Both sides in this conflict find it difficult to separate the best media strategy from the narrative to which they have long been wed. For Israel that means trying to convince the rest of the world that they are different from other countries and care about civilian deaths, while for Palestinians it means holding on to the notion that they are ignored by the world and marginalized by a the global media that is unduly influenced by Israel. These two narratives may no longer be the most useful for each group, but they are still strong and often make it harder for both sides to see how the conflict, the world and indeed themselves are changing.