fbpx

August 2, 2023

Debbie Kornberg: Spices, Joyful Cooking & Shawarma Chicken

“Cooking should be a joy,” believes spice expert Debbie Kornberg.

The founder of Spice + Leaf and host of Spice it Up with Deb, Kornberg can trace her love of cooking back to her childhood.

“I used to cook with my grandmother a lot,” she told the Journal. “I vividly remember stepping on her avocado green step stool in the kitchen, so that I could reach the countertop. I would just cook everything with her.”

Kornberg, who grew up in Westwood, worked in day schools in San Diego for many years, before really infusing herself into the world of cooking,

When Kornberg started working for the Jewish Federation in San Diego, she was responsible for their 5000-attendee Israel Fest. On a site visit to Israel, she discovered a wonderful spice company.

“I thought it would be so neat for them to come to San Diego and be a part of our Israel festival to have that shuk vibe,” Kornberg said. This was back in 2012. She was able to bring spices in from Israel and a lot of them.

The people at the spice company asked Kornberg to go into business with them, something she contemplated for a year and a half. In 2014 she made the career change, and has been selling spices – and teaching cooking classes that highlight them – ever since.

When asked what she wished people knew about spices, Kornberg said they can really add zip to a meal. It can take anything from a vegetable to a protein and elevate it to the next level.

“I believe I became a better cook by cooking with spices [and spice blends], and I think it can help most people,” Kornberg said.

Spices are also a healthy way to integrate nutrients into your diet. Turmeric, for example, has numerous anti-inflammatory and anti-cancer benefits. Plus, you can reduce your sodium by using sumac, since it has a lemon acidic flavor.

“When you use [sumac] in your seasoning, It makes you feel like you’re tasting something that is salty, even though there’s no salt content in there,” she said. “Whatever dietary needs you may have, [spices] elevate the flavor of your food.”.

Food also tastes better when you are in a good mood while cooking. If that means listening to happy music while you cook, go for it!

“Find things that you feel comfortable with in cooking to build up your skills,” Kornberg said.

Plus, if you are making chicken … again … or fish, pasta or vegetables, incorporating different flavors can change it up.

“You are rotating through the foods that are probably the staples in your household, so you want to be able to offer that variety,” she said.

Beyond that, have a basic repertoire of cooking techniques, so you can change up how you’re preparing your proteins. For instance, with chicken, are you grilling it? Baking it? Pan-cooking it? Are you making it in a stew?

“Whether [your protein] goes on a salad, it’s in a sandwich wrap [or] it’s on a bed of rice, it just feels a little bit different when you’re complementing it with other foods,” Kornberg said.

Kornberg says that just because she knows how to cook does not mean it’s always easy.

“We’ve got every flavor of eating-lifestyle in my household,” she said. “I have a pescatarian, a non-pescetarian who will eat chicken but nothing else and I try to be gluten-lite.”

One of her favorite go-to recipes is shawarma chicken. Recipe is below.

“It cooks fast if you cook it in a pan,” she said. “Dice up the chicken a little bit on the smaller side. I can do all my prep in 15 minutes and cook everything in 15 minutes.

For instance, you can dice up some onions or you can go to the grocery and buy the pre-cut ones.

“Use every cheat in the book,” she said. “That’s what the spices are. It’s a cheat. [When you] start to smell the spices, it’ll fill your kitchen. Your mouth will start to water; you’ll get all excited.”

You can serve shawarma chicken on a bed of salad or over rice.

“For my son, who’s the pescatarian, I will have another little burner going with some alternative chicken for him,” Kornberg said. “Then we can all sit down and have a meal together.”

By switching up what you put the chicken with, and in one case switching up the actual chicken, this meal works for everybody.

“I just love having everybody here and gathering [for a meal],” Kornberg said. That’s what creates meaningful experiences.”

Get more recipes at spiceandleaf.com.

For the full conversation, listen to the podcast:

Watch the interview:

Shawarma Chicken

By Debbie Kornberg

Ingredients

1.5 lbs. chicken breasts (cut into 1/2 inch cubes)

2 -3 Tbsp. SPICE + LEAF Shawarma Blend

2-3 Tbsp. olive oil SPICE + LEAF Galili Olive Oil

1 medium onion, chopped

10 mushrooms, sliced

Salt to taste

Instructions

In a bowl, place cut chicken and sprinkle shawarma blend, until poultry is fully coated with spice blend. Set aside.

In a pan, add olive oil and sauté onions (and optional mushrooms). Once onions (and mushrooms) are cooked down, remove from the pan and place in a bowl. Set aside.

Add 2 Tbsp. of olive oil to the sauté pan, place the stove on high heat. Cook chicken; ideally you want to get a nice sear on the outside of chicken and then turn down to slightly lower heat (medium to medium-high) and cook chicken all the way through. (Do not cover the pan, the chicken will get soggy and rubbery.)

Once chicken is fully cooked, add onions and mushrooms, and mix together. Remove from heat and serve! Shawarma pairs well with roasted potatoes, rice, hummus, cucumber-tomato salad and tahini dressing. Enjoy!

*Vegetarian Alternative: Use Cauliflower Florets. Preheat the oven to 425 degrees. Coat vegetable with olive oil and sprinkle Shawarma spice on top and roast for until crispy brown on top for about 18 minutes.

Feel like grilling next time? Place cubed shawarma chicken on skewers and use olive oil cooking spray to coat chicken and cook on grill. Also really yummy!


Debra Eckerling is a writer for the Jewish Journal and the host of “Taste Buds with Deb.Subscribe on YouTube or your favorite podcast platform. Email Debra: tastebuds@jewishjournal.com.

Debbie Kornberg: Spices, Joyful Cooking & Shawarma Chicken Read More »

For All the Girls Who Could Only Afford One Barbie (But Enjoyed the Heck Out of It)

In the past few weeks, I’ve been feeling nostalgic. It’s most likely a response to stress; waxing nostalgia has helped me evade feeling anxious lately over the deteriorating state of public safety in Los Angeles and the turmoil that is threatening to tear my beloved Israel apart at the seams (I would dedicate a column to the judicial crisis in Israel if I believed I had something new to add to the conversation).

Nostalgic escape partially explains why last week’s column made the case that menial summer jobs are a rite of passage for most teenagers. Few things are more nostalgic than reflecting on teen summer jobs. 

Last month, millions of women worldwide luxuriated in pink-tinged nostalgia with the release of the much-anticipated film “Barbie.” The movie is already a verifiable summer blockbuster, having grossed $162 million in its debut weekend.

