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Everyone knows about Herzl. Is it time for Max Nordau, the intermarried father of Zionism, to get his due?
(JTA) — In the weeks since Israel’s latest government was sworn in, questions relating to assimilation, defining Jewish identity and what it means to be a Zionist have been central to the public and political discourse, which in some ways is perhaps more heated and divisive than it has ever been.
One useful addition to the discourse might be recalling the thought and example of an author and Zionist leader who died 100 years ago last month. Max Nordau was a central figure in the early years of the modern political Zionist movement, literally founding the Zionist Organization (today’s World Zionist Organization) with Theodor Herzl and heading multiple Zionist congresses. A physician and renowned man of letters prior to his “conversion” to Zionism following the Dreyfus Affair in France, Nordau’s joining the Zionist movement gave it a notable boost in terms of renown and respectability.
He also coined the term “Muscular Judaism” — a redefinition of what it meant to be a Jew in the modern world; a critical shift away from the traditionally insular, “meek” Jewish archetype devoted solely to religious and intellectual pursuits. The “Muscular Jew” in theory and practice was necessary in order for a modern Jewish state to be established.
Reviving interest in Nordau now is a continuation of a conversation that an Israeli historian kicked off four decades ago. The historian, Yosef Nedava, embarked on a crusade to renew interest in and appreciation of Nordau. Nedava was a proponent of Revisionist Zionism, a movement led by Zeev Jabotinsky and later Menachem Begin that was considered to be the bitter ideological rival to the Labor Zionism of David Ben-Gurion and others. Broadly speaking, Revisionist Zionism was more territorially maximalist when it came to settling the Land of Israel, and favored liberal principles as opposed to the socialist ones championed by Ben-Gurion and his colleagues.
Nedava had a penchant for fighting the battles of unsung heroes of history who he thought should be better remembered. He led a crusade to clear the name of Yosef Lishansky, the founder of the NILI underground movement that assisted the British during World War I who was executed by the Ottomans. He also worked to exonerate fellow Revisionist Zionists accused of murdering Labor Zionist leader Haim Arlozorov — an event that shook Mandatory Palestine in the early 1930s and beyond.
About Nordau, Nedava said at the time, “For 60 years he wasn’t mentioned and he was one of the forgotten figures that only a few streets were named after.”
Nedava’s sentiment was clear, even if his words were somewhat hyperbolic. Nordau had in fact been studied and cited over the years, and there were in fact at least a few streets named after him in Israel. At the official state event marking six decades since Nordau’s death, Israeli Prime Minister Menachem Begin even declared, “We never forgot Max Nordau, his teachings and his historical merits.”
Following Nedava’s efforts leading up to the 60th anniversary of Nordau’s death in 1983, Begin set up an official committee to memorialize the Zionist leader. The committee was tasked with publishing Nordau’s works, establishing events and honoring him in other ways like getting his face on a stamp “and maybe on a monetary bill,” according to Nedava.
But no bill was ever printed with Nordau’s visage, and there’s no question that Nordau never has gotten nearly the credit nor recognition that Herzl received. If the streets referenced by Nedava are any indicator, there are currently a respectable 33 streets named after Nordau in Israel, though that’s just about half of what Herzl’s got. There’s a city called Herzliya, with a massive image of the Zionist founder overlooking one of Israel’s most-trafficked highways. Nordau has a beach in Tel Aviv, a neighborhood in Netanya and a small village far in the north — but no city of his own.
Trees line alongside Nordau Avenue in Tel Aviv, March 4, 2017. (Anat Hermoni/FLASH90)
That’s not to say he didn’t have his fans. The Revisionist movement and Begin’s Herut and Likud parties idolized him, often mentioning and depicting him alongside Herzl and Vladimir Jabotinsky. Revisionist historian Benzion Netanyahu, father of Israeli Prime Minister Benjamin Netanyahu, greatly admired Nordau, even editing four entire volumes of his writings.
“Alongside Herzl, the Revisionists loved him, as he was a liberal. Yet he was also accepted and respected by those on the other side of the political spectrum,” Hezi Amiur, a scholar of Zionism and the curator of the Israeli Collection at the National Library of Israel, told me.
Like many of his generation and ilk, Nordau, himself the son of a rabbi, rejected religion and tradition as a teenager, opting to join mainstream European secular culture. He changed his name from Simon (Simcha) Maximilian Südfeld to Max Nordau. The shift in surname from Südfeld — meaning “southern field” — to Nordau — meaning “northern meadow” — was very much an intentional act for Nordau, the only son in his religiously observant family who chose northern European Germanic culture over the traditions of his fathers. He even married a Danish Protestant opera singer, a widow and mother of four named Anna Dons-Kaufmann.
