By Ruthy Rickenbacker
Staff Writer

The dispute between the MBTA and the anti-Palestinian group running racist advertisements in the T’s subways and buses illuminates a need for a shift towards respectful media messaging.

The American Freedom Defense Initiative (AFDI) is funding the ads that call Palestinians “savages” in an attempt to win support for Israel, spurring public backlash that prompted the MBTA to remove several of the ads. This case makes clear that it is time for advertisers to practice social responsibility in their messages.

The public is becoming less likely to tolerate offensive media messaging. One of the ads reads: “In any war between the civilized man and the savage, support the civilized man.” People recognized the association of Palestinians with savages as racist, and demanded the ads’ removal. Boston locals, from daily commuters to Globe journalists, posted images of the ads on social media with condemning commentary. If the AFDI was hoping to win hearts and minds for Israel, blatant racism is apparently not the way.

Not only do the ads not work as intended, but they have serious social repercussions. When anti-Muslim hatred spiked dramatically in the media after 9/11, hate crimes, police surveillance, and other violence skyrocketed. In Boston, after the marathon bombing suspects were identified as Muslim, a woman wearing a hijab was attacked in Somerville. The AFDI ads perpetuate anti-Muslim rhetoric, which has dangerous implications even in liberal cities such as our own.

Defenders of the ads, even if they disagree with the messaging, might say that organizations are protected under the First Amendment and have the right to say what they choose. But having a right to spread hateful messages does not mean it is the right thing to do. It doesn’t even make it an effective thing to do, as the backlash suggests. And it can put people’s safety in jeopardy.

The media has incredible power, and must use it responsibly. Advertising has an extremely influential role in shaping people’s perceptions and behavior towards others, particularly when it’s in a public space like the T. Therefore, organizations have a special responsibility to produce messages that do not inflict social harm.