1996 tactics reappear in Netanyahu's campaign — psychologist

Dr. Liraz Margalit from Reichman University analyzes Benjamin Netanyahu's election strategy, based on repeating key messages and exploiting voters' fears. She compares the current campaign to tactics from 1996, when Netanyahu used the slogan "Peres will divide Jerusalem." Margalit highlights two main fears in Israeli society: security and equality of military burden, and argues that the election outcome will determine which fear proves stronger.

Dr. Liraz Margalit, a researcher of digital-era behavior from Reichman University, publishes an analysis in Maariv of Benjamin Netanyahu's election strategy. She argues that the left-wing camp is running an ineffective campaign, raising new allegations each week (Qatar, Sara, warnings of war) that only convince the already convinced. Margalit explains this through the effects of "echo chambers" and motivated reasoning. The undecided voter, in her view, concludes that "everyone is corrupt" and chooses the one who can protect them. Margalit draws a parallel to the 1996 campaign, when Netanyahu, trailing in polls, hired American consultant Arthur Finkelstein. The strategy involved identifying a small group of persuadable voters, shaping the opponent's image, and repeatedly hammering the message. The main slogan then was "Peres will divide Jerusalem." In 2015, Netanyahu used a video about Arab voters, which Margalit cites as an example of the "illusory truth effect." Now, Margalit writes, Netanyahu is building a chain of "Eisenkot — Golan — Arab parties," exploiting fear of the unknown. She identifies two main fears in Israeli society: security (fear of a government dependent on Arab parties) and equality of military burden (fear of injustice when ultra-Orthodox do not serve). The first fear works for Netanyahu, the second against him. The election outcome, she argues, will be decided by which fear proves stronger among undecided voters.