The paper tackles the issue of the reproduction of homonationalism and pinkwashing through language in Israel. Arguing that the semiotic complexity of the phenomenon is inadequately accounted for by approaches that focus only on the agentive or intentional actions of the state, a variety of different theoretical and methodological approaches are employed to show how the interplay of practices involving state, para-state and non-state actors are responsible for the reproduction and spread of homonationalism and sexual discrimination in the country.