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Showing posts with label Controversial Ad Campaign. Show all posts
Showing posts with label Controversial Ad Campaign. Show all posts

Thursday, December 15, 2011

U.S. Jewish conservatives target Obama for treating Israel 'like a punching bag'

 Published 21:27 15.12.11 Latest update 21:27 15.12.11

Full-page ad in major newspapers by Emergency Committee for Israel criticizes U.S. President for Israel policies, as senior New York Times columnist Thomas Friedman says Congress 'bought' by Israel lobby.

By Natasha Mozgovaya

A new campaign by leading U.S. Jewish conservatives took aim at President Barack Obama's Israel policies on Thursday, amid attempts by Democratic officials to recuperate the incumbent's image in the American Jewish community.

The full page ad by Emergency Committee for Israel (ECI), and published in such leading newspapers such as the New York Times, the Miami Herald, and Variety, asked: "Why does the Obama administration treat Israel like a punching bag?"

Barack Obama - AP Obama speaks about the economy last Tuesday at Osawatomie High School, Kansas.
Photo by: AP

Under the headline the ad included a now infamous exchange between Obama and French President Nikola Sarkozy on Prime Minister Benjamin Netanyahu's alleged lack of reliability, as well as a comment recently made by Secretary of Defense Leon Panetta's remarks at the Saban Forum in Washington, where he called Israel to "get to the damn table," a move interpreted by conservatives as putting blame on Israel for the peace talks stalemate.

Other Obama officials quoted in the ad were U.S. Secretary of State Hilary Clinton, who recently criticized the discrimination of women in Israel, and U.S. envoy to Belgium Howard Gutman, who recently linked the rise of anti-Semitism in the Arab world to the unsolved Palestinian-Israeli conflict.
Speaking of the ad, the ECI's chair Bill Kristol said that “the Obama administration has been using Israel as a punching bag. The pro-Israel wing of the pro-Israel community is punching back."

Emergency Committee for Israel ad Emergency Committee for Israel ad attacking Barack Obama's Israel policy, Dec. 15, 2011.

The group's director Noah Pollak said: "In a month that has seen Islamists come to power in Egypt, rocket attacks on Israel from Gaza and Lebanon, progress on the Iranian nuclear program, and the continued slaughter of civilians in Syria, the Obama administration has chosen to repeatedly condemn the only liberal democracy in the region: Israel."

The ad quickly garnered Democratic responses, with National Jewish Democratic Council Chair Marc R. Stanley and President and CEO David A. Harris saying in a statement that ECI is "treating the truth like a punching bag," accusing the conservative organization of "spreading fictions and smears about President Barack Obama and his powerfully pro-Israel record."

"When members of their own party repeatedly suggest that foreign aid should 'start at zero' and then make no mention of the 10-year Memorandum of Understanding between Israel and the U.S., they're silent as can be", Harris wrote, adding: "When 100 percent of House Republicans repeatedly side with business over strengthening Iran sanctions, they're nowhere to be found."

"But they have plenty of cash on hand to spread myths about this President, and to shamefully turn support for Israel into a partisan football. The sad truth is that they're more committed to hurting this President than they are to helping the U.S.-Israel relationship, and that's reprehensible," Harris said.


Regarding Secretary Panetta's comments, the NJDC stressed the top U.S. official "delivered a staunchly pro-Israel address at the Saban Center," while Obama's administration "have a perfect voting record at the United Nations"; and the Jewish Community in the US share the same concerns with Secretary Clinton "over Israeli legislation limiting foreign funding of Israel's non-governmental organizations, and regarding women's rights in Israel."

Thomas Friedman: Netanyahu's applause at Congress were bought by Israel lobby
Another story causing a storm amid the U.S. Jewish voting public was stirred by the New York Times columnist Thomas Friedman, who in his column earlier this week titled "Newt, Mitt, Bibi and Vladimir" attacked Gingrich for calling the Palestinians "invented people," accusing him of pandering to Israel.

However it was Friedman's attack against Netanyahu that garnered the attention, as the veteran columnist wrote: "I sure hope that Israel’s Prime Minister, Benjamin Netanyahu, understands that the standing ovation he got in Congress this year was not for his politics."

"That ovation was bought and paid for by the Israel lobby. The real test is what would happen if Bibi tried to speak at, let’s say, the University of Wisconsin. My guess is that many students would boycott him and many Jewish students would stay away, not because they are hostile but because they are confused," Friedman wrote.

