As Israel gears up for an upcoming election, campaign slogans are in full swing. Avigdor Lieberman, leader of the secular right-wing Yisrael Beiteinu party, is known for his provocative slogans. In 2009, his slogan “No loyalty, no citizenship” was a hit, and now he’s using “lo dofek heshbon,” which translates to “doesn’t take into account” but colloquially means “up yours.” Lieberman hopes this combative sentiment will rally his base against Israel’s Orthodox and Arab minorities.
Not to be outdone, Benjamin Netanyahu, running for his fifth term as prime minister, has his own catchy slogan: Davka Netanyahu. The word “Davka” is difficult to translate but implies “in spite of” or “because of.” Netanyahu suggests that voters should support him precisely because of the corruption charges against him, which he claims are driven by his opposition. Media reporter Itamar Benzaquen hails “Davka Netanyahu” as “genius,” emphasizing the act of voting for Netanyahu as an act of resistance against the establishment.
Political slogans have a rich history in Israel, with early figures like Berl Katznelson and Ze’ev Jabotinsky using language to convey strong ideological ties. The trend of personalizing politics emerged in the 1959 election with Mapai’s “hagidu ken lazaken,” promoting David Ben-Gurion’s experience. This shift towards personal politics became more prominent in the 1990s, particularly during Rabin’s successful 1992 campaign with the slogan “Israel mechaka le’Rabin.”
Netanyahu also adopted personalized slogans, enlisting strategist Arthur Finkelstein for his 1996 campaign. Finkelstein’s slogans focused on peace and personal attributes, contrasting Netanyahu with his opponents. Social media has further influenced political language, with aggressive and confrontational slogans becoming more common. The discourse has shifted towards simplistic and militaristic tones, often diverting attention from crucial issues.