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A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah?
(JTA) — For millennia, Jews have eaten matzah. And for years, Jewish patrons of Trader Joe’s have been able to purchase matzah off the shelves of the tiki-themed grocery chain — which has gained its own quasi-religious following.
Now, for the first time ever, Trader Joe’s will be selling matzah under its own famous private label.
The question, even among the store’s diehard Jewish fans, is what makes Trader Joe’s-branded matzah different from all other matzah.
The grocery chain with more than 500 stores nationwide, and known for characteristically friendly, Hawaiian shirt-clad employees and a limited selection and high turnover of products, has gained a cult-like following in its 56 years of operation. An Instagram fan account boasts nearly 2 million followers; the internet is abound with memes about falling in love with Trader Joe’s cashiers; and dozens of Facebook groups with thousands of members each exist to cater toward the specific dietary needs of loyal shoppers.
Those loyalists include no small number of Jews who keep kosher. The store stocks a number of Jewish, Israeli and Middle Eastern foods — from an “everything but the bagel” spice mix to spicy zhoug sauce to kosher-certified turkeys ahead of Thanksgiving, and frozen latkes. Trader Joe’s caused a small uproar in 2012 when it stopped stocking kosher pareve semi-sweet chocolate chips. After a campaign by Jewish customers, the chain brought the product back to its shelves in 2021.
But whether that loyalty will extend to the store’s matzah is unclear. Some shoppers said they were excited about the new offering, while others wondered whether it would be any different from the matzah Trader Joe’s has sold in previous years. Still others said that by putting its name on one of the most quintessential Jewish foods, Trader Joe’s “signals that Pesach products have gone mainstream,” in the words of Susan Robinson, a member of Kosher Trader Joe’s, a Facebook group with more than 63,000 members.
The decision also demonstrates that Trader Joe’s takes its kosher-observant customers seriously, said Rachel B. Gross, a professor at San Francisco State University who teaches a course on U.S. Jews and the history of food.
“My understanding is that they’ve never wanted to do everything,” Gross said. “But they have had a really strong kosher game because that worked really well with the way they approached the niche markets in general.”
For years, Trader Joe’s sold matzah made by a brand called Holyland, and it’s unclear whether the chain’s new boxes hold the same old product. The company — which is secretive about who produces its private-label foods — told the Jewish Telegraphic Agency only that the new private label matzah is made by “one of the largest and oldest matzo-making bakeries in Israel.”
Whether the Holyland once sold by Trader Joe’s is made by the same company as Holyland Shmura Matzo — a circular handmade variety — is similarly unclear. But there are hints, beyond the name, that they come from the same company, which is based in Israel. Both share the same distributor, and both include a logo on the front bearing the web address NaturallyBetterWithYouInMind.com, a site that boasts “high quality, all natural, kosher foods.”
A representative of the distributor of both Holyland products, a New Jersey company called Kayco, did not know whether the current Trader Joe’s product is the same as the Holyland matzah. The new Trader Joe’s matzah box says only that it is distributed and sold by Trader Joe’s, which is headquartered outside of Los Angeles.
That confusion has led to an ambivalent reaction among some members of Kosher Trader Joe’s. Multiple members of the group shared photos of the new boxes at their local stores, encouraging each other to buy the matzah in order to press the company to produce it again next year.
Some commented on the new box design, while others remarked on the price — $2.69 per box, a slight increase over the $2.49 Trader Joe’s charged for the Holyland boxes last year, according to an Instagram fan page. (Name-brand boxes of matzah at the same weight cost slightly more at other retailers, ranging from about $3.22 for a 16 ounce box of Yehuda Matzos to $4.49 for Manischewitz’s version of the unleavened bread.)
“Trader Joe’s has sold Holyland Matzah for at least a decade, if not longer,” wrote one member. “I’m surprised that it has taken them this long to put it under the Trader Joe’s private label.”
Others were just happy to have access to matzah at all. Another member recalled that supply chain delays and restrictions related to COVID-19 led to shortages of Passover products, and that in Manhattan’s East Village, where he lives, “TJ – and the Holyland Matzo – became a Pesach saver. That’s what the commotion is all about.”
(Members of the group who adhere to strict kosher laws may not have tried the new matzah yet due to a tradition of not eating matzah between Purim and Passover, although a few customers remarked that it feels thinner than Holyland matzah.)
