian Cause and Land

. 3.89 0.76 High

17 3

Popular Digital Diplomacy has recently played a prominent role in

preserving National identity by enhancing its concept and importance

. 3.96 0.65 High

18 8

Identity plays a crucial role in diplomacy in terms of building trust and

enhancing understanding among countries and different diplomatic

bodies, formulating foreign policies and making diplomatic decisions

3.58 0.97 High

Total score

3.89 0.54 High

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As shown in Table 5, the paragraphs of “The possibility of applying the social

identity theory in Popular Digital Diplomacy in boosting the National identity”

were all high, and their arithmetic Average ranged between (3.58 - 3.99), where

the eleventh paragraph got the highest arithmetic Average of (3.99) to a high de-

gree on “The use of Popular Digital Diplomacy reflects a certain image of Pales-

tine’s social identity”, while the eighteenth paragraph “Identity plays a decisive

role in diplomacy in terms of building trust and enhancing understanding be-

tween countries and different diplomatic bodies, formulating foreign policies and

making diplomatic decisions” got the lowest arithmetic Average of (3.58) to a high

degree.

As for the total score for the second field, it got an arithmetic Average of (3.83)

to a high degree. The researchers attributed this result to the great positive impact

of Popular Digital Diplomacy in boosting the National identity using the social

identity theory. This result indicated that Palestinian media elites see a great po-

tential in using this approach. This also calls for more attention and focus, espe-

cially in light of the rapid technological and digital developments that enforce the

need to invest in the diplomatic and national fields.

This is also in consistent with the qualitative results that the digital interaction

with Palestinian audiences contributes to building a sense of national belonging

through raising the Palestinian flag, and the Palestinian keffiyeh in States like Eu-

rope, America, and South Asia, which will lead to boosting national belonging.

Social media also plays a major role in boosting the national belonging and sol-

idarity among Palestinian audiences, such as, the Al-Aqsa Flood War, which

played a major role in conveying the national message via various social media

platforms.

Results related to the third sub-question

which states

: Possibility of applying

the cultural identity theory in Popular Digital Diplomacy to boost National iden-

tity from the Palestinian media elites’ view?

As shown in Table 6, the paragraphs, “possibility of applying the cultural iden-

tity theory in Popular Digital Diplomacy in boosting the National identity”, were

all high, and their arithmetic Averages ranged between “3.86 - 4.14”, where the

25th paragraph: “Using Popular Digital Diplomacy can enhance understanding

and respect for Palestinian culture at the glob level”. As it got the highest arithme-

tic Average of (4.14) to a high degree, while the 26th paragraph: “we believe that

Popular Digital Diplomacy plays a role in enhancing cultural understanding and

presenting a true and comprehensive image of Palestinian culture, ‘ancient and

modern’” was the lowest arithmetic Average of (3.86) to a high degree, as the

arithmetic Average for the total score of the third field was (3.97) to a high degree.

The researchers attributed this result to the cultural identity theory, which

emphasized that identity is formed through interaction with the culture and

cultural heritage of the group to which the individual belongs. Within the context

of Popular Digital Diplomacy, Palestinians through digital communication plat-

forms, can highlight and promote elements of Palestinian cultural identity more

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Table 6. Arithmetic averages and standard deviations for the possibility of applying the cultural identity theory in popular digital

diplomacy to boost the national identity.

Par.

No.

Rank

Paragraph

Arithmetic

Average

Standard

Deviation

Agreement

Degree

19 2 Cultural identity builds National identity through

national belonging and heritage preservation. 4.07 0.65 High

20 3

Using Popular Digital Diplomacy reflects and highlights

certain aspects (heritage, direct communication between

Palestinians and the international community) of

Palestinian cultural identity in a positive way.

3.99 0.65 High

21 8

Using Popular Digital Diplomacy contributes to enhancing

the preservation of Palestinian cultural values and customs

to the international community.

3.88 0.72 High

22 5

Using Popular Digital Diplomacy can contribute to

enriching and strengthening the cultural identity of

Palestinians through preserving cultural belonging

and exchanging knowledge.

3.96 0.64 High

23 6

Using Popular Digital Diplomacy helps stimulate

intercultural acceptance and enhance cultural exchange

between Palestine and the world community.

3.92 0.68 High

24 7

Using Popular Digital Diplomacy contributes to enhancing

awareness of Palestinian cultural heritage and history

among the international public.

