FROM THE EDITOR

Israel Engagement Beyond Hasbarah

F or decades, Israel engagement in North America hewed to a narrow narrative line. If not overtly political, the methods of engagement frequently had politics just beneath the surface. Engagement meant understanding Israel’s importance to the world Jewish community as well as its right to exist — both in a general sense and in relation to the events of the day. This often turned engagement into a reactive enterprise — how the community could shore up support for this policy or for that war, and how Israel’s actions could best be presented and explained.

The reasons for this were understandable. There was a widespread perception of Israel being under siege and a general sentiment that Diaspora communities could serve as Israel’s ambassadors. Moreover, a fear of losing young Jews to waves of anti-Israel agitation spurred campaigns to arm them with Israel’s side of the story. But ultimately, such efforts were a misuse of both Israel and of American Jews. As the conflict became more nuanced and information more widespread, the Hasbarah method — explaining Israel through public relations — came to be discredited by a more sophisticated population of American Jews, particularly among the younger generations. In many cases, engagement was turning people away.

Birthright Israel helped to change the paradigm. No longer was Israel widely perceived as a vessel to protect and explain, but as a place to inspire. Participants didn’t shy away from political issues, but generally speaking, politics did not define the program. Instead, the historical, spiritual, emotional and cultural aspects of Israel have taken forefront in an immersive experience that has galvanized a revolution in Jewish education and fostered a new way of approaching Israel engagement.

Moving forward, in what other ways can Israel Engagement innovate to inspire and connect people to Israel? How can the community foster connections to Israel among Jews across the spectrums of politics, culture and observance? How can Israel engagement succeed long after — and indeed before — one has visited Israel? The articles in this issue of CONTACT explore new ways of engaging American Jews with Israeli culture and life. In so doing, they offer new perspectives and dimensions for those seeking to build greater connections between Israel and America and to strengthen the Jewish experience worldwide.

Eli Valley