With President Donald Trump proposing a new approach to Gaza and the Middle East, it is interesting to understand where the so-called “Palestinians” came from and what we can learn from a centuries-old marketing campaign against Israel.
In almost every public battle, the real fight is never the fight itself. The real fight is the fight over what the fight is about. This means establishing the terms that are used to describe the fight and the terms of victory. When you are defining the fight, you are much more likely to win the fight.
No one in history seems to have understood this better—or employed it more successfully—than the Roman Emperor Hadrian.
After the Jewish Revolt of 68 to 73 A.D., which included Jerusalem’s destruction, everyone in Rome thought their Jewish problem had been put to rest. Not so, replied the remaining zealots and their descendants. The Bar Kokhba revolt (132–136 A.D.) was similarly unsuccessful, but it managed to infuriate Hadrian.
He resolved to wipe Jews and all of Israel from the map. And he went about it quite literally.
Throughout Roman rule, the region had been known as Judea. Why? A thousand years earlier, Israel had split into two kingdoms—one in the north, called Israel, and one in the south (including Jerusalem), called Judah. Over time, that second name became synonymous with the region. And, yes, the name “Jew” comes to us from “Judah/Judea.”
So, Hadrian decided to change the name. He looked back in history and remembered that the hated enemies of Israel from centuries earlier had come from Crete. They were known as the “Sea People” and had established cities in the land of the Jews. Don’t remember “Sea People”? Sure you do; the name is rendered in modern scripture as the Philistines.
Hadrian merely latinized the Hebrew name to “Palastinia.” Henceforth, in the records of Rome and the successor overlords’ shifting languages, the region was known as “Palestine.”
But to be clear, there never was a nation or people called by that name in any sense other than as an enemy of Israel. It was a name employed by an angry pagan emperor who
hated the Jews.
Hadrian understood that by changing the name, he could change the terms of the debate. It would be easier to eradicate Jews from the land if their name was removed from the land itself.
Naming, framing, and branding are important skills; Hadrian employed them for a great evil.
Three takeaways.
First, as engaged citizens, we must not only learn to recognize the power of branding but also be aware of the actions such political branding is driving us to take.
Second, we need to be wary of using the brands and definitions set by our political opponents.
Lastly, we on the right
should be more aggressive in framing both opponents and policies in ways that make it easier for our fellow citizens to join effectively in the fight.