Jerusalem, 15 May, 2025 (TPS-IL) — In a period marked by deep political polarization and growing skepticism toward civil society, an Israeli study released on Thursday found that emphasizing shared values and common goals can significantly enhance the perceived legitimacy of civic organizations often branded as controversial or disloyal.
The Hebrew University research — led by PhD student Lee Aldar and Professor Eran Halperin, a political psychologist specializing in intergroup relations — examined how Israeli Jewish participants from across the political spectrum responded to different messaging strategies about a well-known but widely delegitimized Israeli non-governmental organization (NGO). The NGO in question advocates for democratic values, minority rights, and government accountability but has frequently been targeted in smear campaigns that paint its work as radical or anti-Israel.
Using an “intervention tournament,” a method that compares the effectiveness of multiple messaging strategies, the researchers tested responses from more than 1,600 participants. They presented simulated social media posts, styled to appear as though written by the NGO, which framed the group’s work in different ways. Some posts emphasized mainstream service activities, such as providing public housing or supporting vulnerable populations. Others leaned on shared moral values like dignity, fairness, and solidarity.
The results were clear. Messages that focused on broadly supported initiatives or appealed to shared values led to a noticeable boost in the NGO’s perceived legitimacy, even among respondents who might typically be skeptical of such organizations. The study was recently published in the peer-reviewed Communications Psychology journal.
“Even in deeply polarized societies, highlighting what people have in common can change how they view others—especially those they may disagree with,” said Halperin. “This isn’t just about changing minds; it’s about making space for internal criticism and protecting the democratic principle of free expression.”
One of the most successful strategies involved what the researchers call “value-based recategorization.” Instead of challenging participants’ political identities, this approach invited them to consider what it means to be “one of us” based on values rather than partisan labels. By anchoring civic action in widely accepted moral frameworks, the messaging helped reposition the NGO as a legitimate and integral part of Israeli society.
Importantly, the interventions did not attempt to defend the NGO’s more controversial positions or counter misinformation directly. Instead, they reframed the conversation—drawing attention to the ways in which the group’s work aligned with mainstream interests and deeply held societal values.
“This is not about asking civil society actors to dilute their missions,” said Aldar. “Politicians, journalists, and ordinary citizens still bear the primary responsibility for making space for debate—even when it’s uncomfortable—about policies. It’s about finding enough common language and shared truths that remind the public these voices belong to the society they’re trying to improve.”
The implications of the study extend well beyond Israel. Across the globe — from the United States to Brazil, Poland, and Russia — civil society groups have come under increasing attack for holding governments accountable. The researchers argue that the key to defending democratic institutions lies not in confrontation, but in reshaping public discourse to emphasize identity, interests, and values that cut across divides.
