Strategic Assessment

This article examines Israeli public opinion on the peace process from 2003 to 2013 through the prism of electoral campaigns. It explores the possible correlation between the focus of political campaigns and Israeli public opinion on the peace process. Using polling data, campaign ads, and interviews with campaign experts and politicians, the article traces a picture of Israeli society over this decade. The findings show that there is a correlation between the emphasis placed on the Israeli-Palestinian conflict by political campaigns and the intention of Israeli voters to vote based on this issue. Research reveals a growing disinterest in the conflict among Israelis as it becomes a less immediate concern. Policymakers must find a way to restore the Israeli public’s commitment to the peace process so that the issue will influence their vote in March 2015.