I may feel that I don’t have much to add to the conversation about Israel today, but where Barbie is concerned, I believe I have some thoughts that are valuable, if only because they’re different. 

I belong to a group of former little girls for whom, due to financial constraints or having recently arrived to this country, access to just one Barbie doll was a privilege. I call us the “One Barbie-ers.” 

NeydtStock/Deposit Photos

Unlike most of our friends, who had several Barbies, ample doll clothes and accessories, and even Barbie cars, horses and houses, we One Barbie-ers had, you guessed it, one Barbie, which we protected vigilantly, and one set of Barbie clothes, which we made sure to never damage (at least on purpose). Sometimes, by sheer luck, we were granted two Barbies, and our sense of wonder was matched only by our fear of losing one of them. 

For us, there was no cutting Barbie’s hair with forbidden scissors or experimenting with her head, neck or limbs. Our Barbie lived wherever we made her a home, including shoeboxes, and wore “new” clothes whenever we decided to turn her shirt, skirt or dress inside out. And as for having a Ken doll, we knew better than to ask for one. The addition of another doll in that shoe box would only have meant another mouth to feed.

I’m kidding. We didn’t have Ken dolls because if our parents gave us the choice of a second doll, we would have blissfully opted for another Barbie. Ken was nice, but he was the sensible loafers to Barbie’s glorious stilettos.

We weren’t victims, nor were we constantly deprived of even basic niceties. We simply didn’t have many Barbies because our parents lived more modestly, didn’t want their daughters playing with such dolls, or both.

One friend who grew up in the ’80s in a lower-middle class home learned to tolerate Barbie knockoffs. “When we would go into K·B Toys,” she told me, “My sister and I would walk into the store, hold up a real Barbie doll and ask our mom, ‘Is this cheap?’ If the answer was ‘no,’ we would hold up another Barbie and ask the same question. Those were the only words we would say at the store: ‘Is this cheap?’” 

My friend continued, “We not only got fake Barbie dolls, because we couldn’t afford real ones, but we also had to get fake Cabbage Patch kids. They were called Dream Babies.” I looked up Dream Babies on Google. They had a strange resemblance to Cabbage Patch Kids, but there was something about their faces that suggested they needed to eat more cabbage and other natural laxatives.

I have a special place in my heart for Barbie knock-offs. Like my Payless shoes and imitation Guess jeans, they were truly better than nothing. 

It’s a well-known fact that Barbie was such a runaway hit when it was introduced in 1959 because it offered the first alternative to a baby doll. As book critic Maureen Corrigan told NPR’s “Fresh Air” last week, “My Betsy Wetsy always needed a diaper change; my Chatty Cathy needed to be taught not to interrupt; and my walking doll — whose name I’ve forgotten — always needed assistance lumbering around the living room. Before Barbie, playing with dolls was akin to running a combination nursery, rehab and assisted living facility.”

Back in Iran, my mother sewed my dolls (despite the fact that it was the late ’80s). My first introduction to a doll that resembled a grown woman was in Italy, when, in transit as refugees, my parents treated me to a Barbie knock-off they bought at a local outdoor bazaar for a few lira. I was delighted to have a doll that looked like a grown woman, even if it was made of such cheap plastic that the left leg and right arm broke off after a few days.

I didn’t care that my Marbie (mock Barbie) looked like an amputee; she was the first doll I owned that wasn’t made of stuffing. 

I didn’t care that my Marbie (mock Barbie) looked like an amputee; she was the first doll I owned that wasn’t made of stuffing. I was always grateful to my mother for those hand-sewn, puffy rag dolls, but this Chinese-made, Italian-sold, limb-less Marbie was exhilarating.

In 1990, after we came to the United States,  my parents bought me an actual Barbie. I’ll never forget that Barbie. She was elegant. She was a ballerina. And she was the cheapest Barbie at Kmart on Third Street and Fairfax Avenue.  

It wasn’t that one Barbie doll was unaffordable, especially in the early 1990s; it was that I wanted more than one, because there was an unspoken understanding that any girl who only possessed one Barbie doll was, for lack of a better term, broke. But as most immigrants or refugees will attest, it’s often either a fake Barbie or real fruit juice, or a real Barbie and SunnyD.

I developed unrealistic body images from Barbie for different reasons: I was a Persian kid in a sea of many Ashkenazim. Back then, I would have traded an appendage for some blonde hair and blue eyes.

Did Barbie promote unrealistic body expectations to me? Of course. But I didn’t yearn for Barbie’s ample cleavage, laughably thin waist or long legs that, in real life, would have rendered her half-woman/half giraffe. I developed unrealistic body images from Barbie for different reasons: I was a Persian kid in a sea of many Ashkenazim. Back then, I would have traded an appendage for some blonde hair and blue eyes. Perhaps I could have borrowed an arm or a leg from my fake Barbie back in Italy. 

In second grade, my parents magnanimously bought me a second Barbie, effectively disqualifying me from the One Barbie-ers group. “Hawaiian Barbie” had blindingly blonde hair and such a bad tan that I almost wanted to take her to see a dermatologist. 

A few years later, my sister’s friend brought over a garbage bag-full of amazing Barbie clothes. But by then, I was entering middle school and no longer gave myself permission to play with Barbies. I had just turned 12 and was more interested in Boyz II Men than Barbies.

No matter how you feel about her, Barbie is an important part of various Jewish American contributions to pop culture that truly made this country stand out in the past 100 years.

Ruth Handler Michael Williams/Getty Images

Jewish readers should know that Barbie was created by an American Jewish businesswoman named Ruth Handler and her husband, Elliot, and that “Barbie” director Greta Gerwig, though herself not Jewish, told The New York Times that she hopes viewers will watch the film and “feel like I did at Shabbat dinner” when, as a young girl, Gerwig and her family were guests at Shabbat meals hosted by observant family friends. No matter how you feel about her, Barbie is an important part of various Jewish American contributions to pop culture that truly made this country stand out in the past 100 years.

And to all those One Barbie-ers, or those with Marbies that are still being purchased at the 99 Cents Only Store (and their limbs are still falling off): Be patient. Many good things still lie ahead, including rewarding education, fulfilling careers and family life and, if interest rates allow, a perfectly reasonable Dreamhouse.


Tabby Refael is an award-winning writer, speaker and weekly columnist for The Jewish Journal of Greater Los Angeles. Follow her on Twitter and Instagram @TabbyRefael

For All the Girls Who Could Only Afford One Barbie (But Enjoyed the Heck Out of It) Read More »

Cherishing Our ‘Selah’ Moments

Isn’t it curious that the word “selah” appears time after time in the Hebrew Bible and in our prayer books yet defies translation? If you don’t believe me, try typing “selah” into your Hebrew to English app.  You will come up empty.  

