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How Rachel Goldberg-Polin and Jon Polin find grace in their shattered world
Rachel Goldberg-Polin and Jon Polin need no introduction. Since their son, Hersh, was kidnapped from the Nova music festival in southern Israel on Oct. 7, 2023, taken hostage in Gaza and, later, murdered by his captors, the American-Israeli couple have become, for many, the personification of an entire nation’s pain.
They didn’t want this. They surely didn’t ask for it. “We’re the manifestation of everybody’s worst nightmare,” Rachel said. And yet, it is precisely that fact, coupled with the almost supernatural grace they have brought to their international advocacy for Israel’s hostages, that helped make Hersh one of the most recognizable faces among the captives and why his death last year hit so hard.
It’s also why Jews have looked to them as exemplars of how to respond to one of the worst periods in Jewish history. Despite all they’ve gone through, and all they continue to endure, Hersh’s parents still see this as a moment of opportunity for cross-cultural connection.
“You’ve got your narrative, we’ve got our narrative,” Jon said. “You’ve suffered, we’ve suffered. You’ve got your Bible that says something. We’ve got our Bible that says something. You’ve got your claims. We’ve got our claims. And you know what? We’re never going to outshout each other. Let’s look forward and start right now and dedicate ourselves to something better for all of us. I still feel that way.”
The couple is speaking next week at the Z3 Conference in Palo Alto, California, near where they lived in Berkeley before moving to Israel in 2008. This interview, conducted by J. Jewish News of Northern California, has been edited for length and clarity.
A lot of people here in the United States, and also in Israel, felt as if they knew Hersh after Oct. 7. Some did, but most of us didn’t. I wonder if you could tell us about him as a person, and what it was like to be his parents.
Rachel Goldberg-Polin: Hersh, obviously, was a curious citizen of the world. “Obviously,” just because that’s really what I’ve come to realize is the most apt way of describing him. He was always hungry for knowledge, but very much outside of the confines of normative learning. So school was not really interesting to him. He did enough to get by, but was always an underachiever in school. And yet he was this voracious reader about whatever subject was floating his boat. As a young kid, he was obsessed with geography, obsessed with American presidents, obsessed with Native American history, obsessed with the Civil War.
And as he became a young man — I still think of him as a boy. He was a very young 23. He had just turned 23 on Oct. 3, three days before we said goodbye to him and he went down to the Nova festival. He was obsessed with his favorite soccer club, his Jerusalem Hapoel soccer club. He loved trance music and music festivals, and used them as an opportunity to get to know and meet different people from all over the world. He was very committed to traveling by himself when he went to those festivals, because he said when you travel in a clump, then you stay in a clump. And he wanted to meet people from everywhere.
He was also a real professional listener, which I’ve grown to understand is such a rare gift that is hard to learn. I’m trying to learn it in his memory and as part of his legacy. To train myself to really be with whoever’s speaking and not be thinking, what am I going to say next? What do I want to share? What do I want to say? What do I want to ask? And he was not afraid of having those pauses in between when someone was speaking. He would digest it, and then he would react.
We’ve had so many people come to us in these past two years to tell us about little moments that they had with him that were special, because they really felt heard. And in this time of such challenge in civil discourse everywhere around the world, when the new way of speaking is screaming, it is, I realize now, a unique blessing.
Jon, I saw you recently wearing a T-shirt that had an image of Hersh, and under it the Hebrew phrase “yehi zichrecha mahapeicha” — may your memory be a revolution. What kind of revolution did you have in mind?
Jon: It’s not the revolution of taking to the streets with fires burning. It’s a revolution for good. Hersh really, really — in some ways, naively — wasn’t jaded, and really it’s a revolution for bringing more good to the world. I was walking down the street this summer with my daughter, and a man who we didn’t know stopped me and said, “Hey, Hersh’s dad” — that’s how he referred to me — “can I show you something?” And he shows me that the screensaver on his phone is a picture of Hersh. And he said to me, “Every morning the first thing I do is turn on my phone and look at this picture and say to myself: What can I do today to be better? What can I do today to make the world better?” And right then I said, that’s the greatest legacy a person can have.