In the ensuing maelstrom, Friedman was accused for "hitting a new low" by conservative "Washington post" blogger Jennifer Rubin, with Democratic Congressman Steve Rothman saying that Friedman "owes an apology" to the pro-Israeli community.

"I gave Prime Minister Netanyahu a standing ovation, not because of any nefarious lobby, but because it is in America’s vital national security interests to support the Jewish State of Israel and it is right for Congress to give a warm welcome to the leader of such a dear and essential ally. Mr. Friedman owes us all an apology," Rothman said.

Once at the briefing with Israeli reporters in Washington Netanyahu was asked about the constant criticism by Friedman. "We might have lost Thomas Friedman, but we didn't lose America," he answered.

An Israeli official told "Haaretz" that "Friedman has crossed a line that true friends of Israel should never allow themselves to cross and inadvertently encouraged anti-Semitism."

http://www.haaretz.com/news/u-s-elections-2012/u-s-jewish-conservatives-target-obama-for-treating-israel-like-a-punching-bag-1.401653

Thursday, December 8, 2011

Israeli and U.S. Jews do not understand one another

  • Published 22:18 08.12.11 Latest update 22:18 08.12.11
The Immigrant Absorption Ministry’s ad campaign to return expat Israelis is evidence.

By Rabbi Joel Seltzer
 

The video starts with gentle strokes of the piano. A boy is coloring on a page, trying to get the attention of his dozing father. After several failed attempts to gain his father’s attention, the boy ceases calling him “Daddy” and resorts instead to a secret name, “Abba”. The man’s eyes open immediately. “They will always be Israeli,” says the advertisement, “Their children will not be – help them to come home.”

You might not think that a thirty second video could start a firestorm in the Jewish world, but that is exactly what occurred this past week, with the result being the Immigrant Absorption Ministry deciding to pull the ad campaign (though the videos are still available online).

Immigrant Absorption Ministry’s ad campaign The Immigrant Absorption Ministry’s ad campaign, 2011.

Why did these ads, three of them in total, stir up such intense emotions among the Jews living in the Diaspora, particularly among Americans? And why did they encourage others to make equally offensive ‘spoof’ videos playing on the stereotype of the pushy Israeli living abroad? The answer is: for the large part, both Israeli and American Jews do not understand one another.

For our part, American Jews are apt to underestimate two key elements of Israeli identity: one external, and one internal.

Firstly, Americans in general - and American Jews among them - are simply not used to operating in terms of existentiality. That is, America has been good to the Jewish people. It has provided a life that offers financial security, freedom to practice our religion, a general (and even increasing) level of tolerance, and that great gift of emancipation: upward mobility. With things this good, it is hard for American Jews to spend serious time pondering questions of existential crisis. Sure the intermarriage rate is high, but people are still choosing to live their lives as Jews no matter who they are married to, right? Sure Jewish history has proven that a country’s attitude and acceptance of its Jewish residents can change suddenly, but that would never happen in America, right? The truth is, we here in America are simply not used to thinking in terms of the stark dichotomy between continued existence and utter oblivion.

But, unfortunately, Israel is accustomed to the reality of existential crises, and with that experience comes the understandable desire to welcome Jewish immigrants from all corners of the earth, to encourage those living in the Diaspora to consider “Aliyah”, and even to devise a campaign calling on those who have left Israel, to return home again.

Secondly, we Americans grossly underestimate the depth of meaning that comes from living as a Jew in the Jewish state. Many of us do not know the comfort that comes with living in a state where the majority culture is Jewish culture and it seeps through all the seams of life. We cannot understand what it would be like to live in a country where Hanukkah is a holiday, and December 25th is just another Sunday. We do not know the joy of the two-liter Coca-Cola bottle that wishes you a ‘Shanah Tovah’ - a Happy New Year - in September, and not in January. It’s no wonder that the Ministry of Immigrant Absorption would seek to remind Israelis (and American Jews for that matter!) of what they have to lose by choosing a life in the Diaspora.


But this partnership is a two-way street. And though Americans often do not understand Israeli mentality, Israelis, too, underestimate the depth of Jewish life that can be found in the Diaspora, both religiously and culturally.

