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Social media's political power and significance continue to expand and have in many ways surpassed the influence of traditional media, such as television and newspaper. The powerful effect of 'new' media is seen in a growing number of international conflicts. For example, during the 'Arab Spring' Facebook and Twitter were used to circumvent state-controlled media. Media has long been seen as the key to the way in which events are perceived and the priorities they are given in governments' policies. The increasing influence of online news and social media has made this one of the most important battlefields for international public opinion. This research employs quantitative and qualitative analyses of YouTube videos posted by Israeli institutions and pro-Israeli groups and individuals, who are unaffiliated with Israeli institutions, aimed at persuading international audiences to accept Israel's policy positions and reject those criticizing the state. This paper examines the different approaches adopted by the various video uploaders and which comprise the most effective use of YouTube. [ABSTRACT FROM AUTHOR]