Prime Minister Benjamin Netanyahu's leadership rests on framing the public conversation, steering it to his own comfort zone. His conduct is aimed at this goal: the terms he employs, such as "life itself" or "total victory"; the effort he devotes to controlling the media, which has led him to sit on the defendant's bench in court; his interviews with foreign TV channels (to be quoted later in Israel); his toxic TV Channel 14; his mobilized social media; and his refusal to take responsibility for failures.