Outsmarting the Nation, Together: Subversive Virtual Fraternity in the Israeli Men's Magazine Blazer

E-ISSN： 2159-0389|30|1|42-65

ISSN： 2159-0389

Source： Israel Studies Review, Vol.30, Iss.1, 2015-0, pp. : 42-65

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Abstract

This article examines the reconstruction of a virtual Israeli male fraternity in Israel's only men's lifestyle magazine, Blazer. Modeled after the global 'new lad' magazine format, the Blazer text engages its readers by forging a homosocial joking relationship. Focusing on a satire dedicated to Israel's Independence Day, this study delineates a series of parodic discursive practices employed by the narrators to deconstruct and appropriate traditional Zionist myths on which Israel was founded. The Blazer text thus mobilizes a key cultural trope known as the anti-freier frame (to avoid being a 'sucker'), implemented as a set of manipulations to outsmart the system. The Blazer text rearticulates the relationship between self and society based on a local version of the 'yuppie' value system. We argue that while this frame appears to reject collectivist values, it serves as a critical lens for connecting yuppie masculinity with its Sabra predecessor, thereby consolidating a modified form of national solidarity.