In a congratulatory letter sent to Nordau following his marriage to Anna, Herzl, who was also not a particularly observant nor learned Jew, wrote:
Your concerns regarding the attitudes of our zealous circles [within the Zionist movement] regarding your mixed marriage are perhaps exaggerated. … If our project had already been fulfilled today, surely we would not have prevented a Jewish citizen, that is, a citizen of the existing Jewish state, from marrying a foreign-born gentile, through this marriage she would become a Jew without paying attention to her religion. If she has children, they will be Jews anyway.
This particular vision of Herzl’s has certainly not come to fruition, and the topic remains a particularly heated one, continuing to roil the Israeli political system, and — no less — Israel-Diaspora relations.
Similar political forces to those that have kept this particular Herzlian vision at bay may have also been responsible for ensuring that Nordau’s impressively whiskered face never made its way onto Israeli currency.
According to one report, Begin’s Likud government abandoned its efforts to get Nordau’s onto a shekel note in 1983 in order to avoid a potential coalition crisis. The concern was that the religious parties that were part of the ruling coalition could become outraged at the prospect of having someone married to a non-Jew on Israeli money. Whether the report was fully accurate or not, the sentiments behind such a potential coalition scare are certainly familiar to anyone following contemporary Israeli politics.
Nonetheless, perhaps the two most influential religious Zionist rabbis of the 20th century, Rabbi Abraham Isaac HaKohen Kook and his son, Rabbi Zvi Yehuda, not only somewhat overlooked Nordau’s assimilationist tendencies and intermarriage, they even celebrated the man and his vision.
The elder Rabbi Kook, who served as the rabbi of Jaffa, Jerusalem and the Land of Israel in the opening decades of the 1900s, uncompromisingly criticized some of Nordau’s views, especially with respect to the separation of religion from Zionism. But he was a big fan of Nordau’s “Muscular Judaism,” writing among other things, that:
…a healthy body is what we need, we have been very busy with the soul, we have forgotten the sanctity of the body, we have neglected physical health and strength, we have forgotten that we have holy flesh, no less than we have the holy spirit… Through the strength of the flesh the weakened soul will be enlightened, the resurrection of the dead in their bodies.
Decades later his son, likely the most influential Israeli religious Zionist spiritual leader until his death in 1982, defined Nordau (as well as seminal Hebrew poet Shaul Tchernichovsky, who also married a non-Jew) as a “baal tshuvah” — a term imprecisely translated as “penitent” that is generally used to refer to non-observant Jews who become more religiously observant. Yehuda based his designation on a Talmudic teaching that “Anyone who transgresses and is ashamed of it is forgiven for all of his sins.”
Like anyone, Max Nordau probably regretted and felt ashamed of various decisions and actions in his life, but marrying a non-Jewish woman does not seem to be one of them. He and Anna stayed married for decades until his death in 1923.
Both Kooks were able to overlook the decidedly non-religious (if not outright anti-religious) life Nordau chose to lead. Instead of his personal choices, they focused on the central contribution he made to ensuring the reestablishment of a Jewish home in its ancestral land.
The majority of Israel’s current ruling coalition claims to be the ideological descendants of Begin and the Rabbis Kook, men who managed to have great admiration for the teachings and achievements of Nordau, even if they may have found his anti-religious, assimilationist tendencies and intermarriage reprehensible. Nedava wanted Israel to learn from Nordau 40 years ago. It’s possible the country still could today — if only the striking level of tolerance and respect with which he was considered in the past can still be summoned.
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The post Everyone knows about Herzl. Is it time for Max Nordau, the intermarried father of Zionism, to get his due? appeared first on Jewish Telegraphic Agency.
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California lawmakers pass bills to address antisemitism, deem ‘Jewish’ an ethnicity, and protect religious observance
(JTA) — California is poised to become the first state to deem “Jewish” an ethnic and racial identity, after lawmakers gave final approval to the groundbreaking legislation on Monday.
The SB 1387 bill, which would expand the definition of ethnicity “to include Jewish identity” in demographic data collection, will now head to the governor’s desk. If the legislation becomes law, state agency forms that allow for voluntary disclosures of ethnicity or race would also need to offer a “Jewish” option.
