‘Pinkwashing’ and Israel’s Use of Gays as a Messaging Tool
“IN dreams begin responsibilities,” wrote Yeats in 1914. These words resonate with lesbian, gay, bisexual and transgender people who have witnessed dramatic shifts in our relationship to power. After generations of sacrifice and organization, gay people in parts of the world have won protection from discrimination and relationship recognition. But these changes have given rise to a nefarious phenomenon: the co-opting of white gay people by anti-immigrant and anti-Muslim political forces in Western Europe and Israel.
In the Netherlands, some Dutch gay people have been drawn to the messages of Geert Wilders, who inherited many followers of the assassinated anti-immigration gay leader Pim Fortuyn, and whose Party for Freedom is now the country’s third largest political party. In Norway, Anders Behring Breivik, the extremist who massacred 77 people in July, cited Bruce Bawer, a gay American writer critical of Muslim immigration, as an influence. The Guardian reported last year that the racist English Defense League had 115 members in its gay wing. The German Lesbian and Gay Federation has issued statements citing Muslim immigrants as enemies of gay people.
These depictions of immigrants — usually Muslims of Arab, South Asian, Turkish or African origin — as “homophobic fanatics” opportunistically ignore the existence of Muslim gays and their allies within their communities. They also render invisible the role that fundamentalist Christians, the Roman Catholic Church and Orthodox Jews play in perpetuating fear and even hatred of gays. And that cynical message has now spread from its roots in European xenophobia to become a potent tool in the long-running Israeli-Palestinian conflict.
In 2005, with help from American marketing executives, the Israeli government began a marketing campaign, “Brand Israel,” aimed at men ages 18 to 34. The campaign, as reported by The Jewish Daily Forward, sought to depict Israel as “relevant and modern.” The government later expanded the marketing plan by harnessing the gay community to reposition its global image.
Last year, the Israeli news site Ynet reported that the Tel Aviv tourism board had begun a campaign of around $90 million to brand the city as “an international gay vacation destination.”