Rachel: Hersh still believed in goodness and possibility. But he also was a realist. When he was in high school in 2014, a young Israeli Ethiopian man named Avera Mengistu wandered into Gaza and Hamas took him hostage. Hersh was 15 years old and he came home and he was beside himself. He couldn’t believe that people were not on the streets advocating for Avera Mengistu. There were four or five people who would stand up on this square at the top of Ben Yehuda Street in Jerusalem a couple times a week, and they reminded me of the people on the UC Berkeley campus lawn who say “No nukes” — like, six people with gray hair and long braids. And then there was a short, dark boy with big, black-framed glasses standing with them. And it was 15-year-old Hersh. [Mengistu was released by Hamas in February.]
The resonance of him being out there as a kid, protesting in the street to bring someone home from Gaza, is quite extraordinary.
Rachel: We said before he was a hostage, he was a hostage advocate.
You’ve become the personification of an entire nation’s trauma. Obviously, you never wanted to be symbols like this, but you are now. Can you talk about what it’s like to have people look to you in this way?
Jon: We talk about this a fair amount, and sometimes wonder, can we just go and escape in privacy somewhere? And the answer is, maybe — but not in Israel. Part of us just wants to do that. But another part of us is saying, this has been thrust upon us, this horrific, terrible personal tragedy that’s part of a national tragedy that’s part of a global tragedy. And somehow, largely due to Rachel’s eloquence, there are people who are strangely looking to us. And we’re saying we might need to embrace this. Because part of the story is also the lack of clarity, leadership, morality, voices of sanity in the world today. And if somehow, in some small way, we can be a little bit those voices, it’s so important that we need to do it.
Rachel: We all experience loss. It makes us human. It’s a commonality that we all have. What’s different about our experience is that it was so completely public, and that is really scorching. And it is definitely hard, you know? When we go out, we are kind of the trigger for people — we’re the manifestation of everybody’s worst nightmare. That is a sad thing to be. A lot of people see us and they can’t help but cry. And I know that they are coming at it from a place of empathy and love. They’re feeling our pain. But it’s difficult to have that when you’re walking down the street just trying to go wherever your destination is, and to have people crying along the way, whenever they see you.
Jon: To the extent that we, in some way, are offering strength to anybody out there, it’s symbiotic. I’m not asking that people start coming up even more on the streets to say things and hug us, bring things to our apartment. But that stuff that we’ve been experiencing for 751 days has been remarkably strengthening. We buried Hersh 419 days ago, and we continue to be strengthened by the people who come anonymously and leave baked goods by our door every Friday. We take so much strength from so many people around the world who think they’re taking strength from us.
Rachel: Everybody is holding everybody, and I feel like that is where we as the Jewish people are, and have to be, now. And I don’t care if your hair looks that way, and you cover your knees down to here, and you pray with this book, and you don’t pray at all. It doesn’t matter.
It seems that many believe what you’ve endured must afford you special insight into what’s going on in the Middle East. That you’re singularly able to see through the confusion, right into the heart of what’s happening. I’m wondering if the terrible price you’ve paid has given you any particular understanding that’s different from what you understood before Oct. 7.
Jon: We have definitely been, against our wishes, thrust into the underworld of geopolitics and how it works. We watch the news like everybody else, and we read newspapers like everybody else, and we now understand that there’s the story that we all look at and hear and are told, and [then there are] the things we see out there every day of how the world [really] works. And I wish we could unsee it but, unfortunately, we’ve now learned that the world works on concepts like interests and equities. Every leader has them. And sometimes those interests and equities align with the will of the masses. And sometimes there are other things at play. I don’t know what to do with this information, other than it’s a hard burden to carry to know this reality.
With all that being said, I go back to something that I thought on Oct. 6, 2023, and I still think it today. There’s a better way. There’s a better path. And despite the pain, despite the suffering, despite all the agony that so many have felt, we can’t lose sight of that better path. I always say, let’s pick a day and say, “We’re moving on. We’re only looking forward. You’ve got your narrative. We’ve got our narrative. You’ve suffered, we’ve suffered. You got your Bible that says something. We’ve got our Bible that says something. You get your claims. We’ve got our claims. And you know what? We’re never going to outshout each other. Let’s look forward and start right now and dedicate ourselves to something better for all of us.”
