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How Jewish comedy found religion, from Philip Roth to ‘Broad City’

(JTA) — In the 2020 comedy “Shiva Baby,” a 20-something young woman shows up at a house of Jewish mourners and gently offers her condolences. When she finds her mother in the kitchen, they chat about the funeral and the rugelach before the daughter asks, “Mom, who died?”

While “Shiva Baby” explores themes of sexuality and gender, the comedy almost never comes at the expense of Jewish tradition, which is treated seriously by its millennial writer and director Emma Seligman (born in 1995) even as the shiva-goers collide. It’s far cry from the acerbic way an author raised during the Depression like Philip Roth lampooned a Jewish wedding or a baby boomer like Jerry Seinfeld mocked a bris.

These generational differences are explored in Jenny Caplan’s new book, “Funny, You Don’t Look Funny: Judaism and Humor from the Silent Generation to Millennials.” A religion scholar, Caplan writes about the way North American Jewish comedy has evolved since World War II, with a focus on how humorists treat Judaism as a religion. Her subjects range from writers and filmmakers who came of age shortly after the war (who viewed Judaism as “a joke at best and an actual danger at worst”) to Generation X and millennials, whose Jewish comedy often recognizes “the power of community, the value of family tradition, and the way that religion can serve as a port in an emotional storm.”

“I see great value in zeroing in on the ways in which Jewish humorists have engaged Jewish practices and their own Jewishness,” Caplan writes. “It tells us something (or perhaps it tells us many somethings) about the relationship between Jews and humor that goes deeper than the mere coincidence that a certain humorist was born into a certain family.”

Caplan is the chair in Judaic Studies at the University of Cincinnati. She has a master’s of theological studies degree from Harvard Divinity School and earned a Ph.D. in religion from Syracuse University.

In a conversation last week, we spoke about the Jewishness of Jerry Seinfeld, efforts by young women comics to reclaim the “Jewish American Princess” label, and why she no longer shows Woody Allen movies in her classrooms. 

Our conversation was edited for length and clarity

[Note: For the purpose of her book and our conversation, this is how Caplan isolates the generations: the Silent Generation (b. 1925-45), the baby boom (1946-65), Generation X (1966-79) and millennials (1980–95).]

Jewish Telegraphic Agency: Let me ask how you got into this topic. 

Jenny Caplan: I grew up in a family where I was just sort of surrounded by this kind of material. My dad is a comedic actor and director who went to [Ringling Bros. and Barnum & Bailey’s] Clown College. My degrees were more broadly in American religion, not Jewish studies, but I was really interested in the combination of American religion and popular culture. When I got to Syracuse and it came time to start thinking about my larger project and what I wanted to do, I proposed a dissertation on Jewish humor.

The key to your book is how Jewish humor reflects the Jewish identity and compulsions of four sequential generations. Let’s start with the Silent Generation, which is sandwiched between the generation whose men were old enough to fight in World War II and the baby boomers who were born just after the war.

The hallmark of the Silent Generation is that they were old enough to be aware of the war, but they were mostly too young to serve. Every time I told people what I was writing about, they would say Woody Allen or Philip Roth, two people of roughly the same generation.

In “Funny, You Don’t Look Funny: Judaism and Humor from the Silent Generation to Millennials,” Jenny Caplan explores how comics treated religion from the end of World War II to the 21st century. (Courtesy)

The Roth story you focus on is “Eli, the Fanatic” from 1959, about an assimilated Jewish suburb that is embarrassed and sort of freaks out when an Orthodox yeshiva, led by a Holocaust survivor, sets up in town.

Roth spent the first 20 to 30 years of his career dodging the claim of being a self-loathing Jew and bad for the Jews. But the actual social critique of “Eli, the Fanatic” is so sharp. It is about how American Jewish comfort comes at the expense of displaced persons from World War II and at the expense of those for whom Judaism is a real thriving, living religious practice.  

That’s an example you offer when you write that the Silent Generation “may have found organized religion to be a dangerous force, but they nevertheless wanted to protect and preserve the Jewish people.” I think that would surprise people in regards to Roth, and maybe to some degree Woody Allen.

Yeah, it surprised me. They really did, I think, share that postwar Jewish sense of insecurity about ongoing Jewish continuity, and that there’s still an existential threat to the ongoing existence of Jews. 

I hear that and I think of Woody Allen’s characters, atheists who are often on the lookout for antisemitism. But you don’t focus on Allen as the intellectual nebbish of the movies. You look at his satire of Jewish texts, like his very funny “Hassidic Tales, With a Guide to Their Interpretation by the Noted Scholar” from 1970, which appeared in The New Yorker. It’s a parody of Martin Buber’s “Tales of the Hasidim” and sentimental depictions of the shtetl, perhaps like “Fiddler on the Roof.” A reader might think he’s just mocking the tradition, but you think there’s something else going on.

