Frank Luntz. Photo: Gage Skidmore via Flickr.com.

JNS.org — Republican pollster and political consultant Frank Luntz said there are five rhetorical methods Jewish students can utilize to combat antisemitism on college campuses more effectively.

Luntz suggested university students do the following: use the word “imagine,” which “changes the entire communications process and brings people to your side,” according to Luntz; emphasize human rights, social justice and equality when responding to the BDS movement; talk about ending a “culture of hate;” know that the Hamas charter denies Israel’s right to exist and Jews the right to live; and teach that hate will never lead to peace.

This advice is part of a new collaboration between Luntz and the Jewish National Fund (JNF) to develop a “language library” that will educate Jewish students on how to engage in conversations about antisemitism, specifically BDS [Boycott, Divestment and Sanctions].

Luntz said the project hopes “to be the most efficient process in providing information, awareness and messaging that will help make the Jewish community stronger, safer and effective in what it does.”

“It’s not what you say that matters, it’s what people hear,” he said, adding that college students need to be encouraged and taught to “communicate with confidence and pride and lead fellow students to be supporters of Israel.”

Luntz said that no Jewish student should face antisemitism at university or college, but that he thinks fighting this form of discrimination is not a top priority outside of the Jewish community.

Luntz also reflected on his years of working with Shimon Peres, saying the now late former Israeli President was the Jewish state’s greatest proponent, and that nothing mattered more to him than “presenting the positive face of Israel across the globe.”

Since 2002, Luntz has assisted Israeli leaders and Jewish organizations in strengthening the relationship between Americans and Israel.