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NYC’s Celebrate Israel Parade set to draw big crowds — and protests — amid Israel’s political turmoil

(New York Jewish Week) — For the first time in a dozen years, Ameinu, the former Labor Zionist Alliance, will be marching in the Celebrate Israel Parade, the annual gathering that draws tens of thousands of marchers and spectators along Manhattan’s Fifth Avenue.

“It was becoming harder to identify with the overall vibe of the march,” Kenneth Bob, the national president of the liberal organization, said about why the group stopped participating. “It didn’t reflect our more nuanced values about Israel. And because of restrictions on what we could put on our signs, it made it difficult for us to express our brand of Zionism.”

But this year, Ameinu will be back, wearing T-shirts that read in Hebrew on the front, “Zionism = Democracy,” and on the back in English, “Marching for Democracy.” At a time of turmoil in Israel, when hundreds of thousands of Israelis are taking to the streets in protest of efforts by Israel’s right-wing government to transform its judiciary, Ameinu’s participation — and objections voiced by at least one pro-Israel activist group — are signs of the political currents swirling around the largest Zionist solidarity event outside of Israel.

“We will be reminding other participants and those watching the parade that we are marching in solidarity with our brothers and sisters in Israel and around the world who are fighting for the future of the state,” the organization said on its website.

Despite or perhaps because of those political currents, Jewish organizations across the political spectrum are gearing up for what organizers say will be one of the largest Celebrate Israel parades ever on Sunday, June 4, to mark Israel’s 75th birthday. Several groups are marching for the first time, and Long Island has the most marchers in a decade.

Organizers says more than 40,000 people are expected to march — some in sympathy with the Israeli protesters, others who support the government’s proposed overhaul, and still others who say the 75th anniversary of the Jewish state should be an occasion for Jewish solidarity no matter who heads its government or the policies they promote.

To underscore that last message, the Jewish Community Relations Council of New York, the parade’s sponsor, generated, for the second year, a letter signed by area rabbis from all denominations urging participation in the parade.

“Events like the parade bridge the divide between us, whether political, religious, or cultural,” the letter reads. “It’s a chance for us to gather as Jews and walk together, showing the world that we are one community even when we disagree.”

Plans by Israel’s acting consul general in New York, Israel Nitzan, may test that proposition. Nitzan will lead an Israeli delegation of as many as 18 cabinet ministers and other Knesset members, which would be the most ever to attend the parade. They include the minister of economy and industry, Nir Barkat, and the minister of Diaspora affairs, Amichai Chikli, as well as Simcha Rothman, the chair of the law and justice committee who is an architect of the judicial reforms and has been pressing the case for them with U.S. Jews. The two most controversial members of Prime Minister Benjamin Netanyahu’s cabinet, the far-right ideologues Betzalel Smotrich and Itamar Ben-Gvir, are not scheduled to attend.

Israeli New Yorkers who have been protesting the government’s judicial overhaul plans have already objected to the government officials’ inclusion. Shany Granot-Lubaton, the organizer of the UnXeptable-Saving Israeli Democracy activist group, said they expect more than 400 of their supporters to follow the Israeli ministers and Simcha Rothman, a member of the Knesset for the far-right Religious Zionist Party, as they travel throughout the city in the coming days for the parade and a conference the same day organized by the nationalist news agency Arutz Sheva.

UnXeptable issued an open letter urging the organizers “to refrain from allowing Israeli government ministers to march at the head of the parade,” saying the lawmakers “have not earned the respect of your allies and friends in Israel, and many of your own community members, here in America.”

“They will not have a peaceful vacation in New York City,” Granot-Lubaton told the New York Jewish Week. “We served our time in the army and are fighting for Israel because we love it and care for it and not for any other reason. Nobody loves Israel more than us.”

Protesters attend a massive demonstration against proposed judicial reforms in front of the Israeli parliament in Jerusalem, Feb. 13, 2023. (Amir Levy/Getty Images)

Rabbi Rachel Ain, the rabbi of the Conservative Sutton Place Synagogue, was one of the 15 rabbis who signed the letter urging participation in the parade. Her synagogue has presented programs to explain the complexities of the political struggle in Israel today, but she said the unrest has “not affected our support for Israel; my synagogue is happy to participate in the parade.”

