Branding Israel Through Technology

This is my recent "Jews in the Digital Age" column for the Detroit Jewish News:

Sally Whittle is a blogger in Lancashire, England. Her blog “Who’s the Mummy?” is one of approximately 4 million “mommy blogs” on the Web. Like many other young mothers she journals about her life as a mother and provides advice for other mothers around the world. With over 30,000 visitors a month, Whittle is used to receiving comments on her blog but she was surprised when she was offered a free trip to Israel with a handful of other popular mommy bloggers.

The group of mommy bloggers visited Israel this past July as part of VibeIsrael, a program of the apolitical non-profit Kinetis. The social startup seeks to generate domestic and global awareness of Israel as the capital of creative energy. Its founder and executive director Joanna Landau was recently in Metro Detroit to share her vision of how to brand Israel for the 21st century and how to market that brand as widely as possible.

Landau, a lawyer and start-up entrepreneur made aliyah with her family when she was five-years-old. Raised in a well-to-do philanthropic and Zionist home, she actively sought out a way to transition from her for-profit work into a non-profit passion. Her interest was piqued in 2004 when Israel’s Foreign Ministry launched the Brand Israel Project, which aimed to improve the country’s image abroad by downplaying religion and avoiding any discussion of the conflict with the Palestinians. Landau incorporated Kinetis in November 2009 seeding it with some of her own money and got to work on her re-branding Israel project.

While in Metro Detroit, Landau was eager to learn how the state’s “Pure Michigan” campaign was working to improve its image. She quickly noticed the similarities between Metro Detroit’s desire to retain talent by keeping its young people local after college and Israel’s desire to have its children choose to remain in Israel following army service. “Brazil is known for ‘fun’ and Paris is about ‘romance’ and America is connected to ‘freedom.’ When people around the world hear ‘Israel,’ they automatically think about politics and the conflict with the Palestinians,” Landau explains. Israel is all about ‘Creative Energy.’ This is what differentiates Israel as a country and Israelis as a nation. It represents the essence of Israel’s offering and encompasses the nation’s relative advantages in the fields of art and culture, technology and science, lifestyle, heritage and the environment.

Landau argues there is a misguided belief among Israelis that if they can only convince the rest of the world of the legitimacy of its political policies, then the tide will turn and there will be increased travel, investment and love of the Jewish State. “People are not interested in Israel beyond the conflict because we haven’t given them a reason to be interested. Whenever Israel gets a chance to say something, all we ever talk about is this conflict.”

When asked if Landau’s Kinetis is a new type of Israeli hasbara (public relations) organization, she laughs. “Hasbara is what you do when you feel you need to explain yourself? Only when you have done something wrong or if you’re unclear," Landau clarifies. "In Israel we have been so consumed by crisis-management and self-defense that we have been unable to think of a long-term strategy."

Landau wants a paradigm shift that will change the conversation. She believes that Creative Energy is in the DNA of Israelis. She wants to highlight her country’s high global appeal through a hi-tech, arts and culture, lifestyle, and extreme sports. “The Jewish religion is a very creative religion. Curiosity is encouraged and conventions are challenged,” she says. . "What we want to do is celebrate the things that Israel has to offer that are interesting on a global level," she says. "Branding is about giving people something to relate to and connect to on an emotional level."

It is Israel’s imperative to tell her own story and under Landau’s direction Kinetis has taken full advantage of modern technology to control the message. Its Facebook page features a video of Warren Buffet praising Israel as a place in the Middle East that might not have much oil, but it has an abundance in brains, energy, integrity and imagination. At the top of the Facebook page, there is a message that anyone can submit “an inspiring image or video that encapsulates "Creative Energy" about Israel and it will be posted on the page.

In addition to the cutting edge and attractive Facebook page, Kinetis boasts an impressive website available in both Hebrew and English that outlines its many programs all with the goal of place branding Israel in the most positive ways. Drawing upon the success of the book “Start-Up Nation” by Dan Senor and Saul Singer, Kinetis offers an academic program for Israeli students and international students from around the globe. These students in the Start-Up Nation Awareness Program (SNAP) will investigate the sources of Israel's creative and entrepreneurial spirit across numerous spheres. Ultimately, their connection to Israel will help develop Israel as a model to be taught in leading universities worldwide.