In addition to matzah, Trader Joe’s will sell Teva Glatt kosher-for-Passover Angus beef brisket and a few kosher-for-Passover wines including Sara Bee Moscato and Baron Herzog chardonnay and cabernet. The company will publish a complete list of its kosher-for-Passover offerings closer to the holiday, which begins the night of April 5.
Gross said the conversation over Trader Joe’s matzah fits in with the way Americans celebrate Passover, which she said is intimately tied to brands. She cited the proliferation of well-known Passover products like the haggadah published by Maxwell House coffee, which was first printed more than 90 years ago, or Manischewitz’s many Passover foods. The way the holiday has been shaped by brands, she said, is “in some sense, a traditional American Jewish experience.”
“Jews have really learned over the last 110, 120 years how to trust brands, and trust brands around kashrut, especially around Passover,” Gross told JTA.
“We know that the people who keep kosher are such a small minority,” she added. “And we know that the number of people who look for heckshers are not primarily Jews, which makes me wonder how many non-Jews buy matzah, or [how many] they expect to buy matzah.”
But for at least one member of Kosher Trader Joe’s, brand loyalty was not enough to make the new matzahs stand out.
“Most articles written about this Matza as well as online comments make it out to be something earth-shattering and revolutionary, and fail to mention that Trader Joe’s has carried matza around this time, in every single store, for years and years under the Holyland Brand,” wrote Yoseph Goldstein. “Have folks easily forgotten this? Is it really the ‘coolness’ of the box?”
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The post A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah? appeared first on Jewish Telegraphic Agency.
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Helen Mirren criticizes Israel at film festival after being called ‘evil Zionist’ in viral video
(JTA) — British actor Helen Mirren criticized Israel at a film festival in Italy, in her first public comments since security footage of a November incident where she was accused by a stranger of being an “evil Zionist b—h” went viral late last month.
“Evil forces are rising everywhere, even in a country like Israel,” Mirren said in an interview with journalists at the Taormina Film Fest in Sicily, according to reports in entertainment media. “How could you possibly repeat the actions of what was done to you as people to other people? Crimes against humanity, it’s called.”
The Academy Award-winning actor, who is 80, is being honored with a lifetime achievement award from the festival on Friday. Her many roles have included playing former Israeli Prime Minister Golda Meir in the 2023 biopic “Golda,” which she premiered in Jerusalem.
Mirren is not Jewish but has a long history of connection to Israel, dating back to 1967, when she traveled with a Jewish boyfriend to work for a month on a kibbutz in the country’s north.
She referenced that period in her comments at Taormina.
“I saw it from the inside and I saw some things that disturbed me from the inside in Israel at that time,” she said, according to Deadline. “I’m talking about six months after the Six Day War.”
Mirren has previously criticized the Israeli government. While promoting “Golda” in early 2023, she said she believed that Meir would be “utterly horrified” by Israel’s current leadership, which she referred to as a “dictatorship.”
But she also spoke favorably about Israel during the promotional events, which shortly preceded the Hamas attack that began the war in Gaza.
“I believe in Israel, in the existence of Israel, and I believe Israel has to go forward into the future, for the rest of eternity,” she told the country’s Channel 12 in August 2023. “I believe in Israel because of the Holocaust.”
During the November incident, the person who accosted Mirren and her husband Taylor Hackford appeared to reference those comments, saying, “She said Israel should last forever because of the Holocaust, and she was very happy that Palestinians’ houses were gone.”
Hackford responded, “F–ck off,” and Mirren did not say anything in the video.
At Taormina, the actor offered a more nuanced characterization of her beliefs while also praising Israel’s creative and intellectual communities.
“I grew up in Europe post-Second World War and the realization in my parents’ generation of what had happened in the Holocaust was so profound, so important,” Mirren said. “Therefore, the creation of Israel was a very important moment, although maybe it was done in completely the wrong way, in the wrong place, I don’t know. But something had to happen after the horror.”
According to Variety, she also said, “The evil is always lurking, waiting to take over, even in a place like Israel. I played Golda Meir and worked in a country that was the idealistic Israel, and I always thought it was a country that would never do wrong, but of course they were doing wrong, even then.”
