Alpher in the New York Times: Obama should market peace to Israelis

In an op-ed published yesterday in the New York Times, Yossi Alpher says that President Obama's capability of reaching a peace deal rests on his ability to market peace prospects correctly. Recognizing the faults of the Arab states, the Palestinians and the Israelis that have contributed to skepticism on all sides toward peace, Alpher insists that Obama must reassure Israelis by addressing them directly.

In 1977, when President Anwar Sadat of Egypt came to Jerusalem, told the Knesset "we were wrong to reject you" and stated that 70 percent of the problem was psychological, Israelis responded by abandoning their skepticism and embracing a peace that included giving up the entire Sinai peninsula. Mr. Sadat figured us out: Israel will pay a huge price for acceptance and security. Yet no one has followed in his footsteps. Imagine if Bashar al-Assad of Syria were to do so...

In other words, with the right "marketing," Israelis can be turned on by the prospect of peace even if this means heavy sacrifices. Peace - even cold peace - is so important that, in the absence of Arab initiatives, marketing should begin at home.

Unfortunately, Prime Minister Benjamin Netanyahu does not seem to realize that the demographic thrust of his settlement policies contradicts his insistence that Israel be recognized as a Jewish state. Yet the real problem is not a hypocritical prime minister, but the support he draws from a skeptical Israeli public.

That leaves Barack Obama. To enlist Israelis he has to address us directly. And he has to deliver not only justified demands about settlements but reassurances regarding Israel's security and integrity in a less than welcoming neighborhood.