مطالعات اوراسیای مرکزی

مطالعات اوراسیای مرکزی

هَسبارا 2: دیپلماسی عمومی اسرائیل و هم‌گرایی راهبردی با جمهوری آذربایجان

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار، گروه روابط بین‌الملل، دانشکدۀ حقوق و علوم سیاسی، دانشگاه علامۀ طباطبایی، تهران، ایران
2 کارشناسی ارشد مطالعات منطقه‌ای، دانشکدۀ حقوق و علوم سیاسی، دانشگاه تهران، تهران، ایران
10.22059/jcep.2026.405295.450369
چکیده
در بستر جهانی‌شدن، افزایش وابستگی‌های متقابل و تحولات پساجنگ سرد، دیپلماسی سنتی دگرگون و دیپلماسی عمومی به‌عنوان ابزاری مکمل برای تقویت قدرت نرم دولت‌ها برجسته شده است. گسترش وب۲ و شبکه‌های اجتماعی نیز ظرفیت‌های این حوزه را برای اثرگذاری بر افکار عمومی و شکل‌دادن به روابط بین‌الملل افزایش داده است. براین‌اساس، مسئلۀ اصلی نوشتار حاضر بررسی میزان تأثیر دیپلماسی عمومی بر افزایش هم‌گرایی میان اسرائیل و جمهوری آذربایجان، فراتر از عوامل متعارف ژئوپلیتیکی، امنیتی و اقتصادی است. در این چارچوب، با تکیه بر مفهوم «هَسبارا» به‌عنوان الگوی ویژۀ دیپلماسی عمومی اسرائیل، ابعاد نرم این هم‌گرایی را واکاوی می‌کنیم. در این نوشتار کیفی، از روش تحلیل محتوای هدایت‌شده برای بررسی داده‌ها و پاسخ به پرسش اصلی بهره می‌بریم. داده‌ها را از منابع دست اول شامل سخنرانی‌ها، بیانیه‌ها، مصاحبه‌ها و محتوای شبکه‌های اجتماعی و منابع دست دوم شامل مقاله‌های علمی، گزارش‌های تحلیلی و منابع رسانه‌ای گردآوری و در قالب سه موضوع دیپلماسی دیاسپورا، دیپلماسی فرهنگی و دیپلماسی رسانه‌ای تحلیل کرده‌ایم. یافته‌ها نشان می‌دهد که اسرائیل با بهره‌گرفتن از دیپلماسی عمومی شبکه‌محور، شامل فعال‌سازی دیاسپورا، تعامل‌های فرهنگی و حضور رسانه‌ای، توانسته است هم‌گرایی و اعتماد متقابل با جمهوری آذربایجان را تقویت و در قالب «هسبارا ۲» به تعمیق روابط دوجانبه کمک کند.
کلیدواژه‌ها

عنوان مقاله English

Hasbara 2: Israel's Public Diplomacy and Strategic Integration with the Republic of Azerbaijan

نویسندگان English

Seyed Rouhollah Hadj Zargarbashi 1
Hamidreza Javadi Ghale 2
1 Assistant Professor, Department of International Relations, Allameh Tabataba'i University, Tehran, Iran
2 M.A. in Regional Studies, Faculty of Law and Political Science, University of Tehran, Tehran, Iran
چکیده English

Introduction: The collapse of the Soviet Union and the subsequent shift in the global balance of power in favor of the United States, Israel’s most important strategic ally, provided an exceptional opportunity for Israeli leaders to reorient their foreign policy priorities. This shift enabled Israel to shift its strategic focus from the Arab sphere in West Asia to the central region of the world, positioning itself to benefit from the emerging “Great Game” and to use its geopolitical advantages to expand its regional influence. Although Israel established relations with all the republics of Central Asia and the South Caucasus, some countries, especially the Republic of Azerbaijan, became particularly important. This importance was due to several factors: Azerbaijan's significant energy resources, its strategic location near Iran’s borders, and the pro-Western orientation of the Azerbaijani leadership, which gave Israel considerable freedom of action. However, globalization, the emergence of complex interdependence, and the post-Cold War international environment diminished the importance of traditional diplomacy and paved the way for new dimensions, especially public diplomacy. This emerging form of diplomacy compensated for the limitations of classical models and played a pivotal role in the rise of soft power. In this context, the emergence of Web 2.0 technologies and social media platforms significantly expanded opportunities for targeted and widespread engagement. These technological developments allowed Israeli public diplomacy to evolve from a reactive to a proactive model, offering vast opportunities to shape foreign public opinion.
Research question: This study seeks to examine the extent to which public diplomacy has contributed to enhancing convergence between Israel and the Republic of Azerbaijan.
Research hypothesis: Through a network-based public diplomacy strategy that includes diaspora mobilization, cultural engagement, and media outreach, Israel has fostered convergence and mutual trust with the Republic of Azerbaijan and helped deepen bilateral relations within the framework of "Hasbara 2"
Methodology: This qualitative study, with an analytical-explanatory approach and within a deductive framework, is designed to deeply understand and explain the network patterns of interaction between Israel and the Republic of Azerbaijan in the field of public diplomacy, based on the previous theoretical framework. Given that the phenomenon under study is complex, multi-layered, and meaning-driven, a qualitative approach offers the best opportunity to discover hidden and interpretive relationships between components.
Results and discussion: Israel has played an important role in this convergence through a networked approach and by using its diplomatic tools in the areas of diaspora, culture, and media. The ongoing activities of Israeli cyber trolls, coordinated through the Israeli Foreign Ministry and its ambassador to Azerbaijan, along with a network of social media accounts, various media outlets, universities, cultural, scientific, and sports centers, as well as the presence of a significant Jewish population and the increasing flow of tourists between the two countries, have all played a role in facilitating this convergence.
Conclusion: While Israel's technical, military, agricultural, high-tech, cyber, medical, and other expertise have been attractive to Azerbaijan and have strengthened bilateral cooperation in recent years, Israel has not been obvious in reflecting this cooperation on Azerbaijani public opinion. This has created an image of a loyal partner in the minds of the Azerbaijani government and people. One of the main reasons for Azerbaijan’s increasing divergence from Iran in recent years can be attributed to the influence of Israeli public diplomacy, which has been successful in aligning Azerbaijani policymakers and, to some extent, the public, with its interests. Another important achievement of this bilateral cooperation has been the transformation of long-standing narratives about Israel in Azerbaijan's educational textbooks. These texts now include more neutral and, in some cases, pro-Israeli depictions. For example, the actions of Palestinian resistance groups against Israel are described as "terrorist activities," while the concepts of the Holocaust and antisemitism are taught from an Israeli perspective.

کلیدواژه‌ها English

Public Diplomacy
Cultural Diplomacy
Hasbara
Israel
Republic of Azerbaijan
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