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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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Research studies in Yiddish by noted historians, now in English
מיט װאָס זײַנען די היסטאָרישע פֿאָרשונגען אױף ייִדיש אַנדערש פֿון די, װאָס זײַנען אָנגעשריבן געװאָרן אױף אַנדערע שפּראַכן? ווי עס שרײַבט ד״ר מאַרק סמיט, דער רעדאַקטאָר פֿון דער אַנטאָלאָגיע „דאָס בּױען און טרייסטן אַ פֿאָלק: ייִדיש־שפּראַכיקע היסטאָריקער אין זײערע אײגענע װערטער“, איז דער פֿאָקוס פֿון די ייִדיש־שפּראַכיקע פֿאָרשונגען געװען אױף די אינערלעכע זײַטן פֿונעם ייִדישן לעבן.
דערצו נאָך, שרײַבט סמיט, איז זײער קוק אױף דער ייִדישער געשיכטע כּסדר געווען פּאָזיטיװ, „להיפּוך צו די אַנדערע היסטאָריקער, ייִדן און ניט־ייִדן, װאָס האָבן אין זײערע שטודיעס באַטאָנט יסורים און רדיפֿות פֿון ייִדן“.
די אַנטאָלאָגיע נעמט אַרײַן 49 אױסצוגן פֿון ייִדיש־שפּראַכיקע היסטאָרישע װערק. דאָס רובֿ פֿון זײ שטאַמען פֿון דער ערשטער העלפֿט פֿונעם צװאַנציקסטן יאָרהונדערט.
די טעקסטן זײַנען צעטײלט אין זיבן טעמאַטישע אָפּטײלן, װאָס שפּיגלען אָפּ די הױפּט־ריכטונגען פֿון פֿאָרשונגען: ייִדישע קהילה־אױטאָנאָמיע; קולטור, עקאָנאָמיק און געזעלשאַפֿט; באַציִונגען מיט די אַרומיקע אומות־העולם; ייִדישע ליטעראַטור; פּרעסע און קאָמוניקאַציעס; ייִדישע דערציִונג, און ביכער־רעצענזיעס.
יעדער אָפּטײל באַהאַנדלט די געהעריקע טעמע כראָנאָלאָגיש, פֿון פֿריִערע צײַטן ביזן חורבן. אַזױ באַקומט דער לײענער אַ ברײטן באַגריף פֿון דער היסטאָרישער אַנטװיקלונג פֿון יענעם אַסקעפּט פֿונעם ייִדישן לעבן.
דער ענין פֿון דער ייִדישער אױטאָנאָמיע האָט לעצטנס אַרויסגערופֿן אַ נײַעם אינטערעס מצד די קעגנערס פֿון מדינת־ישׂראל און איר פּאָליטיק. אַ סימן איז דער גרױסער דערפֿאָלג פֿון מאָלי קראַבעפּלס בוך װעגן דעם בונד, װאָס טענהט, אַז די פּראָגראַם פֿון דער נאַציאָנאַל־קולטורעלער אױטאָנאָמיע איז געװען בילכער פֿונעם ציוניסטישן פּראָיעקט פֿון ייִדישער מלוכישקײט.
דער גײַסטיקער פֿאָטער פֿון דער פּאָליטישער פּראָגראַם פֿון ייִדישער נאַציאָנאַל־קולטורעלער אױטאָנאָמיע אין גלות איז געװען דער היסטאָריקער שמעון דובנאָװ, וואָס איז, אַגבֿ, ניט געווען קײן בונדיסט, נאָר אַן אָנפֿירער פֿון דער ליבעראַל־דעמאָקראַטישער פֿאָלקספּאַרטײ.
די אַנטאָלאָגיע עפֿנט זיך מיט פֿראַגמענטן פֿון זײַן איבערזיכט „אױטאָנאָמיע אין דער ייִדישער געשיכטע“ אינעם ערשטן באַנד פֿון דער „אַלגעמײנער ענציקלאָפּעדיע“, װאָס איז אַרױס אין פּאַריז אין 1934.
װי אַ היסטאָריקער, האָט דובנאָװ געװאָלט אײַנװאָרצלען ייִדישע פּאָליטיק אינעם ייִדישן עבֿר. ער האָט געפֿונען אַ היסטאָרישן מוסטער פֿאַר דער מאָדערנער ייִדישער אױטאָנאָמיע אינעם „װעד ארבע אַרצות“ (ראַט פֿון די פֿיר לענדער), דעם הױפּט־אָרגאַן פֿונעם פּױלישן ייִדנטום אינעם 17טן און 18טן יאָרהונדערט.