You made aliyah in 2008. Can you tell me what it means for you to live in Israel? And I’m also curious if that meaning has changed over the course of the years you’ve lived there and specifically after Oct. 7.
Rachel: What really brought us here was very simple. Jon had said for years, we have an opportunity to be part of this giant Jewish experiment of living as a Jewish people in a Jewish homeland. We happen to be observant Jews who pray every day and we thought, how is it that every day we’re asking God to please allow us to return to Jerusalem? And Jon said, “We can go.” When you’re actually able to get on a plane and 12 hours later to be in this place, it started to feel inauthentic to be praying for that when we had the ability to do it.
So we came and we really did feel, and do feel, that we are privileged to live here. I certainly have had challenges all these years, because my Hebrew is not great, and I’ve felt like a fish out of water, and I’ve felt like a stranger in a strange land. And yet it’s my land. I feel privileged that I have lived here. I feel privileged that I raised children here. I feel privileged that my three children were and are bilingual, and that they had an opportunity and have the opportunity to still be part of this experiment.
We’ve had an enormous challenge thrust upon us. When I say us, I mean all of the nation of Israel and the people of Israel worldwide. But at the same time, with this great calamity comes extreme opportunity — extreme, extreme opportunity. And I pray that we will have the resilience, the recovery, the healing and the comfort that is needed to take this chance and make something really luminous.
Jon: You asked what we’ve learned or how things have changed. Something that’s become really clear to us, maybe to everybody in the world, is there is an intertwined sense between Israel and the Jewish people globally. We’re all connected, like it or not, and I would like to see us use this as an opportunity. How do we take this little country in the Middle East, this concept of an independent Jewish state with sovereignty and agency, and say, no matter who the government is, who the prime minister is, who’s in charge, this is a concept that’s bigger than us or any entity. How do we make this a source of pride and inspiration for all of us?
This is going to be your first time in the Bay Area since Oct. 7. What are you anticipating on coming here?
Rachel: Unfortunately, we won’t be there very long. But I know that it will be an embrace from the wonderful Bay Area Jewish community. We have felt the love and support and appreciate it. It sounds crazy to say that we feel it, but it’s like a visceral, tangible, tactile feeling of support and love. And we felt your confusion and we felt your pain and we felt your concern, and it helped us, and it touched us, and we will always feel a huge debt of gratitude to the Bay Area, because that’s where Hersh was born, and that’s where our older daughter, who’s younger than Hersh, that’s where she was born. They were both born at Alta Bates Hospital in Oakland. Jon and I had just gotten married, and we spent almost three years before Hersh was born in the Bay Area. It’s very much woven into the core of who we are. And I think in many ways, it was a foundation that made us strong as a unit in order to face this unbelievable mission that we are in now.
Jon: I just specifically want to bring it to Hersh for a minute and say, it’s amazing that we lived in the Bay Area for seven years. It left such an indelible, lasting mark on our identities. Hersh left the Bay Area when he was 3½ years old. He was blessed to grow up at Gan Shalom in Berkeley and to be part of Congregation Beth Israel in Berkeley and the Berkeley JCC. He lived 20 more years outside of Berkeley, yet Berkeley, California, and the Bay Area more broadly were such a prominent part of his personality, his thinking, who he was as a person. You could take the 3½-year-old out of Berkeley, but you can’t take the Bay Area out of the boy. It was the embodiment of so much about who Hersh was.
Rachel: I think it’s a lot of why he never liked to wear shoes.
I’m curious about the power of prayer. You talked about living in California and praying about returning to Jerusalem. Can you talk about your own approach to prayer now, and if that’s changed in any way — but also what it’s like to know that there are thousands of people you don’t even know praying for you every day?
Rachel: It absolutely works and is felt and is appreciated. And I am bottomlessly, endlessly grateful to the people who still have us in their prayers. Because I’m telling you, unfortunately, we need it. I think we might always need it.
I’m so thankful that I have prayer as a tool that I use daily. Every day, I open my eyes and immediately say the line that many Jewish people say upon waking, thanking God for giving me back my soul, and [saying] that God has tremendous faith in me, and that’s why I woke up this morning.