The VibeIsrael program provides an all-expenses-paid personalized experience of Israel like the one set up for the mommy bloggers. These groups of opinion leaders include bird watchers, digital photographers, women entrepreneurs, extreme sports enthusiasts, archeologists, members of the fashion industry, technologists, and gourmet chefs. Participants are offered a glimpse into real Israeli life by connecting them with their Israeli counterparts. Rather than spend a week touring all of the typical tourist locations, VibeIsrael participants travel the country with locals who show them places relevant to their interests. These thought leaders then return home where they publish a critical mass of posts, blogs and articles in the printed media and on the Internet which convey an authentic, unadulterated “buzz” about what Israel truly offers.

Israel is a thriving nation made up of citizens who are proud of its accomplishments and offerings. Landau is working to highlight Israel’s best assets to the rest of the world. Through place branding and exploiting new media, every day she is raising the awareness of Israel as the creative energy capital of the world. With the help of technology and drawing on the clout of those with loud voices in the digital age, Kinetis is quickly positioning Israel as a center of excellence in the fields of innovation, creativity, and entrepreneurship.

After returning from her visit to Israel with VibeIsrael, Whittle blogged “What I saw in Israel was an irrepressible sense of possibility. And going forward that means I will always approach any political story about Israel with that memory in mind – the memory of the people we met, the experiences we had, and the fun we shared.”

Prayer in Sports - Part 2

Last week I blogged about the role of public prayer in sports. What prompted me to blog about the subject was a Detroit Free Press article in which I was quoted that dealt with the trend of major league baseball players praying and performing various religious-related activities on the sports field like drawing crosses in the dirt and blowing kisses to heaven after a home run.

Professional and collegiate players giving thanks to God in the locker room after a game is nothing new and neither is a player crossing himself after a touchdown. Lately however, this has gone to a new level and that is probably thanks in large measure to Tim Tebow, the NFL player who started the "Tebowing" craze. The Denver Broncos quarterback, who stencils biblical verses into his eye black, drops to one knee in silent devotion in the middle of his games. This act of public prayer has led to people everywhere to start "Tebowing."

As a rabbi, I don't have a problem with the Tebowing craze but I think it's funny that it has restarted the debate over public prayer. If a player simply closes his eyes and gives thanks to God no one will notice, but as soon as he drops to one knee it becomes a national obsession.

Today's college game between Penn State and Nebraska will only add fuel to this debate. Before the game in Beaver Stadium, the crowd watched as both teams joined together in the middle of the field for group prayer. This prayer service was preceded by a moment of silence for the entire stadium asking for healing for those affected by child molestation. The Penn State campus was already emotionally charged following the forced resignation of its long time coach Joe Paterno for not doing more to stop the child molestation that took place at a youth football camp held on campus several years earlier. No doubt, people will be weighing in on whether it was appropriate for both teams to join in public prayer before the game. After all, this is something that is usually done in the privacy of the locker room.

For those who criticize Tim Tebow for praying on the football field for such trivial things as a touchdown pass, perhaps the Penn State-Nebraska prayer service will raise the question of whether its appropriate to pray for serious things on the football field (victims of child molestation, our troops oversees, those battling cancer, etc.). Most likely, athletes are going to continue to publicly pray on the sports field and demonstrate their religious beliefs. And the debate over whether its appropriate or not will continue as well.

Veterans Day

Today is Veterans Day. It is time for us to think about how we can reach out to our Jewish servicemen and women, and show them how appreciative we are for all that they do for our country and to ensure our freedoms.

One of the most active organizers of Veterans Day activities is the Jewish War Veterans (JWV), the oldest veterans group in the country, founded in 1896 for veterans of the Civil and Spanish-American wars. This past Monday evening at the annual induction gala of the Michigan Jewish Sports Hall of Fame, in addition to the induction of several local Jewish sports figures, the Michigan Jewish Sports Foundation also honored Jewish War Veterans of Joseph Bale Post #474.