אָבער װי עס האָבן דערװיזן אַנדערע היסטאָריקער, אַזעלכע װי ישׂראל סאָסיס, רפֿאל מאַלער און יצחק (איגנאַצי) שיפּער, האָט דובנאָװ שטאַרק אידעאַליזירט די ראָלע פֿונעם װעד.
דער װעד איז, דער עיקר, געװען פֿאַרטאָן אין זאַמלען געלט פֿון ייִדישע קהילות אױף צו שטיצן די אײגענע פֿירערשאַפֿט און צעטײלן כאַבאַר צו פּױלישע מאַגנאַטן. בלױז אַ פּאָר פּראָצענט פֿונעם בודזשעט האָט דער װעד אױסגעגעבן אױף די נױטן פֿונעם כּלל.
צום סוף האָט דער װעד ן באַנקראָטירט צוליב די ריזיקע חובֿות צו קאַטױלישע קלױסטערס. אין 1764 האָט דער פּױלישער סײם (פּאַרלאַמענט) ליקװידירט דעם װעד און באַשלאָסן צו זאַמלען שטײַערן פֿון ייִדן אױפֿן מאָדערנעם שטײגער, פֿון יחידים אַנשטאָט קהילות.
דער ערשטער טײל פֿון בוך ענדיקט זיך מיטן קאַפּיטל, ייִדישע ׳אױטאָנאָמיע׳: די יודענראַטן אונטער דער נאַציסטישער אָקופּאַציע“. דאָס איז אַ קאָמפּילאַציע פֿון דרײַ אַרטיקלען פֿון ישעיהו טרונק, װאָס אַנטפּלעקט װי זײַן נעגאַטיװע אָפּשאַצונג פֿון יודענראַטן איז געװאָרן מילדער מיט דער צײַט. ער האָט דערזען אַז אײניקע אָנפֿירער פֿון יודענראַטן האָבן טאַקע געפּרוּװט העלפֿן ייִדן אין די געטאָס.
גענומען אין אײנעם, װײַזן די דאָזיקע קאַפּילטען, אַז ייִדן האָבן קײן מאָל ניט געהאַט קײן פֿולע פּאָליטישע אױטאָנאָמיע. די חױפּט־פֿונקציע פֿון דער ייִדישער קהילה־אױטאָנאָמיע איז געװען אונטערצושטיצן באַציִונגען מיט דער הערשנדיקער מאַכט.
דאָס רובֿ אױסגעקליבענע טעקסטן באַהאַנדלען טעמעס, װאָס האָבן צו טאָן מיטן ייִדישן כּלל אָבער ניט מיט חשובֿע יחידים. און װען עס גײט די רײד טאַקע יאָ װעגן יחידים, זײַנען דאָס כּסדר געװען כּלל־טוער. למשל פֿיליפּ פֿרידמאַנס אַרטיקל דערצײלט װעגן דעם גאַליציאַנער משׂכּיל יוסף פּערל (1773־1839), דעם גרינדער פֿון דער ערשטער מאָדערנער ייִדישער שול אין טאַרנעפּל (הײַנט אין אוקראַיִנע) אין 1813.
עס פֿעלן דאָ אָבער װיכטיקע היסטאָריש־ביאָגראַפֿישע פֿאָרשונגען װעגן אײנצלנע ייִדישע שרײַבער, דיכטער, אַקטיאָרן און קינסטלער. דער דאָזיקער בלױז שפּיגלט אָפּ דעם רעדאַקטאָרס קוק אױף ייִדן אין מיזרח־אײראָפּע װי אַ „נאַציאָנאַלער גרופּע, װאָס װערט באַשטימט דורך דער בשותּפֿותדיקער געשיכטע און קולטור“. אַזױ באַקומט זיך, אַז די היסטאָרישע ראָלע פֿון אַ יחיד, אַפֿילו אַזאַ גאון װי מענדעלע מוכר־ספֿרים, איז ניט זוכה אַ ספּעציעלן קאַפּיטל.