He’s not mocking the tradition as much as he’s mocking a sort of consumerist approach to the tradition. There was this sort of very superficial attachment to Buber’s “Tales of the Hasidim.” Allen’s satire is not a critique of the traditions of Judaism, it’s a critique of the way that people latch onto things like the Kabbalah and these new English translations of Hasidic stories without any real depth of thought or intellect. Intellectual hypocrisy seems to be a common theme in his movies and in his writing. It’s really a critique of organized religion, and it’s a critique of institutions, and it’s a critique of the power of institutions. But it’s not a critique of the concept of religion. 

The idea of making fun of the wise men and their gullible followers reminds me of the folk tales of Chelm, which feature rabbis and other Jewish leaders who use Jewish logic to come to illogical conclusions. 

Yes.

You write that the baby boomers are sort of a transition between the Silent Generation and a later generation: They were the teenagers of the counterculture, and warned about the dangers of empty religion, but also came to consider religion and tradition as valuable. But before you get there, you have a 1977 “Saturday Night Live” skit in which a bris is performed in the back seat of a luxury car, and the rabbi who performs it is portrayed as what you call an absolute sellout.

Exactly. You know: Institutional religion is empty and it’s hollow, it’s dangerous and it’s seductive. 

Jerry Seinfeld, born in 1954, is seen as an icon of Jewish humor, but to me is an example of someone who never depicts religion as a positive thing. (Not that there’s anything wrong with that.)

“Seinfeld” is more a show about New York than it is necessarily a show about anything Jewish. The New York of Seinfeld is very similar to the New York of Woody Allen, peopled almost entirely by white, middle-class, attractive folks. It’s a sort of Upper West Side myopia.

But there’s the bris episode, aired in 1993, and written by Larry Charles. Unless you are really interested in the medium, you may not know much about Larry Charles, because he stays behind the camera. But he also goes on to do things like direct Bill Maher’s anti-religion documentary “Religulous,” and there’s a real strong case for him as having very negative feelings about organized religion which feels like a holdover from the Silent Generation. And so in that episode you have Kramer as the Larry Charles stand-in, just opining about the barbaric nature of the circumcision and trying to save this poor baby from being mutilated.

The few references to actual Judaism in “Seinfeld” are squirmy. I am thinking of the 1995 episode in which a buffoon of a rabbi blurts out Elaine’s secrets on a TV show. That was written by Larry David, another boomer, whose follow-up series, “Curb Your Enthusiasm,” is similarly known for its irreverence toward Judaism. But you say David can also surprise you with a kind of empathy for religion.

For the most part, he’s classic, old school, anti-organized religion. There’s the Palestinian Chicken episode where the Jews are rabidly protesting the existence of a Palestinian-run chicken restaurant near a Jewish deli, and where his friend Funkhouser won’t play golf on Shabbos until Larry gets permission by bribing the rabbi with the Palestinian chicken. There, rabbis are ridiculous and can be bought and religion is hollow and this is all terrible. 

But then there’s this bat mitzvah montage where for one moment in the entire run of this show, Larry seems happy and in a healthy relationship and fulfilled and enjoying life. 

That’s where he falls in love with Loretta Black during a bat mitzvah and imagines a happy future with her.

It’s so startling: It is the most human we ever see Larry over the run of the show, and I believe that was the season finale for the 2007 season. It was much more in line with what we’ve been seeing from a lot of younger comedians at that point, which was religion as an anchor in a good way — not to pull you down but to keep you grounded.

So for Generation X, as you write, Judaism serves “real, emotional, or psychological purpose for the practitioners.” 

I wouldn’t actually call it respect but religion is an idea that’s not just something to be mocked and relegated to the dustbin. I’m not saying that Generation X is necessarily more religious, but they see real power and value in tradition and in certain kinds of family experiences. So, a huge amount of the humor can still come at the expense of your Jewish mother or your Jewish grandmother, but the family can also be the thing that is keeping you grounded, and frequently through some sort of religious ritual. 

Who exemplifies that? 

My favorite example is the 2009 Jonathan Tropper novel, “This Is Where I Leave You.”  I’m so disappointed that the film adaptation of that sucked a lot of the Jewish identity out of the story, so let’s stick with the novel. In that book, where a family gathers for their father’s shiva, the characters are horrible people in a dysfunctional family writ large. They lie to each other. They backstab each other. But in scene where the protagonist Judd describes standing up on the bimah [in synagogue] to say Kaddish [the Mourner’s Prayer] after the death of his father, and the way he talks about this emotional catharsis that comes from saying the words and hearing the congregation say the words — it’s a startling moment of clarity in a book where these characters are otherwise just truly reprehensible.