When I go to do my morning prayers, it’s such a relief. It’s the best therapy. You know, Rabbi Nachman, the famous mystical Kabbalist, said, “Life makes warriors out of all of us, and the most potent weapon is prayer.” And so I say to people, use it. Everyone has their pain, and we have this toolkit accessible to us. I pour my soul out in the morning, and then I can start my day. The question was, how has it changed since Oct. 7. I think I use it more. I lean on it more. I think that it’s more transformative. All of us have a different idea of God. What is God? Nobody knows what God is. It’s very confusing. But I have this idea of God, and I’ve been in a relationship with this idea of God. I’m so thankful, because when Oct. 7 happened, I wasn’t approaching a stranger. I’m thankful that I still have that and I’m grateful that people are shooting energy our way. I think it changes the sender and it changes the recipient.
This interview first appeared in J. Jewish News of Northern California. It is republished here with permission.
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The post How Rachel Goldberg-Polin and Jon Polin find grace in their shattered world appeared first on Jewish Telegraphic Agency.
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Looking for snow in August: My lifelong obsession with the Irish
According to the 11th-century set of Irish texts known as Lebor Gabála Érenn, or The Book of the Invasions of Ireland, there once lived a man called Fénius Farsaid — “Irishman the Pharisee.”
If the weirdness of this name is not hitting home for you, it’s a bit like if I told you my name was “Jewess the Druid.” “Fénius,” a predecessor of the modern word “Fenian,” connotes an Irish person. “Farsaid” is the medieval Irish word for “Pharisee.” Though the term is now mostly reserved for insulting hypocrites in an obscure way, in biblical times it referred to a strict Jewish sect active in ancient Judea.
How did this early example of Irish-Jewish crossover earn his name? Lebor Gabála Érenn reports that he was one of the 72 chieftains who built the Tower of Babel. When it crumbled and God cursed humankind with multilingualism, he set up camp in the Tower’s remains and ordered his scholars to go out and study the babble of the world’s newborn languages. On his own, he explored Hebrew, Greek and Latin alphabets (hence the “Farsaid”). As a capstone project, Fénius blended together the best elements of all the world’s languages to make the perfect tongue: Irish (hence the “Fénius”).

Fast forward almost one thousand years after Lebor Gabála Érenn was written, and you get me, Fénius Farsaid in reverse: he was an Irishman interested in the Jews; I am a Jewish woman fascinated by the Irish. There are many ways to measure a life, but mine might as well be thought of as a 22-year-long montage of fanatical Irish-themed memories: as a child, reading Maeve Binchy’s Chestnut Street and Frank McCourt’s Angela’s Ashes; as a tween, writing a racy work of historical fiction called Ballyhill inspired by the Irish Rebellion of 1798; as a teen, shaking my computer in rage when 23 & Me reported I was 0% Irish; as a young woman, discovering Seamus Heaney, W. B. Yeats, James Joyce and Maggie O’Farrell; and as whoever I am now, writing this confessional essay.
I do not know when or how this obsession took root, though some evidence suggests that I have a genetic predisposition towards loving the Irish. The story goes that my great-great grandfather Barnett Shapiro did not know his birthday. But on his way from Poland to America, he passed through London, where he mixed with Irish immigrants in the East End. He found them so delightful that when he arrived at Ellis Island and was asked his birthday, he, a Jewish man whose first language was Yiddish, proudly declared he was born on St. Paddy’s Day, 1888.
This recessive shamrock gene skipped a generation and reappeared in my Grandpa Barry, or “Gramps.” When I was 12 or so, he presented me with a copy of Snow in August, a novel by the Irish-American journalist and novelist Pete Hamill, a man as tender as he was hard-boiled. According to the book’s back cover, I could expect a tale of an unlikely, Brooklyn-bred friendship between a young Irish-American lad named Michael Devlin and an Orthodox rabbi named Judah Hirsch. I admit I was skeptical. Gramps had already busted his credibility several times by hounding me to read his personal favorites like Young Visitor to Mars, Hardy Boys and back-issues of Flash Gordon. But against my better judgment, I read the book. And then I read it again.