It usually occurs at the end of a verse, typically one of special importance.  Some say it might be an ancient musical notation, so it is fitting that a Rabbi friend of mine thinks of it as “sound the trumpets, focus on what was just said.”  It is a sort of Jewish mic drop.

I think we all need to appreciate the extraordinary “selah” moments in our lives.  

In Siddur Lev Shalem, directly preceding the Torah service, there is a beautiful passage from Rabbi Naomi Levy that concludes with: “I yearn to succeed, but I often forget what is truly important.  Teach me, God, to slow down.  May my resting revive me.  May it lead me to wisdom, to holiness, to peace, and to You.”

What are those occasions that are “truly important” – moments that are worthy of our most thoughtful reflection?

Maya Angelou has written: “Life is not measured by the number of breaths we take, but by the moments that take our breath away.”

Maya Angelou has written: “Life is not measured by the number of breaths we take, but by the moments that take our breath away.”  “Selah” moments are those instances that leave us breathless.

I have been asking people to describe such moments and, predictably, they mention life events — births, marriages, religious ceremonies, and the like. But when I ask them for other examples, their answers have surprised me.

My wife, who has traveled the world beside me in conjunction with my work, talked about being rendered speechless after turning the corner following a long, dusty ride from Delhi, and viewing the Taj Mahal for the first time.  She was enthralled by its beauty and, a dozen years later, thinks of it often.

A close friend said that it was the night that Barak Obama was elected president. My friend, who is Black, was in Chicago’s Grant Park when the future president stepped out on stage, accompanied by his wife and daughters.  My friend was overcome with emotion as he recounted witnessing the dawn of a new America that included a First Family that resembled his own.

Another dear friend, a biblical scholar who made aliyah decades ago, told me that she regularly climbs a particular staircase in the Old City to be greeted by intoxicating views of the roofs, domes, minarets, parks and buildings of Jerusalem. The spectacular diversity of peoples and places inspires her each time.

My co-author, Gary Saul Morson, a prolific authority on Tolstoy and Dostoevsky, gets his greatest joy from teaching undergraduates.  When he runs a discussion section and the students enthusiastically talk about ideas, some of which he hadn’t thought of himself, he pauses, smiles, and realizes that he has contributed to something truly special.

One of the most remarkable people I know, a former chief of staff to the President of the United States, is stirred deeply whenever he attends a sporting event and F-16 fighter jets soar over the stadium during the national anthem.  A proud veteran and a pilot, he removes his hat, salutes, and discreetly sobs.

 One of my daughters, an art historian and curator, tells me that of all the rarefied pieces of art she studies, it is Van Gogh’s ubiquitous Starry Night that captivates her most.  She never tires of standing in front of it at the Museum of Modern Art, losing herself in its brilliance.

My other daughter just graduated from college.  She grew up on college campuses and questioned the cult-like devotion that many alumni have for their alma maters.  But as one of her college’s commencement events, the seniors marched through an historic gate, with alumni who were there celebrating their reunions lined up along the path, applauding wildly for the newest entries into the alumni body. That gave her pause, as she recognized that she had become part of a noteworthy history.

For me, it is bursting with pride when I see the exquisite Star of David on an El Al plane.  Wherever I might be, I am reminded that the Jewish people are there with me.  I cry a bit each time.

For me, it is bursting with pride at airports from Seoul to Bangkok, Athens to Madrid, Johannesburg to Istanbul, when I see the exquisite Star of David on an El Al plane.  Wherever I might be, I am reminded that the Jewish people are there with me.  I cry a bit each time.

During my 22 years as a college president, people would often say to me that a college presidency was the toughest job in the world.  They were wrong – it is being a rabbi.  Our life events mean everything to us, and rabbis need to be on top of their games every single day.  A yawn, a mispronounced name, and the magic is gone.  Talk about pressure!

So I am giving the last word to an extraordinary example of the best of the rabbinate, Steven Stark Lowenstein from Am Shalom in Glencoe, Illinois: “For me as a rabbi, I see and experience ‘selah moments’ every single day.  It is truly a sacred privilege.  From the look of amazement and exhaustion of new parents in the hospital as a beautiful child arrives, to the excitement of the first day of religious school.  It is a child celebrating a Bet Mitzvah with parents and grandparents tearing up in the front row.  It’s a new spouse circling a partner under the chuppah to arrive at the deepest level of their soul, or the ring being placed on the index finger connecting hearts forever.  Even in death, I’ve watched children eulogize parents, and parents find the impossible words to eulogize their children.  I’ve watched too many friends filling in the graves of their classmates taken far too soon and how a community comes together to comfort the mourners.  It is the big moments that we experience with family and friends but also it’s the normal everyday moments of interaction that we sometimes take for granted, such as a beautiful shabbat dinner with friends, affixing a mezuzah on a new home, a first trip to Israel or simply wearing a new tallit for the very first time. Every such moment is a moment of reflection to connect with God more intimately, and for twenty-nine years I have been humbled to have a front row seat.”    

Now ask yourself, family members and friends a simple question:  What takes your breath away?  

Selah.


Morton Schapiro is the former President of Williams College and Northwestern University.  His most recent book (with Gary Saul Morson) is “Minds Wide Shut: How the New Fundamentalisms Divide Us.”

Cherishing Our ‘Selah’ Moments Read More »

Alya — a Gemach Boutique in Tarzana

It’s a concept that probably doesn’t exist anywhere else in America: A store without price tags where the customer sets the price and pays whatever they can. And no, there is no catch. But this is the policy at the Alya boutique in Tarzana.

Imagine this: You go into a store, choose a few items — pair of shoes, a couple of shirts, a pretty handbag, maybe even an elegant pantsuit. A friendly lady bags your merchandise, then you say ‘thank you’ and head out without paying. No, you are not stealing anything. You are welcome to put some dollar bills and coins into the charity box, but no one will say anything if you choose not to.

Esther Wells, store manager. Photo by Adva Riklin.

Run by Chessed L’Tzion, a Jewish charity organization, Alya is a secondhand boutique located in a small shopping center on Ventura Boulevard by Tampa Avenue. Members of the Orthodox community are familiar with the term “Gemach” (short for Gemilut Chasadim), which basically means that people can borrow — and sometimes keep — items they need free of charge or interest. The Gemachs are lifesavers for people in need who can’t afford to purchase things such as baby essentials, heaters, clothes, and more.