A special plaque will soon hang in the Michigan Jewish Sports Hall of Fame to honor and celebrate the contributions to athletics by those who were lost or maimed in war and never had a chance to fulfill their athletic dreams. The Pfc. Joseph L. Bale Post #474 of the Jewish War Veterans was dedicated in memory of Joseph Louis "Little Joe" Bale who was born in Detroit in January 1924. It eventually grew to become the largest post in the Department of Michigan. Little Joe's cousin, "Big Joe" served as Post Commander, as well as Department of Michigan Commander.

Throughout Jewish texts and our history, we see that we have always been a nation that has fought for freedom. Our biblical ancestors like Moses, Miriam, and the Maccabees believed in service above self. We owe our lives to those who gave their lives for our freedom, not only our freedom as Jews, but also as Americans, and as individuals. Thus when we reach out to our Jewish brothers and sisters in the military we are making the statement that we too believe in the importance of freedom and the importance of people regardless of our politics. For regardless of what our political persuasion may be, our Jewish servicemen and women need us to stand with them and support them.

So, what can we do? We may not be able to serve as chaplains or convince others to serve as chaplains, but we can create personal connections with Jewish soldiers and show them that we care. We can do this by writing letters and sending emails of support and appreciation. We can help meet the religious needs of Jewish soldiers, by collecting and sending them supplies for living a Jewish life in a foreign country. The Jewish Welfare Board does their best to get Jewish ritual items and even holiday food items to our Jewish soldiers, but their support can only provide so much and there is always more that is needed.

Perhaps with Hanukkah approaching as the next Jewish holiday we should consider collecting supplies to send to a military base abroad. Items that perhaps we take for granted, such as grape juice, candles, dreidles, and even chocolate gelt.

Source: Jewish Telegraphic Agency Archives - August, 28 1962

Today, we are grateful for the many Jewish Americans who serve in our military. Their efforts and example help advance the cause of freedom and provide hope for people around the world. We, as Jews, can stand tall and proud of our Jewish soldiers’ accomplishments, as veterans of past service and as current participants in our country’s Armed Forces.

It is our sacred duty to honor and remember those who try to bring God’s sheltering presence to the world through their service to our country. May we feel called to help bring the light of Judaism to our brothers and sisters in the military, and may God’s presence continue to be with all who have given of themselves to serve in our country’s armed forces. Today is a wonderful day to make a donation to the Jewish War Veterans. The video below introduces the new memorial that honors Jewish chaplains at Arlington National Cemetery.



Todah Rabbah to all of our men and women in uniform – present and past.

Shabbat Shalom!

Celebrity Shabbat Shalom Greetings

Sending out a weekly e-mail newsletter to friends has become a passion for Lisa Mark Lis.

Lis, a suburban Detroit-based community activist and philanthropist, in her Friday morning e-mail posts to friends and family not only wishes her readers a “Shabbat Shalom,” but she often has a celebrity extend their wishes, too.

Lisa Mark Lis videos U.S. Representatives Debbie Wasserman Schultz and Gary Peters.

Lis has videotaped such notable performers as James Taylor, Carole King, Paul Simon, Neil Sedaka and David Broza sending Shabbat best. Politicians as far up as President Obama, with first lady Michelle Obama, have offered “Shabbat Shalom” wishes on camera for Lis, as have U.S. Rep. Debbie Wasserman Schultz (D-Fla.), the chair of the Democratic National Committee, and U.S. Sen. Debbie Stabenow (D-Mich.). Other celebs who have participated include "Millionaire Matchmaker" Patti Stanger and actor Wallace Shawn, who perhaps is best known for his role in “The Princess Bride.”

Lis isn't shy about asking for a quick “Shabbat Shalom” greeting when running into a celebrity. When she told Marvin Hamlisch about some of the famous people who had recorded messages, the composer raised a glass of champagne to Lis’ camera phone and said, “I’m not Paul Simon and I’m not James Taylor. I’m Marvin Hamlisch and yes, I know how to say 'Shabbat Shalom.' "

She's been sending her weekly greeting every Friday for nearly 2 1/2 years. She isn’t sure how many people are on her distribution list, but it includes friends and family from around the world, including a large contingent in Israel (her husband, Hannan, is a native Israeli).

Lis says she sends out the messages to wish as many people as possible a good weekend and to stay in touch with her connections.

