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.
Subversive Virtual Fraternity in the Israeli Men's Magazine Blazer
Steven Fraiberg and Danny Kaplan
Danny Kaplan and Niza Yanay
Based on a case study of Israeli men's friendships, this article examines the inter-relations between the experience of male relationships in everyday life and established representations of fraternal friendship. We delineate a script for male bonding that echoes ancient epics of heroism. This script holds a mythic structure for making sense of friendship in everyday life and places male relatedness under the spectral ideal of death. Whereas various male-to-male arenas present diverse and often displaced expressions of male affection, we contend that sites of commemoration present a unique instance in which desire between men is publicly declared and legitimized. The collective rituals for the dead hero-friends serve as a mask that transforms a repudiated personal sentiment into a national genre of relatedness. We interpret fraternal friendship as a form of private/public identification/desire whereby the citizen brother becomes, via collective rituals of commemoration, the desired brother.