Israeli press marks election countdown

Newspapers in Israel take a cynical and often wry look at the official campaign for the 28 March general election which got under way on Tuesday.

The Labour Party receives recognition for the worthiness of its election broadcasts, while other parties are accused of hype and schmaltz.

A leading English-language daily believes the electorate deserves better.

Yossi Verter in left-of-centre, independent Ha'aretz

Yesterday, Likud returned in a big way to its familiar theme of seeking to instil fear. Once, Likud broadcasts used as their mainstay Yasser Arafat. Since the deceased is no longer with us, Hamas was recruited for the mission. The flames, the smoke, the processions, the drums - this was the Likud at its best. Kadima presented the leader and the team. Labour's serious broadcasts felt no shame in presenting the social agenda. Schmaltz was celebrated. A piano and another piano, melancholic tunes. The schmaltziest broadcasts were of Kadima: using Sharon was legitimate but exaggerated. Also chutzpah was celebrated - mainly in the Likud that felt no shame of showing Sharon again and again and presenting with a wink his way as that of the Likud.

Yaron Ten-Brink in centrist, largest circulation Yediot Aharonot

And so we got the action: Kadima and Likud charged at each other with blood in the eyes and filled the evening with slanders, scaremongering and hair-raising falsehoods. All means of combat were used on the first evening complete with Hamas, terrorism, scares, panic, Jerusalem, Sharon, Yoni Netanyahu and raging flames. Many good jokes! Entertainment? You already paid for the show so now at least enjoy it.

Ben Kaspit in centre-right Ma'ariv

Labour stands out in the sea of mud that smeared the screens yesterday with a stately, balanced and calm campaign. Kadima that should have come up with such a campaign preferred to stress its most prominent electoral asset: [Likud Chairman] Binyamin Netanyahu who in turn assaulted Ehud Olmert with holy anger because he has no other choice. On the first broadcasts, the parties are supposed to come up with the 'best'. If this is the case, we (and they) are in trouble. Where are the catchy jingles that once penetrated our bones and lingered on for many weeks? Where the punchlines that became the talk of the campaign?

Editorial in English-language Jerusalem Post

The importance the parties ascribe to this most combative phase of the campaign is evident from the vast sums earmarked for TV spots in particular. In some respects, this is only to be expected. Gone are the days of speechifying in town squares or even of mass rallies in sports stadiums. The showdown arena is the electronic village on screen. But is it really effective? Electioneering fare used to be hot stuff several decades ago, when we had a single television channel to which everyone was tuned and the wit of scriptwriters was the talk of the town the next day. No more so. It's now questionable to what extent the televised fisticuffs are even watched. The appeal is generally to the lowest common denominator. We deserve better, much better. In the current geopolitical straits - with Iran aspiring to nukes and Hamas ascendant - Israel cannot afford to gamble. If ever issues were crucial in a campaign, they are now.

Editorial in Yediot Aharonot

It is nonsense to claim that the propaganda broadcasts have no influence on the decision of the voter. They surely have. A respectable part of the electorate is fed almost solely on what is said and presented on TV and cunning tricks and gimmicks certainly work on it - certainly in the first few days of broadcasts. Therefore, it is forbidden to underestimate, ridicule and laugh. It works.

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