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Rebuilding the Jewish Brand in America
Shabbat candles. Photo: Olaf.herfurth via Wikimedia Commons.
JNS.org – What is the central vibe in the Jewish world today? In a word, anxiety.
Justified anxiety, I might add.
It seems everywhere we turn, there are anti-Israel and anti-Jewish forces mobilizing for action. The hatred and chutzpah have reached new levels. There’s no fear, for example, about spray painting “Hamas is Coming” on a statue in Washington, DC, or assaulting Jews outside a synagogue in my Los Angeles neighborhood of Pico-Robertson.
The good news is that Jews have mobilized in response. We have our rights and we’re fighting to enforce them. Haters must pay a price. Lawsuits are being filed. Scores of organizations are on the case. We’re making noise.
All of this fighting is crucial and we must never relent. Indeed, we cover the fighting extensively in the Jewish Journal. But that’s not why I’m writing this column; you don’t need me to repeat the obvious.
I’m writing to bring attention to an unusual side effect in the fight against antisemitism; one that is not easy to see. This side effect, if we don’t take action, has the potential to severely weaken the Jewish brand in America.
Let me explain.
A brand is as valuable as a reputation. That applies to organizations, individuals and products as well to groups of people. The Jews in America have always been blessed with a strong brand, one that is marked, among other things, by our inclination to give back to our country.
How is the fight against antisemitism influencing that brand?
Branding is all about the noise we make. That noise helps shape the brand we become. Right now, the Jewish noise in America is very much about fighting those who hate us. Whether we like it or not, we’re becoming the group that cares mostly about protecting itself.
This is not a criticism. Fighting for safety is primordial. It does, however, hold a subtle trap: Safety is so important that it tends to drown out everything else, to suck up all the noise. As a result, Jews become associated with weakness; fear on one side; and seeking safety on the other.
This not only “shrinks” the Jewish brand, but it’s also not true to who we are.
The Jewish way, which promotes growth, goodness and renewal, has always treated safety as a beginning, not an end.
Perhaps the ultimate example is Israel. In its 76 years of existence, no country has been under more physical threat than the world’s only Jewish state. And yet, it is known not just for its strong military but for its vibrancy and creative spirit, not to mention its many contributions to the world.
As critical as safety is, Israel reminds us that there’s a lot more to the Jewish brand than seeking protection.
In America, no group has contributed more than the Jews. From comedy to science to academia to literature to Broadway to Hollywood to social justice to endless other fields, the Jewish reputation has sparkled because Jews are natural contributors. Antisemitism or no antisemitism, our brand has always been dominated by our giving gene.
I bumped into one of my favorite Jewish “givers” recently—Matisyahu. I mentioned that infamous concert in Spain where he sang the “Jerusalem” song in front of anti-Israel protestors. He remembered it well. What I loved, I told him, is that he didn’t use his position on stage to verbally push back on the haters who wanted to shut him down.
No, all he did was sing. And boy did he sing. While the haters hated, Matisyahu did what he does best. He performed. He gave of himself to the audience.
Giving of ourselves has been the American Jewish way since we landed on these shores.
Now that we’re feeling under siege, that Jewish way is being tested. Naturally, the noise is going to the act of fighting the haters, of seeking protection. It’s understandable.
But if we’re serious about revitalizing the Jewish brand—which is our most valuable asset—we must bring more noise to the Jewish act of bringing goodness, of bringing a positive spirit to the world around us.
How can we do that?
One way is if every Jewish event—whether for major groups like the ADL, AJC and Federations or smaller neighborhood groups—would feature one Jew who is giving back to the world and is not connected to that particular cause. Just a Jew doing good things.
This would offer hundreds of occasions each year to make some noise about Jews and goodness. I can envision Jewish organizations taking 10% of their “fighting antisemitism” budgets and allocating it to promoting Jews who share their contributions—from grade school kids to Holocaust survivors, from entertainers to scientists, from doctors and artists to architects and volunteers in soup kitchens.
The good thing, of course, is that these Jews are everywhere. They’re the easiest people to find.
The spreading of Jewish contributions, creativity and goodness won’t just revitalize the Jewish brand throughout America, it will also provide a welcome injection of positive energy into our anxious community.
Yes, we must never relent in fighting for the safety of Jews. But we must also never relent in honoring the Jewish way of never settling, of always aiming higher.
We are determined fighters when we are forced to be, but we are givers always. And giving, from what I hear, helps reduce anxiety.
Originally published by Jewish Journal.
The post Rebuilding the Jewish Brand in America first appeared on Algemeiner.com.