Adam Sandler was born in 1966, the first year of Generation X, and his “Chanukah Song” seems like such a touchstone for his generation and the ones that follow. It’s not about religious Judaism, but in listing Jewish celebrities, it’s a statement of ethnic pride that Roth or Woody Allen couldn’t imagine.  

It’s the reclamation of Jewish identity as something great and cool and fun and hip and wonderful and absolutely not to be ashamed of.

From left, Ilana Glazer, Abbi Jacobson and Seth Green in an episode of “Broad City” parodying Birthright Israel. (Screenshot from Comedy Central)

Which brings us to “Broad City,” which aired between 2014 and 2019. It’s about two 20-something Jewish women in New York who, in the case of Ilana Glazer’s character, anyway, are almost giddy about being Jewish and embrace it just as they embrace their sexuality: as just liberating. Ilana even upends the Jewish mother cliche by loving her mother to death.

That’s the episode with Ilana at her grandmother’s shiva, which also has the B plot where Ilana and her mother are shopping for underground illegal handbags. They spend most of the episode snarking at each other and fighting with each other and her mother’s a nag and Ilana is a bumbling idiot. But at the moment that the cops show up, and try to nab them for having all of these illegal knockoff handbags, the two of them are a team. They are an absolute unit of destructive force against these hapless police officers.

I think all of your examples of younger comics are women, who have always had fraught relationships with Jewish humor, both as practitioners and as the target of jokes. You write about “The JAP Battle” rap from “Crazy Ex-Girlfriend,” which both leans into the stereotype of the Jewish-American Princess — spoiled, acquisitive, “hard as nails” — and tries to reclaim it without the misogyny.

Rachel Bloom’s character Rebecca in “Girlfriend” self-identifies as a JAP, but she doesn’t actually fit the category. It’s her mother, Naomi, who truly is the Philip Roth, “Marjorie Morningstar,” Herman Wouk model of a JAP. So Bloom is kind of using the term, but you can’t repurpose the term when the original is still there. 

So as an alternative, I offer up a new term: the Modern Ashkenazi American Woman. It’s very New York, it’s very East Coast, it’s very particular to a type of upbringing and community that in the 1950s and ’60s would have been almost exclusively Conservative Jews, and then may have become a bit more Reform as we’ve gotten into the ’90s and 2000s. They went to the JCC. They probably went to Jewish summer camp. 

But even that doesn’t even really speak to the American sense of what Jewish is anymore, because American Jews have become increasingly racially and culturally diverse

There is also something that’s happening historically with Generation X, and that’s the distance from the two major Jewish events of the 20th century, which is the Holocaust and the creation of Israel. 

The Silent Generation and baby boomers still had a lingering sense of existential dread — the sense that we’re not so far removed from an attempted total annihilation of Jews. Gen X and millennials are so far removed from the Holocaust that they don’t feel that same fear.

But the real battleground we’re seeing in contemporary American Judaism is about the relationship to Israel. For baby boomers and even for some older members of Gen X, there’s still a sense that you can criticize Israel, but at the end of the day, it’s your duty to ultimately support Israel’s right to exist. And I think millennials and Zoomers [Gen Z] are much more comfortable with the idea of Israel being illegitimate.

Have you seen that in comedy?

I certainly think you can see the leading edge of that in some millennial stuff. The “Jews on a Plane” episode of “Broad City” is an absolute excoriation of Birthright Israel, and does not seem particularly interested in softening its punches about the whole idea of Jews going to Israel. I think we can see a trend in that direction, where younger American Jewish comedians do not see that as punching down.

You’re teaching a class on Jewish humor. What do your undergraduates find funny? Now that Woody Allen is better known for having married his adoptive daughter and for the molestation allegations brought by another adoptive daughter, do they look at his classic films and ask, “Why are you teaching us this guy?” 

For the first time I’m not including Woody Allen. I had shown “Crimes and Misdemeanors” for years because I think it’s his most theological film. I think it’s a great film. And then a couple years ago, I backed off, because some students were responding that it was hard to look at him with all the baggage. He’s still coming up in conversation because you can’t really talk about the people who came after him without talking about him, but for the first time I’m not having them actually watch or read any of his stuff. 

They have found things funny that I didn’t expect them to, and they have not found things funny that I would have thought they would. They laughed their way through “Yidl mitn fidl,” the 1936 Yiddish musical starring Molly Picon. I also thought they’d enjoy the Marx Brothers’ “Duck Soup” and they did not laugh once. Some of that is the fact that Groucho’s delivery is just so fast.