Both the State Assembly and Senate granted final approval to the bill in the last few hours of California’s 2026 legislative session, which concludes at the end of the day on Monday. Gov. Gavin Newsom, a Democrat, has until Sept. 30 to sign bills into laws or veto them.
The SB 1387 ethnicity legislation has been a priority among many California Jewish organizations, who argue that Jewish peoplehood should be connected to much more than just religion — and that the law should reflect that understanding.
This bill, which would take effect in 2030, would affect forms issued by agencies ranging from public schools to unemployment offices to prisons. Data collected would serve to inform research initiatives, identify disparities and guide policy decisions, while banning the disclosure of personal information, per the bill.
Joining SB 1387 in heading to the governor’s desk are five other bills that are relevant to the state’s 1.2 million Jews and that had the support of the Jewish California coalition.
On Sunday, the legislature passed AB 1853, a bill that bars threatening false and misleading information from California voter guides. Jewish California, which represents 43 organizations, praised the legislation’s advancement, stressing that 54 Jewish groups voiced their support for the bill within 48 hours of its introduction.
“Hate speech does not belong in a state-approved document paid by tax dollars,” David Bocarsly, CEO of Jewish California, said in a statement.
“AB 1853 boldly declares that our state’s official election documents can’t be used to spread conspiracy theories and bigotry,” added Bocarsly, whose coalition was not only a sponsor of this bill but also of SB 1387.
Also on Sunday, lawmakers approved AB 2664, the Safe Worship Zone Act, which would create a 100-foot zone around the entrances of houses of worship, where no one would be able to come within 8 feet of a congregant without their consent.
The bill, which received the backing of a wide-ranging interfaith coalition, is modeled after Colorado’s bubble zone law that offers patients protection around reproductive health clinics.
“The rise of antisemitism is undeniable, and our communities must be protected,” Democratic Assemblymember Rebecca Bauer-Kahan, the bill’s author, said in a statement.
“AB 2664 gives communities an important tool to push back against harassment and intimidation and protect the sanctity of our houses of worship,” Bauer-Kahan added.
Meanwhile, on Thursday, the legislature approved AB 395, which would require government agencies, K-12 schools and public universities to avoid scheduling major events or meetings on days “that members of the public would be unable to participate or be present due to the ritual observance of a religious, cultural, or ancestral holiday.”
Among the Jewish observances that would be codified on a list of such holidays are Rosh Hashanah, Yom Kippur and the first and last two days of Passover.
“For too long and in too many communities, religious minorities and other people of faith have been asked to make difficult choices on the days that matter most to them,” Democratic Assemblymember Jesse Gabriel, the bill’s author, said in a statement.
“This legislation would help to prevent that injustice and ensure that Californians of all backgrounds can fully participate, particularly when important decisions are being made,” added Gabriel, who chairs the California Legislative Jewish Caucus.
Lawmakers on Thursday also approved another Gabriel bill, AB 1836, which seeks to close a gap in the current structure of the California State Nonprofit Security Grant Program. Because the program allocates security funds only for a nonprofit’s physical building, off-site events like menorah lightings on Chanukah were not eligible.
A fifth bill relevant to the Jewish community, AB 1763, is also heading to Newsom’s desk, after passing in the legislature last Tuesday. This bill would include religious holiday observance as a type of excused absence in schools, without requiring a written request from a parent or guardian.
This article originally appeared on JTA.org.
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Massachusetts progressive Markey, a longtime Israel critic, expected to rout centrist challenger
(JTA) — Massachusetts incumbent and Israel critic Sen. Ed Markey, 80, is expected to handily fend off the more moderate 47-year-old Rep. Seth Moulton on Tuesday, in the state’s Democratic Senate primary.
Although polls project that Markey, a progressive stalwart, will retain his seat, this race began as a neck-and-neck battle between the old and new guard. Yet in contrast to many recent primaries, the junior candidate in this case is the more centrist of the two.
If current numbers hold, Markey could go from leading Moulton by just single digits two months ago, to trouncing him by 30 percentage points. The incumbent recently “opened a large lead,” with the University of New Hampshire’s Bay State Poll projecting a 63% to 28% victory. That’s a dramatic shift from June, when the survey estimated a 41% to 35% margin. Since then, according to Bay State, Moulton lost moderate support while Markey consolidated socialist and progressive backing.
The University of Massachusetts Amherst offered similar predictions, placing Markey far ahead of his competitor, 60% to 32%. Emerson College Polling, meanwhile, showed a comparable lead for Markey, with the incumbent at 60% and Moulton at 33%.