When speaking about the Jewish religion, one needs not question why American Jews, particularly non-Orthodox Jews, enjoy their life in the Diaspora. Here we have a thriving religious environment; one that touts the values of inter-denominational partnership and community relations. How many Board of Rabbis meetings are there in Israel where Rabbis from four different denominations - Orthodox, Conservative, Reform and Reconstructionist - gather to respectfully discuss concerns of the greater Jewish community? How many women who have grown up in the vibrancy of Jewish America would feel uncomfortable praying at the Kotel, the holiest site in all of Jewish history, due to its unfamiliar Jewish aesthetic? And while we cannot whitewash the serious threats which the Jewish community in the Diaspora faces in the uncertain future – with intermarriage and assimilation just two of our concerns - we hope that Jews living in Israel recognize that serious, thoughtful, traditional, and yes, liberal Judaism, are being practiced here with great passion and enthusiasm.

This week, I attended a concert by the Jewish a cappella group from Yale University, Magevet. They sang for an hour and a half. Their wondrous voices soared together to bring the gift of Jewish music to a packed house here in Providence, Rhode Island. They sang in Hebrew, in Ladino, and in Luganda, the language of the Ugandan Abuyadaya Jews. They closed with a soul-stirring rendition of Naomi Shemer’s classic Yerushalayim Shel Zahav (Jerusalem of Gold). And then, they asked us to rise as they sang “Hatikvah”. As the tears gathered in my eyes, I thought to myself, that despite the struggles facing the Jewish people – both in Israel and the Diaspora - nevertheless, Am Yisrael Chai, The Jewish People are indeed alive and well. The only question is, can we work together to ensure that it stays that way?

Rabbi Joel Seltzer is a rabbi at Temple Emanu-El in Providence, Rhode Island.

http://www.haaretz.com/jewish-world/israeli-and-u-s-jews-do-not-understand-one-another-1.400419

Tuesday, December 6, 2011

Controversial Ad Campaign Scrapped

Netanyahu Orders End to Ads That Offended Some Americans

Honey, I Miss Home: The Israeli government has cancelled an ad campaign aimed at getting expatriates to return from the U.S. It offended many American Jews.
israel government
Honey, I Miss Home: The Israeli government has cancelled an ad campaign aimed at getting expatriates to return from the U.S. It offended many American Jews.

By Haaretz

Published December 03, 2011.
 Israeli Prime Minister Benjamin Netanyahu has decided to discontinue a controversial Immigration and Absorption Ministry campaign in the United States aimed at convincing expatriate Israelis to return.

The campaign, which warns Israelis that if they continue to live in the United States, they or their children are likely to become assimilated, has raised the ire of American Jewish groups.

JTA quoted a statement by Michael Oren, Israeli ambassador to the United States, who said that “the Ministry of Immigrant Absorption’s campaign clearly did not take into account American Jewish sensibilities, and we regret any offense it caused.”

In the statement, Oren admitted the campaign was a laudable one, adding that it was conducted “without the knowledge or approval of the Prime Minister’s Office or of the Israeli Embassy in Washington. Prime Minister Netanyahu, once made aware of the campaign, ordered the videos immediately removed from YouTube, and he ordered that the billboards be removed as well. The prime minister deeply values the American Jewish community and is committed to deepening ties between it and the State of Israel.”
 
The drive began at the end of September with billboards in cities with large concentrations of Israelis, including New York, Los Angeles and Palo Alto. The messages included “Before Hanukkah turns into Christmas, it’s time to come back to Israel,” and “Before Abba turns into Daddy, it’s time to come back to Israel.”

The ministry then posted videos on its website and other websites with similar messages. One shows a set of Israeli grandparents, a menorah lit behind them, Skyping with their children and granddaughter in the United States. When the grandmother asks the girl if she knows what holiday it is and she answers “Christmas!” the four adults give each other worried looks.

Jewish activists and aides to both Jewish and non-Jewish members of Congress have been complaining to the Israeli consulates in New York, Los Angeles and San Francisco. For one thing, they said, the campaign could be viewed as degrading Christmas.

Over the past few days, as several columnists began to take critical note of the campaign, some Jewish leaders began to protest.

“We find these videos heavy-handed, and even demeaning,” said Abraham Foxman, national director of the ADL. “While we appreciate the rationale behind the Israeli government’s appeal to its citizens living in the U.S. to return to Israel, we are concerned that some may be offended by what the video implies about American Jewry.”