Ain added, “You can love and support the Jewish state and also understand that things are complicated.”

Ammiel Hirsch, rabbi of the Reform Stephen Wise Free Synagogue and former head of ARZA, the Reform movement’s Zionist organization, also signed the statement.

“It is more important than ever to participate in the Celebrate Israel Parade because it represents our commitment not to elements of this government but to our relationship with the people, the state of Israel, and the Zionist ideal,” said Hirsch. “The best response is not to walk away but to double down with those in Israel who are as distressed as we are and want to see a more representative Israeli government.”

The parade has received an endorsement from Israeli President Isaac Herzog, who in March warned that political divides in Israel could lead to “a real civil war.”

The parade, he said in a video message shared by the JCRC, “promises to be a powerful reminder of everything that holds us together as one proud people. … I marched myself as a student in Ramaz [High School] and it was a terrific experience.”

The largest funder of the parade is UJA-Federation of New York, which contributes $200,000. (UJA-Federation is also a funder of 70 Faces Media, the New York Jewish Week’s parent company.) This year for the first time it is contributing an additional $75,000 to sponsor a Celebrate Israel “Block Party” on 63rd Street that will run during the day. Vendors will sell kosher food, and there will be Jewish and Israeli crafts and various children’s activities.

There will be participation from “every part of the Jewish community,” according to Howard Pollack, director of the parade. “I’ve been getting emails from people asking how they can march and where can they sit to enjoy the parade. The enthusiasm is like nothing I have ever seen before. We normally have groups from out-of-state, but this year for the 75th anniversary, we have a lot more. They are coming from Florida, California, Ohio, Pennsylvania, Maryland, New Jersey and Connecticut.”

The parade will include 20 floats, 13 marching bands and the same number of dance groups. Musicians Matisyahu, the Maccabeats and Harel Skaat will each be performing from different floats.

Mindy Perlmutter, executive director of the Jewish Community Relations Council-Long island, said 22 groups with about 500 marchers will take part under the JCRC-LI banner — what she called the largest number in at least a decade.

Ameinu will be marching under the banner of the American Zionist Movement. They are among about a dozen of AZM’s 41 affiliated organizations, including Hadassah and Young Judaea, that will be marching together. Other affiliates will march under their own banners, according to Herbert Block, AZM’s executive director.

A contingent on Manhattan’s Fifth Avenue during the Celebrate Israel Parade, June 2, 2019. (Courtesy JCRC-NY)

Also marching under the AZM banner for the first time will be the Baltimore Zionist District, which heeded the AZM’s call for members to make a special effort to join the parade to celebrate Israel’s 75th birthday. Also coming for the first time will be representatives from the Druze Zionist Organization in Israel, representing a non-Jewish minority living primarily in Israel’s north.

“There will be one or two from Israel and a couple who live in New York,” Block said. “They will march with the Druze flag in our contingent.”

Members of the Givati Brigade Association, which supports the elite unit of the Israel Defense Forces, will also marching for the first time. Some members of the unit were among the hundreds of Israeli reservists who announced they would boycott reserve duty before the judicial reforms were suspended this spring.

“We hope people will understand how important it is to support not only the Givati Brigade but the IDF in general,” said Itzhak Levit, chair of the GBA. “The Givati Brigade has been involved in all military operations since 1948. Former members of the brigade who live in New York will join us in the parade; we expect around 25.”

Over the decades some have noted that the parade, launched in 1964, gradually drew less grassroots support than it did large contingents of children bused in from various Jewish day schools. And there have been political disputes: In 2015, in addition to guidelines saying that all groups marching must “recognize Israel as the homeland of the Jewish people,” parade organizers banned groups that advocate for the boycott against Israel. A decade ago there were calls from the right to ban the New Israel Fund and other left-wing groups from marching. And in 2012, LGBTQ Jews marched for the first time under the banner of Manhattan’s Congregation Beit Simchat Torah, after decades in which LGBTQ Jews were prevented from marching with signage identifying them as gay and lesbian.

