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Article published In: Journal of Language and Politics
Vol. 19:6 (2020) ► pp.938–963

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Bacteria, garbage, insects and pigs

Conceptual metaphors in the Ultra-Orthodox anti-military “Ḥardakim” propaganda campaign

ORCiD logo with link | Hebrew University of Jerusalem | Yale University
Published online: 20 July 2020
DOI logo with link
https://doi.org/10.1075/jlp.19109.sim
Abstract
The present paper focuses on the symbolic meanings of metaphors and their potential social effects. Specifically, it examines the case of the Jewish Ultra-Orthodox “Ḥardakim” poster campaign distributed throughout Ultra-Orthodox communities in Israel in 2013. Following social group theory, the paper interprets the symbolic meanings of the main metaphors in the campaign in order to reconstruct the lifeworld of this religious group. On that basis, it offers a discussion of how metaphors were strategically utilized in order to draw social boundaries, uphold social norms and sanction group members who deviate from those. The paper’s empirical contribution is a case study of how symbolic meanings of metaphors as a part of propagandistic discourse targets and exploits social identities in order to mobilize collective emotions thereby provoking certain actions. It contributes theoretically by arguing that deeming norm-deviant group members internal threats is an efficient propaganda tool for maintaining intragroup behavioral codes.
Article outline
  • 1.Introduction
  • 2.Case: Ultra-Orthodox Jewish beliefs and practices
  • 3.Theoretical points of departure
    • 3.1Social groups as a prerequisite for identity
    • 3.2Deviance from group norms
    • 3.3Collective emotions: The fear of internal deviants
    • 3.4Metaphors of dehumanization and exclusion
    • 3.5Propaganda: Exploiting fear, identity and binary oppositions
    • 3.6Religious groups and their “dissidents”, “heretics” and “apostates”
  • 4.Method and data: Visual metaphors in public posters
  • 5.Findings
    • 5.1Haredi soldiers are bacteria
    • 5.2The IDF is a garbage container and haredi soldiers are garbage
    • 5.3Haredi soldiers are pigs
    • 5.4Haredi soldiers are insects
  • 6.Discussion
  • Acknowledgements
  • Notes
  • References
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