This unique concept, which can be found mostly in ultra-Orthodox communities, is available to all thanks to Alya’s boutique. 

On the day I visited the boutique (designed by interior designer Liron Ohayon) I saw a couple shopping for children’s clothes and a woman who picked a summer dress, a belt, and a pretty handbag that looked quite new. Once she finished her shopping and headed to the front desk, she seemed a little puzzled, noticing there was no cash register. “How much is the dress and bag?” she asked the store manager. “There are no price tags.”

A charity box on the front desk suggests that customers donate money instead of paying for the merchandise, but no will judge you if you leave without making a donation.

“You pay as much as you want to, you set the price,” came the unexpected reply. A charity box on the front desk suggested that customers donate money instead of paying for the merchandise, but no one will judge you if you leave without making a donation.

Vered Peretz, the woman behind the store, explained how she can afford to run the store with that business model:  “We didn’t open it for profit but for the community, a kind of community center,” she said. “This place is more than just a clothing store; it is a place for the soul. You know how we always pass on our baby’s clothes that are too small to our family and friends? So here we do the same thing, pass them on to people in the community. This is truly an amazing thing that doesn’t exist anywhere. When customers wonder where the price tags are, we explain to them what it’s all about. They are very surprised and excited about the concept and leave donations even if they didn’t get anything in the store. This place is for people who need help, who can’t afford to buy clothes and shoes, but it’s also a place for people who want to find beautiful second-hand clothes, just like in any other store. The only difference here is that they are donating to a good cause. This place can only exist if those who can afford it would give a donation. Otherwise, it won’t last long.”

Alya offers much more than clothing and footwear. Those who need a stroller, baby crib, mattress, or a new dresser can find them on the store’s WhatsApp feed. “We can’t keep big items here, so we upload them to WhatsApp, and anyone who is interested can ask us to put them on hold and then come and pick them up.”

The back room serves as a storage space for items donated by the community. One of the volunteers, whose name is also Alya, is sorting through them. Only those in excellent condition will find their way to the hangers; the rest will be donated to other charities. “We have so many people to thank; this is a community effort,” said Peretz. “Shmulik, who has a Laundromat, comes every few days, collects what we don’t need, and transfers the bags to other organizations. His wife Meira also helps us a lot. When we received many book donations, she took the initiative to sell them online for us for $300. Adva, the photographer, always comes and takes photos whenever we need, and some volunteers do PR. This place would not exist if not for the volunteers.”

Peretz moved to Los Angeles from Israel nearly 20 years ago. She planned on visiting her father, who lives here, and then go back to Israel, but then she met her husband, the son of Israeli parents who immigrated to the US many years ago. The couple now has five children.

Peretz is Orthodox and wears a headscarf. Every two weeks she teaches Torah classes for women as part of a group called “Mamtakim La Neshama” (Sweets for the Soul). Religious and secular women of various ages and places in life attend the lessons, which are also available on YouTube.

Her children also got hooked on the joy of giving back. A few months ago, Peretz received a phone call from her son’s teacher: “He asks if you can send a pair of shoes to school with an Uber.” Peretz didn’t understand why her son needed a pair of shoes, but the teacher explained, “He noticed that a child from one of the classes comes to school with torn shoes every day, so he asked me to call you and ask you to send a pair of shoes from Alya.”

Peretz quickly called Esther and asked her to find a pair of shoes in the child’s size, ordered an Uber, and sent the pair to school. Needless to say, the gesture moved the little boy and his mother to tears. “I included a store flyer in the plastic bag so the mom can come and get more things at the store,” recalled Peretz. “A few days later, she came and I found out she has seven children and can barely make ends meet. She was thrilled to learn she can get clothes and shoes for her children for free. Last Passover, she came and got beautiful holiday clothes for all the children.”

Alya gives people in need the freedom to come to a boutique and shop just like everyone else, without feeling embarrassed about their situation. Equally important, it gives the community the opportunity to give back.


Alya is located at 19311 Ventura Blvd in Tarzana. Hours: 10 a.m. to 4 p.m. Sunday from 12 noon to 4 p.m. Closed on Friday and Saturday. 

Alya — a Gemach Boutique in Tarzana Read More »

‘Ethical Tribing’ is a Public Relations Playbook For the Future of Israel Advocacy

Only If Israel’s public relations strategy was as strong as its Iron Dome defense system could it compete with the misconceptions spread about it daily. There are organizations that exist to play defense and dispel falsehoods about the world’s only Jewish State. But a new playbook may be necessary for a long-lasting public relations defense of Israel. “Ethical Tribing: Connecting the Next Generation to Israel in the Digital Era,” aims to be that playbook.

Joanna Landau and Michael Golden, the authors of “Ethical Tribing” address the fact that there are plenty of reasons why Israel can no longer just play defense on how it is perceived in the eyes of detail-averse media and unengaged youth. In the preface, Landau writes, “Today, I truly believe that we — the Jewish People in the Diaspora, the State of Israel and the Israeli people — are not doing enough to get the message out there. To give young Jews and non-Jews a good enough reason to want to see Israel positively. To actively choose Israel. It’s up to us to claim our positive space in global attention and perception.” 

Landau and Golden combine their decades of expertise to produce practical tactics for capturing the elusive attention of young Jews and non-Jews when it comes to Israel. “Ethical Tribing” lays out Israel’s messaging problems without hysterics or accusations. Some of the specific questions that the book answers include:

  • How does Israel connect with audiences shopping in the Supermarket of Nations?
  • How do we persuade smart young people to climb aboard the singular adventure that is Israel?
  • What is the Israel story that resonates with the Next Generation?
  • Who should the storyteller be?
  • How can Israel’s story be shared for maximum impact?

There are many well-written books and organizations that sing Israel’s virtues, but Landau and Golden say that they are often too dry and technical for impressionable audiences. In “Ethical Tribing,” they answer the question on how to get the next generation on board with Israel. 

Landau is the President and Founder of Vibe Israel, a Tel Aviv-based nonprofit that “pioneered harnessing the power of digital influencers to share Israel’s story with the world,” according to its website.  Originally from England, Laudau has lived in Israel since she was five years old. While she is an expert in “country branding” and influencer marketing, she knew she needed an American voice in writing “Ethical Tribing.”

“I find the sentence I repeat all the time to myself is ‘I don’t speak American,’” Landau said. “Sometimes things are said and I don’t necessarily understand them and the way that they’re meant. So I need someone to help me see it from the Jewish-American perspective.” Golden spent years working in politics and communication strategy in his native Chicago and in Washington, D.C. He has also raised funds for the U.S. Holocaust Memorial and Museum and worked for the Anti-Defamation League, which, according to “Ethical Tribing,” would be considered “traditional advocacy.”