Gideon Taylor, CEO of JCRC-NY, the UJA-Federation agency that runs the parade, said there were no new guidelines issued this year concerning the unrest in Israel or any other topic.

The parade has also attracted small groups of pro-Palestinian protesters, as well as a small contingent from Neturei Karta, the anti-Zionist Hasidic sect.

Kenneth Bob, the Ameinu president, told the New York Jewish Week that this “is an important year to be marching. Israel is celebrating its 75th birthday and with all that is going on in Israel we thought this is the time to march for Israel and in support of the protestors. Once we came up with the idea to combine our love for Israel with support for the demonstrators [in Israel], it was a quick and easy decision to decide to march; it’s a good fit for us.”

The Celebrate Israel Parade kicks off on Sunday, June 4, at 11:30 a.m. at Fifth Avenue and 57th Street and will march to 74th Street. The Celebrate Israel Block Party will take place on 63rd Street between Madison and Fifth Avenues from 11 a.m. until 4:30 p.m. The parade will be televised on Channel 9 in New York and livestreamed on the website celebrateisraelny.org.


The post NYC’s Celebrate Israel Parade set to draw big crowds — and protests — amid Israel’s political turmoil appeared first on Jewish Telegraphic Agency.

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California lawmakers pass bills to address antisemitism, deem ‘Jewish’ an ethnicity, and protect religious observance

(JTA) — California is poised to become the first state to deem “Jewish” an ethnic and racial identity, after lawmakers gave final approval to the groundbreaking legislation on Monday.

The SB 1387 bill, which would expand the definition of ethnicity “to include Jewish identity” in demographic data collection, will now head to the governor’s desk. If the legislation becomes law, state agency forms that allow for voluntary disclosures of ethnicity or race would also need to offer a “Jewish” option.

Both the State Assembly and Senate granted final approval to the bill in the last few hours of California’s 2026 legislative session, which concludes at the end of the day on Monday. Gov. Gavin Newsom, a Democrat, has until Sept. 30 to sign bills into laws or veto them.

The SB 1387 ethnicity legislation has been a priority among many California Jewish organizations, who argue that Jewish peoplehood should be connected to much more than just religion — and that the law should reflect that understanding.

This bill, which would take effect in 2030, would affect forms issued by agencies ranging from public schools to unemployment offices to prisons. Data collected would serve to inform research initiatives, identify disparities and guide policy decisions, while banning the disclosure of personal information, per the bill.

Joining SB 1387 in heading to the governor’s desk are five other bills that are relevant to the state’s 1.2 million Jews and that had the support of the Jewish California coalition.

On Sunday, the legislature passed AB 1853, a bill that bars threatening false and misleading information from California voter guides. Jewish California, which represents 43 organizations, praised the legislation’s advancement, stressing that 54 Jewish groups voiced their support for the bill within 48 hours of its introduction.

“Hate speech does not belong in a state-approved document paid by tax dollars,”  David Bocarsly, CEO of Jewish California, said in a statement.

“AB 1853 boldly declares that our state’s official election documents can’t be used to spread conspiracy theories and bigotry,” added Bocarsly, whose coalition was not only a sponsor of this bill but also of SB 1387.

Also on Sunday, lawmakers approved AB 2664, the Safe Worship Zone Act, which would create a 100-foot zone around the entrances of houses of worship, where no one would be able to come within 8 feet of a congregant without their consent.

The bill, which received the backing of a wide-ranging interfaith coalition, is modeled after Colorado’s bubble zone law that offers patients protection around reproductive health clinics.

“The rise of antisemitism is undeniable, and our communities must be protected,” Democratic Assemblymember Rebecca Bauer-Kahan, the bill’s author, said in a statement.

“AB 2664 gives communities an important tool to push back against harassment and intimidation and protect the sanctity of our houses of worship,” Bauer-Kahan added.