3.92 0.66 High

25 1

Using Popular Digital Diplomacy can enhance

understanding and respect for Palestinian culture

at the world level.

4.14 2.60 High

26 9

Using Popular Digital Diplomacy plays a role in

enhancing cultural understanding and presenting a true

and comprehensive image of Palestinian culture,

both ancient and modern.

3.86 0.75 High

27 4

Using digital media enhances the ability of

Palestinians to interact with the world, leading to

solidarity with their cause.

3.96 0.68 High

Total Score

3.97

0.59

High

effectively and widely, such as, heritage, arts, customs, traditions, and norms,

which contributes to boosting the sense of belonging to the National identity. This

is what Rima Al-Amleh emphasized in “interview results” that with the spread of

social media, it is necessary to spread the components of Palestinian culture, iden-

tity, heritage and narrative, which enhances the Palestinian National identity and

fixes it in the souls of the successive generations, who have a strong connection to

the National identity.

Results related to the 4th sub-question, which states: What is the possibility

of applying the fortification theory in Popular Digital Diplomacy in boosting the

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National identity from the Palestinian media elites’ view?

Table 7. Arithmetic averages and standard deviations to apply the fortification theory in popular digital diplomacy to boost the

national identity.

Par.

No.

Rank

Paragraph

Arithmetic

Average

Standard

Deviation

Agreement

Degree

28 5 Iimmunization theory plays an important role in

boosting the National identity . 3.81 0.81 High

29 3

Using Popular Digital Diplomacy can contribute to

fortifying the National identity of Palestinians

against negative external influences.

3.85 0.72 High

30 1

Using Popular Digital Diplomacy can enhance

awareness among Palestinians on the importance

of protecting and defending their National

identity.

3.88 0.75 High

31 5

Using digital media and popular diplomacy can

provide Palestinians with tools to resist negative

ideas and concepts directed against their

National identity.

3.82 0.83 High

32 4 Using Popular Digital Diplomacy can strengthen

the national belonging of Palestinians. 3.82 0.74 High

33 7

Popular Digital Diplomacy contributes to adopting

intellectual “vaccines” for Palestinians to protect

them from negative messages directed

against their National identity.

3.75 0.81 High

34 6

Popular Digital Diplomacy plays a role in enabling

Palestinians to understand study and combat

negative messages in an intellectual and

diplomatic manner.

3.81 0.79 High

35 2

Using digital media and popular diplomacy

enhances the ability to confront negative

accusations and criticisms targeting the

Palestinian people identity.

3.85 0.77 High

Total Score

3.83 0.63 High

As shown in Table 7, the paragraphs of “possibility of applying the immuniza-

tion theory in Popular Digital Diplomacy in boosting National identity” were all

high, and their arithmetic Averages ranged between (3.88 - 3.75), where the thir-

tieth paragraph “using Popular Digital Diplomacy can enhance awareness among

Palestinians on the importance of protecting and defending their National iden-

tity” got the highest arithmetic Average of (3.88) to a large degree, while the thirty-

third paragraph “Popular Digital Diplomacy contributes to adopting intellectual

‘vaccines’ for Palestinians to protect them from negative messages directed against

their National identity” got the lowest arithmetic Average of (3.75) to a large

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degree, while the total score for the fourth field got an arithmetic Average of (3.83)

to a large degree.

The researchers attributed this result to the fact that the immunization theory

provides opportunities for Palestinian media elites to raise awareness among the

Palestinian public and increase their knowledge of national issues and Palestinian

National identity through digital platforms, by producing comprehensive national

digital content. The theory can also contribute to building the capacities of Pales-

tinian media elites in the field of Popular Digital Diplomacy, which leads to en-

hancing their ability to use digital platforms and their technologies to spread Na-

tional identity and culture.

When the public is immunized, it becomes difficult to influence or change its

opinion, no matter how negative or opposing the messages against the Palestinian

National identity are. This was emphasized by Dr. Raed Omar that digital diplo-

macy and social media platforms help in strengthening National identity, a sense

of belonging and national pride, and spreading Palestinian culture and history as

the use of digital content plays a major role in boosting the National identity. So,

knowing the digital tool and everything related to it is very important in boosting

the National identity.

Study Hypotheses Related Results

First: Hypothesis Related to Gender

Table 8. Results of (t-Test) for independent samples for the significance of the differences

between means of responses of the study sample members attributed to gender variable.