About the viral video showing her being accosted, Mirren told journalists at the festival she believes she was “attacked by mistake by a man who was maybe a little over passionate or maybe mentally not quite stable.”
She added, “I don’t know whether he read things on the Internet or thought he read something which he hadn’t read, I don’t know.”
Though London’s Metropolitan Police initially said it was possible for an incident to be investigated as an antisemitic hate crime even if the victim is not Jewish, it will not be investigating further, as Mirren and Hackford have decided not to press charges.
The post Helen Mirren criticizes Israel at film festival after being called ‘evil Zionist’ in viral video appeared first on The Forward.
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After dozens of Jewish girls get lost in NY creek tunnel, antisemitic comments follow online
(JTA) — When dozens of Jewish girls emerged from a storm drain in Nyack, New York, Wednesday after becoming lost on a school trip, local officials described the episode as a fortunate ending to a potentially dangerous situation.
On social media, however, the incident quickly drew a slew of antisemitic comments.
“They can’t help it. Roaches and rats love the sewers,” wrote one Facebook user on a post by the Rockland Daily.
“Those tunnels were promised to them 3,000 years ago,” another user wrote, referencing the common online antisemitic phrase ridiculing the Jewish connection to Israel.
Many of the comments also referenced the 2024 incident at the Chabad-Lubavitch movement’s world headquarters in Crown Heights, Brooklyn, in which a group from the movement attempted to dig an unauthorized tunnel beneath the building.
“From the tunnels in Brooklyn to the tunnels in nyack! The black coats never disappoint 🤣🤣🤣🤣🤣🤣🤣,” one user wrote. “There drawn to tunnels. Natural instinct😂,” another wrote.
The girls, students from the Toras Emachu school in Monsey, New York, had been visiting Nyack Memorial Park on a school trip when they entered a large drainage culvert located in the park, according to the Orangetown Police Department.
While walking through the tunnel system, the students got lost but were heard by individuals in the town who alerted police, according to Nyack Mayor Joseph Rand.
“First responders immediately came to the scene and located all the girls at various points in Nyack,” Rand wrote in a post on Facebook. “Technically, none of the girls were ‘rescued,’ because they all came out in their own power, but everyone’s lucky that the authorities responded and figured out where all the girls were as quickly as they did.”
Rand said that roughly 70 students were on the trip, and there were no serious injuries beyond some “cuts and scrapes.”
Nyack Village Administrator Andy Stewart told the Jewish Telegraphic Agency that the school group had not been given a permit to host a field trip in the park Wednesday, and while there was “definitely concern over the violation of that law,” he wasn’t sure how the local government would follow up with the school.
“This is a group that did not have a permit, and so we didn’t know they were there, and they made no plans with the village,” Stewart said.
The Toras Emachu school did not respond to numerous requests for comment from the Jewish Telegraphic Agency.
But while local town officials handle the response to the incident, for some Jewish groups, the online response underscored how an innocuous incident can become a vehicle for antisemitic rhetoric.
“Unfortunately, internet comment sections have become havens for antisemitic memes and conspiracies, and commenters emboldened by relative anonymity will jump at any opportunity to demonize Jews,” Nate Wolfson, the communications director for the Nexus Project, told the Jewish Telegraphic Agency about the incident. “In this case, a story of dozens of children getting lost on a field trip is appallingly used to spread stereotypes about Jews, including comparing them to rats.”
Wolfson added that the references to the Chabad tunnel incident had been “especially troubling,” adding that the story had been “routinely used by antisemites to spread truly vicious and dangerous conspiracies about child sex trafficking.”
Some Nyack residents also called out the spate of antisemitic comments about the incident online.
“This was not hard to find. It was not buried. It was not one bad comment from one bad actor. It was thread after thread of people in this county saying the same old bullshit about Jewish people like it was nothing,” wrote one resident in a post on Facebook alongside a series of screenshots of antisemitic comments. “If all it takes is one local news story for your contempt to come spilling out, the contempt was already there.”
The post After dozens of Jewish girls get lost in NY creek tunnel, antisemitic comments follow online appeared first on The Forward.