A senior Foreign Ministry official expressed dismay that a campaign that risked insulting American Jews had been mounted without consulting with his ministry.

“We only found out about it from the complaints that reached the consulates,” the official said.

The Foreign Ministry asked the Absorption Ministry for clarifications, and the answer it got was that the campaign was launched in response to surveys taken among Israelis who live in the United States, and that the feedback had been positive.

The Absorption Ministry said the campaign was not aimed at American Jews but at expatriate Israelis, and stressed that it “respects and appreciates the American Jewish community and recognizes its strong connection to Israel.”

The Jewish Federations of North America lauded Netanyahu’s decision to withdraw the campaign, thanking him and his office for hearing the strong concerns of the Jewish organizations who objected to the “misguided ad campaign”. “Looking forward, we join in the commitment of the Prime Minister, Ambassador Oren, and others to sharing our love of Zion and strengthening the bonds of Jewish people throughout the world,” said Jewish Federations President & CEO Jerry Silverman in a statement released Friday.

For more, go to Haaretz.com

http://forward.com/articles/147314/

New Israeli Advertising Campaign Encourages Military Service

By Nathan Jeffay

Published April 03, 2008, issue of April 11, 2008.

Tel Aviv - After years of grumbling about those Israelis who avoid military service — particularly Haredi or ultra-Orthodox Jews who refuse to serve on religious grounds — and leave the burden to others, Israelis have recently begun focusing anxiously on the growing numbers of youngsters who simply don’t want to serve.

The topic became front-page news last fall, when the Defense Ministry issued a report stating that fully 28% of draft-age men had avoided service last year, and that fewer than half of them were Haredim.

Now, one Israeli, advertising executive Rami Yehoshua, has decided to do something about it. Father of a 17-year-old draft-age son and owner of his own Tel Aviv ad agency, Yehoshua has created a series of billboards, bus advertisements and television commercials that encourage pride in army service. His goal is to make serving “cool” again.
One commercial shows übercool Israeli boys chatting up super-sexy foreign girls. The guys seem like prize catches as they discuss their army service — all except one who looks sheepish, and then ashamed when asked where he served. “A true Israeli doesn’t evade the army,” the slogan says.

Yehoshua’s ad agency, Yehoshua/TBWA, is footing the cost of the campaign, except for some sponsorship from the commercial sector. The company is not disclosing the amounts involved.

The issue of draft dodging is not new. The refusal of most Haredi Jews to serve, on religious grounds, has long been a source of tension between Haredim and the secular and Modern Orthodox communities. The subject has been debated fiercely for years in the Knesset, without resolution. Few observers believe that change can come from advertising on television, a medium banned by Haredi rabbis.

The Defense Ministry figures released last fall show that Haredi refusal, while growing rapidly as a share of the draft-age cohort, accounts for less than half of the males who do not serve. Yehoshua’s campaign is targeting that second group that has long been overlooked: the growing numbers of Israelis who simply choose to ignore their draft.

“Of late, there has been a phenomenon of normal Israelis who are choosing not to go to the army and instead study or work or travel abroad,” said Ella Goldstein, who is managing Yehoshua’s campaign.

It is difficult to determine the number of people who fall into this category, since most manage to pass themselves off as unfit, or simply leave the country before registration and disappear into the murky statistic of Israelis living abroad.

“Recruitment is required of all Israeli civilians when they arrive at the suitable age,” said Captain Benjamin Rutland of the army spokesman’s office. “There are several reasons for Israelis to be exempted, among them religious beliefs, the existence of a criminal record, and various medical and psychological rationales.” Personal taste is not one of the choices.

Thought the army takes a dim view of those who feign medical trouble, it has few tools to fight this. “One who evades military service through dishonesty acts in breach of the law,” Rutland said, but those who do so “will be dealt with accordingly by the civilian legal authorities, as well as by Israeli society.”

At the same time, it is telling that Israel Defense Forces figures show that 28% of army-age males failed to serve in the draft last August, compared with 18.8% in 1991. Nearly all the increase came quite recently; the figure rose to 21% in 1998 from 18.8% in 1991, but then jumped in nine years to 28% in 2007, rising 1% per year. Only half the increase is accounted for as religious refusal, resulting from a natural increase in the Haredi population.