Fields

Male (N = 185)

Female (N = 95)

Test

Significance

Level

Arithmetic

Average

Standard

Deviation

Arithmetic

Average

Standard

Deviation

First Field

3.81 0.56 3.88 0.52 1.117

0.265

Second

Field

3.86 0.57 3.95 0.50 1.352

0.178

Third Field

3.95 0.65 4.00 0.47 0.622

0.535

Forth Field

3.81 0.66 3.85 0.58 0.416

0.678

Total Score

3.86 0.50 3.92 0.45 1.018

0.310

As shown in Table 8, there is no statistically significant difference at the signif-

icance level (α = 0.05) for the responses of the study sample members regarding

the effectiveness of Popular Digital Diplomacy in promoting National identity

from the Palestinian Media Elites’ view in all fields, and the total score is attributed

to the gender variable.

The researchers attributed this result to the interest in using Popular Digital

Diplomacy in promoting Palestinian National identity, including male and female

media elites in a homogeneous way. This means that there is a common awareness

of the importance of digital means in promoting National identity among the

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elites, regardless of gender.

Generally, media institutions in Palestine may be interested in adopting Popu-

lar Digital Diplomacy’s practices and adopting them equally among genders

within the programs and the activities they provide, which leads to a reflection of

this on the media elites’ perception of the effectiveness of Popular Digital Diplo-

macy.

It is possible that there is a trend among these institutions to enhance the role

of women and their participation in digital activities related to National identity,

which contributes to reduce the gender gap in the field of digital diplomacy.

Second: Hypotheses Related to Age

Table 9. Results of the one-way ANOVA to verify the differences between levels of age

variable.

Field

Source of

Variance

Sum of

Squares

Degrees of

Freedom

Mean

Square

F-Value

Significance

Level

First

Field

Between

groups 0.3090 3 0.1030

0.3390 0.7970

Within

groups 75.795 249 0.3040

Total

76.105 252

Second

Field

Between

groups 0.4400 3 0.1470

0.4850 0.6930

Within

groups 75.436 249 0.3030

Total

75.877 252

Third

Field

Between

groups 1.599 3 0.5330

1.521 0.2100

Within

groups 87.281 249 0.3510

Total

88.880 252

Forth

Field

Between

groups 0.5950 3 0.1980

0.4880 0.6910

Within

groups 101.092 249 0.4060

Total

101.687 252

Total

Score

Between

groups 0.2360 3 0.0790

0.3270 0.8060

Within

groups 59.934 249 0.2410

Total score

60.171 252

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As shown in Table 9, there is no statistically significant difference at the signif-

icance level (α = 0.05) for the respondents’ answers regarding the effectiveness of

Popular Digital Diplomacy in boosting the National identity from the Palestinian

media elites’ view in all fields, and the total score is attributed to the age variable.

The researchers attributed this result to the fact that Age has no relation to the

similarity of the views of Palestinian media elites regarding the effectiveness of

Popular Digital Diplomacy in boosting the National identity, and this is reflected

in the existence of a common trend among them towards the importance of these

digital means related to this field.

Media elites may have a similar interest among different age groups regarding

the role that Popular Digital Diplomacy can play in boosting the Palestinian Na-

tional identity.

Third: Hypothesis Related to Academic Qualification

Table 10. Results of the one way ANOVA, to verify differences between levels of the aca-

demic qualification variable.

Field

Variance

Source

Sum of

Squares

Freedom

Degrees

Mean

Square

F-Value

Significance

Level

First

Field

Between

Groups 0.3010 2 0.1500

0.4960 0.6100

Within Groups

75.804 250 0.3030

Total

76.105 252

Second

Field

Between

Groups 0.2690 2 0.1340

0.4450 0.6420

Within Groups

75.608 250 0.3020

Total

75.877 252

Third

Field

Between

Groups 1.046 2 0.5230

1.488 0.2280

Within Groups

87.834 250 0.3510

Total

88.880 252

Forth

Field

Between

Groups 0.3240 2 0.1620

0.3990 0.6710

Within Groups

101.364 250 0.4050

Total

101.687 252

Total

Score

Between

Groups 0.2870 2 0.1430

0.5990 0.5500

Within Groups

59.884 250 0.240

Total Score

60.171 252

As shown in Table 10, there is no statistically significant difference at the sig-

nificance level (α = 0.05) for the respondents’ answers regarding the effectiveness

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of Popular Digital Diplomacy in boosting the National identity from the Palestin-

ian media elites’ views in all fields.

