Reprogramming Femininity? The Construction of Gender Identities in the Israeli Hi‐tech Industry between Global and Local Gender Orders

Based on the study of gender identities in the Israeli hi‐tech sector, this article sets out to explore the doing of gender in a context comprised of two cultural repertoires characterized by divergent and contradictory fundamental assumptions: the new masculine transnational economy and pro‐natalist Israeli society. The article demonstrates how, by manoeuvering and moving between these global and local cultural repertoires, privileged Israeli hi‐tech women enact and construct a ‘new femininity’ that simultaneously challenges both the discourse of the ‘ideal hi‐tech worker’ and that of traditional Israeli femininity. This new femininity, I argue, is grounded in a local translation of the ‘family friendly organization’ discourse.