The Boycott Is Our Palestinian Non-Violent Resistance
The SodaStream controversy, which recently caught the attention of media worldwide, has highlighted Israel’s ongoing military occupation and contributed to the growing awareness of global consciousness and social responsibility towards Palestine. It has laid wide open the whole issue of Israeli impunity and the imperative of multifaceted intervention and accountability.
Scarlett Johansson’s choice to be the face of SodaStream, a company that operates a factory in the illegal settlement of Ma’ale Adumim, has brought to the forefront the debate on continued Israeli settlement activity and the real cost of such a dangerous and irresponsible policy. Ms. Johansson, who was also an ambassador of the human rights organization Oxfam, suddenly faced a conflict of interest and the challenge of individual responsibility and choice.