What Is the Ba’al Deity?

I learned of the following Yerushalmi from Rabbi Hirsch’s commentary on the Torah (Balak), Avoda Zara 3:6 (p. 22a):

דמר רבי יוסי בי רבי בון רב חמא בר גוריון בשם רב בעל ראש גוייה הוה וכאפון הוה ומה טעם וישימו להם בעל ברית לאלהים.

This is not the same as “בעל זבוב” of Melachim, Wikipedia notwithstanding.

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