MASA's TV Commerical: Is it About Intermarriage?
A new TV commercial produced by MASA, an organization that brings Jewish youth living in the diaspora to Israel, has seriously annoyed - even angered - a number of Jews. The video, which can be seen here, states that 50% of diaspora youth are eventually lost to the Jewish people through assimilation and asks Israelis to contact Jews living outside of Israel:
"More than 50% of Diaspora youth assimilate and are lost to us," the voice over near the end of the commercial states. "Do you know a young Jew living outside of Israel? Contact the MASA project and we can strengthen their connection to Israel so they won't be lost. MASA. A year in Israel, a lifetime of love."
A handful of Jewish organizations and many individuals have taken issue with this commercial because they believe it implies that the terms "assimilation" and "intermarriage" are interchangeable. CK over at Jewlicious summarizes the responses nicely, noting how Ed Case from Interfaithfamily.com has called the commercial “the most stupid, ill-conceived effort coming out of Israel in many years," while Rabbi Laura Baum of ourjewishcommunity.org responded by saying "intermarriage exists and can even enhance the Jewish community. Trying to prevent intermarriage is foolish.... Israel, like much of the organized Jewish community... needs to embrace the present realities and figure out how to engage blended families.” A friend of mine over at JewSchool who was also highlighted in CK's article responded angrily, calling the commercial "deep mission creep" and affirming his Jewish identity despite coming from an interfaith family.
What surprises me most about the range of responses to this commercial is that I didn't think the video had anything to do with intermarriage when I first saw it. It wasn't until objections to the commercial's message began surfacing that I did a double-take and (kinda) saw the intermarriage theme. But more than anything I thought the video was talking about diaspora Jews in general, most of whom live in communities that are not predominantly Jewish. In this way it seems to be saying that living in Israel - and certainly a connection to Israel - is essential to the continuation of the Jewish people. However, CK thinks the commercial was merely an appeal to Israelis meant to generate money for MASA's efforts.
What are your thoughts? Does this video talk about intermarriage and is the apparent outrage justified?
i wonder why you calling Israeli Jews.history tells me that 10 nrth tribes were not JEWS but the tribes of judah and simeon(my ancesters ) with the Levites are sth tribes, judah is jewish why do you use an insult as a nations compliment?
I personally do not think they were referring to intermarriage at all. There wasn’t even a reference to it. I think the advertisement was just put in a negative way–images of “lost youth” were emphasized instead of painting pictures of youth enjoying and loving the atmosphere of living the Jewish tradition in Israel. It would have been effective.