Meanwhile, on Thursday, the legislature approved AB 395, which would require government agencies, K-12 schools and public universities to avoid scheduling major events or meetings on days “that members of the public would be unable to participate or be present due to the ritual observance of a religious, cultural, or ancestral holiday.”

Among the Jewish observances that would be codified on a list of such holidays are Rosh Hashanah, Yom Kippur and the first and last two days of Passover.

“For too long and in too many communities, religious minorities and other people of faith have been asked to make difficult choices on the days that matter most to them,” Democratic Assemblymember Jesse Gabriel, the bill’s author, said in a statement.

“This legislation would help to prevent that injustice and ensure that Californians of all backgrounds can fully participate, particularly when important decisions are being made,” added Gabriel, who chairs the California Legislative Jewish Caucus.

Lawmakers on Thursday also approved another Gabriel bill, AB 1836, which seeks to close a gap in the current structure of the California State Nonprofit Security Grant Program. Because the program allocates security funds only for a nonprofit’s physical building, off-site events like menorah lightings on Chanukah were not eligible.

A fifth bill relevant to the Jewish community, AB 1763, is also heading to Newsom’s desk, after passing in the legislature last Tuesday. This bill would include religious holiday observance as a type of excused absence in schools, without requiring a written request from a parent or guardian.

This article originally appeared on JTA.org.

The post California lawmakers pass bills to address antisemitism, deem ‘Jewish’ an ethnicity, and protect religious observance appeared first on The Forward.

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Massachusetts progressive Markey, a longtime Israel critic, expected to rout centrist challenger

(JTA) — Massachusetts incumbent and Israel critic Sen. Ed Markey, 80, is expected to handily fend off the more moderate 47-year-old Rep. Seth Moulton on Tuesday, in the state’s Democratic Senate primary.

Although polls project that Markey, a progressive stalwart, will retain his seat, this race began as a neck-and-neck battle between the old and new guard. Yet in contrast to many recent primaries, the junior candidate in this case is the more centrist of the two.

If current numbers hold, Markey could go from leading Moulton by just single digits two months ago, to trouncing him by 30 percentage points. The incumbent recently “opened a large lead,” with the University of New Hampshire’s Bay State Poll projecting a 63% to 28% victory. That’s a dramatic shift from June, when the survey estimated a 41% to 35% margin. Since then, according to Bay State, Moulton lost moderate support while Markey consolidated socialist and progressive backing.

The University of Massachusetts Amherst offered similar predictions, placing Markey far ahead of his competitor, 60% to 32%. Emerson College Polling, meanwhile, showed a comparable lead for Markey, with the incumbent at 60% and Moulton at 33%.

“At the end of the day, one of the reasons for Moulton’s flame-out is that he had no case to make other than ‘I’m younger than Ed Markey,’” Jeff Robbins, a Boston-based attorney and former Senate investigative counsel, told the Jewish Telegraphic Agency.

“He wasn’t able to obscure that very well,” added Robbins, who also served as delegate to the United Nations Human Rights Commission under President Bill Clinton. He also began organizing rallies in support of Israel in 2012, during his time serving as chairman of the New England Board of the Anti-Defamation League.

Markey began serving in the U.S. House of Representatives 50 years ago, staying in that role until he was elected to the Senate in 2013. During his time in the House, he was a member of the Congressional Progressive Caucus, and in the Senate, he has voted for multiple resolutions aimed at cutting military aid and munitions sales to Israel.

Moulton, meanwhile, was born two years after Markey arrived on Capitol Hill. He has been serving in the U.S. House since 2015 and has been critical of both the Democratic socialist agenda and the aging establishment, instead calling for “new energy, new ideas and leaders willing to put people over politics.”

He established the Serve America PAC in 2017 to support the campaigns of “military veterans, other service-driven candidates and next generation leaders” in the 2020 election cycle. The Boston Globe recently threw its support behind Moulton, calling for  “new vision and vigor” in “an aging, ailing and deeply unpopular Democratic Party.”

Yet a recent New York Times piece described Moulton as a “rebel without a cause,” who has “tried to drift where he thinks the political winds are blowing.” One such drift relates to his breakup with the American Israel Public Affairs Committee last October, when he announced that he would be “returning AIPAC donations and refusing to accept any donations or support from them.”