די צװײ צענטערס פֿון ייִדישער היסטאָרישער פֿאָרשונג צװישן די בײדע װעלט־מלחמות זײַנען געװען אין פּױלן און אין סאָװעטן־פֿאַרבאַנד. אין די 1920ער יאָרן האָבן בײדע צענטערס נאָך געקענט אונטערהאַלטן קאָנטאַקטן. אין די 1930ער יאָרן איז דער אידעאָלאָגישער און פּאָליטישער דרוק מצד דער קאָמוניסטישער פּאַרטײ אין סאָװעטן־פֿאַרבאַנד געװאָרן אַ סך האַרבער, און מען האָט שױן מער ניט געקענט שאַפֿן װערטפֿולע און אָריגינעלע היסטאָרישע װערק. אַזױ איז געװען דער גורל פֿון סאָסיס, װעלכער איז אַרױסגעטריבן געװאָרן פֿון דער קאָמוניסטישער פּאַרטײ אין 1931 און האָט פֿאַרלױרן זײַן שטעלע אין דער װיסנשאַפֿט־אַקאַדעמיע פֿון בעלאַרוס.
אין פּױלן, להיפּוך, איז אױפֿגעקומען אַ נײַער דור ייִדישע היסטאָריקער, אַזעלכע װי רפֿאל מאַלער, עמנואל רינגלבלום און פֿיליפּ פֿרידמאַן, װאָס האָבן שטודירט געשיכטע אין פּױלישע אוניװערסיטעטן און האָבן געקענט דרוקן זײערע װערק אין אַקאַדעמישע זשורנאַלן אױף ייִדיש און פּױליש.
אינעם װאַרשעװער געטאָ האָט רינגלבלום אָרגאַניזירט דעם היסטאָרישן אַרכיװ „עונג־שבת“, װאָס האָט געזאַמלט מאַטעריאַלן װעגן דעם לעבן און טױט אינעם געטאָ. ער און כּמעט אַלע מיטאַרבעטער זײַנע זײַנען אומגעקומען אינעם חורבן.
די, װאָס האָבן איבערגעלעבט דעם חורבן – מאַלער, פֿרידמאַן, טרונק און אַנדערע — האָבן ממשיך געװען זײער אַרבעט, לכתּחילה אין פּױלן און שפּעטער אין אַמעריקע אָדער ישׂראל. דאָרט האָבן זײ געאַרבעט דער עיקר אין ייִװאָ און יד־ושם, און זײער פֿאָרשערישע טעמע איז געװאָרן דער חורבן.
מאַרק סמיט האָט אָנגעהױבן זאַמלען מאַטעריאַלן פֿאַר דער אַנטאָלאָגיע מיט צװאַנציק יאָר צוריק. די ייִדישע אָריגינאַלן פֿון װערטפֿולע היסטאָרישע װערק זײַנען צעזײט און צעשפּרײט איבער אַלטע צײַטשריפֿטן, װאָס לרובֿ זײַנען זײ ניט צוטריטלעך עלעקטראָניש. די אַנטאָלאָגיע אַנטפּלעקט די דאָזיקע רײַכע ירושה פֿאַרן ברײטערן עולם לײענער, און זי װעט זײַן ספּעציעל ניצלעך פֿאַר לערער און סטודענטן פֿון ייִדישער געשיכטע.
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In the course of his 104 years, he resisted the Nazis, fought against blood libel and became a towering Jewish intellectual
Today, in a public ceremony held at Les Invalides, President Emmanuel Morin led the French Fifth Republic in paying its last respects to one of the nation’s great public figures, Edgar Morin, whose 104 years spanned the Third and Fourth Republics as well. He was a sociologist, philosopher, writer, film director and screenwriter. But Morin’s real profession was as an intellectual.
There is a vast literature on the character and career of the French intellectual — much of it written by intellectuals — just as there is much disagreement on when this social type first appeared. Some historians reach back as far as the Enlightenment and the role played by les philosophes like Voltaire in their struggle for political liberty and religious toleration, while other historians argue that the modern intellectual burst onto the scene more than a century later with the Dreyfus Affair.
It was at that pivotal moment in late 19th century France that the word “intellectuel” gained currency. Used as a term of scorn by antisemites like Maurice Barrès, they believed Captain Alfred Dreyfus was guilty of treason precisely because he was Jewish. As for those “intellectuals” who defended Dreyfus, Barrès dismissed them as “aristocrats of thought who boasted they did not think like the vile crowd.” Yet those same intellectuals, led by the novelist Émile Zola, gladly embraced the description. Convinced that objective reason and truth made Dreyfus’ innocence clear, they believed, as Zola famously declared, that “truth is on the march.”