The post How Jewish comedy found religion, from Philip Roth to ‘Broad City’ appeared first on Jewish Telegraphic Agency.

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He was president of his synagogue. Now he wants to be LA’s next mayor.

LOS ANGELES — Adam Miller volunteered with a Reform social justice movement as a teenager, lived in Israel as a young adult and was and became a leader of one of the country’s most successful synagogues.

But Miller, a businessman who is running for mayor of Los Angeles, hasn’t said much about his Jewish background on the campaign trail. Instead, he has been talking about his entrepreneurial credentials — he sold his software company for $5.2 billion in 2021 — and touting the accomplishments of the nonprofits he started. His campaign site doesn’t mention his Jewish connections at all.

Seated at a cafe in his tony West LA neighborhood of Brentwood, Miller explained why. In today’s political environment, he said, he felt he’d had to downplay his Jewish, pro-Israel identity early in the campaign. But with California’s nonpartisan June 2 primary approaching — with the top two winners going on to the general election — he was ready to open up.

“It pains me a little bit when other candidates are acting like they’re going to position for the Jewish vote,” said Miller, who is running as a Democrat. “They’re acting like all of a sudden they’re very aligned with the Jewish community, when I know as a Jew that’s not necessarily true.”

Miller, who is self-funding his campaign, is currently running third or fourth, depending on the poll, in a race to unseat incumbent Democratic Mayor Karen Bass. More than 40% of voters remain undecided. He’s pitching himself as a get-things-done moderate — and a course correction from the growing influence in City Hall of democratic socialists, members of the same left-wing movement that helped make Zohran Mamdani mayor of New York City. Four Democratic Socialists of America members sit on LA’s City Council. One, Councilmember Nithya Raman, is Bass’ most formidable opponent in the primary.

At debates and in interviews, Miller has focused on the city’s most pressing issues: homelessness, housing, immigration and budget. Yet Miller’s Jewish bona fides may also hold his clearest arguments for leadership of the city. He leaned forward when talking about Ikar, the nondenominational synagogue where he once served as president, and about his identity as a Zionist — “even though it’s a dirty word now,” he said.

And a series of high-profile incidents affecting LA’s Jewish community during Bass’ term had helped clarify for Miller the problems facing the city.

“Look, to the vast majority of Angelenos, antisemitism is certainly not a top issue,” said Miller. “But as a Jew, antisemitism, freedom of speech, protection of religious freedom, is extremely important. And we can do better.”

A year in Israel

Miller’s Jewish story intersects with his journey into politics. As a teenager growing up in New Jersey, he was active in the National Federation for Temple Youth, a Reform youth movement, and was eventually elected social action chair of his region. The position involved traveling to Washington to lobby Congress on key issues — which in the 1980s included fighting apartheid in South Africa.

Miller recounts that he was always primed to be a supporter of Israel, raised with a grandfather who dreamed of living there, and in NFTY as a Zionist organization. After he finished graduate school, he visited the country for the first time, staying in Herzliya.

“I decided, after being there for almost a month, that I was going to give myself 10 days to see if I could get a job in Israel,” he recalled. He got hired at an investment bank in Jerusalem and lived there for a year, attending ulpan in the evenings.

The experience was formative. His company, Cornerstone OnDemand — a human resources enterprise software — later opened an office in Tel Aviv. “We were the No. 1 workplace in Israel for olim chadashim,” Miller beamed, using the Hebrew for new immigrants.

Miller’s involvement with Ikar began when the congregation was meeting in a JCC gym. Enchanted, he asked the rabbi to coffee. That was Rabbi Sharon Brous, then a mostly unknown Jewish Theological Seminary graduate, who invited him to that night’s board meeting. He served as Ikar’s president for a term in the mid-2000s.

In that time, he helped transform the congregation from an experiment in non-movement Judaism into a dynamic religious community that today has 1,200 member families — a directory that includes Steven Spielberg and former LA Mayor Eric Garcetti — and a multimillion-dollar budget.

When Miller stepped down from the board in February after entering the mayor’s race, Brous — now one of the most sought-out rabbinic voices in America — gave him a blessing in front of the congregation. (Brous did not respond to an inquiry.)

 

 

Miller, who said he’s reached out to Garcetti for advice about the office, was eager to connect his experience at Ikar to his qualifications to lead City Hall. Both institutions, Miller said, were full of good people with great ambitions, adding that his unique advantage is practical organizational leadership experience — budgeting, development and operations.

“You have to have the right mission, but you also have to have the ability to execute,” he said. “Ikar is a good example. We had great ideas early on. We had a lot of excitement and hope and compassion, but I put in operational structure to make it a reality.”

Two longtime congregants who asked not to be named for publication agreed, crediting Miller for professionalizing the organization when it was still a fledgling startup.

