2. The “Happy Merchant” as an antisemitic hate picture

The “Happy Merchant” serves as a prominent example of visual antisemitism, reflecting a long and complex history of anti-Jewish imagery distinct from textual traditions. While antisemitic texts date back to late antiquity, the visual representation of Jews began to emerge significantly in the 9th and 10th centuries, and evolved into more aggressive forms by the 13th century. This chapter explores the historical development of the “Happy Merchant” and its role in contemporary digital communication. The image, which combines various antisemitic markers—such as stereotypical physical features and behaviour—aims to evoke negative emotions towards Jews, thereby reinforcing harmful stereotypes. This contribution highlights the need to understand the affective dimensions of hate imagery and its impact on contemporary antisemitic discourse.