In 2007 a poster of an almost naked Miss Israel, Gal Gadot, and a poster of four fit young men, equally barely dressed, were the faces of Israel in a campaign named Brand Israel, commissioned by the government and the Jewish Agency for Israel. The young woman (Miss Israel 2004 and a recent star in the Hollywood blockbuster Fast and Furious) was meant to attract the heterosexual young American to a rebranded Jewish State, while the young men became the faces advertising Tel Aviv as the gay capital of Israel. One wonders how Theodore Herzl or even David Ben-Gurion and Menachem Begin would have regarded this presentation of Zionism as a soft-porn wet dream. But policymakers had decided that anything and everything was appropriate in the struggle to fend off Israel’s negative image.
This passage appears in the Epilogue to “The Idea of Israel” by Israeli historian Ilan Pappé, published in 2014 with the subtitle “A History of Power and Knowledge”. A “mordantly witty book” (Jewish Quarterly), it shows how Zionism operates outside of the government and military in areas such as Israel’s literature, education system, media and cinema. Pappé reveals how successive generations of intellectuals have framed the 1948 conflict as a liberation campaign, creating a foundation myth that went unchallenged in Israeli society until very recently. Its perpetuation is the goal of a “Brand Israel” campaign which continues to this day.
Prof. Pappé has kindly made his Epilogue, which focuses on Brand Israel, available to supporters of the boycott movement which seeks to unmask and challenge the weaponisation of culture in Israel’s war against Palestinians.