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May 30, 2016 / 22 Iyar, 5776

Posts Tagged ‘american’

About Those Supposedly Offensive Israeli Ads…

Wednesday, December 7th, 2011

Dear American Jews,

 

I wish to apologize in the name of the State of Israel. We have heard our ad campaign encouraging ex-pat Israelis to come home has offended many of you. That was certainly not the intent, and if it did offend, we are sorry.

 

Israel created this ad campaign in order to address a major issue. We have almost a million Israelis living abroad, mostly in North America, and our tiny country, the one both you and we love so much, is in desperate need of manpower to feed the economy, serve in the army, and buttress our demographic advantage, not to mention that the ingathering of the Jewish people from the four corners of the world is a central tenet of Zionism.

 

Alas, America’s magnetic pull has attracted many to leave the shores of the Holy Land in search of success and fortune and they have settled there. Yet we want to call many of these Israelis back to Israel.

 

So how do we reach out to our fellow Israelis living in the U.S.? What messaging resonates with this target demographic? Well, we can take the economic tack. Israel’s economy is booming, but the perception persists that it’s hard to make money here. Maybe we should pursue the safe haven tack? That holds water for those few Israelis living in openly dangerous places, but it is hard to convince an Israeli living in Los Angeles or Boston that it is safer in Israel.

 

Then there is the family and culture tack. Israeli ex-pats may have left the homeland, but they remain deeply Israeli. They love and miss Ima‘s Moroccan cooking, going on Miluim (IDF reserves) and, most of all, they miss the holidays, which include national holidays like Yom Ha’Atzmaut and Yom HaZikaron. They care about their culture and they fear losing their connection to it.

 

And so the Ministry of Immigrant Absorption conceived of and executed a series of ads targeting the sensibilities of Israelis – to touch their hearts, make them miss home, remind them of the risk of cultural assimilation and, maybe, help convince them to come back.

 

Let us examine the three videos that were produced.

 

The first features a boy trying to get his napping father’s attention. The child says aloud “Daddy, Daddy, Daddy!” But the father continues sleeping. Finally the boy whispers “Abba” and the father awakens and smiles.

 

The message is that the father responds to “Abba” because he is culturally Israeli, that is, in this case, someone who identifies more with Hebrew than English. The ad ends by saying that ex-pats will always remain culturally Israeli; however, their Diaspora born-children will not be. The presumption is that this will cause pain because of the cultural rift, so instead, Israelis should come home.

 

While this ad is provocative, it certainly cannot be seen as offensive to American Jewry. It directly targets Israelis and asks them a tough question: Do you want your child to say Daddy or Abba? Fair enough.

 

If, however, American Jewry was offended at the idea that Hebrew may be more culturally Jewish than English, that is something certainly worth debating. Clearly, Israelis living in Israel and abroad feel more comfortable with Hebrew and therefore the video is spot on.

 

The second video features a Skype conversation between two Israeli grandparents living in Israel and their older children who live in the U.S., now parents themselves. In between the young U.S. couple sits the beloved granddaughter. The grandparents have Chanukah paraphernalia in the background and ask their granddaughter, “Nu, so do you know what holiday it is?” to which the little girl proudly responds “Christmas!” The couples exchange uncomfortable glances.

 

Here, the Christmas/Chanukah conflict is more sensitive than the Abba/Daddy dichotomy. This video touches on the problems of the decaying Jewish identity and the forces of cultural assimilation affecting American Jews and Israelis in America. Can there be any doubt that the powerful pop culture of America wreaks havoc on authentic Jewish or Israeli culture? Can anyone seriously claim that this video created boogie men where none existed? Why else would there be constant talk of funding Jewish education, Hillel houses, Birthright trips etc.? There is a real challenge to keep Jews Jewish today  – and who understands that better than American Jews?  This video unflinchingly addresses a phenomenon that afflicts all Jews living in America.

 

The video that has the most potential to offend is the one that led Jeffrey Goldberg of The Atlantic to post the loud headline: “Netanyahu Government Suggests Israelis Avoid Marrying American Jews.”

 

Let’s go to the videotape: in the ad, a couple is seen entering a big city apartment. The room is dark, except for a single lit candle. The man tells the woman, “Now I understand why you didn’t want to go to the party” intimating that a romantic evening was planned by her. She, on the other hand, looks sad as she silently goes to her computer, where we see she is viewing a Yom HaZikaron (Israeli memorial day) website. As she quietly mourns the soldiers who have died to defend Israel, the young man asks “Dafna, what is this?” The narrator says: “They will always stay Israeli, but their partner won’t – help them come home.”