“That understanding and capability,” Miller said, “is what I’ve been able to do over and over again across a number of different organizations, and what I will bring to City Hall. And none of the other candidates have that.”

Campaigning in counterpoint

Miller is likely right that most Angelenos don’t regard antisemitism as a top issue. But the last four years have offered Jewish residents of the city plenty of opportunities to rate the incumbent.

Bass’ term has seen an antisemitic shooting in Pico-Robertson, the city’s largest Jewish neighborhood; a pro-Palestinian encampment at UCLA that drew national attention; and dueling protests outside an Israeli real estate seminar at Adas Torah, an Orthodox synagogue, that devolved into a brawl. More recently, pro-Palestinian protesters entered Wilshire Boulevard Temple to protest an Israeli defense contractor speaking there.

Miller said the mayor’s response in each case reflected the same pattern. “I think the city just generally shows no urgency to any problems,” he said. “We see that with the fires and the slow recovery, we see that with the encampments, we see it with trash and public safety, but we also see it clearly with antisemitism — just not a sufficient response. Period.”

Local Jewish leaders have lobbied for buffer zones outside of synagogue entrances where protesting would be prohibited, a measure Miller sees as a no-brainer. In New York, Mayor Zohran Mamdani has vetoed a bill that would have mandated a police perimeter outside of schools, citing First Amendment protections. (Mamdani meanwhile signed a bill that created such a space around houses of worship, which passed with a veto-proof majority.)

Like many American Jews, Miller was alarmed by Mamdani’s rise, as he was by the rising influence of DSA on local politics, saying the movement, whose platform includes a boycott of Israel, “has been overall antisemitic.” But he hoped Los Angeles, under a Miller mayoralty, would be a counterweight to Mamdani’s militantly anti-Israel stance.

“It’s an enormous opportunity to do that,” he said. “And conversely, if both coasts are run by DSA mayors, I think we put the Jews at real risk.”

The post He was president of his synagogue. Now he wants to be LA’s next mayor. appeared first on The Forward.

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With Israel Facing PTSD Emergency, New App Seeks to Help IDF Soldiers Heal

Israel Defense Forces Chief of Staff. Lt. Gen. Herzi Halevi salutes fallen soldiers at the Mount Herzl military cemetery in Jerusalem in a picture published on Oct. 27, 2024. Photo: IDF.

When one of Tzur Kurnedz’s cousins woke from a coma after fighting Hamas terrorists on Oct. 7, 2023, the first person he asked to see was Kurnedz.

The soldier, who had served in the Israel Defense Forces (IDF)’s Golani Brigade and lost most of his unit in the fighting, wanted to speak with someone who could understand what he had just lived through. For Kurnedz, that need was painfully familiar.

Kurnedz, who served in an elite IDF unit and as a sharpshooter during the 2014 Gaza war, known in Israel as Operation Protective Edge (Tzuk Eitan), had developed post-traumatic stress disorder (PTSD) himself. He spent years working through his trauma with the help of family, friends, and body-and-mind therapy. Over time, he came to see how many gaps existed in the support system for former soldiers — and how difficult it was for many to access the tools they needed.

That experience became the foundation for Bishvilenu, a digital platform Kurnedz launched with his wife, Nomi Weiss, a social worker and lawyer, to provide long-term recovery support for soldiers, their families, and their communities.

What began as trauma in Kurnedz’s own life became a resource he could use to help others. “It’s healing. It’s growth,” Kurnedz said. “I wasn’t really willing to share my story before, and now it’s a powerful tool for me to help others.”

In Hebrew, “Bishvilenu” means “for us,” while shvil also means “path” — a fitting name for a platform built around the idea that trauma recovery is not a single intervention, but a long-term process. The app, which is free for soldiers and their families, creates individualized care plans built around three pillars: mind, body, and community. More than 400 IDF soldiers and family members are already using it, and that number continues to grow.

Bishvilenu offers clinically proven practices and tools, including narrative therapy techniques as well as breathing and physical exercises. Weiss serves as vice president and Kurnedz as CEO, but the team behind the platform includes medical and trauma experts from Israel and the United States. Among them are an emotional intelligence coach, a clinical social worker trained in trauma care, and a Brown University professor who previously led PTSD research at the Providence Veterans Affairs Medical Center.

As Weiss put it, the couple moved quickly to build a platform that could use technology “as a bridge” to help people receive support and empower themselves in the long process of trauma recovery.

“It’s a place to try to create a shared knowledge from all these trauma experts who have been working in the field,” Weiss said. “We’re the digital infrastructure. We’re not trying to be the trauma experts. We let the NGOs be the trauma experts, with the final say of what exactly their soldiers need, and we build the infrastructure as people who understand trauma. It’s more about having a place for all the expertise to be gathered than for us to try to be another voice in this oversaturated field of trauma experts.”