It’s hard to say why this book etched itself into me so deeply. Maybe as a fifth-generation Brooklyn Shapiro, I was hard-wired to like it. But what I remember best about the book is not the plot or any particular line, but how I felt while reading it. Snow in August made me feel that magical realism was not exclusive to jungle climates like Gabriel García Márquez’s Macondo, or Italo Calvino’s invisible cities. There were labyrinths of wonder built right under Brooklyn, like a subway system for the spirit. Pete Hamill taught me how to hear the rumble. In his Brooklyn, it was possible for a golem to rise up against your tormentors, for the dead to return for a final dance, for snow to fall in the middle of August.
Maybe you’ll be relieved to hear that in the 10 intervening years since I first read this book, I’ve tempered my admiration of the Celts by finding some Irish literature that enrages me. In my freshman year of college, I read James Joyce’s Ulysses and wanted to clobber him with it. At the recommendation of my playful Bronxonian druid of an English teacher, Ted Cleary, I read Flann O’Brien’s experimental novel At Swim-Two-Birds and was wracked by alternating warp-spasms of amusement and fury. (As Oscar Wilde, another great Irishman-of-letters, would say, “When critics disagree, the artist is in accord with himself.”)
But most recent and vivid among my Irish memories is the pilgrimage I made to peaty Erin this past March. I had been in Oxford for a term abroad, and when the “vac” (British for “vacation”) struck, my friends Cindy, Gemma and I set out for the stretch of western Irish coastline known as the “Wild Atlantic Way.” We walked the misty Cliffs of Moher, where we were attacked by angry winds. We took refuge in pubs and soaked up pints of Guinness, plates of beef stew and hours of foot-tapping fiddling sessions that gave enthusiastic tourists and taciturn locals a reason to engage with each other. We rode a see-sawing ferry to the Aran Islands and back, and learned that time works differently when you’re on the brink of barfing.

When I think of that week in Ireland, I remember the horizon at sundown. Behind the dark green hills, the clouds looked like silhouettes of other hills somewhere far away. The wind plunged down my collar and shimmied up my pant legs. I could see no end to the ocean, only the thin line where sky and water met in some unreachable place. I feared the vastness of the world, and loved it at the same time.
In a way, that wild Atlantic scene was repeating what many Irish writers had been trying to tell me for years: Life is immense, often surprising, and occasionally tragic. Still, why not hope? The words of Seamus Heaney’s poem “The Gravel Walks” provide a lodestar for living: “Walk on air against your better judgment.”
Poetic spirits in the Jewish world have come to uncannily similar conclusions. Rabbi Abraham Joshua Heschel once described himself as “an optimist against my better judgment,” a parallel with Heaney that might have delighted Fénius Farsaid. Even a central premise of Judaism — that the messianic age when “nation will not lift up sword against nation” will arrive someday — would be impossible without a commitment to walking on air against your better judgment until that day comes.
Nobody is born knowing how to walk, let alone knowing how to walk on air. But in his poem “The Cure at Troy,” Seamus Heaney describes how to take those first steps —
“So hope for a great sea change
On the far side of revenge.
Believe that a further shore is reachable from here.
Believe in miracle
And cures and healing wells.”
Believe that snow could come next August.
The post Looking for snow in August: My lifelong obsession with the Irish appeared first on The Forward.
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When does Shabbat end? This astrophysicist thinks we’ve been getting it wrong
Aster Taylor observes Shabbat on their own time — literally.
For the past year, Taylor, a Ph.D. candidate in astrophysics at the University of Michigan, has been keeping Shabbat according to a schedule they devised using astronomical data.
So this Saturday, when Chabad of Ann Arbor says Shabbat will end at 9:09 p.m., Taylor will observe for nearly 11 more minutes. Where does Taylor, 25, get the chutzpah to challenge longstanding Jewish tradition?
“We live in the modern world. We have computers, we have catalogs of all the stars, and especially in the 80s, the construction of more significant telescopes,” Taylor told the Forward. “We have a pretty good understanding of how the sky affects our vision. So we can now just calculate this, right?”
They might have a point. In true “two-Jews-three-opinions” fashion, there’s actually no universally accepted time that Shabbat ends. But most people can agree on this: Shabbat ends at nightfall, defined by the Talmud as when three medium-sized stars in close proximity to one another are visible to the naked eye.