“I do it to say 'Shabbat Shalom,' and then anything else I add is my soapbox,” Lis said. “I started to include the video messages of famous people saying 'Shabbat Shalom' as a fun addition to the e-mails. It makes people smile. Now people have come to expect them.”

Political views are included in some of her weekly messages. So are reminders to attend local fundraising events for causes she supports. A paragraph encouraging her readers to remember Israeli soldier Gilad Shalit during his captivity was a staple of each week’s e-mail message until his release last month. Every message includes wishes of “Happy Birthday” and “Mazel Tov” to her friends and family celebrating milestones in the upcoming week.

Lis plans to continue finding the chutzpah to ask celebs and politicians to utter those two Hebrew words for her camera phone. After all, it’s not every Friday that an e-mail arrives with a video of the leader of the free world wishing you a “Shabbat Shalom.”

President Barack Obama's "Shabbat Shalom" Greeting


David Hasselhoff's "Shabbat Shalom" Greeting


Cross-posted to JTA.org

Join the Minyan with Skype

It was 1998 and I was in my first semester of rabbinical school at the Jewish Theological Seminary. My Talmud professor, Rabbi Avram Israel Reisner, approached me after class one day to discuss a project he was working on. As a member of the Conservative Movement's Committee on Jewish Law and Standards (CJLS), he was examining the legal permissibility of a virtual minyan (prayer quorum). Knowing my interest in technology, my teacher picked my brain about some of the technical implications of video-conferencing. He sought to answer the halakhic (Jewish legal) question of whether a minyan could be convened using non-traditional, electronic means. Some of the sources he was considering were drawn from the same pages we were then studying in his class from Tractate Rosh Hashanah as it deals with hearing the sound of the shofar to fulfill the obligation.

Rabbi Reisner's project resulted in a teshuva (legal position paper) titled "Wired to the Kadosh Baruch Hu," in which he ruled that a virtual minyan conducted via video-conferencing was not "kosher."

Now, one of my colleagues has opened his daily minyan through Skype access which brings this halakhic question back into discussion. Skype had yet to be invented back in 1998 when Rabbi Reisner considered the issues surrounding virtual minyan participation. In a bulletin article for his synagogue (reposted by the Rabbinical Assembly), Temple Emunah in Lexington, Massachusetts, Rabbi David Lerner refers to Rabbi Reisner's published teshuva noting that he reasoned that should the technology come available the virtual minyan would be permissible.

Rabbi Lerner had good reason to open his daily minyan via Skype to those who couldn't attend in person. One of his congregants, Maxine Marcus, lives in Amsterdam and works in The Hague, where she serves as a prosecutor of war criminals from the wars in the former Yugoslavia. Her mother recently lost her fight against cancer. After returning to Amsterdam following the funeral last fall in New York, Maxine how difficult it was to say Kaddish in Amsterdam. Rabbi Lerner made the decision to allow Maxine to participate in the Temple Emunah minyan through Skype.

Based on my reading of Rabbi Reisner's teshuva, the issue of reciting kaddish as part of an already constituted real-time minyan was a separate issue from constituting a minyan via the Internet through video conferencing. Thus, so long as a minyan is already in place in Lexington, Massachusetts at Rabbi Lerner's congregation, there was never a question about a "virtual participant" reciting Kaddish in that minyan.

Based on Rabbi Reisner's conclusions, however, it would seem that even with Skype a minyan could not be constituted virtually meaning eight people gathered together could not be joined virtually by two others using Skype to count as a minyan. He writes that "a minyan may not be constituted over the Internet, through an audio- or video-conference or any other medium of long distance communication. Only physical proximity, defined as being in the same room with the shaliah tzibbur (prayer leader), allows a quorum to be constituted." He goes on to explain, "Once a quorum has been duly constituted, those who hear the prayers being offered in that minyan may respond and fulfill their obligations thereby, even long distance.

With regard to the Mourner's Kaddish, Rabbi Reisner concluded in the 2001 teshuva that "a mourner at a distance may recite it, but must be accompanied by a physical participant (a member who is physically present) in the minyan. This preserves the reason behind requiring a minyan for the recitation of Mourner's Kaddish. It establishes community. Without this concluding statement, individuals might take it a step further and recite Mourner's Kaddish on their own." Therefore, as far back as a decade ago Rabbi Lerner was on firm halakhic standing to allow his congregant in Amsterdam to recite the Mourner's Kaddish via Skype so long as at least one minyan member in Massachusetts accompanies her.

