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In two controversial ads, a tale of how not to fight antisemitism — or support Israel
Multimillion dollar ad campaigns aimed at scaring Jews, or scaring others on Jews’ behalf, are not working.
They are not effectively combating antisemitism. They are not strengthening Jewish life. And they are not persuading Americans to embrace Israel or its government’s current course of action. They are, in fact, backfiring.
That was recently made clear in two very different contexts: A New Jersey Congressional race, and the Super Bowl. The reactions to two disparate ads — one attacking former Rep. Tom Malinowski, and one advocating an approach for fighting antisemitism that some found dated — sent the same message.
We Jews are tired. We are tired of being told that the only way to be Jewish in the United States is to defend Israel’s indefensible actions. We are tired of being blamed for every policy choice the Israeli government makes. We are in a precarious moment in history, possibly a pivotal one — and we are tired of being shown half-hearted solutions. We are tired of being afraid.
Fear is not a strategy. It is a reflex. And acting reflexively will not help us build a strong future.
A telling political miscalculation
The United Democracy Project, the super PAC affiliated with AIPAC, spent at least $2.3 million attempting to defeat Tom Malinowski in the race to replace now-New Jersey Gov. Mikie Sherill in the House of Representatives. Malinowski is no fringe critic of Israel. He is a longtime supporter of the Jewish state, who has said he would not deny the country what it needs to defend itself.
His only deviation from AIPAC orthodoxy was that he refused to rule out placing conditions on U.S. aid. For that, he became a target.
The AIPAC-backed ads themselves did not mention Israel at all. Instead, they criticized Malinowski for a vote on immigration enforcement funding during President Donald Trump’s first term, in a clear attempt to paint him as unreliable on domestic security issues. The goal, as a spokesperson for the PAC stated openly, was to push votes toward the group’s preferred candidate in the crowded primary.
Instead, Analilia Mejia, a left-leaning organizer who openly stated she believes Israel committed genocide in Gaza, surged to the lead. She declared victory on Tuesday.
In other words, after $2.3 million in negative ads, the candidate who most directly accused Israel of genocide appeared to benefit the most.
Many of AIPAC’s choices in this matter could be criticized, including their stance that openness to any conditions on aid is anti-Israel or worse, antisemitic. But perhaps the most important one was their decision to treat the issue of support for Israel as one that must be smuggled into a race under cover of unrelated issues.
If the case for unconditional support of Israel’s current government is strong, then why cloak it in ads about ICE? If such support is as morally and politically sound as its architects insist, it should be able to stand in the open.
The choice to obscure it suggests something else: that traditional, narrow support for the current Israeli government and its military campaigns no longer carries the traction it once did. Voters can sense when an argument is being rerouted through unrelated fears. And when they do, it breeds not persuasion but distrust.
Post-it advocacy
Then there was the Super Bowl.
An ad funded by Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, formerly known as the Foundation to Combat Antisemitism, ran during the game. In it, a teenage Jewish boy walks down a school hallway, not knowing that someone has put a Post-it on his backpack reading “dirty Jew.” He looks small and isolated.
A larger Black classmate notices, covers the note with a blue square, then puts another blue square on his own chest in solidarity. The message is that allies can stand up to antisemitism.
But the image felt oddly untethered from the current moment. It asked viewers to see Jews primarily as vulnerable targets of crude prejudice. It did not speak to the nuance of Jewish life in America today. It did not grapple with the political entanglements or technological shifts shaping public debate. It flattened Jewish identity to an experience of persecution.
The same broadcast gave us a chance to understand the risks of that approach — of acting like minorities live in a state of constant endangerment.
Puerto Rican artist Bad Bunny headlined the halftime show with a performance that was an act of cultural declaration. His staging celebrated Puerto Rican life and heritage, in all its complexity. There were the sugar cane fields, where enslaved people were forced to labor before emancipation, turned into a site of essential but emotionally mixed heritage. There were joyful community scenes interspersed with critiques of infrastructural failure. He performed almost entirely in Spanish, ending with a roll call of countries across the Americas and a message of unity that transcended borders and expectations.
That was a radical act at a time when this country is rife with state violence largely targeting Spanish speakers from many of those countries. Immigration and Customs Enforcement raids, deportations, and threats against immigrants that have left families terrified and communities in crisis. Just days before his performance, Bad Bunny used his Grammy acceptance speech for Album of the Year to demand “ICE out,” a protest call to make clear that immigration enforcement’s brutality was unacceptable and dehumanizing.
The contrast could not be sharper.