“The young generation is self-centered and less concerned with the nation as a whole than in the past,” Goldstein said. “People think about themselves. Just 10 to 15 years ago, not serving was a source of embarrassment. Today, the stigma has gone — which is what we want to change.”

The army, for its part, views the campaign with approval — but at arm’s length. “The media campaign, ‘A true Israeli doesn’t evade his military service,’ is a civilian campaign, in which the IDF is not involved,” Goldstein said. “However, the IDF considers it to be a positive initiative.”

http://forward.com/articles/13100/

An $800,000 Israel Ad Campaign to Save ‘Lost’ Diaspora Jews Falls Flat And Dies Read more: http://forward.com/articles/113741/#ixzz1fsN76vPA

By Nathan Jeffay

Published September 09, 2009, issue of September 18, 2009.
A bungled ad campaign that urged Israelis to phone a hotline and report details on individual Diaspora Jews whom they fear will assimilate involved an outlay of around $8,000 per name received, the Forward has learned.

Killed: A TV spot by Masa, funded by the Israeli government and the Jewish Agency, that urged Israelis to call a hotline with details on individual Diaspora Jews in danger of assimilation.
Killed: A TV spot by Masa, funded by the Israeli government and the Jewish Agency, that urged Israelis to call a hotline with details on individual Diaspora Jews in danger of assimilation.
 
On September 2, Masa, an Israeli government and Jewish Agency-funded organization, began a 10-day advertising campaign on Israeli television. It hoped to harness the Israeli public in recruitment for its programs, which bring young Jews to Israel for subsidized yearlong or semester-long trips. But its campaign caused international outcry, and on the sixth day it was dropped.

In the wake of the debacle, experts in Israel’s relations with world Jewry are shaking their heads over the depth of the chasm it revealed.

In the advertisement, missing-person signs showed Jewish names and faces posted at a train station as grim-looking trains departed, while a narrator, speaking over haunting music, intoned: “More than 50% of young Jews overseas are assimilating, and we are losing them. Do you know a young Jew overseas? Call Project Masa, and together we will strengthen the tie to Israel so we won’t lose him. Masa — a year in Israel, a love for a lifetime.” The ad gave viewers a hot line to contact.

No source was cited for the 50% assimilation figure, but it is widely believed to reflect the much discussed finding of the 1990 National Jewish Population Survey, sponsored by the Council of Jewish Federations, which reported a 52% annual rate of intermarriage.

As soon as the ads went on air, they drew fire from Diaspora Jews who condemned them as insulting and patronizing. People in mixed-faith relationships and their children — who, in the United States, often retain a significant sense of Jewish identity — took particular offense at the notion that the purported rate of intermarriage represents the rate of people “lost” to Jewish life. The scant trickle of calls in response to that ad seemed to underline a basic flaw in the concept.

“The advertisement just does not resonate with the Israeli mindset,” Haifa University professor Oz Almog, widely considered one of the most authoritative sociologists on Israeli society, told the Forward.

A Masa source told the Forward shortly before the campaign was dropped that the hot line had taken 200 calls. Half the callers registered names and contact details for Jews abroad in danger of being lost to assimilation, the source said in a background briefing given on condition of anonymity. This meant the outlay for each lead was around $8,000 for the $800,000 ad campaign. Marketing experts believe it optimistic to think that more than one out of 20 among those identified will ultimately respond to a follow-up appeal from Masa.
 
Masa’s annual budget is $38 million. This includes funds that Diaspora communities donate to United Jewish Communities/The Federations of North America and Keren Hayesod-UJA, which are, in turn, channeled to Masa through the Jewish Agency. United Jewish Communities did not return a phone call seeking comment.
The advertisement was produced by Drori Shlomi Advertisers, a successful Tel Aviv agency with a client list that includes Alfa Romeo and the large cleaning product and toiletry brand Sano. The company was sub-contracted by Masa’s public relations agency, Motti Sherf.

A creative team led by Drori Shlomi CEO Ofer Feldman came up with the missing-person concept and did not expect to cause significant controversy in doing so. Motti Sherf and Masa CEO Ayelet Shilo-Tamir gave the advertisement the green light.

But Almog claims they should have known better. After watching the advertisement, Almog, who heads a project chronicling contemporary Israel, and who this fall will give a series of lectures on “the Israeli mentality” at New York University, commented, “This is such anachronistic thinking, it is unbelievable.” He said that the response it would evoke from the average Israeli, if it registered at all, would be, “Who really cares?”