But what defines a medium-sized star and how close is close enough? Whose eyesight should be trusted? Those answers are not clear, leaving it up to rabbis to impart practical guidance.
Since without astronomical expertise, determining which stars make the grade is pretty difficult for the “average Joseph,” rabbis rely on proxy criteria. Today, many Orthodox communities use a standard credited to the venerable Rabbi Yechiel Michel Tucazinsky, who in 1929 determined three stars are visible when the sun sets 8.5 degrees below the horizon. Others follow the teachings of the 12th-century Rabbeinu Tam, who places nightfall 72 minutes after sunset.
But those approximations didn’t satisfy Taylor, an aspiring professor currently writing their dissertation about giant planet formation. Taylor craved a more scientific approach.
So for a few nights over several months, Taylor went to a local park, sat at a picnic table and every two minutes measured the sky’s brightness with a light meter.
Taylor settled on a brightness standard for a medium star — between magnitude 2 and 3 — and determined that three stars of that brightness need to be within 10 degrees of one another, close enough that an observer could see all three stars without moving their eyes.
Taylor then built a computer model to determine when three stars that meet those conditions become visible, taking into account various atmospheric conditions. That model became a web app that calculates Shabbat times for any given location and elevation.
The results were striking. Based on Taylor’s calculations, Shabbat should often end around 10 minutes later than the time given by the conventional approximation — no small discrepancy for those who faithfully observe the Sabbath.
Taylor’s computations are intriguing Jewish scholars. Masorti: The New Journal of Conservative Judaism has agreed to publish Taylor’s research paper on the topic this winter.
The Forward also shared Taylor’s findings with two rabbis: Yaakov Hoffman of the modern Orthodox Bridge Shul in Washington Heights, who wrote a scholarly article about Shabbat’s end, and Jack Shlachter — who in addition to being a retired rabbi in Los Alamos, New Mexico, just so happens to have a Ph.D in physics.
Both were impressed. “There’s always room for science to enhance these practices,” Shlachter said. “This author is doing things in a very admirable fashion — trying to be fully aware of tradition, but also incorporating more modern, sophisticated techniques.”
Hoffman said it was “very impressive” that Taylor “was trying to research these things from a contemporary astronomical perspective, and to really put so much effort and passion into accurate determination of the time.”
If Taylor “wants to add a few minutes to Shabbat,” he added, “that doesn’t bother me.”
What if Shabbat never ends?
As any city dweller knows, the stars don’t exactly come out in force at night.
Once Taylor factored light pollution into their calculations, it produced a somewhat uncomfortable result. In New York City, Taylor said, light pollution is so intense that three medium stars in close proximity will never be visible this year. In Jerusalem, only a few months of the year offer enough clear visibility to see Taylor’s criteria.
“The conditions that end Shabbat are never met,” Taylor said, “which is obviously a problem.”
Taken literally, that would mean endless Shabbat. In his paper, Taylor wrote that such a scenario would “require most observant Jews to quit their jobs, refrain from cooking, and spend their time studying Torah.” That would be both “unrealistic” and “lessen the sanctity” of the Sabbath, Taylor wrote.
Fortunately, there is a rabbinic workaround that dates back long before the age of light pollution.
The 16th-century Rabbi Yosef Karo wrote that on a cloudy day, one should wait to end Shabbat until “the doubt leaves his heart.” In other words, wait long enough after sunset to be certain that the stars theoretically would have been visible on a clear night.
Taylor agrees that the same principle for clouds can be applied to light pollution. But they argue that it’s still worth knowing just how much the modern night sky has changed.
Light pollution isn’t the only factor messing with the Jewish clock. President Trump is urging the Senate to pass a bill that would make daylight savings time permanent — a measure which many Orthodox Jews oppose because a later winter sunrise would mean a later morning prayer service, making many Orthodox Jews late for work.
But it also would also push Shabbat an hour later, which could mean a less frantic rush to get home before sunset on wintertime Friday afternoons.
Those potential changes raise a broader question. As modern life becomes increasingly divorced from the natural rhythms of the Earth, to what extent should Jewish practice evolve?
Taylor, who attends a Conservative synagogue, said they’re in favor of maintaining Jewish tradition when possible — but that doesn’t mean it can’t also be improved.
