web analytics
August 29, 2015 / 14 Elul, 5775
At a Glance
InDepth
Sponsored Post


Home » InDepth » Op-Eds »

Hasbara In The Rubble


Berachah – blessing – says the Gemara, is found only in things that remain unwatched and out of sight. Hasbara – the way Israel explains itself to the world – might be in better shape taking a cue from that Gemara.

Every few years marketing pundits come up with a new strategy for hasbara, claiming the old one was all wrong and the new one will work better. Perhaps the most infamous sea change in hasbara took place a few years ago, when marketers decided Israel should brand itself as a “fun” place and undo all the old stodgy stereotypes. We know how well that worked.

It is unfair to blame Israel. Its job is to fight on the military front, and we daveneach day for the success of its soldiers. The second front, that of public opinion, should be fought by Jews around the world. There is only so much a small country with limited resources can do. (Friends in the Foreign Ministry like to remind me that the yearly hasbara budget for the ministry is less than the advertising budget of Israel’s leading yogurt producer.)

Yet the most effective tools sometimes are the ones that remain hidden from sight, never having been promoted as hasbara instruments. A few weeks ago I witnessed one of these in action.

Around this time each year, dozens of cities host “Honor Israel” nights in which Christian friends of Israel gather to show their support for the Jewish state and the Jewish people. As a staffer at the Simon Wiesenthal Center, I was invited to Grand Rapids, Michigan to update such a gathering about BDS – the boycott, divestment and sanctions strategy that Palestinians have been counting on to turn public opinion away from Israel. When I arrived, I learned that someone who happened to be nearby had been added to the program.

Major Liron Shapira is a career IDF officer. A kibbutznik, he served in a combat force and then decided he was ready for new challenges. He switched to the IDF search-and-rescue (SAR) unit. When the earthquake struck Haiti in January 2010, Liron deployed with the IDF team that was one of the most vaunted success stories of the international relief effort.

Liron was not in the U.S. on a hasbara assignment for the IDF. He was the partnering with a U.S. military unit he held in high esteem. In several ways he struck a different figure from the type of Israeli spokespeople Americans often encounter. He was soft-spoken, tentative rather than certain, and strikingly humble. No airs or pretensions at all. All of this made his effort devastatingly effective.

His audio-visual presentation told the story of the entire operation as seen by the SAR people, as opposed to the medical personnel who took over once survivors were located and transported. Preserving footage of some of the most difficult extractions from the rubble demonstrated the competence of the Israeli team, but small vignettes he included offered the greatest insight into the Israeli soul.

He showed pictures of backslapping between members of different SAR teams, but also pointed out the differences between them. On one occasion, cutting through concrete was hampered by embedded iron rods. His platoon did not have the instrument it needed to reach a trapped survivor, but he knew of several others that did. He only went to groups he knew possessed at least two of the tools. Nonetheless, each of them turned down his request to borrow the tool.

Liron detected a casualness about human life even among these lifesavers – with one exception. The U.S. team shared the same regard for human life, he said. Liron’s voice expressed genuine anguish and childlike innocence in relating this and similar stories. How could people not respond to the opportunity to save a life?

Even in dealing with death, the different groups displayed their prejudices. He showed pictures of large buildings reduced to piles of rubble, with bodies openly lying in the debris days after the quake. No one stopped to cover them until the Israelis chanced upon them. (A Midrash praises King David for returning to the battlefield the day after victory for the single purpose of burying the enemy dead.)

About the Author: Rabbi Yitzchok Adlerstein is director of Interfaith Affairs of the Simon Wiesenthal Center in Los Angeles and the Sydney M Irmas adjunct chair, Jewish Law and Ethics, Loyola Law School.


If you don't see your comment after publishing it, refresh the page.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

If you promote any foreign religions, gods or messiahs, lies about Israel, anti-Semitism, or advocate violence (except against terrorists), your permission to comment may be revoked.