Almog added: “It’s such a simplistic way of thinking. If you are concerned about Jewish assimilation, you must work very carefully through what are the causes and reasons for social processes. To ‘save’ Jews from assimilation, you need to use sociological tools and analysis. Does this?”

According to Almog, the advertisement reflected the “unfortunate reality” that Jewish Agency-linked organizations fail to take advantage of research. “I have begged [the Jewish Agency] again and again to meet with me so they will understand what Israeli society is today, but they won’t,” he said.

Eli Shaked, who works on the Masa account at Motti Sherf, refused to comment on market research for the advertisement or on response rates. “The reason for this campaign,” he said September 7, the day before it was dropped, “was to create public discourse regarding one of the most serious issues in the Jewish world — assimilation — and there is indeed a public debate around this issue because of the advertisement. And in respect of this, I don’t want to comment further.”

Unfortunately for Masa, the public debate was almost exclusively critical of its ad. And on September 8, Shiloh-Tamir announced it was to be spiked immediately.

“While this campaign attempted to motivate the Israeli public to be more involved in this collective enterprise, the images that were chosen touched many raw nerves,” Shiloh-Tamir admitted in a publicly released letter.
Conspicuously absent was any climb-down from the idea of having Israelis report Diaspora Jews at risk of assimilation, or distancing from the idea that intermarried Jews are “lost.” Instead, Masa was presented as misunderstood. There was “some misinterpretation on the part of the Israeli press about the actual content of the ads, which also impacted this sense of misunderstanding,” Shiloh-Tamir wrote.

In the preceding six days, the Israeli public greeted the advertisement, which aired on all the major Israeli TV stations, with a collective shrug. But many Diaspora Jews were up in arms. As links to a video version of the advertisement spread on the Internet, it was Jewish bloggers who spread the word.

The influential Los Angeles writer Esther Kustanowitz slammed the use of missing-person signs because of their September 11 association. “Invoking that image to refer to people who are not dead, but presumed ‘lost to Judaism’ because they ‘married out,’ seems somewhat inappropriate,” she wrote.

“This isn’t Anatevka, people,” she inveighed, invoking the storyline of the famous play “Fiddler on the Roof,” which chronicled how the daughters of Tevye the Milkman defied their father’s wishes and tradition in their marriage choices in an early 20th century Eastern Europe shtetl. “If your daughter runs off with a Perchik, or even a Fyedka, don’t cut them out. If people are treated as if they’re lost to Judaism, they will be lost to Judaism.”

Kung Fu Jew, a popular blogger at Jewschool.com, wrote sarcastically, “[T]hat’s what Israelis are really good at, long distance relationship advice.”

In Britain, Jonathan Romain, one of the country’s best-known Jewish leaders, voiced his concerns while the ad was still running. “It’s a bit insulting to label all intermarried Jews as lost to Judaism,” said Romain, a Reform rabbi who runs programs for mixed-faith couples who want to be involved in the Jewish community.
Romain also questioned the Israel-centric model of Diaspora-Israel relations that the campaign invoked. He wondered if many Israelis “aren’t also lost to Judaism; maybe it should be a two-way process, and vibrant Jewish communities in the Diaspora can remind secular Israelis about the Jewish values from which they have become divorced.”

Both Kustanowitz and Romain favor taking identity-building trips to Israel.

Through most of the criticism the Jewish Agency kept quiet, saying that while it funds Masa, the organization is free to spend its budget as it sees fit. Speaking to the Forward when the ad was still airing, spokesman Michael Jankelowitz tried to stress the positive. “Who had heard of Masa before they ran this campaign?” he asked.

However, in the hours before the campaign was spiked, even the Jewish Agency turned against Masa. Paula Edelstein, chair of the Jewish Agency’s aliyah department, wrote a joint letter with Gilad Kariv, head of the Israel Movement for Progressive Judaism, criticizing the way the ad drew a “fierce contrast between the Israeli reality and that of the Diaspora through the portrayal of the latter as an existential threat that leads Jews to the loss of their identity.” The implication of the ad, they said, was that Masa “is meant to stop assimilation through the negation of the Jewish life of Diaspora Jews.”
Contact Nathan Jeffay at jeffay@forward.com

http://forward.com/articles/113741/