You can’t just play defense in a football game. That’s what [“Ethical Tribing”] is about. It is not about the same defense of Israel.” – Michael Golden

“There’s not really an effort to do what Joanna’s doing in America,” Golden told the Journal. “People who are advocates, friends of mine and people I respect, I don’t want them to stop doing their traditional advocacy. That’s not enough. You can’t just play defense in a football game. That’s what [“Ethical Tribing”] is about. It is not about the same defense of Israel. It is about Joanna’s vision to catch young people on the things they’re interested in. Adults don’t want to be lectured and young people certainly don’t want to be lectured.” 

Written in the latter half of 2022, “Ethical Tribing” feels up to the minute. Still, just before it was published in January of this year, an author’s note was added: “Israel is a Jewish and democratic state and ‘Ethical Tribing’ is a strategy that will outlive any particular government or political moment in time. So as long as Israel remains a thriving democracy, the ideas presented in this book will apply.”

Landau said that they added the note to encourage readers to look at “Ethical Tribing” from a broader, longer-term perspective. “It is questionable whether Israel is going to remain a vibrant Jewish democracy,” Landau said. “If it doesn’t remain a democracy, I’m not in the business of promoting autocracies or dictatorships and what we are saying in the book won’t apply because the next generation is about liberal values and it is about connecting to things that they can relate to.” She sees “Ethical Tribing” as an analysis and breakdown of marketing and messaging that will be useful not just for Israel advocacy, but for growing an enthusiastic audience with facts and storytelling. 

Here are five of the many marketing tactics discussed in “Ethical Tribing”: 

1) There has been a Digital Big Bang and your target audiences are filled with digital natives who don’t know a world without connectivity. Accept that this digital world will constantly challenge you to reconsider how you approach audiences. And the competition for attention is fierce, with nearly 200 countries in the “Supermarket of Nations.” 

2) If you don’t like what’s being said, change the conversation. “Though it may not seem self-evident, there is a universe of young people out there who are just waiting to be coaxed up The Engagement Ladder to connect with the real Israel. We must go after every single one of them.” An effective example: A New York Times photo essay declaring Tel Aviv to be “The Capital of Mediterranean Cool.”

3) The next generation craves authenticity, diversity, activism and climate justice, spirituality, and transformational experiences. “Speaking about Israel only in terms of the ‘Holy Land’ won’t cut it anymore, we need to expand the lens through which young people see Israel.”

4) The marketing “Rule of 7” developed in the 1930s (that movie-goers need to see an ad seven times to get them to buy a ticket) is now the Rule of 77. So learn what “organic reach” is, why it’s slowly dying and why paid reach matters so much more. 

5) When it comes to pervasive negativity and lies about Israel, don’t engage publicly, do engage privately, and use persuasion and influence tactics. “If we starve the BDS of our response, thereby deflating the crisis rather than amplifying it, we will deplete the movement of its oxygen to keep going. It won’t go away altogether, but it will be far less impactful.”


More information about the book, “Ethical Tribing” can be found on its website, https://www.ethical-tribing.com/ 

‘Ethical Tribing’ is a Public Relations Playbook For the Future of Israel Advocacy Read More »

Rosner’s Domain | More Important than Torah?

The “Basic Law: Torah Study” proposal caused an uproar for no more than a day. Too bad. It is better to dwell on it for a few more days. Because this is a proposal that obliges Israelis to take a fresh look at the Zionist vision and ask where it is headed. 

The ultra-Orthodox United Torah Judaism Party (UTJ) submitted the proposal about a week and a half ago. The first clause of the bill says: “Torah study is a supreme value in the heritage of the Jewish people.” Can you disagree with such statement? The proposed law then continues: “Those who take it upon themselves to devote themselves to learning Torah … will be considered to be serving a significant service to the State of Israel and the Jewish people.” 

The text and the bill can be considered a tactical statement. But I think it is more appropriate to treat them as an essential position. As a challenge. 

When the bill was presented to the public, the uproar forced the government to clarify that it does not intend to pass such legislation. Why uproar? the public outcry mostly concerned two tactical questions. The first, a truly boring one, is the question of timing. The bill was presented merely a day after the dramatic climax of the judicial reform crisis, when the Knesset canceled the ability of the court to use Probable Cause as a tool of judicial review of government actions. So the timing was really poor. MK Matan Kahana wrote: “My ultra-Orthodox brothers, do you really think that yesterday was the right day [for presenting such a bill]?”

The second tactical question concerns not the timing but the purpose of the proposed Basic Law. MK Gadi Eisenkot, former chief of the IDF, called it a “recruitment bypass law.” This approach focuses on what the law was intended to do in the practical arena: To sabotage any future attempt at drafting yeshiva students to military service. 

When the proposal is treated either as a timing error or as a policy tool, rather than as a principled statement, an important discussion is missed.

What is the important discussion that Israel ought to have at some point? It is about the question of whether studying Torah is the realization of a private desire or a state mission. Is the yeshiva student just a guy with a certain desire for a certain topic, or maybe he is my emissary, and all other Israelis’ emissary? 

The ultra-Orthodox leaders who proposed this legislation clearly have pragmatic goals in mind, but they also have a strong principled case: they’d argue that for many generations, Torah sages were the people who realized what was perceived as the central vocation of the Jewish people. As the Mishna says: “The study of Torah is equal to them all.” Namely, to all other things. 

Zionism substituted the ideal of the study of Torah with the ideal of national action. The mythological Zionists are the statesman Benjamin Ze’ev Herzl, the strategist David Ben-Gurion, the pioneer Yosef Trumpeldor, the underground leader Menachem Begin. Of course, Zionism also produced poets and thinkers, but most of these created in the service of the new vocation. Their outlook on youngsters busying themselves with the study of Torah in dark rooms was one of nostalgia and pity.

Secular Zionism abandoned the study of Torah almost entirely in exchange for realization of a pragmatic vision; Religious Zionism preserved Torah study, alongside a realization of a similar pragmatic vision. Both Zionist visions are challenged by the ultra-Orthodox. They never adopted the Zionist vocation. Their leaders hold a compass pointing to a different destination, and to their credit, they don’t lose sight of their preferred goals. 