“In recent years AIPAC has aligned itself too closely with Prime Minister Netanyahu’s government,” Moulton said. “I’m a friend of Israel, but not of its current government.”

Track AIPAC, a group that documents political spending by pro-Israel lobbies, declared in response that “returning AIPAC’s blood money is better late than never.” The group demanded that Moulton call the war in Gaza a genocide and “stop writing blank checks” to Israel’s “tyrannical regime.”

Citing Federal Election Commission records, Track AIPAC found that pro-Israel PACs have spent about $101,500 on Moulton over his career — a relatively modest amount for a six-term congressman..

“It is clearly the safe thing to do, if you are running for a nomination in the Democratic Party, to aggressively distance yourself from Israel,” said Robbins.

He described the situation as “reflective of the reality that we have seen play out in spades over the last year,” in which Democratic candidates are “running for the hills about AIPAC and treating it as a boogeyman.”

Not only was Moulton’s decision insufficient to recruit AIPAC detractors to his campaign, but it also rattled many members of the Jewish community.

Political scientist Samuel Abrams at the time described the decision as “the moment when an ambitious, mainstream Democrat concluded that distancing himself from the organized Jewish community is a political asset, not a liability.”

“In today’s Democratic ecosystem, the act of rejecting traditional Jewish institutions has become a badge of progressive credibility,” wrote Abrams, a senior fellow at the American Enterprise Institute, a center-right public policy think tank.

David Frum, a writer for The Atlantic and former speechwriter for President George W. Bush, suggested that Moulton was “opening the door *just a little* to anti-Jewish feeling,” In other words, Moulton would seek to win his primary by borrowing some “Mamdani energy,” Frum added, referring to the popular progressive mayor of New York City, Zohran Mamdani.

“If you want to have a prayer of being elected in a Democratic primary in this country, you had better be able to say, ‘I don’t take money from AIPAC. In fact, I never heard of it before,’” Robbins said.

But he stressed Moulton’s 30-point lag in the polls has nothing to do with Israel and everything to do with his opponent’s political shrewdness and refusal to allow anyone “to run to the left of him.”

Markey is not new to staving off a younger, center-left candidate. In 2020, at 74, he defeated the then-39-year-old Rep. Joe Kennedy III — marking the first loss for a Kennedy in a Massachusetts election, according to the Cook Political Report.

If the current polls prove accurate, Tuesday’s race could “mirror Markey’s successful ‘peak-late’ approach to winning in 2020,” Spencer Kimball, executive director of Emerson College Polling, said in a statement. “Younger voters appear more likely than older voters to support Markey, suggesting the campaign did not create the generational divide Moulton may have anticipated.”

As for Moulton’s relationship toward American Jews, he has historically denounced hate crimes and voted for resolutions on antisemitism. He also condemned Claudine Gay, former president of his alma mater, Harvard University, when she refused to say that calling for the genocide of Jews would violate the institution’s code of conduct.

Prior to his rejection of AIPAC money, Moulton’s stance on Israel was fairly balanced, with consistent messages on Israel’s right to defend itself, alongside criticisms of the country’s military operations in Gaza and calls for expansions of humanitarian aid.

Moulton’s objections have paled in comparison to Markey’s stance, which has ranged from demanding an end to arms sales to accusing the country of committing war crimes.

Markey did condemn Hamas’s Oct. 7, 2023 attack on Israel as terrorism, continuing to deplore the “dark day” as “heinous” in a statement two years later. But in that same statement, he also stressed that “more than 65,000 Palestinians have lost their lives in the brutality of the war in Gaza” and called “to stop the bloodshed.”

However, the senator didn’t always disapprove of Israel.

“For a long time he was right there with the Jewish community,” Barry Shrage, a professor of practice at Brandeis University and the longtime former president of the Combined Jewish Philanthropies of Greater Boston, told JTA.