Rabbi Lerner reports that introducing Skype into his daily minyan has strengthened the minyan and has proven to be a very powerful experience. "Members of the minyan have gotten to know Maxine, schmoozing with her for a minute or two after minyan over Skype." He also has found that opening his minyan virtually has impacted the general community. He wrote in his bulletin article, "This project enabled someone on the other side of the Atlantic to come and experience the power of God, the power of prayer, the power of community, and the power and support of a nurturing community around sacred occasions and after times of loss. His biggest challenge has been trying to encourage other congregations to invite remote minyan-goers to their minyan without letting it adversely impact on our minyan or attendance.

Kol Hakavod (kudos) to Rabbi Lerner for making good use of technology like Skype to allow a mourner in Amsterdam to find comfort with her community in Massachusetts. While Skype might still not be the technology that allows ten people to come together virtually in Cyberspace to form a minyan, it is certainly a great way to allow outsiders to join an existing minyan with a Web cam and Internet connection.

Athletes' Public Displays of Religion

This past Friday evening I sat with my family at Adat Shalom Synagogue as we watched a performance by Storahtelling, which is known for its innovative and arts-focused take on the Torah. The Storahtelling performers interpret the themes from the Torah in new ways, acting out a theatrical midrash. In "Like a Prayer," Storahtelling veterans Jake Goodman and Emily Warshaw presented a creative exploration of the power of prayer by invoking the stories of our biblical ancestors Aaron the High Priest, Hannah, Sarah and Hagar.

Each of these biblical characters prays in a unique way. Jake and Emily got the audience to consider that a synagogue might be the most traditional place for prayer, but our prayer can take place virtually anywhere. I immediately thought of the recent controversy when Israeli Knesset Minister Meshulam Nahari of the Shas party harshly criticized Gilad Shalit for going to the beach with his father on the first Shabbat of his freedom from Hamas captivity instead of going to the synagogue for prayer as I had blogged about just a day prior. If Gilad Shalit chose to be thankful to God on a beach instead of a synagogue, then who are we to judge?

Watching the Storahtelling production also led to me to consider athletes' public displays of prayer on the playing field. There are those who are critical of athletes (from professional on down to the high school level) openly giving thanks to God after a good play or a victory. I've also noticed an increase in the public displays of religion among the fans at sporting events as well. Sure, fans holding signs proclaiming the John 3:16 verse from the New Testament is nothing new, but lately the TV cameras at sporting events have caught fans visibly praying for their team. This was certainly the case in the recent Major League Baseball playoffs.

In fact, I was contacted by a reporter from the Detroit Free Press last month during the playoffs as my hometown team, the Detroit Tigers, were playing in the American League Championship Series against the Texas Rangers. She told me she was writing an article about baseball players and religion. Her first question caught me off guard when she asked me if I thought God was a Tigers fan. We then discussed whether religion should have a role in spectator sports. I explained to the reporter that I appreciate when athletes give it their all and are so intent on winning that they don't hide their religious convictions.

Conservative Rabbi Jason Miller, director of Kosher Michigan, said he took no offense at Christian displays of faith on the field.

"In America, we take our sports seriously and baseball as the American pastime has been elevated to almost the level of religion," said Miller of Farmington Hills. "When I see a player like Jose Valverde of the Tigers pointing to heaven or crossing himself, I can tell my children that he is a religious person and is grateful to God for his successful performance and God-given abilities."

Later that night as I sat in the stands at Comerica Park in Detroit watching the Tigers beat the Rangers in Game 3 of the ALCS, I thought more about athletes publicly displaying their gratefulness to God during the game. Watching the players take a moment to pray and thank God was quite meaningful. They are so grateful to be in the position of playing a fun game in front of tens of thousands of fans and millions more on television that they recognize the importance of giving thanks.