The need has only grown since Oct. 7.


Tzur Kurnedz, right, during his IDF service. Photo: Provided

A Mounting Crisis

Israel is facing a mounting mental health crisis, with post-traumatic stress disorder rising sharply among soldiers and the broader mental health system under extraordinary strain with no end in sight.

A report released in February 2025 by Israel’s State Comptroller Matanyahu Englman, following an audit of mental health care, revealed that in the aftermath of the deadly Hamas-led massacre in southern Israel on Oct. 7, 2023, and the subsequent Iron Swords War, approximately 3 million adults in Israel have experienced anxiety, depression, and symptoms of PTSD.

These numbers are astronomical, underscoring the scale of the psychological fallout Israel has faced since Oct. 7. They also point to a mental health system under extraordinary strain, with hundreds of thousands of Israelis expected to seek care in the years ahead.

The scale of the need has overwhelmed existing systems. According to Bishvilenu, more than 70,000 IDF soldiers are on the waiting list for the IDF Rehabilitation Department, including at least 9,539 diagnosed with PTSD. Reuters recently reported that Israel’s Defense Ministry has recorded nearly 40 percent more PTSD cases among Israeli soldiers since September 2023 and expects that number to rise by 180 percent by 2028. Of the 22,300 troops and security personnel currently being treated for war wounds, 60 percent suffer from post-trauma.

The crisis has also brought a rise in suicide attempts. Reuters cited findings from an Israeli parliamentary committee showing that 279 IDF soldiers attempted suicide between January 2024 and July 2025, and that combat soldiers accounted for 78 percent of soldier suicide cases in 2024.

The backlog positions Bishvilenu as part of a familiar Israeli pattern, in which civil society organizations step in to provide support when public systems are overwhelmed.

Weiss said the trauma of the current war has been compounded by public distrust in the government and by the exhaustion of a long conflict.

“People don’t really believe in the government. People don’t trust the people sending them to war,” she said. “Everyone is tired.”

Using Technology for Togetherness

Weiss said that while she and Kurnedz started Bishvilenu for deeply personal reasons, it quickly grew into something much larger than they had expected.

“Each person’s individual journey can also become a resource for others, and we’re trying to create togetherness where trauma creates isolation,” Weiss said.

Bishvilenu is designed not to be a replacement for trauma professionals but rather as a piece of critical digital infrastructure connecting soldiers, families, and the NGOs already working with them.

Since Oct. 7, NGOs and other organizations have offered soldiers short-term trauma support, often using their own specialized methods and rarely sharing data or insights with one another. Bishvilenu is designed to fill that gap.

The platform is distributed through NGOs working with IDF soldiers and gives soldiers and their families access to clinically validated tools focused on mental, physical, and community-based healing.

For the NGOs, the app extends the relationship with soldiers and their families beyond initial intervention. It helps organizations stay in contact, monitor needs, and measure outcomes. Soldiers, meanwhile, receive tools for self-assessment and self-regulation.

Bishvilenu now works with 10 NGOs, including the Jerusalem-based organization OneFamily, and is in talks to partner with about 10 more.

“We’re at a point now where NGOs are calling us,” she said, “and we see that we have a service we can offer that is really meaningful.”

The platform, she said, can identify red flags during treatment or signal when soldiers need specific aftercare. “For soldiers and families, it gives them tools to assess themselves, help themselves, and regain a sense of agency over their own process.”

The Bishvilenu team and its volunteers working in a bomb shelter. Photo: Provided

Behind the platform’s technology is a simpler idea that Kurnedz learned through his own recovery: trauma isolates, but healing often begins when people feel heard.

One of the most important steps in his recovery, he said, was finally opening up about his trauma to his family, beginning with his wife.

“It was hard for me to share. It took a few years,” he said. “Last Hanukkah we had a family meeting, and it was the first time my family heard my story from Tzuk Eitan. It was very meaningful to feel heard. With trauma, you feel very isolated, like nobody can understand you. For me, it started with the small community I had — my family, my friends, even my military team. I did a lot of body and mind therapy, but the sense of community was the strongest part of the work for me.”

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Israel just quadrupled its PR budget to $730M. Experts say it won’t work.

(JTA) — Israel is betting nearly three-quarters of a billion dollars that it can talk its way out of a reputation crisis.

Lawmakers in Jerusalem approved a 2026 national budget last month that includes roughly $730 million for public diplomacy — the broad category known in Hebrew as hasbara — more than four times the $150 million they allocated the year before. That earlier sum was itself about 20 times what Israel had spent on such efforts before the war in Gaza broke out in 2023.

