Creating a counterhegemonic praxis: Jewish-Israeli activists and the challenge to Zionism

Despite over 20 years of peace process, Israel’s occupation, colonisation and repression continue, and the political and geographical fragmentation of the Palestinian people is proceeding apace. In this context, re-conceptualisations of the conflict and alternative visions of the future will take on increased urgency—both in Israel and Palestine. This article therefore focuses on two activist groups in Israel—Zochrot and Boycott from Within—engaged in provoking a confrontation with the hegemonic narrative of Zionism through a praxis of ‘re-framing’, ‘counter-branding’, solidarity and direct action. Theoretically, the research is placed within debates regarding hegemony and counterhegemony, and how activists develop praxis. Empirically, it is based on in-depth interviews with activists from these groups, analyses of their writings, observations of their social media activities and attendance at their events over a two-year period.