But, as Morin always insisted, truth is complex. So, too, was his career, which in many ways reflects the origin story of the French intellectual. Born as Edgar Nahoum in Paris in 1921, his parents were Jewish immigrants from Salonica, a city that had been home to Greece’s largest Jewish community until World War II. (Nearly 90% of the community, some 54,000 men, women, and children were eventually murdered in Nazi death camps.) A precocious student, Nahoum spent his days in libraries studying German philosophers like Hegel and his nights in cinemas studying French films directed by the likes of Marcel Pagnol.
Yet everything changed, including his name, come France’s defeat and occupation by Nazi Germany in 1940. Making his way to the Unoccupied Zone, the 20-year-old Nahoum, who had been a pacifist before the war, soon joined both the banned Communist Party and the French Resistance. By 1944 and liberation, Nahoum had not only become a lieutenant in the Free French Forces, but due to a typo that turned his combat pseudonym “Manin” into “Morin,” the young man was renamed. In fact, he was remade. “What would we have been without the Resistance?” Morin later wondered. “It was thanks to the Resistance that we were given a life.”
And what a life it turned out to be. In 1951, the rebellious Morin, who was outraged by the Soviet show trials, was invited to leave the French Communist Party. At the same time, though he did not have a graduate degree, Morin was nevertheless invited — thanks to the recommendations of the philosophers Vladimir Jankéklévitch and Maurice Merleau-Ponty — to join the prestigious National Center for Scientific Research in Paris in 1950. It was there that he launched a career that fused his academic interests as a sociologist with journalism.
For the next three quarters of a century, Morin seemed to be everywhere all at once. (When I lived in France, I had the impression that, whether on the shelves of bookstores, pages of newspapers, or sets of television shows, I was always bumping into him.) When he was not being interviewed in documentaries, he was making them; when not publishing one of his more than 40 books, he was reviewing books written by others; when seismic events occurred, he was there before anyone else — and got a book out faster. And the books, the work of an intellectuel engagé, were often themselves events that left their mark on Morin’s contemporary audience and future scholars.
One of the most notable of these is La Rumeur d’Orléans, or Rumor in Orléans. In May, 1969 — just one year after the student rebellions that had swept across France (and about which Morin had already published a book) — a rumor started to sweep across the small city of Orléans, famous for being defended against the English by Joan of Arc in the 15th century. The rumor that took flight in Orléans in 1969 — a variation of the blood libel against Jews — was as old as Joan’s achievement. In the dressing rooms of several local clothing stores, so the rumor went, young women were being drugged and sex trafficked. Moreover, the owners of all these stores were, of course, Israëlites (the frequent moniker for French Jews since the 19th century.)
That there was not a single reported case of a missing, much less abducted, woman had little effect on the crowds that gathered outside these stores. As the crowds grew, along with the fear of the store owners and their staffs, the news media picked up on the event. Politicians and pundits expressed outrage and confusion over the rumor — how could this be possible just a quarter-century after Auschwitz, they asked — and the police began to investigate. They could not find a single culprit.
Within weeks of the news reaching Paris, Morin had collected a half-dozen colleagues and set up shop in Orléans to make sense of the rumor. The team, who described their work as la sociologie événementielle, or “event-based sociology,” interviewed locals, met with officials, and rifled through archival documents. Their conclusion reflected a truth dear to Morin: the complexity of any single event. By complexity, Morin did not mean “complicated,” a word we often use when we refuse to engage a subject. Instead, a complex event spans not only the many factors that made this event possible, but also encompasses the way in which our own theories and thoughts alter our understanding of the event. This complex event, Morin concluded, was partly the work of rapid modernization and the great changes it wrought: urbanization, consumerism, and sexual rebellion. It was as if, one historian remarked, “miniskirts were taking people back to the Middle Ages,” and back to the Jew as the traditional scapegoat for these vast social and economic disruptions.
But only partly. The man who described himself as “Judeo-Gentile” always insisted that events often take not just ordinary folk, but also specialists by surprise. Just as no one predicted France’s defeat in 1940, Morin never thought he had the courage to become a resistance fighter. Yet he did. This is a lesson in humility, of course, but also a lesson in humanity. “Let us make our way in uncertainty,” Morin always insisted, “but also in fraternity.” If only we could make this motto our own.