Bad Bunny’s presence, his language choice, his celebration of heritage spoke to millions; it was the most-watched halftime show ever. It’s hard to imagine it being so successful if he had focused exclusively on the Latinx experience of persecution in the U.S.
Cultural vitality is an essential partner to moral clarity in building a stronger future. That building means saying no to violence, but also yes to life, even when it is complex and unsettled. It means joy. It means pride.
The AIPAC-funded ad against Malinowski and the Blue Square Alliance-funded one about fighting antisemitism made the same mistake. Fear alone does not persuade people to seek change. Faith in the good that life has to offer must be part of the picture.
In the classic Jewish text The Big Lebowski, Walter Sobchak delivers a vocal celebration of our identity. “Three thousand years of beautiful tradition from Moses to Sandy Koufax,” he says, “you’re goddamn right I’m living in the past.”
It’s a funny line. But it’s also a reminder.
We come from a civilization of argument, poetry, exile, reinvention, baseball heroes, mystics, storytellers, radicals, comedians, ping-pong hustlers and stubborn moral voices. We do not need to be reduced to frightened caricatures. We do not need to outsource our dignity for protection. We do not need to insist on adherence to dated principles in order to prove our belonging.
If we are going to invoke thousands of years of Jewish history, let it be the history of ethical wrestling, cultural creativity, and unapologetic presence. Let it be a Judaism that refuses both erasure and weaponization.
That is the Jewish future worth living for.
The post In two controversial ads, a tale of how not to fight antisemitism — or support Israel appeared first on The Forward.
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Mamdani isn’t the real resistance against Netanyahu — Israelis are
If you, like so many American Jews this week, are focused on New York Mayor Zohran Mamdani’s video message urging protests against Israeli Prime Minister Benjamin Netanyahu when he visits the city in September, you’re missing the real story.
Pay attention, instead, to what is happening thousands of miles away — not in Manhattan, but in Israel, where the latest polls show Netanyahu and his ruling coalition trailing badly.
In New York, it’s the same old story: Israel guilty, Palestinians blameless, nothing in between. In Tel Aviv and Jerisalem, in Nazareth and Eilat, something else is brewing: change, maybe even hope.
Gadi Eisenkot — the former IDF chief of staff who broke with Netanyahu’s government over the Gaza War — now leads a new party, Yashar. Projections suggest his bloc would win 59 seats if the election were held today, compared to 51 for Netanyahu’s ruling coalition, according to the latest poll,
Eisenkot also beats Netanyahu head-to-head as the preferred prime minister, 43% to 37%.
If Eisenkot joins with Arab parties his coalition would receive 69 seats, substantially more than the 61 seats needed to govern. Though Eisenkot has not said yet whether he would link up with Arab parties, a plurality of Eisenkot’s potential voters (44%) said they would support such a move, in a country where Arab parties have only once been part of a governing coalition.
Eisenkot is no dove. He is someone who has concluded, rightly, that the threats Israel faces include the ones it’s inflicting on itself.
He has vowed to strengthen Israeli democracy and pursue diplomacy with Israel’s neighbors. His party’s platform calls for non-military national service for Arabs, something 75.8% of them favor. His likely coalition partners will include the Democrats, a smaller party expected to win 10 to 11 seats, for whom resolving the Israeli-Palestinian issue is a defining issue. “I see the conflict and the continued occupation as the greatest tragedy of our lives,” Emilie Moatti of the Democrats said at a party rally last month. “The most moral and patriotic act is to end it.”
These are the most hopeful winds to blow through Israeli politics in memory, ahead of the Oct. 27 election — the closest Israelis have come to real, structural change in years. Meanwhile, in the United States, it’s Mamdani’s admission that he lacks the power to arrest Netanyahu — and call for the federal government to do so instead — that has captured the media’s attention and consumed American Jews all week. But one of these stories is theater, the other is real.
We’ve let ourselves become consumed by an empty threat from a politician with no power to carry it out, instead of doing everything we can to support those Israelis who actually have the power to change their country.
In this farce, Netanyahu and the anti-Israel movement each need a cartoon version of the other to keep telling their one-sided story.
Imagine if Mamdani used his platform to draw attention to Makom Lekulanu, “A Place for Us All,” the only Arab-Jewish party standing for election. Instead the mayor of the American anti-Israel movement keeps the focus relentlessly on Netanyahu — because a country full of Netanyahus is a much darker story to tell, and a much more useful foil, than the complicated, pluralistic reality the polls actually show.
Netanyahu and his American supporters need Mamdani for the same reason — to paint Israel as besieged and alone, and all of Israel’s critics as clownish and illegitimate. But Netanyahu’s real critics aren’t clowns. They’re serious, Israel-loving Israelis — a former army chief among them — and they are beating him at the polls.