“At the end of the day, one of the reasons for Moulton’s flame-out is that he had no case to make other than ‘I’m younger than Ed Markey,’” Jeff Robbins, a Boston-based attorney and former Senate investigative counsel, told the Jewish Telegraphic Agency.
“He wasn’t able to obscure that very well,” added Robbins, who also served as delegate to the United Nations Human Rights Commission under President Bill Clinton. He also began organizing rallies in support of Israel in 2012, during his time serving as chairman of the New England Board of the Anti-Defamation League.
Markey began serving in the U.S. House of Representatives 50 years ago, staying in that role until he was elected to the Senate in 2013. During his time in the House, he was a member of the Congressional Progressive Caucus, and in the Senate, he has voted for multiple resolutions aimed at cutting military aid and munitions sales to Israel.
Moulton, meanwhile, was born two years after Markey arrived on Capitol Hill. He has been serving in the U.S. House since 2015 and has been critical of both the Democratic socialist agenda and the aging establishment, instead calling for “new energy, new ideas and leaders willing to put people over politics.”
He established the Serve America PAC in 2017 to support the campaigns of “military veterans, other service-driven candidates and next generation leaders” in the 2020 election cycle. The Boston Globe recently threw its support behind Moulton, calling for “new vision and vigor” in “an aging, ailing and deeply unpopular Democratic Party.”
Yet a recent New York Times piece described Moulton as a “rebel without a cause,” who has “tried to drift where he thinks the political winds are blowing.” One such drift relates to his breakup with the American Israel Public Affairs Committee last October, when he announced that he would be “returning AIPAC donations and refusing to accept any donations or support from them.”
“In recent years AIPAC has aligned itself too closely with Prime Minister Netanyahu’s government,” Moulton said. “I’m a friend of Israel, but not of its current government.”
Track AIPAC, a group that documents political spending by pro-Israel lobbies, declared in response that “returning AIPAC’s blood money is better late than never.” The group demanded that Moulton call the war in Gaza a genocide and “stop writing blank checks” to Israel’s “tyrannical regime.”
Citing Federal Election Commission records, Track AIPAC found that pro-Israel PACs have spent about $101,500 on Moulton over his career — a relatively modest amount for a six-term congressman..
“It is clearly the safe thing to do, if you are running for a nomination in the Democratic Party, to aggressively distance yourself from Israel,” said Robbins.
He described the situation as “reflective of the reality that we have seen play out in spades over the last year,” in which Democratic candidates are “running for the hills about AIPAC and treating it as a boogeyman.”
Not only was Moulton’s decision insufficient to recruit AIPAC detractors to his campaign, but it also rattled many members of the Jewish community.
Political scientist Samuel Abrams at the time described the decision as “the moment when an ambitious, mainstream Democrat concluded that distancing himself from the organized Jewish community is a political asset, not a liability.”
“In today’s Democratic ecosystem, the act of rejecting traditional Jewish institutions has become a badge of progressive credibility,” wrote Abrams, a senior fellow at the American Enterprise Institute, a center-right public policy think tank.
David Frum, a writer for The Atlantic and former speechwriter for President George W. Bush, suggested that Moulton was “opening the door *just a little* to anti-Jewish feeling,” In other words, Moulton would seek to win his primary by borrowing some “Mamdani energy,” Frum added, referring to the popular progressive mayor of New York City, Zohran Mamdani.
“If you want to have a prayer of being elected in a Democratic primary in this country, you had better be able to say, ‘I don’t take money from AIPAC. In fact, I never heard of it before,’” Robbins said.
But he stressed Moulton’s 30-point lag in the polls has nothing to do with Israel and everything to do with his opponent’s political shrewdness and refusal to allow anyone “to run to the left of him.”
Markey is not new to staving off a younger, center-left candidate. In 2020, at 74, he defeated the then-39-year-old Rep. Joe Kennedy III — marking the first loss for a Kennedy in a Massachusetts election, according to the Cook Political Report.
If the current polls prove accurate, Tuesday’s race could “mirror Markey’s successful ‘peak-late’ approach to winning in 2020,” Spencer Kimball, executive director of Emerson College Polling, said in a statement. “Younger voters appear more likely than older voters to support Markey, suggesting the campaign did not create the generational divide Moulton may have anticipated.”
As for Moulton’s relationship toward American Jews, he has historically denounced hate crimes and voted for resolutions on antisemitism. He also condemned Claudine Gay, former president of his alma mater, Harvard University, when she refused to say that calling for the genocide of Jews would violate the institution’s code of conduct.
