From ‘rambo’ to ‘sitting ducks’ and back again: The israeli soldier in the media

The image of the Israeli soldier has transmuted over time. This is particularly true when examining this image in Israeli media. As media reflects social changes, understanding the development of the image of the Israeli soldier in Israeli media may be indicative of wider transformations. During the 1982 Lebanon War the Israeli soldier was identified chiefly as a tough, masculine figure; a warrior. In the 1990s, there was a gradual transformation into a more vulnerable image: a scared, fragile survivor, who wants to return home in one piece. Conversely, during the first decade of the twenty-first century, the framing of the Israeli soldier becomes more complex, with both images present in the media. However, despite the fact both images appear, during this final period the ‘warrior’ image receives more visibility. Using theoretical literature from the fields of communications and civil–military– media relations, and covering two major Israeli news publications – Yediot Aharonot and Haaretz – this article traces the image of the Israeli soldier from the 1982 Lebanon War (1982) to Operation Cast Lead (2008–9).