In our effort to fight the demon of Jew-hatred, Jews have become masters of speaking to ourselves with things like in-depth analyses. We assume that we can’t fix a problem until we understand it, so let’s analyze it to death.
Meanwhile, no one seems to notice that the more we’ve analyzed, the more antisemitism has gone up. There may be a good reason for this: an analysis is academic. The real world cares little for our theories that explain, say, the historical roots of antisemitism and its insidious modern manifestations. These are fascinating and important, but in terms of impact, they move nobody.
These analyses are part of the “noise” Jews make in their fight against Jew-hatred: we call out, we condemn, we sue, we release statements, we explain, we monitor, and so on.
The problem is that noise doesn’t move people—messages do.
Ironically, whether we like it or not, our noise has created its own messaging: Jews are worried, Jews are afraid, Jews want to be victims, Jews are always defending themselves, etc. This “accidental” messaging is why we can’t seem to move the needle: We’ve lost control of the message.
What we need is intentional messaging.
I know that from my days in advertising, a tough business that taught me one thing above all: messaging is everything. Without messages that people can actually see and hear, you have nothing.
The problem is that people don’t like to stick their necks out by recommending specific messages. That’s how you get your head chopped off. It’s much safer to rely on clichés and analyses that play to our peers. No one will criticize you for recommending a “strategic plan” or for repeating common statements like, “There is no place for this kind of hatred. We condemn it unequivocally.”
The fact that these utterances may be true has nothing to do with impact. Truth is an opener, not a closer. What closes is a message that can move people in the direction you want them to move.
It’s true that “Jew-hatred is unacceptable,” but mindlessly repeating such clichés comes with a cost. For one thing, it can have the unintended consequence of reminding people that Jews are hated. How is that a good way to fight hatred?
I’ve done more than my share of analyses over the years, but in recent weeks, I’ve stuck my neck out with some specific messages. It doesn’t matter whether you agree with them or not. What matters is that the Jewish community must start elevating the act of messaging in a way that will advance the Jewish and Zionist cause.
One of the messages I suggested is “Zionism is great for the world.” This was the ad guy in me speaking. Stick your neck out. Stop defending yourself. Say something bold. Change the conversation in your favor.
I followed that up with a series of messages undermining antizionism. Take your pick: “Antizionism is anti-West, anti-America, anti-truth, anti-peace, anti-justice and anti-world.” Another example is “Supporting Israel is putting America First.” You get the idea. It’s the power of messages intended to be heard.
Instead of getting my head chopped off, the opposite happened. People liked the freshness and boldness. They saw the value of breaking through the haze of our “fight against antisemitism.” My favorite feedback was that “this also happens to be true.”
Analyses and common statements will always have their proper place in the institutional fight against antisemitism. But for real impact in the real world, we must begin to take a chance with messages that won’t bore people but move them.
And if you’re afraid of getting your head chopped off, just remember that’s only a cliché.