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The battle between tradition and revolution in Soviet-Yiddish culture
די סאָװעטיש־ייִדישע קולטור איז געװען עסטעטיש אָדער אידעאָלאָגיש פֿילזײַטיק, לכל־הפּחות אין משך פֿון די ערשטע פּאָר צענדליק יאָר. דאָס איז דער עיקר־טעזיס פֿון דער װאָגיקער שטודיע „רױטע ייִדן: דער ייִדיש־סאָװעטישער קולטור־פּראָיעקט“ פֿון דער ליטעראַטור־פֿאָרשערין דאַריע װאַכרושאָװאַס (אוניװערסיטעט פֿון מינכען).
דער ציל פֿון דער פֿאָרשונג איז צו לאָזן דעם הײַנטיקן לײענער הערן די פֿאַרשײדענע שטימען אינעם אַלגעמײנעם כאָר פֿון סאָװעטישע ייִדישע ליטעראַטן, קינסטלער און כּלל־טוער.
ווי האָבן אָט די פֿיגורן פֿאַרשטאַנען די צוקונפֿטיקע ייִדישע קולטור? װי אַזױ האָבן זײ בדעה געהאַט צונױפֿצוברענגען ייִדישקײט און סאָװעטישקײט? װוּ שטײט די סאָװעטישע ייִדישע קולטור אױף דער ייִדישער װעלטמאַפּע? דאָס זײַנען די פֿראַגן, װאָס װאַכרושאָװאַ באַהאַנדלט.
זי גיט זיך ספּעציעל אָפּ מיט לינגװיסטישע פּרטים — טערמינען, מעטאַפֿאָרן, אימאַזשן — װאָס מען האָט גענוצט אין די קריטישע װיכּוחים פֿון יענער תּקופֿה. דערבײַ באַטראַכט זי ניט נאָר די מער באַקאַנטע ליטעראַרישע טעקסטן, נאָר אַ ברײטערן פֿאַרנעם פֿון מקורים פֿון צײַטונגען.
װאַכרושאָװאַ פּרוּװט צו אַנטפּלעקן די פֿילשטימיקײט פֿונעם סאָװעטיש־ייִדישן קולטורעלן פּראָיעקט. זי איז ספּעציעל פֿאַראינטערעסירט אין פֿאַרשײדענע װיזיעס פֿון דער צוקונפֿט פֿון ייִדיש אין סאָװעטן־פֿאַרבאַנד, װאָס מען האָט אַרומגערעדט אין די 1920ער יאָרן.
דאָס בוך באַשטײט פֿון דרײַ טײלן. אינעם ערשטן באַטראַכט װאַכרושאָװאַ כּלערלײ עסטעטישע מאַניפֿעסטן און קינסטלערישע פּראָגראַמען פֿון ייִדישער קולטור, װאָס מען האָט אַרױסגעגעבן נאָך דער ערשטער װעלט־מלחמה אין קיִעװ, מאָסקװע, לאָדזש, װאַרשע און בערלין.
דער צװײטער טײל איז געװידמעט דעם נסתּרס זאַמלונג רײַזע־פֿאַרצײכענונגען „דרײַ הױפּטשטעט“(1934). דער לעצטער חלק אַנאַליזירט די סטיליסטישע און לינגװיסטישע אַספּעקטן פֿון סאָװעטישע ליטעראַרישע איבערזעצונגען אױף ייִדיש פֿון רוסיש און אײראָפּעיִשע שפּראַכן.
די יאָרן נאָך דער ערשטער װעלט־מלחמה זײַנען געװען אַ בלי־תּקופֿה פֿון ייִדישן אַװאַנגאַרד אין ליטעראַטור און קונסט. אין װאַרשע זײַנען דערשינען די זשורנאַלן „רינגען“, „אַלבאַטראָס“, „כאַליאַסטרע“, „די װאָג“; אין בערלין — „מילגרױם“; אין קיִעװ — דיאַלמאַנאַכן „אײגנס“ און „אױפֿגאַנג“. לרובֿ האָבן די דאָזיקע פּובליקאַציעס ניט לאַנג געדױערט, אָבער זײ האָבן געמאַכט דרײסטע פּראָקלאַמאַציעס װעגן דער רעװאָלוציע אין דער ייִדישער קולטור.
