Book excerpt: An investigation of Jewish identity politics and Jewish contemporary ideology using both popular culture and scholarly texts. Jewish identity is tied up with some of the most difficult and contentious issues of today. The purpose in this book is to open many of these issues up for discussion. Since Israel defines itself openly as the e~Jewish Statee(tm), we should ask what the notions of e(tm)Judaisme(tm), e~Jewishnesse(tm), e~Jewish culturee(tm) and e~Jewish ideologye(tm) stand for. Gilad examines the tribal aspects embedded in Jewish secular discourse, both Zionist and anti Zionist; the e~holocaust religione(tm); the meaning of e~historye(tm) and e~timee(tm) within the Jewish political discourse; the anti-Gentile ideologies entangled within different forms of secular Jewish political discourse and even within the Jewish left. He questions what it is that leads Diaspora Jews to identify themselves with Israel and affiliate with its politics. The devastating state of our world affairs raises an immediate demand for a conceptual shift in our intellectual and philosophical attitude towards politics, identity politics and history.