Bacteria, garbage, insects and pigs Conceptual metaphors in the Ultra-Orthodox anti-military "Hardakim" propaganda campaign

The present paper focuses on the symbolic meanings of metaphors and their potential social effects. Specifically, it examines the case of the Jewish Ultra-Orthodox "Hardakim" poster campaign distributed throughout Ultra-Orthodox communities in Israel in 2013. Following social group theory, the paper interprets the symbolic meanings of the main metaphors in the campaign in order to reconstruct the lifeworld of this religious group. On that basis, it offers a discussion of how metaphors were strategically utilized in order to draw social boundaries, uphold social norms and sanction group members who deviate from those. The paper's empirical contribution is a case study of how symbolic meanings of metaphors as a part of propagandistic discourse targets and exploits social identities in order to mobilize collective emotions thereby provoking certain actions. It contributes theoretically by arguing that deeming norm-deviant group members internal threats is an efficient propaganda tool for maintaining intragroup behavioral codes.