Yishai Fleisher

Why Glenn Beck Scares Israeli Leftists

Wednesday, August 31st, 2011

Israeli radical leftists have long had an intense hatred for American conservatives, who are almost all pro-Israel. Actually, Israeli leftists hate American conservatives precisely because conservatives are pro-Israel.
 
As is the case in most other countries, radical leftists in the Jewish state are anti-Israel in addition to being anti-American.
 
Israeli leftists insist that overseas supporters of Israel who are conservative should be shunned. Israeli leftists insist that Israel should only allow itself to be befriended by foreign leftists. Never mind that the search for pro-Israel foreign leftists is about as productive as the search for human life on other planets. The left outside of Israel is almost entirely anti-Israel, and foreign liberals are by and large (though not entirely) anti-Israel as well.
 
Israeli leftists want foreign pro-Israel conservatives to be regarded as personae non gratae by Israel. A few years back, Amiram Goldblum, a professor at Hebrew University and a founder of Peace Now, called upon Israeli officials to prevent American evangelical Christians from entering Israel. He objected to them because they are too pro-Israel. The Israeli left is outraged that Israeli cable TV carries Fox News, because it is pro-Israel. The anti-Israel BBC and CNN, however, are fine.
 
            The most dramatic manifestation of the Israeli left’s hatred of pro-Israel foreign conservatives was evident in the severity of the Beckaphobia we’ve seen in recent days.
 
Glenn Beck was in Israel last week (he has been here a lot in recent months) for one purpose only – to support Israel. He is an outspoken and well-spoken American conservative. His political opinions are solidly conservative and you cannot listen to his recent speech in Jerusalemwithout being convinced of the sincerity of his love for Israel and solidarity with Jews. You might even be moved to tears (from his citing the Book of Ruth, for instance).
 
The Israeli left has been jihading like crazy against Beck. Yossi Sarid, the ex-head of the semi-Marxist Meretz party, crayoned an op-ed demonizing Beck (just recently Sarid published an op-ed in Haaretz claiming Israel fought the Six-Day War out of a Nazi-like quest for Lebensraum – his word). Sarid was joined by lots of left-wing Haaretz writers in Beck-bashing. And even the normally sensible Maariv editor Ben-Dror Yemini decided to gripe about Beck. Naturally, Peace Now denounced the decision to allow Beck into the country.
 
The leftists demanding that Beck be regarded as persona non grata are almost without exception the same people who protested when Israel denied inveterate Israel bashers Norman Finkelstein, Noam Chomskyand Richard Falkentry into the country. The lesson is clear – the left’s mantra is really this: Israel, hate it or leave it.
 

Meanwhile, Israeli patriots loved Beck and many attended his rallies. Caroline Glick wrote in The Jerusalem Post:

 

Beck is rare, because he refuses to bow to the intellectual intimidation and groupthink that plagues the discourse on Israel in Israel itself and throughout the world . Unlike the leftist public intellectuals such as New York Timescolumnist Tom Friedman who are celebrated and obsessively covered by the Israeli media, Beck exerts real influence on public opinion in the U.S. His calls for action are answered by hundreds of thousands of people. His statements are a guidepost for millions of Americans. Aside from radio host Rush Limbaugh, no media personality in the U.S. has such influence. It is highly significant that thousands of Beck’s supporters followed his call and came with him to Israel for a week to express their support for Israel and the Jewish people. It is similarly significant that millions more of his supporters followed his actions on Internet.

 

Beck, of course, is also the right-winger American left-wingers most love to hate. He is perhaps the only TV and radio personality who can upset the left even more than Rush Limbaugh does. But those who hate Beck, in almost all cases, also hate Israel. True,  some liberal American Reform rabbis denounced Beck for criticizing George Soros, but if anything, Beck should carry their condemnation as a badge of valor.
 
Some American Jewish liberals squirm when Beck’s name is mentioned because they have a problem with Mormons. Give me a nice team of Mormons any day over liberal Jewish pseudo-clergypersons preaching that Judaism is really “social justice” and pursuing a liberal political agenda.
 

Mormons may invite you to join their faith and pray for you to do so. Liberal Reform rabbis often misrepresent Judaism and are guilty of chillul Hashem (sacrilege). I feel fine with the former. And I salute Glenn Beck.

 

 

 

Steven Plaut, a frequent contributor to The Jewish Press, is a professor at the University of Haifa. His book “The Scout” is available at Amazon.com. He can be contacted at steveneplaut@yahoo.com.

Steven Plaut

Printed from: http://www.jewishpress.com/indepth/opinions/why-glenn-beck-scares-israeli-leftists/2011/08/31/

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