Framing Palestinian Rights: A Rhetorical Frame Analysis of Vernacular Boycott, Divestment, Sanctions (BDS) Movement Discourse

ABSTRACT This essay applies rhetorical framing analysis to vernacular student-created discourse promoting the Palestinian-led boycott, divestment, and sanctions (BDS) movement and Palestinian rights. The results of this study suggest that pro-BDS student activist-rhetors typically frame the BDS movement as a nonviolent movement to achieve Palestinian rights and hold Israel accountable for an ongoing system of oppression, discrimination, settler colonialism, and apartheid against Palestinians. This framing relies on the values of justice, freedom, equality, and joint struggle—values that strongly overlap with social and racial justice discourses focusing on intersectionality and justice for marginalized and oppressed peoples. In response to the rhetorical ecology for pro-BDS discourse, including counterframing by Israel advocates and the doxa that BDS is antisemitic, pro-BDS activist-rhetors regularly denounce antisemitism, emphasize Jewish support for the BDS movement, and draw comparisons to other struggles for justice and liberation.