These goals are worth talking about because they pose a challenge to the Zionist majority. A large majority of Israelis identify the action in the service of the national project — military service first and foremost – as an expression of modern, relevant Jewish identity. Serving in the IDF is not a just formal civil duty — it is not like paying taxes or driving at the speed limit. It is a duty that has been given the status of sanctity. When Israelis are asked what being a good Jew entails, many of them would say that serving in the IDF is a clear manifestation of being a good Jew – much more say this about serving in the IDF than about studying Torah.

As Israelis brace themselves for a debate about the draft, they ought to come up with a substantial response to the Haredi challenge: To re-reason why in Israel a national service is indeed more sacred than the ultimate ideal of Torah study.

Basic law: Torah Study seeks to eradicate the distinct sanctity of mandatory national service. It seeks to place a competing value alongside mandatory national service. It essentially says: Trumpeldor, the Galilee pioneer, and Moishleh, the Jerusalem Yeshiva Bocher, have equal status. It’d be a shame to dismiss such bold challenge using tactical arguments. No – as Israelis brace themselves for a debate about the draft (expected in the winter term of the Knesset), they ought to come up with a substantial response to the Haredi challenge: To re-reason why in Israel a national service is indeed more sacred than the ultimate ideal of Torah study. 

Something I wrote in Hebrew

Writing about the Israelis who informed the IDF that they no longer wish to volunteer for reserve service because of the judicial reform, I explained that in some countries, cruel dictatorships, the moral choice is easy, but in Israel, it is much tougher as every person must determine for themselves whether the current situation justifies such dramatic response: 

“The dilemma of reservists in Israel, of doctors in Israel, of businessmen in Israel, of concerned citizens in Israel, is a dilemma that has no answer. When will all of them know and how will all of them know if it is indeed time to sabotage the goals to which the government of their country is striving?”

A week’s numbers

Partisanship means that very few leaders are acceptable to both sides and get a high approval rating. And yet, there is something to learn from these numbers:

A reader’s response:

David Mosk asks: “Do you think an agreement with the Saudis is likely?”
My response: Their current terms for a deal seem too costly, but maybe it’s a bargaining position. In such case, the answer is yes.


Shmuel Rosner is senior political editor. For more analysis of Israeli and international politics, visit Rosner’s Domain at jewishjournal.com/rosnersdomain.

Rosner’s Domain | More Important than Torah? Read More »

Jewish Actors Help Feed ‘The Bear’

You’re only as strong as your weakest ingredient.

Even if you’re not a foodie, you will not find any flaws in “The Bear.” The FX production, streaming on Hulu, is the second-best TV show of the year, bested only by “Succession.”

The driving force is the outrageously good performance of Jeremy Allen White, who stars as Carmen, known as “Carmy.” The former “Shameless” star plays a man who takes  over The Original Beef of Chicagoland, a failing restaurant owned by his brother, who committed suicide. In the second season, Carmy wants to create a fine dining restaurant in Chicago. One second, he is kind, the next he is exploding in anger and depressed.

White has some Brando-esque machismo, charm and muscles. But in the first season he had no love interest. Enter Molly Gordon, who was excellent as one of the few people who told the truth in the film “Shiva Baby, as Claire. With her angelic face, delivering her dialogue in a near whisper, she is almost too good to be true. When Claire and Carmy lock lips, it’s the best TV kiss of the year. And Claire also has the best line of the whole show. When Carmy is afraid to become involved with her, she realizes he is afraid the other shoes will drop. “Want to know a secret?” she asks. “Nobody’s keeping track of shoes.”

It’s a saucy line in the eighth episode, aptly titled “Bolognese.” Even without much screen time, Gordon shows the makings of a superstar. Her chemistry with White is mesmerizing. It’s impossible not to love either character.  Carmy and Claire hit it off; will Carmy self-sabotage, as he often does?

Ebon Moss-Bachrach, who can currently be seen opposite Jennifer Lawrence in “No Hard Feelings,” is Ritchie, his brother’s best friend, manager of The Original Beef of Chicagoland and jealous of Carmy. Bachrach nails the role as a quick-tempered everyman who uses humor to distract from low self-esteem and wants to take care of his daughter, even as his wife has moved on. Getting a ton of screen time, Bachrach knows how to take the hearts of the audience in his hand.

Ayo Edebiri is a revelation as Sydney, a young woman who is a trained chef and perhaps hopes to get hot in the kitchen with Carmy. Edebiri doesn’t strike a single false note. Oliver Platt stars as Uncle Jimmy, a major investor in the restaurant, who tells a story about Steve Bartman, the young fan who reached into the field to grab a foul ball that many thought left fielder Moises Alou could have caught. The Cubs, who were ahead 3-0 in the game, wound up losing. Jamie Lee Curtis plays Carmy’s chain smoking and verbally abusive mother. She loves her son, but she is quite crazy, screaming and being mean for no reason. Her scenes on the show are painfully chaotic.

Creator Christopher Storer, who writes or directs the majority of the episodes, is an absolute genius. That a scene about whether or not the restaurant passes a fire suppression inspection had me on the edge of my seat exemplifies the quality of the writing. The food is also beautifully shot and the stress of making mistakes or wrong decisions is palpable. 

We see that working in a kitchen isn’t easy and it can drive people to depression or drugs. Carmy, who is affectionately referred to as ‘The Bear” or “Bear” is a man on a mission. As for this show, it fuses the tensions of the kitchen, the beauty of the food and the things that get these interesting characters ticked off.

You won’t find another series that can at one moment be extremely relaxing, and the next, wholeheartedly unnerving. I nearly became verklempt as a character waited to see if her mashed potatoes were good enough.

I also learned something new: You can put sour cream and onion potato chips on an omelet. You won’t find another series that can at one moment be extremely relaxing, and the next, wholeheartedly unnerving. I nearly became verklempt as a character waited to see if her mashed potatoes were good enough.

“The Bear” is a tasty treat of a show that you will love and tell your friends about. Once you’ve had seconds, you’ll want thirds.

Jewish Actors Help Feed ‘The Bear’ Read More »

Modest – And Chic – Swimwear Lands Just in Time for Summer

Growing up in Israel, 32-year old Morani Jersey went to an all-girls school. Though her teachers were religious, they would always wear stylish modest clothing to work. When she saw them at the local beach, however, they would be wearing tee shirts and pants, which were not so fashionable. 

“[This] affected me greatly,” Jersey said. “I couldn’t understand why such a respectful and elegant woman would not wear chic swimwear. [But] there were no other options available to them.”

When Jersey started working, she made it her mission to create a line of modest, but chic, swimwear for women. She had a background in business and had been sewing and interested in fashion as a child. Remembering her teachers, she created Moriè Swimwear. 