The total score is attributed to the variable of educational qualification. The

researchers explained this result by saying, educational qualification was not an

influential factor in the variation of Palestinian media elites’ view on the im-

portance of Popular Digital Diplomacy and its effectiveness in boosting the Na-

tional identity; which indicates that there is a common awareness among them

that Popular Digital Diplomacy represents an important tool in boosting the Na-

tional identity of the Palestinian people.

The media elites in Palestine may have a similar culture regarding the effective-

ness of digital diplomacy as a tool for boosting the National identity, regardless of

the educational qualification of these elites. It is possible that there will be joint

efforts between media institutions to enhance the role of media elites regarding

the importance of Popular Digital Diplomacy in this field, which leads to unifying

opinions at different educational levels.

Forth: Hypothesis Related to Profession

Table 11. Results of the one-way ANOVA, to verify differences between levels of the pro-

fession variable.

Study Field

Variance

Source

Squares

Sum

Freedom

Degrees

Mean

Square

F-Value

Significance

Level

First

Field

Between

Groups 0.293 4 0.073

0.239 0.916

Within Groups

75.812 248 0.306

Total

76.105 252

Second

Field

Between

Groups 0.684 4 0.171

0.564 0.689

Within Groups

75.193 248 0.303

Total

75.877 252

Third

Field

Between

Groups 0.424 4 0.106

0.297 0.88

Within Groups

88.456 248 0.357

Total

88.88 252

Forth

Field

Between

Groups 1.612 4 0.403

0.999 0.409

Within Groups

100.075 248 0.404

Total

101.687 252

Total

Score

Between

Groups 0.14 4 0.035

0.145 0.965

Within Groups

60.031 248 0.242

Total Score

60.171 252

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As shown in Table 11, there is no statistically significant difference at the sig-

nificance level (α = 0.05) for the respondents’ answers regarding the effectiveness

of Popular Digital Diplomacy in boosting the National identity from the Palestin-

ian media elites’ view in all fields, and the total score is attributed to the profession

variable.

The researchers attributed this result to the fact that, the nature of the profes-

sion doesn’t affect the views of Palestinian media elites regarding the effectiveness

of Popular Digital Diplomacy in enhancing the National identity.

Therefore, this indicates the existence of a common awareness among the var-

ious media elites, including journalists, media professionals, analysts, and others.

The diversity of media professions may also play a role in the diversity of experi-

ences and knowledge acquired through their practice.

This may contribute to the existence of a similar understanding of the im-

portance of Popular Digital Diplomacy. Media institutions in Palestine may have

a unified culture that emphasizes that Popular Digital Diplomacy is an important

tool in boosting the National identity, which helped unify the opinions of media

elites of various media professions, due to the possibility of communication be-

tween different media elites regarding the Palestinian issue, which enhances the

existence of a common awareness of the importance of Popular Digital Diplo-

macy.

Fifth: Hypothesis Related to experience years

Table 12. Results of one-way ANOVA to verify differences between levels of the years of

experience variable.

Field

Variance Source

Squares Sum

Freedom

Degrees

Mean

Square

F-Value

Significance

Level

First

Field

Between Groups 1.405 3 0.468

1.561 0.199

Within Groups 74.7 249 0.3

Total

76.105 252

Second

Field

Between Groups 0.225 3 0.075

0.247 0.863 Within Groups 75.652 249 0.304

Total

75.877 252

Third

Field

Between Groups 0.592 3 0.197

0.556 0.644 Within Groups 88.289 249 0.355

Total

88.88 252

Forth

Field

Between Groups 1.548 3 0.516

1.283 0.281 Within Groups 100.14 249 0.402

Total

101.687 252

Total

Score

Between Groups 0.426 3 0.142

0.592 0.621

Within Groups 59.744 249 0.24

Total Score

60.171 252

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As shown in Table 12, there is no statistically significant difference at the sig-

nificance level (α = 0.05) for the respondents’ answers regarding the effectiveness

of Popular Digital Diplomacy in enhancing National identity from the Palestinian

media elites’ view in all fields, and the total score is attributed to the variable of

years of experience.

The researchers attributed this result to the fact that years of experience have

no effect on the different points of view of Palestinian media elites regarding the

effectiveness of Popular Digital Diplomacy in boosting the National identity,

which indicates that there is an understanding among media elites on the im-

portance of Popular Digital Diplomacy in enhancing National identity that does

not differ significantly among those with different experiences.

