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Purplewashing | Decolonize Palestine

Purplewashing refers to when a state or organization appeal to women’s rights and feminism in order to deflect attention from its harmful practices.

Much to the dismay of colonizers everywhere, it was once much easier to justify colonialism. The language surrounding it used to be rather straightforward; we deserve these lands and resources because we are more advanced; because God wanted it this way; because you are savages. Israel, as a settler-colony, was no exception to this line of reasoning; the sentiments of the founders of Zionism, and later of the State of Israel, are well documented regarding the native Palestinians, who they deemed as being “backwards” and not as deserving of the land as they were [You can read more about this here].

It is now a faux pas to say any of this quite so bluntly, even as (neo)colonialism prevails. Today, it is more fashionable to justify the theft of lands and resources under the guise of being protectors of human rights, unlike the enemies they seek to dominate.

It is within this context that Israel is rebranding itself. One facet of this propaganda is now centered on its supposed deep concern for the rights and freedoms of women, even Palestinian ones. This has come to be known as purplewashing, which consists of:

“political and marketing strategies that [indicate] a supposed commitment to gender equality. It often refers to the image-cleaning of western countries, which have not achieved genuine equality between men and women but criticise inequalities in other countries or cultures, often where there is a Muslim majority.”

These strategies constitute representing Muslim women -which Palestinian women are largely coded as despite the existence of non-Muslim Palestinians- as uniquely abused in order to create the narrative that feminism only exists on the side of the West. This is part of an ideological framework referred to by scholars as colonial feminism, whereby women’s rights are appropriated in the service of empire; in the context of Palestine, this rhetoric is also known as gendered Orientalism. The Palestinian Arab/Muslim is framed as an “other”, who is culturally or even genetically predisposed to misogyny. Naturally, this is juxtaposed with the framing of a liberal, enlightened, Israeli Westerner. Ultimately to Israel, this facade of feminism is a way to improve its image, and incorporate women into its violent, colonial, racist systems and institutions, as well as a way to paint Palestinians as unworthy of statehood or even humanity. The fact that these systems subjugate other -usually Palestinian- women is hardly mentioned.

Death and destruction, but feminist

Much of Zionists’ attempts to market Israel as feminist revolves around the Israeli army. The Israeli army’s official social media accounts and those at pro-Israel groups such as the LawfareProject,hail the Israeli army as “one of the only armies in the Western world in which women are drafted to military service by law”. They praise women’s participation in the ethnic cleansing campaigns and massacres of the 1948 Nakba, and cheer on the increasing role of women in combat positions.

Hannah MacLeod, women’s officer for Australian Young Labor praised women’s participation in the Israeli army as “empowering” and pushed for Australia to encourage this participation. There is a “Hot Israeli Army Girls” Instagram account and Maxim magazine’s infamous “Women of Israel Defence Forces”, was deemed so crucial to Israel’s international reputation that the Israeli Ministry of Foreign Affairs threw a party celebrating its publication. One of the more recent and successful additions to the purplewashing of Israel has been Gal Gadot starring as Wonder Woman. Gadot, being a former IDF soldier herself, posted support for the Israeli military as it murdered thousands of Palestinians in its 2014 assault on Gaza, and helped spread the racist and baseless idea that Palestinians use their children and women as human shields. Nonetheless, none of this has stood in the way of trying to frame her as an icon of empowerment for women everywhere.

All of these efforts are meant to sell the idea of Israel being a liberal haven. That sexual assault is rampant in the Israeli army does not make the glossy brochures and social media posts; instead, they are all designed to convey the idea that this objectification in service of a settler-colonial fantasy is the height of female empowerment, an empowerment that Palestinian and other Arab and Muslim women can only aspire to.

This purplewashing of a colonial military, which in addition to subjugating the native population, is also one of the largest exporters of drones globally and has supplied weapons to some of the most repressive, racist regimes in modern history, including Apartheid South Africa. Such a military is anathema to the framework of intersectionality which undergirds a feminism that seeks to dismantle patriarchy and end violence against all women.

Intersectionality as threat

The body of theory on intersectionality in feminist movements, created by and largely expanded on by Black feminist writers, compellingly posits that challenging one aspect of structural power alone such as patriarchy, while leaving white supremacy unscathed, only empowers white, upper-class and otherwise privileged women at the expense of all other women. This understanding that feminism must be about ending not only patriarchy but racism and other oppressive systems has led to acts of global solidarity with Palestine, such as from the Black Lives Matter (BLM) movement, notably regarding the partnership between the Israeli military and American police departments.

Zionists’ reaction to this solidarity has frankly been nothing short of unhinged, often attacking the concept of intersectionality as a whole. Monica Osborne from the Jewish Journal declared intersectionality “an even more sinister threat than the boycott, divestment and sanctions (BDS) movement against the Jewish state”, and Sharon Nazarian, a senior vice president for the Anti-Defamation League (ADL) in her article for the Forward used a series of myths and half-baked talking points to declare that of course Zionism and feminism are compatible, and expressed her dismay at how “anti-Zionism is becoming increasingly visible in intersectional discourse”.

Purplewashing | Decolonize Palestine