למשל, אינעם ערשטן נומער פֿון דער סאָװעטישער קאָמוניסטישער צײַטונג „דער עמעס“ דעם 7טן נאָװעמבער 1920 האָט פּרץ מאַרקיש פֿאַרעפֿנטלעכט אַן אַרטיקל „אױף די װעגן פֿון ייִדישער דיכטונג“. עס איז מערקװירדיק, באַמערקט װאַכרושאָװאַ, װאָס דער דאָזיקער מאַניפֿעסט פֿון דער נײַער סאָװעטישער ייִדישער פּאָעזיע פֿאַרמאָגט ניט קײן מאַרקסיסטישע קאָמוניסטישע מליצה.
אַנשטאָט דעם רעדט מאַרקיש װעגן טיפֿע איבערלעבונגען, װאָס פֿאַרכליניען דעם מענטשן אין דער צײַט פֿון דער רעװאָלוציע. די רעװאָלוציע האָט גורם געװען אַן איבערבראָך אין דער טראַדיציע, „און טאַקע דערפֿאַר קאָנען די דיכטער פֿון אונדזער נײַער שטורעמדיקער תּקופֿה ניט שאַפֿן קײן מאָנומענטאַלע װערק, זײ זײַנען קױלן־גראָבערס […] פֿאַר נײַע תּקופֿות, פֿאַר קומעדיקע דורות,“ שרײַבט מאַרקיש.
אָבער מיט פֿיר יאָר שפּעטער האָט מאַרקיש זיך באַרעכנט װעגן דער המשכדיקײט פֿון דער ייִדישער קולטור. אין אַ רעפֿעראַט אין װילנע אין 1924 האָט ער געזאָגט, לױטן באַריכט אין דער װילנער צײַטונג „טאָג“: „ניטאָ קײן צװײ ליטעראַטורן, ס’זײַנען בלױז פֿאַראַן צװײ ליטעראַרישע עפּאָכעס, מיט פֿאַרשײדענע פֿאָרמעס, אָבער מיט אײן גרונד־ליניע, אײן ענדציל.“
דאָ האָט מאַרקיש פּראָקלאַמיט די המשכדיקײט צװישן די קלאַסיקער װי מענדעלע, שלום־עליכם און פּרץ און דער נײַער ליטעראַטור, װי מאַרקיש אַלײן, װאָס איז אַנטשטאַנען נאָך דער ערשטער װעלט־מלחמה.
אָט די צװײ קעגנזײַטיקע דעות װעגן דער ליטעראַרישער אַנטװיקלונג — אַן איבערבראָך אָדער המשכדיקײט — האָבן באַשטימט צװײ שטרעמונגען אין דער אַלװעלטלעכער ייִדישער ליטעראַטור נאָך דער ערשטער װעלט־מלחמה, סײַ אין סאָװעטן־פֿאַרבאַנד, סײַ אין פּױלן און סײַ אין אַמעריקע.
אין אונטערשייד צו דער הײַנטיקער אַמעריקאַנער שיטה אין ייִדיש־פֿאָרשונגען, װאָס פּרוּװן כּסדר צופּאַסן ייִדישע טעקסטן צו דער הײַנטיקער מאָדע אין ליטעראַרישער טעאָריע, איז װאַכרושאָװאַס מעטאָד דער עיקר אַ פֿילאָלאָגישער.
זי באַזירט אירע אױספֿירן אױף אַ גרונטיקן אַנאַליז פֿונעם שפּראַכלעכן סטיל פֿון ייִדישע מקורים. אַזאַ צוגאַנג מאַכט אירע אַרגומענטן גלײַכצײַטיטק מער װאָגיק און מער ניואַנסירט. זי דערװײַזט פּינקטלעך, װי אידעיִשע און עסטעטישע חילוקי־דעות צװישן ייִדישע ליטעראַטן האָבן זיך אַנטפּלעקט דורך שאַטירונגען אין זײער זאַצבױ, װאָקאַבולאַר, אינעם אױסקלײַב פֿון גערמאַנישע, סלאַװישע און לשון־קודשדיקע קאָמפּאָנענטן.
װאַכרושאָװאַ באַמערקט, אַז כּסדר שאַצט מען אָפּ די פּאָזיציעס פֿון סאָװעטישע שרײַבער, אַזעלכע װי מאַרקיש און דוד בערגעלסאָן, פֿונעם שפּעטערן שטאַנדפּונקט, װען מען איז שױן געװױר פֿון זײער טראַגישן אומקום. זי פּרוּװט, להיפּוך, לײענען זײערע טעקסטן דורך דעם מיטצײַטלערישן שפּאַקטיװ. זי ברענגט דעם לײענער אַרײַן אינעם סאַמע ברען פֿון קריטישע װיכּוחים פֿון די 1920ער יאָרן.