In addition, providing training and development programs among Palestinian

media institutions that contribute to enhancing understanding of Popular Digital

Diplomacy reduced the impact of differences between different years of experi-

ence, and there may be an accumulation of experiences and knowledge among

media elites on this issue, which led to the unification of their opinions.

It is possible that there will be communication between different media elites

and coordination to develop Popular Digital Diplomacy, which leads to under-

stand its importance.

Sixth: Hypothesis Related to Workplace

Table 13. Results of the (t-Test) for independent samples of significance of differences be-

tween averages of the study sample members’ answers, attributed to the workplace variable.

Study

Fields

Government Sector

(N = 97)

Private Sector

(N = 156)

T-Value

Significance

Level

Arithmetic

Average

Standard

Deviation

Arithmetic

Average

Standard

Deviation

First Field

3.85 0.48 3.83 0.58 0.359

0.720

Second

Field

3.86 0.38 3.92 0.62 0.955

0.341

Third Field

3.96 0.38 3.97 0.69 0.269

0.788

Forth Field

3.82 0.54 3.83 0.68 0.201

0.841

Total Score

3.87 0.37 3.89 0.54 0.262

0.794

As shown in Table 13, no statistically significant difference at the significance

level (α = 0.05) for the respondents’ answers regarding the effectiveness of Popular

Digital Diplomacy in boosting the National identity from the Palestinian media

elites’ view in all fields, and the total score is attributed to the workplace variable.

The researchers attributed this result to the fact that the workplace variable has

no effect on the variation in the opinions of media elites regarding the effective-

ness of Popular Digital Diplomacy in boosting the National identity; which leads

to realizing the importance of these practices across different media institutions,

and there must be a common culture among these institutions that emphasizes

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the importance of Popular Digital Diplomacy in boosting the National identity, as

this culture reduces the impact of differences of views in workplaces.

Seventh: Hypothesis Related to Organizational Affiliation

Table 14. Results of one-way ANOVA to verify the differences between the organizational

affiliation variable’ level.

Field

Variance

Source

Squares

Sum

Freedom

Degrees

Mean

Square

F-Value

Significance

Level

First

Field

Among Groups 8.867 3 2.956

10.946 0.000 Within Groups 67.238 249 0.27

Total 76.105 252

Second

Field

Among Groups 7.704 3 2.568

9.379 0.000

Within Groups 68.173 249 0.274

Total 75.877 252

Third

Field

Among Groups 2.279 3 0.76

2.184 0.09 Within Groups 86.601 249 0.348

Total 88.88 252

Forth

Field

Among Groups 10.465 3 3.488

9.522 0.000 Within Groups 91.222 249 0.366

Total 101.687 252

Total Score

Among Groups 6.499 3 2.166

10.05 0.000

Within Groups 53.672 249 0.216

Total 60.171 252

As shown in Table 14, there is a statistically significant difference at the signif-

icance level (α = 0.05) for the respondents’ answers regarding the effectiveness of

Popular Digital Diplomacy in boosting the National identity from the Palestinian

media elites’ view in all fields, except the third field. To determine the differences

in favor of those among the levels of the organizational affiliation variable, the

Scheffe post-test was used, the results of which were as in Table 15.

As shown in Table 15, there is a statistically significant difference at the signif-

icance level (α = 0.05) between the levels of the organizational affiliation variable

between the respondents, whose organizational affiliation is “national trend”, and

yhe study indivisuals, whose organizational affiliation is Islamic trend, and inde-

pendent’, in favor of an Islamic and independent trend.

The researchers attributed this result to the difference in organizational orien-

tations and trends “national, Islamic, and independent” towards the Palestinian

issue, National identity, and digital diplomacy, as each trend looks at it from a

different political and ideological angle.

Moreover, the affiliation of media elites to such trends may affect their percep-

tion and evaluation of the effectiveness of digital diplomacy in boosting the

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Table 15. Results of the (Scheffe test) to verify the differences between the organizational

affiliation variable’s level.

