This paper deals with the symbolic role of place-names as expressions of ideological values. Names are symbolic elements of landscape that reflect abstract or concrete national and local sentiments and goals. In the case of Israel, the selection of place-names has become a powerful tool for reinforcing competing national Zionist ideologies. Implicit in this competition are two major Israeli placename themes: the message of essentialism or continuity, and epochalism or change.Essentialism is expressed in Hebrew placenames and i n a variety of other symbols that project Israel as the sole heir to the Holy land. In this context, Biblical and Talmudic placenames are reintroduced or reinforce the bonds between the Jewish community i n Israel and the land, as emphasized by the likud party when in power, in alliance with the orthodox religious wing and nationalist parties of the extreme right. Epochalism is expressed through place-names that reflect modern Zionist settlement values and military heroes, or the renewed interaction of Jews with their land through identification with nature. This was the approach of the founders of the State of Israel; i t continued while the labor party was in power, and i s likely to be reintroduced with labor's return to power.We explore the process of naming places as a mechanism for landscape transformation i n the territories captured by Israel in the Six Days War of 1967-the Golan, Gaza, and the West Bank. In these regions, the conflict between Jewish and Palestinian/Arab national symbols is most prominent, and the differences within the two Zionist camps over the future relationship of the Territories to the State of Israel are most pronounced.

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