אַן אינטערעסאַנטער בײַשפּיל פֿון דעם, װי אַזױ מען האָט זיך געפּרוּװט צופּאַסן צו די נײַע סאָװעטישע באַדינגונגען, זײַנען דעם נסתּרס פֿאַרצײכענונגען װעגן די שטעט כאַרקעװ, לענינגראַד און מאָסקװע אינעם זאַמלבוך „הױפּטשטעט“. דאָס איז געװען זײַן פּרוּװ אַריבערצוגײן פֿונעם סימבאָליסטישן סטיל פֿון זײַנע פֿריִערדיקע דערציילונגען צו דעם רעאַליסטישן סטיל פֿונעם זשאַנער פֿון רײַזע־פֿאַרצײכענונג.
װאַכרושאָװאַ האַלט, אַז דער נסתּר האָט בכּװוּן אָפּגעהיט עלעמענטן פֿון זײַן סימבאָליסטישן סטיל – אַזעלכע װי ריטמישע איבערחזרונגען פֿון די אײגענע װערטער אין אײן זאַץ, דער שװערלעכער דײַטשמערישער זאַצבױ, דער ניט־פֿאַרלאָזלעכער נאַראַטאָר – כּדי אונטערצורײַסן די פּאָזיטיװע שטימונג, װאָס עס האָט געפֿאָדערט די אָפֿיציעלע סאָװעטישע ליטעראַטור. „הױפּטשטעט“ איז אַ דאָקומענט פֿון דעם נסתּרס אַנטױשונג אינעם פּראָיעקט פֿון אױפֿבױען די ייִדישע קולטור אינעם סאָװעטן־פֿאַרבאַנד, פֿאַרסך־הכּלט װאַכרושאָװאַ.
װי אַ צאָל אַנדערע ייִדישע און ניט־ייִדישע מחברים, װאָס זײַנען געשטאַנען אױף די ראַנדן פֿון דער אָפֿיציעלער סאָװעטישער ליטעראַטור, האָט דער נסתּר געפֿונען אַ מקום־מקלט אין איבערזעצערישער אַרבעט. ער האָט איבערגעזעצט אויף ייִדיש די װערק פֿון די רוסישע קלאַסיקער לעװ טאָלסטאָי, פֿיאָדאָר דאָסטאָיעװסקי, איװאַן טורגענעװ, און פֿון אַ היפּשער צאָל דײַטשישע, פֿראַנצײזישע און אַנדערע שרײַבער.
איבערזעצונגען פֿון דער רוסישער און אײראָפּעיִשער בעלעטריסטיק און דיכטונג, פֿון פּאָליטישער און װיסנשאַפֿטלעכער ליטעראַטור אױף די סאָװעטישע מינאָריטעט־שפּראַכן זײַנען געװען אַ װיכטיקער עלעמענט פֿון דער סאָװעטישער קולטור־פּאָליטיק, און ייִדיש איז ניט געװען קײן אױסנאַם. דערצו איז דאָס געװען אַ מער־װײניקער סטאַבילע פּרנסה, װײַל די האָנאָראַרן האָבן באַצאָלט מלוכישע פֿאַרלאַגן.
דװקא די איבערזעצונגען האָבן אַ סך בײַגעטראָגן צו דער אַנטװיקלונג פֿונעם אײגנאַרטיקן סאָװעטישן נוסח פֿון ייִדיש. איבערזעצונגען זײַנען אויך געװאָרן אַ װיכטיק ליטעראַריש פֿעלד פֿאַר שפּראַכלעכע עקספּערימענטן, בפֿרט װען די פּאָליטישע באַדינגונגען זײַנען אין די 1930ער יאָרן געװאָרן אַלץ שװערער, פֿאַרסך־הכּלט װאַכרושאָװאַ. אַזױ האָט זיך די ייִדישע שפּראַך װײַטער אַנטװיקלט, ניט געקוקט אױף דעם פּאָליטישן דרוק.
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