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That time Allen Ginsberg wrote a Socialist poem — about Bernie Sanders
Last June, while digging through 50 boxes of archival material about Bernie Sanders’s four terms as the mayor of Burlington, Vermont, a reporter for the British newspaper the Guardian found a poem by Allen Ginsberg. Written by hand on a 1986 visit to the city, “Burlington Snow” didn’t name Sanders, but he was clearly the populist muse that inspired it.
Ginsberg wrote, “Socialist snow on the streets / Socialist talk in the Maverick Bookstore / Socialist kids sucking socialist lollipops.” Then he turned outward, questioning with almost Elizabethan wit: “—aren’t the birds frozen socialists? / Aren’t the snowclouds blocking the airfield Social Democratic appearances?”
After Ginsberg shares the city’s governing idea, the poem itself is shared: “Isn’t this poem socialist? It doesn’t belong to me anymore.”
The iconic Jewish-American poet was writing about the Jewish-American socialist almost exactly 30 years ago, on a February day in snow-covered New England like the one on which Sanders won in New Hampshire. Spreading online, the poem has delighted both poetry people and Sanders loyalists. No one combines those two groups like Eliot Katz; a leading “post-Beat” poet and Ginsberg protégé, Katz has spent 20 years, on and off, working on a book caled “The Poetry and Politics of Allen Ginsberg.” Published by the independent Beatdom Books in December 2015, it addresses both Ginsberg’s career as a poet and life as an activist.
Absurdly, the unearthing of the Sanders poem from an overlooked archive came after Katz’s manuscript was ready for print, too late for him to write about it. But it reflects his thesis about Ginsberg and his pleasure in Sanders’s success. Katz has written seven books of poetry, including “Space and Other Poems for Love, Laughs and Social Transformation” (1990) and “Unlocking the Exits” (1999), but I hadn’t heard of him in 2005, when an editor at the San Francisco Chronicle asked me to review a collection of essays about “Howl.” I pretty much panned it, saying too many pieces presented facile claims by Ginsberg admirers about his relevance in the 21st century.
Katz, whose readable book expands on his insightful essay, says Ginsberg’s forward looking focus defines how he “challenged the boundaries” of poetry’s political potential. After years of digging into “Howl,” “Kaddish” and “Wichita Vortex Sutra, he was startled a few weeks ago when he found “Burlington Snow” online, recognizing a vivid example of how a Ginsberg poem could illuminate political changes long before they happen.
“Ginsberg told me that prophetic poetry doesn’t work like someone making a prediction,” Katz said when I visited him in his Hoboken apartment. “Instead, he would say that political poetry ‘touches a common key,’ allowing the reader to feel something that somebody will feel in a hundred years. Here, he wrote a poem that praised the democratic-left tradition we’re seeing in Bernie Sanders. No one could have predicted that Sanders would be waging such an effective campaign to move the Democratic Party in more progressive directions.”
A frequently smiling man with shaggy, graying hair, the 59-year-old Katz lives amid countless books on Ginsberg and progressive politics. Taped to one wall is a newspaper clipping about his late mother, Toby Katz, an Auschwitz survivor who went on to hold elected office for 12 years as a councilwoman in West Orange, New Jersey, where Katz grew up. She helped to inspire his work as an activist, including jobs with organizations for the homeless in New Jersey and Washington, DC. He displays posters of readings he gave with Ginsberg, and his book combines his personal feeling for the poet with critical analysis of his work.
Of a poem called “Why I Sit,” Katz writes that Ginsberg used a technique learned from Greek poetry called anaphoric repetition, the rhythmic echoing of a word to “sew together” his personal and political concerns. He quotes from the poem:
“I sit because the Dadaists screamed on Mirror Street / I sit because the Surrealists ate angry pillows… / I sit because Lunacharsky got fired & Stalin / gave Zhdanov a special tennis court I became a / rootless cosmopolitan / I sit inside the shell of the old Me / I sit for world revolution.”
“Why I Sit,” Katz writes, highlights how “Stalin’s deplorable actions caused [Ginsberg] to become a citizen without solidly existing roots.” Katz said the poet’s attraction to socialism transcended his disillusionment with Soviet communism, and that ”Burlington Snow” reflects his lifelong contemplation of counter-pulling influences of his youth, his troubled communist mother and his socialist poet father. “Allen appreciated democratic socialism,” Katz told me, when we spoke. “But he opposed the kind of authoritarianism of the Soviet Bloc. Czechoslovakia is a country he got kicked out of.”