Field

Organizational

Affiliation

Arithmetic

Average

National

Trend

Islamic

Trend

Leftist

Trend

Independent

First

Field

National Trend 74 3.96 - 0.57* - -

Islamic Trend 33 3.38 - - - 0.52*

Left trend 24 3.72 0.23 - - -

Independent 122 3.91 0.52 - - -

Second

Field

National Trend 74 3.90 - 0.40* - -

Islamic Trend 33 3.50 - - - 0.53*

Left Trend 24 3.78 0.11 - - 0.24

Independent 122 4.03 0.53* - - -

Third

Field

National Trend 74 3.89 - 0.57* - -

Islamic Trend 33 3.31 - - - 0.62*

Left Trend 24 3.78 - 0.46* - -

Independent 122 3.94 - 0.62* - -

Forth

Field

National Trend 74 3.95 - 0.46* - -

Islamic trend 33 3.48 - - - 0.47*

Left trend 24 3.80 0.15 - - -

Independent 122 3.96 - 0.47* - -

National identity, based on the orientations and policies of each trend. This is due

to the fact that there may be a difference in the level of awareness and interest in

issues of National identity and digital diplomacy between these trends.

Qualitative Analysis

First Axis:

The role of popular digital diplomacy in boosting Palestinian national iden-

tity

Results of the interviews showed that Popular Digital Diplomacy has an im-

portant and prominent role in boosting the Palestinian National identity, cultural

identity, and historical identity. Popular Digital Diplomacy has a strong role in

boosting the national presence, i.e. strengthening the existential identity of the

Palestinian people.

In light of the conflict between Israel and Palestine, it is necessary to use strat-

egies that strengthen this presence. It also has a great impact on the world level by

strengthening the actual role of Palestinian Popular Digital Diplomacy, example

of this is the Sheikh Jarah events, through which the Kurdi people conveyed their

message to the world and addressed them in Arabic and English.

Without digital diplomacy and the existence of the Internet, they would not

have been able to convey their message to the world. This strengthening could be

through several factors, namely creating a common national unity that strengthens

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adherence to the land and homeland.

Montaser Hamdan believes that there are educational, cultural, economic, psy-

chological, social, and technological factors that help strengthen the Palestinian

National identity, while Omar Rahhal believes that the main factor in boosting the

National identity is the justice of the Palestinian cause, and the serious Israeli vi-

olations committed by the occupation against the Palestinians, including killing,

displacement, and homes demolition… et, factor, Apartheid, which is a very in-

fluential matter that influencing the public opinion.

Second Axis:

Used digital tools and means to boost the Palestinian national identity

through popular diplomacy

Results of the interviews showed that there are several digital tools and means

that can be used to support the Palestinian national identity through popular dig-

ital diplomacy, including world openness, archives, videos, photos, posters, im-

ages, Instagram, TikTok, Facebook, Twitter, electronic news sites, podcasts, groups,

WhatsApp, blogs, live broadcasts, hashtags, conferences, seminars, instant mes-

saging applications, digital campaigns, and others.

In addition to the Palestinian keffiyeh, the Palestinian flag, the image of Jerusa-

lem, and the victory sign may contribute to strengthening the national identity as

they enhance the Palestinian national unity and cohesion.

For his part, Montaser Hamdan believes that digital tools can enhance the Pal-

estinian national identity through developing communication and plans with clear

objectives, identifying targeted groups, preparing digital strategies, and training and

developing special skills in the field of digital content production.

For her part, Reema Al-Amleh believes that the Palestinian national identity

can be strengthened through digital tools through publishing Palestinian experi-

ences related to identity and heritage, as well as publishing photos and videos re-

lated to the massacres committed by the occupation against the Palestinian peo-

ple, and its attempts to erase the Palestinian national identity.

Third Axis:

Contribution of social media in building and boosting the national aware-

ness on Palestinian issues

Results of the interviews showed that social and digital media can play a vital

role in building and boosting the national awareness on Palestinian issues through

the local audience, and conveying its voice to the audience in the surrounding

areas, as well as western societies, and can contribute to confronting the enemy by

penetrating and refuting its narrative, education and awareness, educational con-

tent, and creating and distributing digital educational materials, such as, articles

and videos.

Social media and digital diplomacy of various types have also played a major

role in recent years in revealing the facts of the Palestinian issue, the Israeli-Pales-

tinian conflict, and encouraging Palestinian activists and influencers to use digital

platforms to enhance national identity, and create electronic pages that contribute

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to organizing solidarity campaigns to support the Palestinian cause, and discuss-

ing them to reach solutions to end the Israeli-Palestinian conflict, and publishing

the violations that Palestinians are subjected to by the Israeli occupation in order

to influence world’s opinion at the international level.