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Bryan Singer Secretly Filmed Period Drama With Jon Voight Critical of Israel for Lebanon War: Report
Jon Voight at the opening night of the 2023 Beverly Hills Film Festival held at TCL Chinese 6 Theatres in Hollywood, California, on April 19, 2023. Photo: FS//AdMedia/Sipa USA via Reuters Connect
Jewish-American filmmaker Bryan Singer has returned to the director’s chair after a long hiatus with a film starring Oscar winner Jon Voight that is set in the Middle East and critical of Israel, Variety revealed on Wednesday.
Singer secretly filmed the period drama and one source who saw the final cut, but is not involved with the production, thinks the feature is “going to be a huge hotbed of controversy” because of its attention on the Middle East. “It makes Israel look really bad and could be polarizing,” the insider told Variety.
The source said the film is set in late 1970s or early 1980s. On June 6, 1982, Israel launched the First Lebanon War against Palestinian terrorists based in southern Lebanon following the attempted assassination of Israeli Ambassador to the United Kingdom Shlomo Argov by a terrorist cell.
The “Superman Returns” director shot the new film in Greece in 2023, and it focuses on the relationship between a father and son, Variety added. Israeli filmmaker Yariv Horovoitz is also reportedly collaborating on the project. There are no details about a release date.
Voight is a longtime supporter of Israel and said in 2018 that he feels an obligation to combat antisemitism. Last year, he was critical of his daughter, actress and filmmaker Angelina Jolie, when she slammed Israel’s defensive military campaign against Hamas in Gaza following the Palestinian terrorist group’s Oct. 7, 2023, invasion of and massacre across southern Israel.
Singer – who was raised Jewish in suburban New Jersey – has not directed in mainstream Hollywood since he was infamously fired by 20th Century Fox from “Bohemian Rhapsody” in 2017 and replaced during shooting, after several absences during the film’s production. He was signed on to direct a remake of the action film “Red Sonja,” but was reportedly fired from the project amid allegations in 2019 of sexual misconduct involving minors, which he denied.
The director’s past credits include four films in the “X-Men” franchise, “Valkyrie,” and the Oscar-winning film “The Usual Suspects.”
Singer faced sexual misconduct allegations starting in 1997, when two teenage boys claimed the director ordered them to strip naked for a scene in his film “Apt Pupil.” The filmmaker has never faced criminal charges for the sexual misconduct allegations made against him in 1997 or in later years.
Singer has been living in Israel for several years and Variety reported in 2023 that he was looking to make a comeback into the mainstream Hollywood film industry with features set in and around Israel.
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Italian Law Professor Faces Backlash Over Viral Antisemitic Social Media Posts
An Italian law professor is facing mounting backlash after past antisemitic social media posts went viral, sparking outrage among the local Jewish community and public officials.
Professor Luca Nivarra, who teaches in the Faculty of Law at the University of Palermo in Sicily, has come under scrutiny after several of his social media posts went viral, spreading antisemitic and hateful content.
“I don’t want to meddle in matters that don’t concern me directly, but, having very few tools at our disposal to oppose the Palestinian Holocaust, a signal, however modest, could be to unfriend your Jewish ‘friends’ on Facebook, even the ‘good’ ones, who declare themselves disgusted by what the Israeli government and the IDF are doing,” Nivarra wrote in one of his posts.
“They lie, and with their lies, they help cover up the horror: it’s a small, tiny thing, but let’s start making them feel alone, face to face with the monstrosity to which they are complicit,” he continued.
On Tuesday, the university issued a public statement distancing itself from Nivarra’s antisemitic remarks. Despite mounting public outrage, Nivarra has not faced any disciplinary action yet.
Massimo Midiri, Dean of the University of Palermo, condemned such hateful rhetoric, calling it “a personal and culturally dangerous initiative, far removed from our academic principles.”
“Nivarra’s statements risk fueling the very dynamics he claims to oppose. Complex issues like the Middle East conflict require dialogue and critical engagement, not exclusion or ideological censorship,” Midiri said in a statement.
Italy’s Minister of University and Research, Anna Maria Bernini, also denounced Nivarra’s remarks, saying they “not only offend the Jewish people but also all who uphold the values of respect and civil coexistence.”
“Conflicts are overcome through dialogue, not isolation and it is only through this path that an authentic journey toward peace can be built, an objective to which Italy and the international community continue to dedicate their efforts,” the Italian diplomat wrote in a post on X.
This is not the first time Nivarra has made public antisemitic statements and spread anti-Jewish hateful rhetoric. In his previous Facebook posts, he also wrote that “there are no good Israelis” and that “Israeli society is morally rotten.”
Nivarra also compared the Israeli Defense Forces’ defensive campaign against the Palestinian terrorist group Hamas to the actions of Nazi war criminal Adolf Eichmann during the Holocaust.
“The only difference between Adolf Eichmann and the IDF is that Eichmann defended himself by saying he was following orders, while Israeli soldiers happily do what they do,” he wrote in another social media post.
Since his posts went viral, Nivarra has faced mounting criticism on social media, but he has denied any accusations of antisemitism.
