Evaluation of the promotion strategies used in directing the Palestinian politics : case study on the PNA dynamism for the detainees question

Other Title(s)

تقييم الاستراتيجيات الترويجية المستخدمة في توجيه السياسات الفلسطينية : دراسة حالة لديناميكية السلطة في معالجة قضية الأسرى

Dissertant

Ahmad, Muadh Muhammad Salman al-Hajj

Thesis advisor

Wadi, Rushdi Abd al-Latif

Comitee Members

al-Madhun, Muhammad Ibrahim
Abu al-Rus, Sami Ali

University

Islamic University

Faculty

Faculty of Commerce

Department

Department of Business Administration

University Country

Palestine (Gaza Strip)

Degree

Master

Degree Date

2016

English Abstract

This study investigates the effectiveness of the promotion strategies used in directing the Palestinian politics.

It takes the detainees matter as an area of inquiry in attempt to assess the performance of the Palestinian National Authority (PNA) in marketing their narrative to stimulate the international public.

The study seeks to determine the current strategy adopted by the Palestinian officials to draw the detainees image at the international milieu.

It also detects the areas of strength and weakness in the Palestinian promotion performance in order to generate a decent and unconventional marketing strategy parallel to the Palestinian classical-armed struggle.

The study also aspires to develop a penetrative promotional jargon to encounter the salient western policy that shows high sympathy to the Israeli political discourse.

The study uses the positivist approach which is constructed upon an analytical quantitative methodology to reinforce the accuracy of the scientific rigor of the issue under investigation.

Accordingly, a questionnaire is prepared and distributed to a non- random sample comprised of 160 X-detainees released from the Israeli jails and currently live in the Gaza strip.

The questionnaires have been distributed in equal portions among the four principle parties including: Hamas, Fatah, the Islamic Jihad and the Popular Front in an attempt to obtain more credible and reliable outcomes.

Moreover, the questionnaires have been distributed to 40 political activists who are mostly engaged in detainees question to solidify the validity of the results and to explore any gap of misrepresentation.

The given data have been analyzed and processed by the statistical package (SPSS 22).

Throughout applying various tests including: Kolmogorov-Smirnov Test of Normality, Pearson Correlation Coefficient for Validity, Cronbach's Alpha for Reliability Statistics and so like.

The study finds that the Palestinian promotional strategies suffer a noticeable shortcoming due to structural, geopolitical and international factors which are heavyhanded in reshaping the Palestinian political dynamism.

The results also unfold that the Palestinian Authority does not have an effective transitional and strategic vision in handling the detainees question.

They also point out that the Palestinian decision makers are not contacting the international organization in reference in a satisfactory mode to mitigate the detainees ordeal.

More importantly, the Palestinian Authority is not paying an adequate attention to the local Palestinian market to promulgate the detainees question throughout sophisticated promotional programs.

Thus, the research recommends the Palestinian authority to develop a decent promotion strategy that matches the detainees narrative in view of the territorial and international variables.

Furthermore, the study suggests that the Palestinian authority should construct an apparent transitional and strategic vision in regard to the detainees matter that strikes a balance between the urgent necessity of the detainees and the longlasting goal of their release.

It also recommends the Palestinian Authority to be more serious to join the International Criminal Court (ICC) to prosecute the Israeli war criminals who are accountable for the notorious human rights abuse against the Palestinian detainees.

The study proposes that the PNA should engage the political parties in a more dynamic mode in an attempt to upgrade the Palestinian public performance concerning the detainees case.

More expressively, the researcher also advises the Palestinian Authority to orchestrate an adequate presentation of the detainees issue in the Palestinian national learning curriculum to familiarize the students with their struggle.

The researcher thinks that the PNA should communicate with the international health institutions to conduct constant checking for the Israeli jails to observe in close the health status of the Palestinian detainees.

At last, the researcher advises the Palestinian decision makers to activate the rule of the embassies, the representation offices and the diplomatic missions to market the detainees cause in the Western milieu.

Main Subjects

Economy and Commerce

No. of Pages

218

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-708486