cross-posted from: https://piefed.world/c/photos/p/1052577/album-how-hypermilitarism-pervades-everyday-life-in-israel-officers-from-the-ashkelon-po

Magnet on a door in Jerusalem with official army symbols: “I will pursue my enemies and overtake them, and I will not return until they are destroyed"

“to be a spiritual (/intellectual) person in the materialist world”

a memorial-sticker for a slain soldier, pictured holding a mortar, one of thousands produced for Israeli soldiers killed in the past two and a half years

Street art in Terminal Park, Eilat. “Am Yisrael Chai” (“the people of Israel live”), alongside a blend of imagery referencing three recent military campaigs: the two swords, alluding to “Haravot Barzel” (Iron Swords), Israel’s multi-front campaign in Gaza, Lebanon, and beyond; and a roaring lion, referencing both “Am KeLavi” (A People Like a Lion), the June war with Iran, and “Sheagat Ha’ari” (Lion’s Roar), its current war with Iran and Lebanon

“Wanted: fighter pilot. We are looking for the highest quality genes, maybe you’re the right fit.”

A joint ad by B-MOM, a sperm bank, and Herzliya Medical Center, a private hospital in Israel

An Israeli version of Monopoly: the original “GO TO JAIL” square is replaced with “You received a call-up order, report to the [military] base!”; a “surprise” card reading: “for your reserve service, receive — 100 Israeli pounds (liras)”; another one reading “you received an early release from reserve duty. keep this card in case of another call-up”; and a third one, titled “command”: “you received a call-up order, report to the [military] base (you passed the starting point, you do not receive — 200 Israeli pounds).” Probably fairly old as the Israeli Pound (lira) was replaced by the shekel in 1980

Cancer Awareness Posters

“your health’s defense forces, the unit for combating indifference. Early detection of breast cancer can save lives!”. The triangle in the bottom left corner is the symbol that appears on military draft orders, but here the usual command (“Tzav shmone”, reserve call-up) is replaced with “go get checked”.

“instead of a (military) uniform, I’m wearing a hospital gown. Young cancer awareness week”.

Capitalist militarism

In Israel, indoctrination into militarism often begins early in life, as part of a multilayered process involving the government, education system, municipalities, parents and extended family, the media, youth movements, and peers, preparing kids for their future as soldiers.

And it also appears in capitalist consumer culture: the free market recognizes that militarism and militaristic values sell, and repackages them in different forms. Sometimes, as in the case of these puzzles, militarism is the product itself. More often, however, its language and imagery are used to market entirely different things: from beer and insurance to bank accounts and real estate. More examples will follow in this series on capitalist militarism.

Puzzles in a department store in Israel, March 2024. One of the puzzles is titled “Loving the IDF, We <3 IDF” and features illustrations of saluting soldiers, warplanes, a tank, a battleship, and a helicopter dropping bombs alongside the Israeli flag. A promotional sign reads: “3 for 100 shekels. Loving the IDF, Saluting the Soldiers"

Another puzzle in the same department store, titled “IDF puzzle”

“You already stood out in the platoon, what’s your next peak? open day on Zoom, University of Haifa” [Tel Aviv University train station]

“Selling a property? Buying a property? Scan to avoid mistakes. I’m currently in reserve duty but my team is here at your service” [bus station, Haifa]

“Huge 5 room apartments in Dimona”

“WE WILL WIN. Bank Hapoalim” (referencing Israel’s official wartime slogan, “Together We Will Win”) [train station in Tel Aviv]

What forms does desire take in a militarized society? 3 ads for an Israeli lube brand

4 Posters by Municipalities

“IDF week for Jerusalem youth”

“Teenagers today, commanders tomorrow. IDF Day in Bat Yam. combat soldiers panel | corps exhibition | service stations and more. *for 11th-12th grade students”

“The Tel Aviv-Yafo Municipality is mobilizing for men and women reservists, active-duty soldiers, and their families. Full details on activities and benefits are available on the municipality’s website and app. Check it out now!”

“Thanks to the security, rescue and emergency forces” (right), “thanks to the men and women reservists" (left), “Haifa, thanks to the people”

Source: Militarized Realism on Instagram, via +972 Magazine.