“I don’t call Allen a democratic socialist in the book,” he added. “I think he believed more in being politically pragmatic than in holding any specific ideology — so that he supported anarchist movements when they were doing positive things, and trade union movements when he agreed with them. He remained a progressive his whole life, and he defied the conservative myth that radicals from the 1960s era all became conservative in their old age.”
Ginsberg’s “open support of Sanders,” Katz said, prompted him to give a reading to raise money for one of the Vermont politician’s congressional races in 1992. In fact, in a lengthy footnote, Katz says he helped to organize it. “It was at a restaurant called Nadine’s,” Katz told me. “I always thought I introduced them for the first time. Allen and Bernie talked, but I don’t know what they said, because I was too busy helping to coordinate things.”
Bob Rosenthal, longtime manager of Ginsberg’s office, says Ginsberg had Bernie Sanders on his radar through the years. “I always knew who Bernie Sanders was, and I had to know that through Allen, because Allen was where I got all my news,” Rosenthal told me. “I don’t think they hung out together, but Allen always had an awareness of him.”
The Allen Ginsberg archive at Stanford University holds a letter Sanders sent Ginsberg in 1989, thanking him for the “time, energy and creativity” Ginsberg gave “to me and the City of Burlington throughout my administration,” citing an art auction with which Ginsberg helped in some unspecified way.
With the resurrection of “Burlington Snow,” Ginsberg’s friends wonder if the poet and the politician actually met for the first time when Ginsberg visited Burlington in 1986.
Huck Gutman is pretty sure that didn’t happen, and he should know. Gutman is one of Bernie Sanders’s closest friends, serving for years as his chief of staff in Washington. He’s also a professor of English at the University of Vermont, where he often teaches “Howl,” and he spent recent days getting ready to give a class on how the Russian poet Vladimir Mayakovsky influenced Ginsberg.
Asked about “Burlington Snow,” he replied in an email: “Ginsberg, as you know, grew up in a socialist milieu (I guess I am clear about this mostly from his poem, ‘America.’) and would have been interested in, even entranced by, the fact that Burlington had a socialist as its mayor.”
Still, he wrote, “I do not think Allen and Bernie met at that time. That they might have met at a NYC fundraiser years later — in 1992 he was running for his second term in the US Congress — could certainly be possible.”
In a telephone interview, Gutman said he himself spent memorable time at the university talking with Ginsberg about poetry during the 1986 visit. Gutman didn’t attend the bookstore reading but heard that the poet wrote the poem (with 14 lines, it is an informal sonnet) “quickly,” and immediately read it to an audience. Did Sanders ever see it? Gutman didn’t know, but said Bernie Sanders generally doesn’t read poetry: “He reads biography, history, novels — not poetry.”
Based on his observations of Ginsberg and Sanders, though, he says they share a lot.
“Ginsberg was writing in a way that a lot of people were not writing, and he had to believe in his own vision and his own voice,” he said. “I think Bernie has that. He understands that the test of what one says is not the political pundits and the political base — not what the critics and professors said, in Ginsberg’s case — but whether one speaks one’s own way and in a language that reaches people.”
Recently, Grove Press published “Wait Till I’m Dead,” a new gathering of Ginsberg’s uncollected poems. It doesn’t include “Burlington Snow.” Bill Morgan, a Ginsberg biographer and archivist of his papers, edited the volume and says the poem “came too late,” explaining that “Grove had the (finished) book for about a year.” Morgan, who lives in Vermont and “would vote for Sanders for anything,” says he believes the poem “wasn’t strong enough” to make it into the book.
Morgan worries that the poem’s visibility could hurt Sanders, though he said that isn’t why it got left out. “I worry that people will see that line — ‘It doesn’t belong to me anymore’ — and will read that to mean, ‘I have to give up something,’ the second car or something, that Bernie wants to take their possessions away.”
Eliot Katz believes that the way Ginsberg animates socialism as a form of sharing in “Burlington Snow” could have a positive effect. “I think it can help educate younger voters that democratic socialism, as Sanders practices it, is a form of inclusiveness, of expanding democratic rights, not taking them away, which would be the view of an older generation raised in the Cold War. Everything in the poem is shared — even the environment, something Sanders talks about a lot — and that message can only be helpful.”
Allan M. Jalon won two 2015 Simon Rockower Awards for his Forward feature stories, “My Opa’s Story of World War One’s Other Fight” and “A New Jersey Tale of Two Alfred Doblins.”
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