Forth Axis:

Role of digital campaigns in promoting belonging and awareness of the na-

tional identity among the Palestinian masses at home and abroad

Results of the interviews showed that digital campaigns contribute to promot-

ing belonging and awareness of national identity among the Palestinian masses at

home and abroad e.g. the Al-Aqsa Flood Operation.

The Palestinian communities have come to play a major role in conveying the

Palestinian narrative and promoting the belonging of the Palestinian, Arab and

Islamic communities’ sons to the Palestinian cause.

This has contributed to encouraging the sons of the Palestinian people abroad

to be proud of the Palestinian flag, identity, return keys, Jerusalem, right to return,

and the national and heritage values of the Palestinian people.

Therefore, the existence of these digital campaigns has contributed greatly to

this, and the continuation of these campaigns should be encouraged so that the

signs of belonging remain rooted and continuous for future generations and fu-

ture eras, and effective communication between Palestinians in the homeland and

diaspora, which contributes to the exchange of ideas and national stories, and en-

hances the sense of national belonging.

For his part, Ashraf Al-Okki believes that digital campaigns have a role in pro-

moting awareness of the national identity among the Palestinian masses internally

and externally, as the Palestinian Cause has become a global issue, as the masses

in European and western States are demanding the strengthening of the national

identity through demonstrations to support Gaza and end the Israeli occupation.

Digital campaigns have contributed to supporting the Palestinian Cause through

discussions between States in International Forums and the United Nations.

These digital campaigns have been strengthened through digital media that con-

tributes to boosting the national identity as a world issue.

Fifth Axis:

Examples of successful digital initiatives or campaigns contributed to en-

hancing awareness of the Palestinian national identity

Results of the interviews showed that there are digital initiatives or campaigns

that contributed to the success of national awareness. This can be seen through

the well-known influencers’ publications from journalists on social media during

Operation Flood, such as, Tamer Al-Masha’l, Moataz Al-Azaizeh, and Saleh Al-

Jafrawi in addition to influencers in Palestinian society from journalists active in

initiatives related to tourism or Palestinian antiquities, as well as digital initiatives

that contribute to introducing people of the homeland’s features and landmarks.

Consequently, enhancing national belonging that our homeland is beautiful and

has cultural diversity, heritage.

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Among the campaigns is also the PDS campaign, which calls for boycotting Is-

raeli products that greatly affected the national awareness and enhancing national

identity. Fadi Al-Assa stated that among the campaigns that contribute to the con-

scious enhancement of national identity is creating “hashtags” for photos, and

publishing them on social media, and the “Palestine in Our Hearts campaign”,

which launched in 2021 by the Foundation for Culture and Free Thought that

highlighted digital content related to Palestinian identity and heritage.

It contributed to increasing national awareness and belonging, and the “Voice

of the Earth Initiative”, launched in 2020 by the Alternative Media Center, con-

tributed to highlighting Palestinian stories and experiences and documenting

them through digital platforms, as it helped to enhance awareness of the Palestin-

ian reality and embody the national identity.

Sixth Axis:

Current strategies that develop popular digital diplomacy in promoting na-

tional identity

Results of the interviews showed that the current strategies for developing pop-

ular digital diplomacy in boosting the national identity are, planning and sponta-

neity, effectively using social media platforms, interacting directly with the public,

promoting national and humanitarian issues, cooperating with local and interna-

tional institutions, holding training courses and workshops to produce content,

diversity in Palestinian content, whether cultural, political, or social on the history

of the Palestinian Cause, and unifying the discourse, confronting false Israeli nar-

ratives about the Palestinian Cause, exploiting the national event, such as, the Al-

Aqsa Flood War, concept-building strategy, media digitization and advance plan-

ning strategies. George Kanawati believes that there are no clear strategies yet.

Seventh Axis:

Future strategies help developing popular digital diplomacy in boosting na-

tional identity

Results of the interviews showed that future strategies that help in developing

digital diplomacy are framing, polarization, systematic planning, enhancing self-

confidence, and building on strategies to whetting the spirits of framing and mod-

eling.

These are future strategies that help strengthen national identity, develop new

digital applications and platforms, use modern technologies, such as, augmented

reality and virtual reality, cooperate with media stars and public figures, expand

international networks and Palestinian communities, strengthen national solidar-

ity, enhance media digitization, and participate in organizing initiatives that en-

courage individuals to highlight their stories and experiences.