The unprecedented expenditure comes as survey after survey show declining support for Israel in the United States, its most important ally. A Pew Research Center poll released earlier this month found 60% of Americans now view Israel unfavorably, up seven points in a single year, with only 37% viewing it favorably.

Most striking for a country long accustomed to bipartisan American support: 57% of Republicans under 50 hold negative views of Israel. Support has cratered among the religiously unaffiliated, Black Protestants and Catholics. Among American Jews, support has slipped below two-thirds.

On social media, the Hebrew word “hasbara” has become a dismissive shorthand for pro-Israel advocacy, indicating how widely known Israel’s uphill efforts to shape its image have become.

Congress is increasingly reflecting this drop in public support. Earlier this month, 40 of 47 Senate Democrats voted to block a $295 million sale of Caterpillar bulldozers to Israel, and 36 voted to block a sale of 1,000-pound bombs, representing the strongest congressional rebuke of U.S. military aid to Israel on record.

Israel’s foreign minister, Gideon Sa’ar, says the country is engaged in a global war for hearts and minds and it must spend accordingly.

“We had a major breakthrough this year, but we must as a country invest much much more,” Sa’ar said in December as the government entered budget deliberations. “It should be like investing in jets, bombs and missile interceptors. In the face of what’s arrayed against us and what’s invested against us, it’s far from enough. This is an existential issue.”

Alongside the budget, Sa’ar won approval for a dedicated public diplomacy unit inside the Foreign Ministry, headed by a director equivalent in rank to the ministry’s top political official — a structural consolidation meant to end years of scattered hasbara work across rival ministries.

Public filings, Knesset testimony and Israeli business reporting show where a portion of the 2025 allocation went.

A $50 million international social-media ad buy was split across Google, YouTube, X and Outbrain. Roughly $40 million went to hosting 400 foreign delegations — lawmakers, pastors, influencers, university presidents. A “media war room” was erected to monitor 250 outlets and 10,000 daily Israel-related items.

The Foreign Ministry also signed a $1.5-million-a-month contract with former Trump campaign strategist Brad Parscale’s firm to deploy AI tools against antisemitism online, a $4.1 million campaign aimed at evangelical churches, and the “Esther Project,” a paid influencer network running up to $900,000 through a PR firm called Bridges Partners.

The Israeli Foreign Ministry did not respond to repeated requests for interviews and comment.

Defending the approach, Consul General Israel Bachar, Jerusalem’s top diplomat in Los Angeles since 2023, said in an interview that most of the money so far had gone into social media and delegations. His post oversees seven Western states and one of the largest Israeli expatriate populations in the world.

“We flew a lot of delegations to the country — whether it’s pastors, whether it’s politicians, universities,” Bachar said. “Everyone who returns from the country understands better and is more supportive. But you have to fly out a lot of people.”

A veteran Israeli political strategist before his consular appointment, Bachar argued the anti-Israel shift in the United States is not primarily a messaging failure. He pointed instead to “sociological changes in America that have nothing to do with us” that are “being used against us.”

He called the situation a complex problem with “no silver bullet,” and said he favors additional spending on what he called “productions” in the United States — sitcoms, documentaries, feature films that touch on Israeli themes — alongside the ad buys and influencer work.

Ask the people who study public diplomacy for a living whether any of this will work, and the answer is, overwhelmingly, skeptical.

Their central objection is that no amount of messaging can outrun entrenched rejection by its target audiences of Israel’s armed response to conflicts with its neighbors.

“My position is that history shows all the money in the world won’t help if the policy is wrong,” said Nicholas Cull, a professor of communication at the University of Southern California and one of the founders of the study of public diplomacy. “The U.S. discovered that in Vietnam when its own Cold War public diplomacy budget peaked.”

Cull coined the term “reputational security” to describe the argument Sa’ar is implicitly making — that a country’s standing is itself a strategic asset worth serious investment.

“It means protecting the country both by accentuating positive images and by eliminating negative realities,” Cull said. “I suspect that the government of Israel will be unable to sell its solutions to the world when so many of its own people dispute the validity of those solutions, and where the domestic consensus is wide of the international understanding of realities on the ground.”

The polling tells a similar story, according to a scholar who has been tracking it longer than almost anyone else.

“There has been a paradigmatic shift that has taken place in America about Israel,” said Shibley Telhami, a political scientist at the University of Maryland, who has surveyed American and Arab attitudes toward Israel for decades. “I have been tracing shifts, particularly among Democrats, for a decade and a half. I have never seen a shift like the one we’ve seen.”

Born in Israel to an Arab family, Telhami was long a two-state advocate operating within the American foreign policy mainstream before moving considerably leftward in recent years.