In fact, Shrage and Robbins recalled in a recent Boston Herald column that during a November 2012 Hamas-Israel conflict, Markey asked them to help him organize a pro-Israel rally. The event, they wrote, was “full of appreciation for the fundamental fact that Israel is surrounded by non-state and state actors committed to annihilating it.”

But less than two years later, the tides had turned. After winning a 2013 special election to serve out the remainder of John Kerry’s Senate term, Markey then faced a general election in 2014 for a full Senate term. That summer, Hamas rockets rained down on Israel again, and the military responded to the attacks, as it did in November 2012.

Robbins said that when he and his colleagues decided to organize another rally in support of Israel at the time, he reached out to Markey.

“He ducks. He dodges. He doesn’t return the phone calls. He doesn’t return the emails,” Robbins recalled. “He had calculated correctly that it was not in his interest to have anything to do with Israel anymore.”

Shrage echoed these sentiments, observing that “it turned out to be at least from a political standpoint, if not from a moral standpoint, the right path.”

“It’s not a surprise that Markey is separating himself from Israel in every way that he can,” he added.

Looking toward the future, Shrage said that he had some hope for a turnaround on Israel in the Democratic party if, perhaps, a recent progressive primary winner lost against a Republican in the general election. Some possible examples could include Senate candidates Angie Nixon in Florida or Abdul El-Sayed in Michigan.

While Robbins agreed that a loss for El-Sayed could give a slight bump to Democratic supporters of Israel, he was pessimistic about the long-term ability to reverse the party’s increasing hostility toward the Jewish state.

“The only conceivable trigger for a walking back of this trend would be some massacre of Israelis so terrible that even the left would have to concede that Israel had the right to do what it did,” Robbins said.

“The problem with that is, it’s already occurred,” he added.

This article originally appeared on JTA.org.

The post Massachusetts progressive Markey, a longtime Israel critic, expected to rout centrist challenger appeared first on The Forward.

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‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up

Billboards have been popping up around New York City, with a simple, if cryptic, message: Jews.com. There are several across from the Barclay’s Center in downtown Brooklyn. There’s one on the Upper East Side. Another looms over a highway.

If you visit the site, however, you won’t find information about Judaism, at least not as Jews understand it. Instead, you’ll find videos of a man named Kirt Schneider. And he’s talking about Jesus.

Schneider is a Messianic Jewish self-proclaimed rabbi — though, when we spoke on the phone about the billboard campaign, he did note that he had not been ordained, nor had he gone to yeshiva. “I realize the Orthodox community wouldn’t understand me as a rabbi,” he said.

Schneider’s mission with the site and billboard campaign — which he said was inspired by a vision he had while sleeping — is to introduce Jews to “to simply look at the evidence” that Jesus is the Jewish messiah, he said.

Most of Schneider’s sermons and writings on Jews.com talk about prophecies throughout the Hebrew Bible that he — along with most Christians — believe prove that Jesus is the messiah. Jesus, Schneider pointed out, was a Jew as were his early followers; he said this means there is no conflict between being a Jew and a Christian.

“What I’m wanting to do is shed the veil and the misinformation over the Jewish people that’s been placed upon them by almost 2,000 years of rabbinic tradition and to help them see through at least some of that,” Schneider told me. “I love my rabbis, but I think there’s been a coverup in the sense that rabbis have tried to prevent the Jewish people from taking a serious look at Jesus. I believe that Jesus is the Jewish messiah.”

But, of course, for centuries now, one of the main differences between Judaism and Christianity — arguably the defining difference — is that Jews do not believe that Jesus is the messiah, and Christians do. And that difference of opinion has driven centuries of antisemitic persecution of Jews, who Christians have accused of killing Jesus, going against God and taking part in a demonic cult by continuing to practice Judaism. Jews, for their part, often see proselytizing as disrespectful and harmful; every Jewish denomination as well as many major groups reject Messianic Judaism as a form of Judaism, and most scholars consider it a form of Protestant Christianity.