With Netanyahu offering voters more of the same — attacks on the judiciary, fear-mongering over Arab citizens voting and deeper dependence on his religious and far-right partners — a growing number of centrist Israelis have concluded that a Netanyahu win would put Israel’s very future at risk.
“If Netanyahu wins, it’s going to be a significant crisis, maybe a final crisis for many segments of Israeli society,” journalist Nadav Eyal said on the Jonah Platt podcast.
In this context, Mamdani’s theatrics are one more sign of how untethered the American conversation about Israel has become from what’s actually at stake on the ground. American Jews should stop reacting to him and start paying attention to the people with the power to actually change Israel’s future.
They can’t donate to Israeli political parties, but they can support Israeli NGOs that fund get-out-the-vote and voter education campaigns. They can back U.S. nonprofits that help promote better Israeli policies. And they can do the simplest thing of all: talk about this election — online, in shul, at the Shabbat table, anywhere the conversation has gotten stuck on Mamdani, which is everywhere. Doing that will add real dimension to a very stale debate.
New York voters will, in time, vote on whether their mayor’s selective obsession with Israel is making their city a better, more affordable place to live. That’s their business. But anyone who cares about Israelis and Palestinians should put their energy and focus where it really matters: on the people and movements who haven’t been this close to real, positive change in years.
The post Mamdani isn’t the real resistance against Netanyahu — Israelis are appeared first on The Forward.
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Why do I work for the “Foe-ward”? I traced my accent’s journey to find out
I began my internship at The Forward in May, just a few weeks after I finished my sophomore year at Duke, where I’m majoring in religion and history. My initial days back in my home city were a whirlwind: dinners at Top Thai; long walks up to the Met; reconnecting with friends. The period also included a still ongoing linguistic journey that has fostered a connection with my great-grandmother.
When my friends asked me how I was spending my summer, I was struck by how few of them had heard of the Forward. Initially, I assumed this was because my friends were younger or not Jewish (which was likely the main reason), but I later realized that their confusion was also connected to how I say the paper’s name.
I pronounce “forward” non-rhotically, meaning that I drop the first r so that the word sounds more like Foe-ward. My mom — though born in San Francisco — pronounces the word the same way, and has encountered the same confusion whenever she does. She decided to ask around to find other kindred spirits. My maternal grandmother’s family, we discovered, all pronounced the word the same way: “foe-ward.”
We attribute this to my great-grandmother, whom we call “Bubby Classic.”
My great-grandmother Sadie — my namesake, along with my other maternal great-grandmother — grew up on the Lower East Side. Originally, her family was from Vilna, Lithuania. Her father came to the country at the age of 9 and spoke excellent English, but her mother didn’t speak a word.
My family says that Sadie described her childhood as the happiest period in her life. No one around her was wealthy, but it didn’t matter. Her father was a tailor, which brought in a steady income. As he always said, even if people were poor, they still needed clothes — but he would also donate clothes to those who couldn’t afford them. Sadie had three older brothers, and she told stories about them running after the ice truck together and jumping onto it.
At the time, Jews frequently changed their names to assimilate. Sadie, who wasn’t in love with her name, adopted Syde after the dancer Cyd Charisse. In the last decade of her life, though, she returned to her given name. At one point, she told my family that she didn’t know why she had changed it in the first place.
Sadie was the last member of my maternal family to speak Yiddish, and she spoke with a heavy New York accent; she grew up on “Hestuh” (Hester) Street, as my mom likes to say. When she started a family, Sadie moved out to Long Island, but she brought her children to the Lower East Side every Sunday; my great-uncle and Bubby recall sitting in family members’ apartments, playing with their cousins, eating and talking for hours.
This culture, though, began to fade. My great-uncle Michael tells me that his New York accent was still strong during childhood, but after the family moved to Florida, it softened. Though he still says many words with the accent, he’s been told that he also gained a slight southern twang. Bubby and my grandfather were San Francisco hippies, and she grew up there without a heavy accent, leaving none to pass on to me.
When my family realized how all we pronounced forward, we decided it had to have come from Sadie. We knew “foe-word” wasn’t her exact New York accent, but we thought dropping the “r” must run in the family.
The truth, as I discovered while speaking with linguist David Braun, was that our theory probably wasn’t the most accurate. The New York accent, like Sadie had, is non-rhotic and modifies the pronunciation of “er.” This is typically considered a type of vowel sound, which is stressed in words like her, bird, or person. When it’s unstressed, it is called a schwa and sounds like “uh”: “watuh,” “doctuh,” “fuh-wuhd.” Given that New York was an original colony, these pronunciations were heavily influenced by British speaking patterns, which are similarly non-rhotic.
