As humans, we instinctively root for the underdog. Movies and books exalt the underfunded, undereducated (and often underage) underdog in his fight against the polished grown-ups with their money, influence, and three-piece suits. From a young age, we imbibe the idea that those with money and power are always bad, leaving the “little guy” to save the day. Large organizations are generally viewed with suspicion, regardless of the actual character of the entity. Likewise, irrespective of the goals of the smaller group, the underdog more easily garners our sympathies.
The painful realization is that we, the campus pro-Israel movement, the ones fighting the “good fight” for democracy, human rights, and tolerance in the Middle East, are seen as the “big dog” — the suspect corporate entity. We have funds, and we use them. We are the distributors of shiny pamphlets, the orderers of beautifully arranged food, and the coaches of groomed speakers. We are the ever-present “Israel advocates.” And yet despite — or more aptly because of our well-funded arsenal of promotional tactics — pro-Israel advocates are more often than not on the losing end when put against the world’s newest underdog: the BDS movement.
Seemingly underfunded and representing an “oppressed” people, the BDS movement rarely, if ever, caters events; it hires somewhat radical (and often uncouth) speakers; and it never hands out glossy pamphlets with long words (other than “apartheid,” of course). And in order to critically appeal to the universalist biases of the poorly informed, BDS does not call its supporters “Palestine advocates” — it calls them “human rights activists.”