In December 2022, protests began in Israel against proposals to reform the country’s legal system. Some maintained this was a legal reform, while others contended it was a regime coup. Using multimodal discourse analysis, we analyzed 162 protest signs displayed during the 20 weeks of demonstrations from January 2023 through May 2023. We organized the evolution of the signs according to Lewis and Reese’s three stages of communication: transmission, reification, and naturalization. For instance, the slogans that initially talked about a legal revolution (transmission) later changed to charges about attacks on democracy (reification) and, finally, a regime coup (naturalization). Findings show three main characteristics of the slogans: (1) focus on values such as the importance of democracy, (2) the expression of individual, subgroup and collective forms of protest, and (3) appeals to the international community to pressure the Prime Minister and the government. The findings also confirm the usefulness of Lewis and Reese’s model, originally designed to analyze journalism articles, in assessing the text and visuals of protest slogans.