As time went on, New Yorkers began to pronounce more and more words rhotically, with the accent being rare among newer generations. This was an evolutionary process, which could have resulted in some New Yorkers pronouncing forward as “foe-ward,” but there would also have been those who pronounced the word as “for-wuhd.” In any case, this wouldn’t have been the only word these New Yorkers pronounced non-rhotically: they’d still say caw-nuh instead of corner or regu-luh instead of regular.
My pronunciation of forward — dropping the first r, but not the second — is often interpreted as a phenomenon called dissimilation, which is the process when two similar sounds in a word become less alike. In this case, “r” is used in two back-to-back syllables, and one is dropped to ease pronunciation: “sup-rise” instead of “sur-prise,” “gov-enor” instead of “gov-er-nor,” and of course “foe-ward” instead of “for-ward.” Dissimilation occurs across many regions: unlike the accent, it’s not necessarily tied to New York.
This habit, though I’m not sure where it originated, is more than likely where my family’s pronunciation came from. Still, when I say “foe-ward,” I can’t help but think of my great-grandmother who lived on “Hestuh” Street, and feel connected to the place where she grew up.
How do you pronounce “Forward”? Let us know in this google form.
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Trump administration drops demand that Penn turn over list of Jewish employees
(JTA) — The Trump administration has withdrawn a controversial demand for the University of Pennsylvania to produce a list of Jewish employees as part of a larger investigation into alleged employment discrimination at the Ivy League university.
The withdrawal ends a round of lawsuits over the legality of such a demand, which alarmed Jewish groups on campus and beyond.
The federal Equal Employment Opportunity Commission, which is overseeing the probe, did not explain its decision to drop the subpoena in its Thursday court filing. A representative for the agency declined further comment to the Jewish Telegraphic Agency.
In its own statement, Penn, which had been engaged in a legal back-and-forth over the school’s refusal to compile such a list, said it had “protected its employees’ rights.” The school had shared the names of Jewish staff who had consented to the probe, but resisted sharing the names of all Jewish staff.
“Penn remains committed to fighting antisemitism and all other forms of discrimination, to ensure everyone it serves can learn, work, and thrive,” a university spokesperson said.
The unusual demand, first made in November, came as the Trump administration has aggressively targeted a handful of elite schools accused of failing to curb antisemitism on campus. Most of the time, its intervention has come through the education and health and human services departments, which have cited civil rights violations in seeking to yank billions of dollars in federal funding.
But the EEOC has gotten involved, too, arguing that Penn, in particular, had failed to protect its Jewish and Israeli employees from discrimination. Its case against Penn originated in 2023, and its subpoena had included demands to reveal members of “all clubs, groups, organizations and recreation groups” that were “related to the Jewish religion, faith, ancestry/national origin.” The subpoena also targeted the school’s Jewish studies personnel.
Jewish groups, including Penn Hillel, had argued against the demand, as did free-speech organizations. In an email, Penn Hillel’s director, Rabbi Gabe Greenberg, told JTA the organization welcomed the news.
“Over the past year, I have spoken with hundreds of students, faculty, and staff across the University of Pennsylvania regarding this issue. Every single person expressed objections to the EEOC’s attempt to compel the University to surrender data on Jewish identity and affiliation,” Greenberg said.
He continued, “While many in our community share Penn Hillel’s conviction that campus antisemitism requires urgent, sustained action, demanding ‘lists of Jews’ was a fundamentally incorrect and inappropriate way to address it.”
Earlier this year the agency chair, Andrea Lucas, defended the list-of-Jews demand during an antisemitism conference at Harvard. Lucas told the roomful of Jewish professionals that her office needed the list to identify “potential victims,” including as a means of distributing potential payouts.

(L-r) Andrea Lucas, chair of the federal Equal Employment Opportunity Commission, speaks with Brandeis Center founder Kenneth Marcus at an antisemitism conference held at Harvard University in Cambridge, Massachusetts, April 16, 2026. (Dillon Meyer Media)
“At some point, either the government will know information about individuals related to their religion or we will not be able to enforce the laws on their behalf,” Lucas said at the time.
A federal judge had ruled in March that the request was reasonable, dismissing efforts by Penn and Jewish groups to declare the ruling unconstitutional. However, the judge delayed the deadline by which Penn would have been forced to comply, giving the university more time to appeal.
The EEOC’s larger antisemitism inquiry into Penn continues.
This article originally appeared on JTA.org.
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