Prior to his rejection of AIPAC money, Moulton’s stance on Israel was fairly balanced, with consistent messages on Israel’s right to defend itself, alongside criticisms of the country’s military operations in Gaza and calls for expansions of humanitarian aid.
Moulton’s objections have paled in comparison to Markey’s stance, which has ranged from demanding an end to arms sales to accusing the country of committing war crimes.
Markey did condemn Hamas’s Oct. 7, 2023 attack on Israel as terrorism, continuing to deplore the “dark day” as “heinous” in a statement two years later. But in that same statement, he also stressed that “more than 65,000 Palestinians have lost their lives in the brutality of the war in Gaza” and called “to stop the bloodshed.”
However, the senator didn’t always disapprove of Israel.
“For a long time he was right there with the Jewish community,” Barry Shrage, a professor of practice at Brandeis University and the longtime former president of the Combined Jewish Philanthropies of Greater Boston, told JTA.
In fact, Shrage and Robbins recalled in a recent Boston Herald column that during a November 2012 Hamas-Israel conflict, Markey asked them to help him organize a pro-Israel rally. The event, they wrote, was “full of appreciation for the fundamental fact that Israel is surrounded by non-state and state actors committed to annihilating it.”
But less than two years later, the tides had turned. After winning a 2013 special election to serve out the remainder of John Kerry’s Senate term, Markey then faced a general election in 2014 for a full Senate term. That summer, Hamas rockets rained down on Israel again, and the military responded to the attacks, as it did in November 2012.
Robbins said that when he and his colleagues decided to organize another rally in support of Israel at the time, he reached out to Markey.
“He ducks. He dodges. He doesn’t return the phone calls. He doesn’t return the emails,” Robbins recalled. “He had calculated correctly that it was not in his interest to have anything to do with Israel anymore.”
Shrage echoed these sentiments, observing that “it turned out to be at least from a political standpoint, if not from a moral standpoint, the right path.”
“It’s not a surprise that Markey is separating himself from Israel in every way that he can,” he added.
Looking toward the future, Shrage said that he had some hope for a turnaround on Israel in the Democratic party if, perhaps, a recent progressive primary winner lost against a Republican in the general election. Some possible examples could include Senate candidates Angie Nixon in Florida or Abdul El-Sayed in Michigan.
While Robbins agreed that a loss for El-Sayed could give a slight bump to Democratic supporters of Israel, he was pessimistic about the long-term ability to reverse the party’s increasing hostility toward the Jewish state.
“The only conceivable trigger for a walking back of this trend would be some massacre of Israelis so terrible that even the left would have to concede that Israel had the right to do what it did,” Robbins said.
“The problem with that is, it’s already occurred,” he added.
This article originally appeared on JTA.org.
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‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up
Billboards have been popping up around New York City, with a simple, if cryptic, message: Jews.com. There are several across from the Barclay’s Center in downtown Brooklyn. There’s one on the Upper East Side. Another looms over a highway.
If you visit the site, however, you won’t find information about Judaism, at least not as Jews understand it. Instead, you’ll find videos of a man named Kirt Schneider. And he’s talking about Jesus.
Schneider is a Messianic Jewish self-proclaimed rabbi — though, when we spoke on the phone about the billboard campaign, he did note that he had not been ordained, nor had he gone to yeshiva. “I realize the Orthodox community wouldn’t understand me as a rabbi,” he said.
Schneider’s mission with the site and billboard campaign — which he said was inspired by a vision he had while sleeping — is to introduce Jews to “to simply look at the evidence” that Jesus is the Jewish messiah, he said.
Most of Schneider’s sermons and writings on Jews.com talk about prophecies throughout the Hebrew Bible that he — along with most Christians — believe prove that Jesus is the messiah. Jesus, Schneider pointed out, was a Jew as were his early followers; he said this means there is no conflict between being a Jew and a Christian.
“What I’m wanting to do is shed the veil and the misinformation over the Jewish people that’s been placed upon them by almost 2,000 years of rabbinic tradition and to help them see through at least some of that,” Schneider told me. “I love my rabbis, but I think there’s been a coverup in the sense that rabbis have tried to prevent the Jewish people from taking a serious look at Jesus. I believe that Jesus is the Jewish messiah.”