This line, which is sold online, features swimwear tops, skirts, tights and sets in bright colors and trendy patterns like animal prints and palm trees, and offers options for women who are breastfeeding, as well as plus sizes up to 2XL.

“There are more options today for women who want better-coverage swimwear than five years ago.”–Morani Jersey

“There are more options today for women who want better-coverage swimwear than five years ago,” Jersey said. “However, there are fewer options for plus sizes and breastfeeding women, which Moriè Swimwear designs offer.”

Since starting Moriè, it has taken off and is being featured on The Reflective, a leading global website for modest fashion. And recently, Morié Swimwear received an invitation to participate in Dubai Fashion Week, making it the first Israeli company to present at this prestigious event. 

“Our collection in Dubai Fashion week demonstrated the growing popularity of modest swimwear not only because of religious reasons, but also because more women are seeing the beauty of cover-ups and feel more comfortable wearing them,” said Jersey. “This proves to us that modest fashion is in demand in all religions.”

According to the mother of two, who is based in the south of Israel (Kiryat Gat, in the district of Ashkelon) but ships her swimsuits worldwide, modest swimsuits help women feel much more comfortable.

“They do not have to change their swimwear all the time and cover up with a towel to feel comfortable,” she said. “They can feel free to run with their kids on the beach or go to the beach with their partner without having to change their clothes.”

She continued, “The Torah gives Jewish women a special respected rule, which affects our clothing.” 

Looking forward, along with growing the business and offering jobs to religious women, Jersey hopes to expand her business and provide even more options for her customers. Ultimately, that’s her goal: to make her customers feel comfortable in their skin while looking beautiful and upholding their values at the same time.

Modest – And Chic – Swimwear Lands Just in Time for Summer Read More »

Farewell LA

In less than a month, I will be packing up and returning to Israel, after concluding a mission of four years in Los Angeles. It was a fascinating experience to serve in Los Angeles as Israel’s senior diplomat to the Pacific Southwest. 

Before I reveal some of my impressions from my service, let me first share a few words about what we do as a consulate. Many may not be aware of the main mission of an Israeli Consulate.  

Many Israelis think that the main objective is serving their needs like issuing new passports and notarizing documents. The Jewish community may think that we are here mainly to assist them in their visits to Israel and sign documents for Aliyah. That is only partially true. Our agenda is much wider and more comprehensive. A big part of our agenda, for example, does not involve the Jewish community. 

The Israeli Consulate to the Pacific Southwest, representing the state of Israel to a wide region including six and a half states (Southern California, Arizona, Nevada, Utah, Hawaii, Colorado, Wyoming), is mainly entrusted with the task of strengthening the bilateral relations between Israel and the United States. Such a task has many dimensions, but a large part of it is working with Americans, mainly non-Jewish. The span of activity includes political networking (engaging with members of congress and elected officials on all levels), increasing trade and economic relations, interlocking positively with minorities like the Hispanic and African American communities, engaging with faith communities, especially churches of different denominations, reaching out to influential people, exposing Israeli culture to the wide public via cultural events (like screening of Israeli movies and performances), working with the entertainment industry for increased Israeli presence in Hollywood and reaching out via social media. These are just examples. Due to the wide range of expectations and activity, and the time limitations, one must prioritize. That means concentrating efforts and giving primacy to defined objectives.  

Still, I did try maintain a comprehensive approach, which meant not neglecting any field of activity. This required a wide range of activity, working in all sectors. But we also prioritized with political networking and the goal of touching as many people as possible in a positive manner. Thus, trying to influence public opinion on Israel in a positive way was always a priority.

Let me try to summarize highlights of our achievements. In the political field, we maintained contact with all six governors, with the seventy-five federal level elected officials, hundreds of state and municipal level elected officials. We brought two governors to Israel on official visits (Utah and Arizona), both accompanied with high level delegations, and signed new agreements (one of them with the governor of Hawaii). We assisted dozens of delegations of elected officials and Christian and Jewish groups to Israel. We even brought two delegations of Iranian expats to Israel. We hosted a few high level visits from Israel (President Rivlin, current President and former Head of the Jewish Agency Isaac Herzog, Minister of Science and Innovation twice, Deputy foreign Minister). In the economic field, we appointed a director of innovation and economic affairs, arranged more than fifty high-level quality events, oversaw the signing of several significant agreements, organized dozens of economic delegations and aided Israeli companies in partnering with U.S. counterparts. 

In an attempt to touch as many people as possible positively, we implemented diverse methods of community outreach, of which we are especially proud. Among the activities: launching a project of setting up computer hubs in Latino and African American communities; financing murals in schools and on the Korean federation building (in solidarity with the Asian American community); partnering with LA city in setting up COVID test sites for South LA Latino communities and building a network of more than two-hundred spiritual leaders of churches in our wide area, meeting once a quarter. 

In the field of culture, we sponsored the screening of at least fifty Israeli movies, including promotions for the Oscar, and several cultural events in partnership with diverse organizations. In the entertainment area, Israeli performers (like Gal Gadot and Shira Haas) and show creators (like Fauda, Unorthodox, Hit & Run, etc) have had a major impact. Accordingly, to further build on this momentum, we arranged one-on-one “speed dates” between Israeli creators and the American production companies, and devised a new project called “Scripted Israel”, which supervised the arrival of a delegation of forty Israeli creators  for television and film. They met with the large streaming and production companies, to expose them to the innovative content originating from Israel, with the hope that it will lead to further collaboration. This project alone cost approximately a quarter of a million dollars, and it was worth the investment. 

A large part of our work was being there for the community, including visiting churches and synagogues, attending gala events and delivering briefings to a wide range of gatherings. Due to the shocking anti-Semitic attacks, visiting vandalized synagogues and maintaining close contacts and monitoring these terrible acts with the law enforcement authorities became an important element in our work. A highlight in that aspect is a solidarity dinner we convened in the Kosher Pat’s restaurant, after it was accosted with bricks. The Mayor of LA and the Chief of LAPD attended, along with many faith leaders and civil society stakeholders.    

The COVID era had its special challenges. We quickly regrouped to address the needs and concerns of both the Jewish and non-Jewish communities. Our consular department worked around the clock helping thousands who needed to travel and required special processing. Our Public Diplomacy team did not miss a beat and employed creative programming to keep in close touch with our partners around the region With the resourceful Israeli spirit we improvised and thought “outside the box” to support and even strengthen connections through that difficult time, including sponsoring banners on the streets and expressing solidarity with first responders and essential workers. It was also vital to share with our region the information and compelling role Israel was playing in combatting COVID and helping humanity. 