No Responses to “Hasbara In The Rubble”

Comments are closed.

Current Top Story
Swiss Amb. to Iran Giulo Haas presents his credentials to Iranian Pres. Rouhani
‘US and Iranian Cartoon Doves’ Shown Defecating on Bibi by Swiss Amb to Iran
Latest Indepth Stories
Ben Cohen

Corbyn leading the Britain’s Labour Party polls, describes Hamas & Hizbullah as England’s “friends.”

PA Chairman Abbas proudly celebrating with released terrorists.

The convicted murderer was released from Israeli prison with more than two dozen other sociopaths

New Israel Fund

JCF is a donor/supporter of The New Israel Fund which supports BDS & wants IDF soldiers prosecuted

Moshe Feiglin

The ‘Peace Industry’ promotes its adherents; weak leaders, both military & political, is the result

The conundrum for US Labor Zionists: Lobbying for Iran deal while Israel’s Left lobby’s against it.

What does the Torah want from our small nation described as “they who struggle with God & with men”?

Mr. Nadler’s support for the deal is a naked political gift to a president who has defied logic in his quest to reinvent international affairs according to his ideological inclinations.

In practical terms, the proclamation surely makes a compelling argument:

BDS activists are not shy about discriminating against Israelis simply because they are Israelis –

A Federal Ct Judge ordered the PA to post JUST $10 million due to interfering letter from State Dept

Osakwe, like many other students at the CAMERA conference, described an extremely hostile campus environment when it comes to the issue of Israel.

Many people view a letter or manuscript by a chassidic rebbe or the Chofetz Chaim as intrinsically holy.

Key Iran Lobby figures had been major donors to both Biden and Kerry when they were in the Senate,

Abbas’ resignation has now sparked speculation about who will fill his place if and ‎when he leaves

More Articles from Rabbi Yitzchok Adlerstein
Rabbi Yitzchok Adlerstein

A monastery in Israel is desecrated, almost certainly by nationalist extremists.

The desecration was condemned by the prime minister and others in the government. Chief Rabbi Metzger called it a “heinous deed.” The Internal Security minister did not hesitate to use the word “terror” and announced the formation of a special police unit to combat it. Many people traveled to the monastery to personally apologize, including Rabbi Dov Lipman of Beit Shemesh, who took brush in hand to help scrub the offensive words from the walls.

Berachah – blessing – says the Gemara, is found only in things that remain unwatched and out of sight. Hasbara – the way Israel explains itself to the world – might be in better shape taking a cue from that Gemara.

The one hundred and thirty children and young adults share two things. They are all Jewish, and they all contend daily with serious and debilitating illness. Many of them have done so all of their lives. You would think spending time with them would provide the ultimate mussar ride for Elul, an in-your-face confrontation with your own mortality, and the need to be grateful to God for life itself and the parts of it we take for granted.

It doesn’t take very much to lose a neshamah.

The young woman was witty, charming, frum, and a Harvard Law School graduate. She was also black, and lived in an Orthodox neighborhood. One Purim, she was treated in a neighborhood shul to the sight of a young mother with a few children in tow. As her Purim get-up, the mother had chosen to adorn herself and her kids with blackface and thick lips. The connection to Purim was not clear.

“I don’t care what group you identify with, as long as you are ashamed of it.” There is much wisdom in the throwaway line with which Dennis Prager frequently challenges audiences to admit to the flaws of the groups with which they identify.

Ayatollahs in business suits is what Noah Feldman would have the world believe we all are. If the Orthodox were going to leave him out of his alma mater’s reunion picture just because he married out, then Noah Feldman was going to out the Orthodox.

A tuna fish caught in the Indian Ocean this week has excited Kenyan Muslims who are flocking here by the hundreds to see a Koranic verse apparently embedded in its scales.

Printed from: http://www.jewishpress.com/indepth/opinions/hasbara-in-the-rubble/2011/06/07/

Scan this QR code to visit this page online: