US embassy cable - 02AMMAN6522

C O N F I D E N T I A L SECTION 01 OF 02 AMMAN 006522 
 
SIPDIS 
 
E.O. 12958: DECL: 10/21/2012 
TAGS: PGOV, PREL, JO 
SUBJECT: "JORDAN FIRST": KING SEEKS TO PROMOTE LOYALTY 
 
 
Classified By: AMBASSADOR EDWARD W. GNEHM.  REASONS: 1.5 (b) and (d). 
 
1.  (C)  SUMMARY.  In mid-October, the GOJ rolled out an 
extensive public relations campaign to promote its new 
"Jordan First" domestic political initiative.  Billboards, 
signs and posters emblazoned with the motto "al-Urdun 
Awaalan" (Jordan First) and a Jordanian flag held aloft by 
five hands (each representing a different segment of 
Jordanian society) are now displayed throughout the country. 
On October 30, the King articulated his conception of "Jordan 
First" in more detail in a letter to PM Ali Abul Ragheb, and 
instructed the PM to form a "Jordan First" committee to 
implement it.  Reactions to the initiative in the media and 
in our discussions with Jordanians have thus far been mixed, 
and will be reported septel.  END SUMMARY 
 
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JORDAN FIRST IN ELECTIONS 
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2. (C)  The King first discussed "Jordan First" in the 
context of planned forthcoming elections in Jordan.  On 
October 9, the King discussed the initiative during an 
interview with Pan-Arab satellite station MBC, which was 
printed in its entirety by the Jordanian media.  The King 
said that "elections should be national, bearing a national 
agenda, and within the frame of the slogan 'Jordan first'." 
Continuing, the King said that he would prefer "two or three" 
political parties (as opposed to the current 30) and was 
critical of the fact that many fringe parties, such as the 
Communists and Ba'athists, are directed by movements outside 
of Jordan.  Turning to the Muslim Brotherhood, the King said 
that, "for the sake of fairness, the Islamic current in 
Jordan and the Muslim Brothers in particular, were very 
devoted to the interests of Jordan.  But unfortunately, there 
are links between this party and other parties outside 
Jordan." 
 
3.  (C) The same week, billboards, placards and posters 
emblazoned with the motto "al-Urdan Awaaalan" and a Jordanian 
flag held aloft by five hands were displayed around the 
country.  Note:  The five hands holding the flag include a 
female's, a soldier's, one cuffed in traditional Palestinian 
attire, a muscled hand of a laborer, and a manicured hand of 
a professional. 
 
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JORDAN FIRST IN LOYALTIES 
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3.  (C)  On October 30, the King presented a Royal Letter to 
PM Ali Abul Ragheb explaining the campaign's purpose as "an 
axial idea and national starting point from where we embark 
on thinking and acting, and to serve as a tool to measure 
performance and true citizenship."  Arguing that this 
national principle is already embedded in the conscience of 
Jordanians, the King wrote that "We want to establish this 
principle as a working approach and a daily practice for each 
Jordanian man and woman who believes in this country as a 
cradle of security and stability, and one which has a 
promising future; those who seek fulfillment through their 
native land, and not via external loyalties whatever the 
goals and objectives are." 
 
4. (C)  The King also named 31 prominent individuals, whom he 
called on to form a committee to "look into the best ways and 
mechanisms to convey the 'Jordan First' message and establish 
it as a daily practice in the educational, economic, social 
and development circles."  On October 31 the King chaired the 
committee's first meeting. 
 
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JORDAN FIRST'S 'NOBLE MESSAGE' 
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5. (C)  In a clear reference to those (either East-Bankers or 
Palestinian-Jordanians) who 
may try to use "Jordan First" to support their narrow East 
Bank or West Bank agendas, the 
King said that "Jordan First" must have "complete immunity 
against negative ideas and 
accusative misinterpretations that, willfully or not, try to 
deal with 'Jordan First' out 
of its comprehensive pure and noble context into narrow 
visions that we do not, and cannot 
accept."  Turning to the press, he said that "Jordan's press 
should also give prominence to 
deal with local issues and the concerns of citizens in a 
sense of responsibility and 
patriotism, before any external issue." 
 
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COMMENT 
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6.  (C)  "Jordan First" is an effort to re-focus Jordanians' 
attention to issues that the King believes are more important 
for Jordan during a time of increased regional tension.  Now 
that the King has articulated the meaning behind the 
billboards, "Jordan first" has become a leading topic of 
discussion among Jordanians.  A full readout of local 
reaction will be reported septel. 
GNEHM