Naomi Klein on TIFF

[bcholmes]

For more than a year, Israeli diplomats have been talking openly about their new strategy to counter growing global anger at Israel's defiance of international law. It's no longer enough, they argue, just to invoke Sderot every time someone raises Gaza. The task is also to change the subject to more pleasant areas: film, arts, gay rights – things that underline commonalities between Israel and places such as Paris and New York. After the Gaza attack, this strategy went into high gear. "We will send well-known novelists and writers overseas, theatre companies, exhibits," Arye Mekel, deputy director-general for cultural affairs for Israel's Foreign Ministry, told The New York Times. "This way, you show Israel's prettier face, so we are not thought of purely in the context of war."

Toronto got an early taste of all this. A year ago, Amir Gissin, Israeli consul-general in Toronto, explained that a new "Brand Israel" campaign would include, according to a report in the Canadian Jewish News, "a major Israeli presence at next year's Toronto International Film Festival, with numerous Israeli, Hollywood and Canadian entertainment luminaries on hand." Mr. Gissin pledged that, "I'm confident everything we plan to do will happen." Indeed it has.

Let's be clear: No one is claiming the Israeli government is secretly running TIFF's Tel Aviv spotlight, whispering in Mr. Bailey's ear about which films to program. The point is that the festival's decision to give Israel pride of place, holding up Tel Aviv as a "young, dynamic city that, like Toronto, celebrates its diversity," matches Israel's stated propaganda goals to a T.

— Naomi Klein, "We don't feel like celebrating with Israel this year"