“You can call me an anti-Semite when I am not one at all. There is an insurmountable distance between me and the perpetrators of these horrors,” he wrote on his Facebook page.
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‘Six Million Not Enough’: Minneapolis School Shooter Scrawled Antisemitic, Anti-Israel Messages on Guns
Law enforcement officers set up barriers after a shooting at Annunciation Church, which is also home to an elementary school, in Minneapolis, Minnesota, US, Aug. 27, 2025. Photo: REUTERS/Ben Brewer
The lone suspect in Wednesday’s mass shooting at a Catholic school in Minneapolis, Minnesota, scrawled antisemitic and anti-Israel messages across his weapons and allegedly shared his desire to kill “filthy Zionist Jews” in a notebook before unleashing a barrage of gunfire on students and parishioners.
Law enforcement officials identified the shooter as Robin Westman, 23, who died by suicide at the scene. According to police, Westman opened fire during morning Mass in the school’s adjoining church, killing two children (aged 8 and 10) and injuring 17 others.
Witnesses said the church erupted in chaos as stained-glass windows shattered and gunfire ripped through pews filled with children. Teachers and staff rushed to shield students, with some ushering them outside the building.
The shooting is being investigated as both a domestic terrorism case and a hate crime against Catholics, according to FBI Director Kash Patel.
However, the assailant also appeared to endorse antisemitic conspiracies and express a desire to kill Jews and Israelis.
Researchers at the Anti-Defamation League (ADL) reported they found videos believed to be from Westman showing firearms and ammunition magazines marked with the antisemitic messages. Investigators are also reviewing the now-deleted YouTube channel allegedly linked to Westman that featured disturbing videos uploaded before the attack.
“Israel must fall and “Burn Israel” were among the writings on the weapons, as seen in the video. In addition, the messages on the guns included “6 million wasn’t enough” — an apparent reference to the 6 million Jews killed during the Holocaust, and “Burn HIAS” — an apparent reference to a Jewish organization which helps settle refugees.
Westman also allegedly wrote “kill Donald Trump” on a gun magazine as well as anti-black and anti-Latino racist messaging.
The videos also included images of a notebook with writing in the Cyrillic alphabet.
“If I will carry out a racially motivated attack, it would be most likely against filthy Zionist jews,” the notebook said, according to a translation by the New York Post. Westman also allegedly wrote slogans such as “Free Palestine.”
Images of the content has been widely circulated on social media.
Robin Westman, the suspected shooter in today’s mass shooting at the Annunciation Catholic Church and School in Minneapolis, Minnesota, appears to have had a YouTube Channel named “Robin W” which has since been deleted, that contained several video consisting of guns, a manifesto… pic.twitter.com/B3JJUOIGJp
— OSINTdefender (@sentdefender) August 27, 2025
Shocking antisemitic messages spotted on the Minneapolis shooter’s gun including:
– “Israel must fall,”
– “Burn Israel”
– “6 million wasn’t enough.”
– “ Burn HIAS (originally a Jewish resettlement org for refugees)Via our colleague @RealSaavedra pic.twitter.com/NFUnkRNlDs
— StopAntisemitism (@StopAntisemites) August 27, 2025
An analysis of the shooter’s apparent manifesto by the ADL found no singular political motive. The assailant “scrawled numerous references and symbols on their weapons linked to a broad range of mass attackers, mimicking the 2019 Christchurch, 2022 Buffalo, and 2025 Antioch shooters, among others, who marked their weapons before launching their attacks,” the ADL wrote.
“The references found on the attacker’s weapons do not suggest a deep knowledge of white supremacy. Instead, the references point to a broader fixation on mass violence,” the group concluded.
Minneapolis Mayor Jacob Frey, who is Jewish, spoke with raw emotion after visiting the scene. “There are no words that can capture the horror and the evil of this unspeakable act,” he said.
Minnesota Gov. Tim Walz said the students “were met with evil and horror and death.”
“We often come to these and say these unspeakable tragedies or there’s no words for this. There shouldn’t be words for these types of incidents because they should not happen and there’s no words that are going to ease the pain of the families today,” Walz added.
The suspect was reportedly a transgender woman who changed her name from Robert to Robin in 2020. Westman’s mother worked as a secretary at Annunciation until 2021, according to news reports, and authorities are still examining whether that connection influenced the target.
The tragedy adds to a growing list of school and faith-based shootings in the United States this year. Experts warn that antisemitic conspiracy theories, spread widely online, can inspire such violent attacks.
The tragedy came a week after the ADL released a new report highlighting how extremist online spaces are fueling not only school shootings but also a broader rise in antisemitism across the US. According to the report, many websites containing violent and gruesome material have pulled young people into white supremacist propaganda and conspiracy theories, inspiring them to commit deadly attacks.