A vision of billboards

This is not the first time Schneider has attempted to bring Jews to Jesus; he runs a TV show on Christian cable networks called Discovering the Jewish Jesus, and has radio shows on the same topic — success that has made him a millionaire, thanks in part to donations from believers. He even blessed Donald Trump as part of a group of evangelical pastors and televangelists.

This is not even Schneider’s first billboard campaign targeting Jews; he ran billboards in Times Square in 2019 advertising a different website, theJewishJesus.com, also attempting to bring Jews to Jesus. (Schneider would not answer how he paid for these expensive billboard placements beyond saying that he had been “very successful” in his career.)

Schneider was raised as a secular Jew, and was bar mitzvahed at a Conservative synagogue in Cleveland, Ohio. However, in his early adult years, while working as an encyclopedia salesman — in a story he has written about online and repeated almost verbatim to me over the phone — he had a vision of Jesus on the cross while asleep, or, as he put it, in a “supernatural state of conscious awareness.”

From then on, despite the best efforts of his family, he became a follower of Jesus.. (The billboard campaign, he told me, was also the result of a vision.) Schneider just does not consider following Jesus to make him any less Jewish, because Judaism, to him, is purely carried by blood, not belief.

“A Jew is someone who is born a physical descendant of Abraham, Isaac and Jacob. You can be a Jew and be an atheist and still be considered a Jew, you can be agnostic and still be considered a Jew,” he said. “The only Jews that aren’t considered Jews are the Jews who believe in Jesus,” something he said was “very sad.”

This is why Schneider said he does not refer to himself as a Christian; the term, he said, comes from the Greek word for messiah. He wants to emphasize his belief that Jesus is specifically the Jewish messiah through avoiding Greek in favor of Hebrew terms like “moshiach.”

“A Christian is someone who is not born a Christian, technically, a Christian is someone who makes the decision to follow the Christ. I am a Jew, and I believe in the Jewish messiah,” he said. “And if you want to use the Greek, then I’m a Christian.”

Schneider’s sermons and writings on jews.com are similarly peppered with small bits of Hebrew: He refers to God as “Hashem” and Jesus as “Yeshua,” the Hebrew form of the name, both of which are common practices in groups Messianic Jewish groups including Jews for Jesus. In some videos — though not those on jews.com — he sports peyot (sans kippah) and a tallis, as though he is Hasidic, all choices he makes, he said, as a way to “incorporate his Jewish identity” into his discussions of Jesus.

But aside from those aesthetic markers, Schneider makes little mention in the videos on the site of the usual Jewish practices, like keeping kosher or observing Shabbat, and instead focuses on Jesus. And though he may prefer not to call himself a Christian, he did attend a Christian Bible college where he met his wife and even preached in “mainline” Protestant Christian churches in 1985, before becoming a salesman for several decades. He founded his current ministry, Discovering the Jewish Jesus, in 2002.

Bringing ‘Messiah Yeshua’ to Jews

Messianic Jewish organizations have long sought to convert Jews to Christianity, and have incorporated markers of observant Judaism as a strategy to attract Jews to the fold — one of the reasons various Jewish organizations have sometimes labeled Messianic Judaism a form of antisemitism and fraud, arguing that by representing themselves as Jews, they confuse people into attending their services or believing they speak on behalf of the larger Jewish community.

Schneider is taking a page out of the proselytizing playbook beyond his aesthetic and linguistic choices; his jews.com billboards are placed in the New York City area. And outside of Tel Aviv, he has a Hebrew language campaign with billboards asking passersby, in Hebrew, “What if he was right?” There’s a matching website for that campaign, too, also in Hebrew.

On the main website of his ministry — where monthly donors are promised a shofar made in Israel — there is a page about “Jewish outreach” that states “God has placed a specific burden on Rabbi Schneider to lovingly, directly, and faithfully bring the truth of Messiah Yeshua to Jewish people,” and create a “spiritual harvest among Jewish people.” The billboards concentrated in the heavily Jewish areas of Tel Aviv and New York City, are Schneider’s attempts to do just that.

“This thing is going to blow up,” he said of his attempts to bring Jews to Jesus, “and nothing’s going to be able to stop it.”

The post ‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up appeared first on The Forward.

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