Now let me share some impressions. On the positive side, we were comforted by the fact that there is still a strong bipartisan support for Israel. Despite attempts to boycott Israel and defame the relations, there were hardly any significant steps taken in this regard in our area, mainly because of the wide coalitions built, the personal relations forged and the strong supporters of the state of Israel, who were not ashamed to voice their opinion when appropriate. The standing ovations that President Herzog received in the joint session of Congress, and the ‘sense of congress’ vote last week, which received the support of 412 against 9, were strong demonstrations of the overwhelming bipartisan support this relationship continues to enjoy.  

On the less positive side, we did see a rise in antisemitism, which includes manifestations of anti-Zionism. During my term here, Jews were attacked on the streets of LA, Jews were shot at on Pico Blvd, and violent protestors during the George Floyd riots targeted Jewish neighborhoods. Shameless anti-Semites voiced support for the death-con call by Kanye West and anti-Semitic flyers were spread in Beverly Hills and other areas. A Jewish student felt it necessary to resign from a leadership position at USC, just because she was a Zionist, and there were attempts to promote BDS resolutions in different academic and other institutions. I will never forget the African American president of Pitzer College, who vetoed the BDS resolution adopted by staff and students, paying a personal price for his principled stand. When Israel was attacked by the Hamas terrorist organization, there were a few anti-Israel demonstrations, which were often met with pro-Israel counter demonstrations.

There are malevolent forces out there, as there have been throughout Jewish history, which attempt to undermine the relations between Israel and the USA. The good news is the majority does not adhere to this mistaken brainwashing.

In summary, there are malevolent forces out there, as there have been throughout Jewish history, which attempt to under-mine the relations between Israel and the USA. The good news is the majority does not adhere to this mistaken brainwashing.

Nevertheless, despite the “sense of con-gress” vote and the successful address by President Herzog, there is still reason for concern. Nine members of congress voted against support of Israel, and there are other members and segments of public discourse who openly work against this relationship. An issue that keeps us up at night is the spreading of popular trends in American society which have an anti-Israel or anti-Jewish streak to them, especially through social media. They superficially and shallowly draw negative correlations with Israel. There has been a gradual erosion in the willingness of elected officials and influencers to publicly voice support for Israel when anticipated, due to a fear of “grass-roots level” movements.

LA is unique in many ways, especially in the dispersion of power, the wide range of opinions and the scope of “influencers”. The Jewish Journal has also been a fascinating source of information and a ‘home item’ for me over the past four years. I will not part from it, and continue to follow it closely. This will be my LA connection which will remain with me. It has been a captivating experience, and I express deep appreciation to all those in the communities who hold strong to their values and have been a source of inspiration and support to me. Israel cares for all of you.


Hillel Newman is the Consul General of The Consulate General of Israel in Los Angeles.

Farewell LA Read More »

Newsom Goes to Hollywood

One of Gavin Newsom’s greatest political skills is his ability to change the subject. That’s not a criticism: California’s governor understands that an effective politician reminds voters of issues on which they agree with their leader, which makes it much easier to maintain their support when they disagree. So Newsom frequently highlights his support for abortion rights, marriage equality and other progressive social and cultural issues and looks for opportunities to provoke prominent conservative politicians with whom he disagrees.

One of Newsom’s favorite targets is Florida Governor Ron DeSantis, who combines an intense social conservatism with a noticeable interpersonal awkwardness. Given DeSantis’ high profile as the most visible challenger to Donald Trump for the Republican presidential nomination, he presented an ideal target for Newsom, who has regularly attacked his Florida counterpart through social media, news coverage and paid advertising. Knowing that he will need to maintain the support of California Democrats for upcoming fights on divisive housing, education, and energy policy, Newsom effectively reminds his supporters that he shares their values on the causes that are most important to them.

But as DeSantis has struggled on the campaign trail, beating up on him has become a less attractive proposition. DeSantis began last week in a controversy about Nazis and ended it in a debate over slavery. As a result, he’s been facing heated criticism from other Republicans, including members of his own state’s congressional delegation and several of his opponents in the presidential race. The disapproval of a Democratic governor is not going to attract nearly as much media coverage in this environment, and so Newsom has turned his attention elsewhere.

Newsom’s new target is not Republicans, but Hollywood. Last week, the governor’s savvy communications advisor Anthony York informed news organizations that Newsom had contacted the various stakeholders in the writers and actors’ strikes that have crippled the entertainment industry to offer to mediate their dispute, hoping to help them break their impasse and allow one of California’s most lucrative industries to return to work.

The last time the writers went on strike, the state’s economy took an estimated $2 billon hit. With the actors now hitting the picket line too, the economic toll is almost unimaginable, as the two unions have not struck simultaneously in more than 60 years. The governor recognizes the toll that a prolonged stoppage would take not only on actors and writers, but countless workers in both the film industry itself and immense number of other businesses that rely on the entertainment sector for their survival. Having just navigated a $32 billion deficit earlier this summer and facing the prospect of equally difficult budgetary challenges for the remainder of his term, Newsom knows that finding a way to end the strike sooner rather than later is of critical importance.

In addition to the economic imperatives of getting the actors and writers back to work, Newsom’s team must also realize the political benefits for their boss if he is able to bring the two sides to an agreement. 

In addition to the economic imperatives of getting the actors and writers back to work, Newsom’s team must also realize the political benefits for their boss if he is able to bring the two sides to an agreement. He attracts widespread support for his defense of abortion rights and his attacks on conservative politicians, but restarting television and film production would turn Newsom into a hero not just for progressive Democrats but for a much broader swath of the electorate. Voters nationally are roughly evenly divided between the two parties, but the number of Americans who want to see the next Avengers movie or a new Ted Lasso spinoff is far greater. Newsom regularly emphasizes his disinterest in running for president — either next year or in 2028 — but Hollywood’s savior would be an extraordinarily popular draw in New Hampshire or South Carolina.

The initial reaction to Newsom’s offer from both the studios and the unions was lukewarm at best. But the strike is still only a few weeks old and the battle lines seem to be hardening, But if there is no apparent progress in the negotiations soon, the involvement of a high-profile governor with strong pro-labor credentials and deep relationships among movie and television executives might start looking much more attractive to them.


Dan Schnur is the U.S. Politics Editor for the Jewish Journal. He teaches courses in politics, communications, and leadership at UC Berkeley, USC and Pepperdine. He hosts the monthly webinar “The Dan Schnur Political Report” for the Los Angeles World Affairs Council & Town Hall. Follow Dan’s work at www.danschnurpolitics.com

Newsom Goes to Hollywood Read More »