“We should be using a calculation like this in communities in the future,” Taylor said. “It’s a strict upgrade to the way we’ve been doing things in the past, and so I’m hopeful that we’ll start using this more widely.”
Paradoxically, in Taylor’s case, they believe modern technology enabled them to get closer to the literal meaning of the traditional text. It was the ancient rabbis, lacking that science, who had to settle for the next best thing.
The post When does Shabbat end? This astrophysicist thinks we’ve been getting it wrong appeared first on The Forward.
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Do you suffer from ‘Israel Derangement Syndrome’? This ad says there’s a cure
It opens like a two-minute infomercial pulled off a 1990s VHS tape. Soft lighting, Clinton-era fashion, a narrator whose voice has the reassuring cadence of a prescription drug ad. “Do you or someone you love suffer from Israel Derangement Syndrome?” he asks.
The two-minute ad has become one of the most-shared clips on Jewish and pro-Israel social media this week — posted Wednesday morning, it garnered 2.6 million views on X by Thursday afternoon.
“Israel Derangement Syndrome” is presented like a real illness, complete with a fictional treatment center, the Clarity Center, and patients who describe “recovering.” The “symptoms” are a list of ways people criticize Israel and its supporters — bringing up the conflict unprompted, refusing to see any other issue in the world as important, being unable to acknowledge nuance. The “cure,” according to the ad, is just reading more and checking your sources. It ends with a rapid-fire list of side effects: “reading past the headline, a sudden interest in Middle East history, and a constant urge to touch grass.”
The ad’s target is obvious: people who are sharply critical of Israel. The name isn’t new. It’s modeled on “Trump Derangement Syndrome,” a term used to dismiss criticism of the president as pathology.
Why it lands the way it does
Anita Atwell Seate, a professor of communication at the University of Maryland who studies how people’s group identities shape the way they respond to criticism, called what’s happening in the video a textbook case of tribalism.
Our group memberships, she said, shape our psychological processes, since they’re so tied to our sense of self. That pushes us to process information in self-protective ways: “When we feel good about our social groups,” she said, “we feel good about ourselves.”
There’s a well-documented pattern researchers call the “intergroup sensitivity effect,” where people are far more willing to accept criticism from members of their own group than from people they see as outsiders. When criticism comes from outside, the instinct isn’t to engage with it; it’s to discredit whoever’s delivering it. “They’re deranged, they don’t understand facts,” Atwell Seate said, describing that reflex, which is more or less the whole premise of the ad.
She doesn’t see the video as an attempt at persuasion at all. “It doesn’t do anything to help change hearts and minds of the out-group,” she said “But it certainly does something important for the in-group, which is reify their beliefs.” Videos like this, she says, are like a pep talk — aimed at people who already agree, meant to bring them closer together.
Where it came from
It’s not entirely clear who actually made the video. What’s clear is that it was shared — and got millions of views — from an X account called the Trencher Broadcasting Company, whose bio reads: “Building the future of AI media. Mostly satire, always entertaining.” It appears to have been made with AI video tools, part of a broader wave of AI-generated political videos that have flooded social media this year.
TBC has posted this kind of thing before. Last week, the account shared an AI-fabricated video appearing to show Michigan Senate candidate Dr. Abdul El-Sayed and YouTube personality Ms. Rachel discussing Israeli “colonizers” with children — a conversation that never actually happened.
Ms. Rachel had, notably, donated to El-Sayed’s campaign, and both have been outspoken advocates for children in Gaza, which may have inspired the video.
The “Israel Derangement Syndrome” video ends with a display of fake contact info, which comes with its own punchline.
Call the phone number and it’s like spinning a roulette wheel. The first time I called, the robotic voice wanted to sell me a home security system. The second time: a medical alert device. And the third time, I got this message: “If you received a call displaying this telephone number on your caller ID, it has been spoofed, meaning the caller ID has been faked by a scammer trying to hide their actual telephone number. We are sorry this is occurring. Unfortunately, we cannot stop this from happening.”
The ad also promotes a website IDSHelp.org, a domain that was registered on Tuesday and redirects to DerekhLearning.com, the homepage of an AI-powered app for studying Torah and Talmud. It’s a fitting coda for a video built around telling people to check their sources.
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