How Israel Uses Sex To Sell Zionism

Summary

The video explores how Israel has historically used sexualized imagery and narratives to promote Zionism, from rebranding Jewish identity in the 19th century to the modern use of bikini diplomacy and social media influencers. It highlights how Zionist efforts to shape public perception have evolved, incorporating soldiers, media, and Birthright trips to present Israel as a desirable, liberal destination, while masking the realities of colonization and oppression. The strategy encourages the creation of Jewish families to secure Israel's demographic future, ultimately intertwining sex, aesthetics, and nationalism for political survival.

Takeaways

• 🌍 Israel has used sex and attractiveness to sell Zionism and promote the country as a desirable place, overshadowing its history of colonization and displacement of Palestinians.
• 🏋️‍♂️ The Zionist movement in the late 1800s created the concept of the 'new Jew,' who was strong, rugged, and muscular, countering old European stereotypes of Jews being weak and frail.
• 🌵 The term 'sabra,' which refers to prickly pear fruit native to Palestine, was appropriated to represent the tough yet sensitive new Jew, aligning with Zionist ideals.
• ⚔️ Early Zionists, despite lacking experience in manual labor, embraced ideals of land, liberty, and labor, and these new Jews formed militias that carried out mass displacement of Palestinians during the creation of Israel.
• 📸 In the early 2000s, Israel faced a PR problem with younger American men, leading to a 'bikini diplomacy' campaign to rebrand Israel as a modern, liberal country with beaches, attractive people, and a vibrant lifestyle.
• 🎯 Israeli soldiers, especially women, have been marketed on social media platforms like TikTok and Instagram to promote a sexy, fun, and relatable image of military occupation.
• 🏳️‍🌈 The Israeli army has adopted liberal visuals like gay pride and feminist content to market itself as inclusive, though these values are not extended to Palestinians living under occupation.
• 🧳 The 'Birthright' program offers young Jews worldwide an all-expenses-paid trip to Israel, using emotional and physical connections with Israeli soldiers to foster Zionist loyalty and relationships, even marriages.
• 💑 Birthright trips intentionally encourage intimacy between participants and Israeli soldiers to promote Zionist reproduction and secure Israel’s demographic future.
• 👶 More Jewish babies and relationships are essential for maintaining Israel’s military and settler population, reinforcing the need for Zionist nation-building and continued colonization.

Q & A

What stereotypes about Jews existed in Europe before the creation of Israel?

In Europe, Jews were stereotyped as weak, pale, and frail, which Zionists also came to see as undesirable qualities.

What concept did Zionists develop to counter the European stereotypes of Jews?

Zionists developed the idea of 'muscular Judaism,' which promoted a new image of Jews as rugged, muscular, strong, and tanned.

What does the term 'subra' symbolize in Zionism?

'Subra,' which refers to the prickly pear fruit, symbolizes the new Jew in Zionist ideology—hard and prickly on the outside but tenderhearted on the inside, representing strength and connection to the land.

How did the image of the new Jew evolve over time?

Initially, the image focused on ruggedness and physical strength to support the goals of Zionism. Over time, this evolved into a broader visual image, including sex appeal, to market Israel as a modern, attractive country.

What was Israel's 'bikini diplomacy' strategy?

In 2007, Israel launched a PR campaign using bikini-clad models in Maxim magazine to rebrand Israel as a modern, desirable destination with attractive people and beaches, especially targeting men aged 18-35.

How has social media influenced Israel’s PR efforts?

With the rise of social media, Israel's PR adapted by using platforms like TikTok and Instagram, where Israeli soldiers post 'thirst traps' and other content to present the military occupation as fun, empowering, and relatable.

What is Birthright, and how is it related to Zionism?

Birthright is a program offering young Jews worldwide a free trip to Israel. It aims to emotionally connect participants with Israel and encourages relationships between Jewish participants and Israeli soldiers, promoting Jewish reproduction and settlement.

Why are relationships and intimacy encouraged on Birthright trips?

Relationships are encouraged to foster connections between Jewish participants and ensure Jewish reproduction, which supports Israel's goal of maintaining a Jewish demographic majority over Palestinians.

How does Israel use sex appeal in its nation-building narrative?

Israel uses sex appeal through attractive imagery of soldiers, beaches, and nightlife to distract from the violence and colonization inherent in its nation-building efforts, making it seem more palatable and even desirable.

What is the ultimate goal of Israel’s use of sex appeal in its PR strategies?

The goal is to secure the future of Israel by attracting settlers, encouraging reproduction, and whitewashing the reality of occupation and colonization through appealing visuals and narratives.