He described a new “Gaza generation” — a majority of young Americans who, his polling shows, now see Israel as committing genocide and who see the United States as implicated in it.

Telhami said the moment reminded him of a previous episode. He served on the U.S. Advisory Commission on Public Diplomacy in 2005, when Washington tried to spend its way out of the reputational damage of the Iraq War with campaigns aimed at Muslim audiences.

“Our conclusion was, it’s the policy, stupid,” he said. “Yes, you can do a lot with public diplomacy, and there are strategies that could help on the margins. But they’re only going to affect a small percentage, because the bulk of the impressions on issues that people care about are shaped by the actual policies, not how well you sell those policies.”

Many Israelis believe the country has simply never told its story well enough, and that with enough money and the right platforms, it can. But the conventional wisdom that Israel has not been active on the frontiers of public diplomacy simply isn’t true, according to Ilan Manor, a senior lecturer at Ben-Gurion University who has long studied the Foreign Ministry’s online presence.

Israel was one of the first countries in the world to build a global digital-diplomacy operation, Manor said. Before Oct. 7, he said, its accounts reached roughly a billion people, a scale rivaled only by the United States.

“The problem is not that we lack infrastructure. The problem is not that we lack skill,” Manor said. “The problem is that people don’t believe the state anymore. And that’s a much, much deeper problem that no amount of money is going to repair.”

He calls it a credibility gap, borrowing the term American reporters used for Lyndon Johnson’s Vietnam-era statements. “If you’re not a credible spokesperson, if you’re not a credible state, it doesn’t matter how good your message is,” Manor said. “It doesn’t matter how viral it might get. It doesn’t matter how many likes you get.”

The credibility problem is now compounding itself. As disclosures have revealed Israeli contracts with influencers, shell websites, and AI-driven campaigns, pro-Israel posts on American social media routinely draw comments accusing the poster of being a paid foreign agent, whether they are or not.

Similar concerns come from inside the pro-Israel branding world. Joanna Landau, founder of the Tel Aviv–based Israel branding nonprofit Vibe Israel, has spent more than a decade flying international influencers to Israel on lifestyle-focused trips. She said she was not available for an interview but has laid out her views in a recent series of essays on her Substack, “Reputation Nation.”

Landau called the 2026 allocation “a long overdue course correction” but warned that structural failures would swallow the money. “Israel’s narrative has no single strategic owner,” she wrote, noting that messaging responsibility is scattered across the Foreign Ministry, the Prime Minister’s Office, the Diaspora Affairs Ministry, the Government Press Office and the IDF.

According to the government’s own announcements, she added, most of the new funding is slated for “tactical activity” — “the same tools Israel has relied on for years, only now with many more zeros.” Her conclusion: “A large budget poured into a broken system produces scale, not strategy.”

The spending does vault Israel into the same league as some of the world’s largest public diplomacy operations, according to Landau.

Exact comparisons are hard to make, and there are no widely accepted figures for what different countries spend on public diplomacy — the work is scattered across culture ministries, state broadcasters, foreign affairs budgets, and intelligence agencies, often without a single label.

Germany, for example, funds Deutsche Welle, its international broadcaster, and the Goethe-Institut, its global network of cultural centers, at hundreds of millions of dollars a year, but both operate independently of the government. Britain spends around $450 million on the BBC World Service and millions more on international scholarships, also at arm’s length from direct messaging. The United States allocates an estimated $2.3 billion through State Department programs and the U.S. Agency for Global Media. China’s public diplomacy spending has topped $10 billion. Qatar has built Al Jazeera into a global network through state funding whose full scope is not publicly disclosed.

Israel, a country of roughly 10 million people, is now set to spend on its global image at a scale normally associated with much larger countries.

It may be too late, according to one Israeli scholar who has argued for two decades that Israel chronically underinvests in public diplomacy.

Eytan Gilboa, a professor of international communication at Bar-Ilan University, said he welcomes both the larger sum and its consolidation inside the Foreign Ministry, which he said Prime Minister Benjamin Netanyahu had deliberately “dried up” in favor of rival ministries.

But Gilboa agrees the current moment may be beyond repair.

“This is the worst crisis in Israel’s image abroad,” he said. “In the past, we have seen criticism of Israeli policy. Since Oct. 7, we have seen a rejection of Israel’s right to exist.” He argued that Israel has lost a generation of Americans, calling it “highly dangerous, because these people are going to be the next politicians, elites, journalists.”

“Perhaps $730 million is not enough,” Gilboa said. “You have to establish a mechanism, a system that would systematically address all the challenges. I am quite pessimistic.”

The post Israel just quadrupled its PR budget to $730M. Experts say it won’t work. appeared first on The Forward.

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