But, of course, for centuries now, one of the main differences between Judaism and Christianity — arguably the defining difference — is that Jews do not believe that Jesus is the messiah, and Christians do. And that difference of opinion has driven centuries of antisemitic persecution of Jews, who Christians have accused of killing Jesus, going against God and taking part in a demonic cult by continuing to practice Judaism. Jews, for their part, often see proselytizing as disrespectful and harmful; every Jewish denomination as well as many major groups reject Messianic Judaism as a form of Judaism, and most scholars consider it a form of Protestant Christianity.
A vision of billboards
This is not the first time Schneider has attempted to bring Jews to Jesus; he runs a TV show on Christian cable networks called Discovering the Jewish Jesus, and has radio shows on the same topic — success that has made him a millionaire, thanks in part to donations from believers. He even blessed Donald Trump as part of a group of evangelical pastors and televangelists.
This is not even Schneider’s first billboard campaign targeting Jews; he ran billboards in Times Square in 2019 advertising a different website, theJewishJesus.com, also attempting to bring Jews to Jesus. (Schneider would not answer how he paid for these expensive billboard placements beyond saying that he had been “very successful” in his career.)
Schneider was raised as a secular Jew, and was bar mitzvahed at a Conservative synagogue in Cleveland, Ohio. However, in his early adult years, while working as an encyclopedia salesman — in a story he has written about online and repeated almost verbatim to me over the phone — he had a vision of Jesus on the cross while asleep, or, as he put it, in a “supernatural state of conscious awareness.”
From then on, despite the best efforts of his family, he became a follower of Jesus.. (The billboard campaign, he told me, was also the result of a vision.) Schneider just does not consider following Jesus to make him any less Jewish, because Judaism, to him, is purely carried by blood, not belief.
“A Jew is someone who is born a physical descendant of Abraham, Isaac and Jacob. You can be a Jew and be an atheist and still be considered a Jew, you can be agnostic and still be considered a Jew,” he said. “The only Jews that aren’t considered Jews are the Jews who believe in Jesus,” something he said was “very sad.”
This is why Schneider said he does not refer to himself as a Christian; the term, he said, comes from the Greek word for messiah. He wants to emphasize his belief that Jesus is specifically the Jewish messiah through avoiding Greek in favor of Hebrew terms like “moshiach.”
“A Christian is someone who is not born a Christian, technically, a Christian is someone who makes the decision to follow the Christ. I am a Jew, and I believe in the Jewish messiah,” he said. “And if you want to use the Greek, then I’m a Christian.”
Schneider’s sermons and writings on jews.com are similarly peppered with small bits of Hebrew: He refers to God as “Hashem” and Jesus as “Yeshua,” the Hebrew form of the name, both of which are common practices in groups Messianic Jewish groups including Jews for Jesus. In some videos — though not those on jews.com — he sports peyot (sans kippah) and a tallis, as though he is Hasidic, all choices he makes, he said, as a way to “incorporate his Jewish identity” into his discussions of Jesus.
But aside from those aesthetic markers, Schneider makes little mention in the videos on the site of the usual Jewish practices, like keeping kosher or observing Shabbat, and instead focuses on Jesus. And though he may prefer not to call himself a Christian, he did attend a Christian Bible college where he met his wife and even preached in “mainline” Protestant Christian churches in 1985, before becoming a salesman for several decades. He founded his current ministry, Discovering the Jewish Jesus, in 2002.
Bringing ‘Messiah Yeshua’ to Jews
Messianic Jewish organizations have long sought to convert Jews to Christianity, and have incorporated markers of observant Judaism as a strategy to attract Jews to the fold — one of the reasons various Jewish organizations have sometimes labeled Messianic Judaism a form of antisemitism and fraud, arguing that by representing themselves as Jews, they confuse people into attending their services or believing they speak on behalf of the larger Jewish community.
Schneider is taking a page out of the proselytizing playbook beyond his aesthetic and linguistic choices; his jews.com billboards are placed in the New York City area. And outside of Tel Aviv, he has a Hebrew language campaign with billboards asking passersby, in Hebrew, “What if he was right?” There’s a matching website for that campaign, too, also in Hebrew.
On the main website of his ministry — where monthly donors are promised a shofar made in Israel — there is a page about “Jewish outreach” that states “God has placed a specific burden on Rabbi Schneider to lovingly, directly, and faithfully bring the truth of Messiah Yeshua to Jewish people,” and create a “spiritual harvest among Jewish people.” The billboards concentrated in the heavily Jewish areas of Tel Aviv and New York City, are Schneider’s attempts to do just that.
“This thing is going to blow up,” he said of his attempts to bring Jews to Jesus, “and nothing’s going to be able to stop it.”
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