Should Diaspora Jews who support Israel avoid the word ‘Zionism’?
Andrew Silow-Carroll is the editor-in-chief of JTAJTA — A communications consultant was let go by the Jewish Federations of North America last week for saying something that a number of Jewish leaders and thinkers have been saying for years: Maybe Jews and supporters of Israel should be more tactical about using, and not using, the word “Zionism.”Matthew Berger, who had been hired by the umbrella group to head a new strategic communications project, was speaking to members of JFNA’s Young Leadership Cabinet last Tuesday in Minneapolis about effective messaging about Israel. Among his recommendations, according to a slide he showed during the presentation, were “showcase diversity,” “focus on the common enemy” and “avoid ‘Zionism.’” (Quotes around Zionism included.)The slide, shared with the conservative Jewish news service JNS by an unnamed attendee, was the focus of a JNS article on August 5. In response, a JFNA spokesperson reaffirmed that the umbrella…
A communications consultant, Matthew Berger, was dismissed by the Jewish Federations of North America (JFNA) after recommending that Jewish organizations "avoid 'Zionism'" in their messaging about Israel. Berger's advice, part of a presentation on effective communication in a polarized environment, was intended to help counter antisemitism and anti-Zionism by using language that fosters engagement rather than confusion. JFNA, which describes itself as "proudly Zionist," stated that the presentation did not represent its approach to Zionism.
- Many Jewish leaders and organizations, including the Anti-Defamation League and the American Jewish Committee, acknowledge that "Zionism" is often misconstrued or used as an antisemitic slur.
- JFNA's own polling indicates that while 88% of American Jews believe Israel has a right to exist, only 37% identify as Zionist, suggesting a disconnect due to unclear definitions or perceived implications of blanket support for Israeli government policies.
- Some scholars and influencers argue that the term has outlived its usefulness, as Israel is an established country, and its continued use can undermine Israel's normalization and be exploited by detractors.
- Conversely, defenders of the term, like historian Yuval Noah Harari, advocate for reclaiming and defining "Zionism" to mean Jewish self-determination and connection to Israel, arguing that abandoning the word would be a capitulation to enemies.
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