Rebranding desolation: The allure of Israel's desert landscapes

This article explores the trope of desert desolation in the Zionist state-building project. It traces the strategic uses of desolate imagery in the pioneer narrative (1880s-1920s), by the New Hebrew culture (1923-1948), during the 'golden age' of urban and regional planning (1948-1956), and through marketing the Negev desert town of Mitzpe Ramon to tourists (1993-present). These eras highlight the tension between desolation as reflecting the alienated 'outsiders' gaze' versus desolation as energizing and inspiring place making. I argue that since unproductive, desolate landscapes pose an economic threat, both Israel's collectivist and capitalist settlement projects have confronted the challenge of strategically rebranding desolation to promote its allure.