For his part, George Qanawati stated that among the future strategies are the

strategy of addressing people in their language, strategy of dividing the world ac-

cording to their culture and religion, and merging the two cultures together.

Moreover, activating a strategy reforming the Palestine Liberation Organiza-

tion (PLO), as it is the true and realistic representative of the Palestinian people,

S. Shunnar et al.

DOI:

10.4236/aasoci.2025.152008 167 Advances in Applied Sociology

whether they are in the 1948 Palestine or in the Diaspora.

Among the strategies also the collection of Palestinian history, strategy of se-

quencing and sifting history, as well as the strategy of linking history with images

and documents. All the above strategies contribute to enhance the Palestinian na-

tional identity.

Eighth Axis:

Using digital media might be effective to convey national and cultural mes-

sages to International Community

Results of the interviews showed that using digital media is an effective mecha-

nism for conveying national and cultural messages to the international commu-

nity through the public i.e. when some people speak on social media platforms,

this contributes to conveying messages well, and thus the use of digital media plays

a role in strengthening the Palestinian national identity through press and media

coverage of the Palestinian issue.

George Qanawati believes that digital media contributes to conveying Palestin-

ian history, culture and suffering. Ashraf Al-Okki also believes that the presence

of various digital media contributes to know events and news, and facts, which

play a role in strengthening the national identity and conveying the message of

the Palestinian people and delivering it to the world.

Ninth Axis:

Contribution of digital interaction with Palestinian masses to build a sense

of belonging and national solidarity

Results of the interviews showed that digital interaction with the Palestinian

masses contributes to building a sense of national belonging through countries in

the world such as Europe, America and South Asia raising the Palestinian flag and

the Palestinian koffiyeh, which leads to boosting national belonging.

Social media also contribute to strengthening belonging and national solidarity

among the Palestinian masses, such as, the Al-Aqsa Flood War, which played a

major role in conveying the national message through various social media plat-

forms.

Digital interaction also provides direct communication channels between the

Palestinian leadership and the masses, which enables the masses to participate and

express their opinions and national concerns to a greater extent.

Qanawati believes that digital interaction is very important because its content

reaches the smallest number of audiences, and is concerned with quality rather

than quantity, and works to humanize Palestinian issues. Al-Okki also believes

that there is digital interaction with the Palestinian cause and the Palestinian

masses by Palestinians in the Diaspora and around the world that enhances the

sense of belonging and national solidarity.

Clockwise, this indicates intellectual maturity among Palestinians in popular

digital diplomacy on social media sites at the local level through sharing events

taking place in Palestine, whether in the West Bank or the Gaza Strip, which helps

in boosting the Palestinian national identity, and national belonging.

S. Shunnar et al.

DOI:

10.4236/aasoci.2025.152008 168 Advances in Applied Sociology

Tenth Axis:

Challenges faced the popular digital diplomacy in promoting national iden-

tity

- Results of the interviews showed that there are a number of challenges facing

popular digital diplomacy in promoting the national identity, namely:

- Palestinian differences that contribute to limiting the promotion of national

belonging and confronting digital diplomacy.

- Current economic situation that contributes to reducing people’s tendencies

towards promoting national belonging.

- Technical capacity.

- Lack of a strategy that expresses Palestinian content, and restricting Palestinian

content, which reduces the delivery of the Palestinian message.

- Internal divisions in Palestine.

- Persecuting, arresting or assassinating of Palestinian activists.

- Disseminating fake and misleading content.

This must be addressed by encouraging influencers and activists on digital plat-

forms to confront this content and disseminate correct information.

4. Recommendations and Suggestions

Based on the results of the study

the researchers recommend the following

1) The necessity to enhance the Palestinian media elites’ role in developing pop-

ular digital diplomacy.

2) Organizing workshops and training courses to develop skills of media elites

in the digital diplomacy field.

3) Encouraging cooperation between government agencies and media elites to

enhance their role in digital diplomatic communication.

4) Working to study mechanisms for integrating concepts of social and cultural

identity into popular digital diplomacy strategies.

5) Working on creating digital content that reflects national values and en-

hances the sense of national belonging.

6) Encouraging popular participation in digital dialogues that tackle the na-

tional identity’s issue.

7) Identifying methods of responding to negative content by using digital plat-

forms .

8) Conducting more research and studies on popular digital diplomacy and na-

tional identity, due to the lack of studies and research in this field.

Conflicts of Interest

The authors declare no conflicts of interest regarding the publication of this paper.

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