Abstract

Exploring how online hate speech infiltrates public discourse, this article examines the antisemitic hashtag, ‘#JewGoal’, tracing its spread from the FIFA gaming community to online football discussions. Analysing 1,364 public tweets on the platform ‘X’ (formerly Twitter), the paper illustrates how the hashtag, framed as humour and sports commentary, perpetuated antisemitic stereotypes through historical tropes and cultural symbols. Utilizing the Lacanian concepts of jouissance and llanguage, the study reveals how #JewGoal extended beyond mere humour, exposing an excessive enjoyment tied to its repetitive and absurd use. This dual function—offering inclusion in online communities while perpetuating harm—underscores how normalized antisemitic language infiltrates sports fandom. By framing #JewGoal as a llanguage of hate, its impact lies not in explicit content but in its provocative repetition. By detailing the persistence of antisemitism in digital spaces, the article emphasizes the need to critically address the enjoyment derived from harmful online speech.