Purpose At times, a traditional minority group that opposes a change in the patriarchal structure is violent toward women who wish to adopt modern lifestyles. This study aims to examine online comments regarding a shooting at a café in an Arab-Bedouin city in Israel, where women were employed as servers. The event was framed in Israeli media as an act of backlash by young men, who call themselves “The Modesty Guard.” Design/methodology/approach In this qualitative study, the authors collected 916 online (...) comments that were published on five main online news sites. A thematic and rhetorical analysis of online comments was conducted. Findings The findings uncovered five main themes: the expression of support for Bedouin women; ideas for dealing with the Modesty Guard; blaming Bedouin tradition for the shooting; comparison of the violent behavior to a parallel phenomenon among Charedim; and criticism of the lack of treatment by Israeli security forces. The responses reflected a supportive stance toward Arab-Bedouin women, who were open to progress. Conflict discourse, however, expressed alienation and increased social-national schism between the Jewish majority and Arab-Bedouin minority groups in Israel. Originality/value This study sheds light on the backlash phenomenon in Negev Bedouin society. Moreover, it exposes the lack of significant supportive actions and a lack of understanding of the deep processes unfolding in this traditional society. (shrink)