We should appreciate when players publicly demonstrate their faith, whether by asking God to help them achieve success and not get injured during the game or by thanking God for their triumph. If we are going to teach our children that God is accessible anywhere and that we don't have to be in a church or synagogue to pray, then let us embrace the notion that a sports field is an appropriate place for players and fans to welcome in God.

Technology in Jewish Schools

I still remember the time in 1st grade when my father brought our Apple II Plus into the classroom in an effort to show my classmates the wonders of Turtle Graphics. It was 1982 and each little 1st grader waited in line to get a chance to touch the odd looking keyboard and try to make the little turtle move. My father beamed with pride as he watched each child get their three-minute opportunity to try to program the blinking green turtle cursor to move across the black screen.

That day was the only day that entire school year that we students would touch a computer at Hillel Day School in Metropolitan Detroit. Today, thirty years later my own children attend Hillel and the Head of School, Steve Freedman, has just announced a new technology plan he hopes to implement for the 550-student Jewish day school, which will include a 1:1 technology program.

Today’s students have more technology in their pockets than entire school districts once owned. In fact, a few generations ago, one would never have imagined the possibility of students bringing battery-powered graphing calculators into math class. Today, the Texas Instruments graphing calculators are still being used by students, but they are the least technologically impressive gadgets in the students’ arsenal.

Iran Hiker Josh Fattal vs. Gilad Shalit

At the end of September following the release of the American hikers who were being held by Iran, reports came out that one of the hikers was Jewish. While the whole world knew that Josh Fattal and Shane Bauer were taken prisoner in Iran and accused of espionage, what most people didn't know was that Josh Fattal's father is Jewish and that he identifies as a Jew.

Fattal's father, Jacob, emigrated from Iraq to Israel in 1951, and after serving in the Israeli army moved to the United States. Jacob Fattal’s siblings still live in Israel. The media did a great job of keeping Fattal's Jewish connection a secret during the two years of his imprisonment in Iran. Only after his release from prison and return to American soil has Fattal's Jewish story been told. The Jewish Exponent revealed that Josh Fattal became a Bar Mitzvah at Philadelphia's Rodeph Shalom's suburban campus and that he has traveled to Israel several times where he still has relatives.

I was thinking about the reaction to Josh Fattal's release from prison and safe return home to the U.S. as I read a report this morning about an Israeli Knesset member's outrage that Gilad Shalit traveled to a beach on his first Shabbat of freedom rather than to synagogue.

Photo Credit: Yaron Kaminsky

ynetNews.com reports that "Shas Minister Meshulam Nahari slammed the formerly captive IDF soldier Gilad Shalit for going to the beach with his father on the first Shabbat after his return instead of going to the synagogue for prayer. Nahari claimed that Shalit and his father should have utilized the first Saturday after he was freed from Hamas captivity to say the [Gomel] benediction of deliverance – a Jewish prayer of thanks traditionally said by those who survived an adversity or were released from prison."

Apparently this ultra-religious member of Israeli Parliament is taking his orders from Rabbi Ovadia Yosef, the spiritual leader of the Shas political party who has charged him with the task of bringing Shalit closer to Judaism. While it would have been great had Josh Fattal gone to a synagogue on the first Shabbat following his release from Iranian captivity, it was his prerogative not to. And so too with Gilad Shalit.

This is the problem with Israel's political system. Nahari is a member of the Israeli government and is speaking out against a citizen's decision to go to the beach with his father rather than to synagogue. Yes, I think it would have been great had Gilad given thanks to God with the traditional Gomel blessing in a synagogue close to his home in Mitzpe Hila, but he is a free man in a democratic nation and can be thankful anyway he chooses. No rabbi and certainly no politician here in America slammed Josh Fattal for not going to a synagogue or temple to praise God for his freedom on the first Shabbat after arriving home.

Perhaps the most important message of both Josh Fattal's freedom from Iran and Gilad Shalit's freedom from Hamas is that they returned to their respective free and democratic home countries where they each had the freedom of choice to decide how they would spend their first Saturday of freedom. Synagogue or not, they were grateful to be home.

Yiddish Everywhere and Late Night TV Goes For the Jewish Triple Play

I've always maintained that if an alien from Outer Space arrived in the United States and spent just a short period of time here, he would conclude that Jews make up much more than the measly 2% of the population that we actually do. Jewish people are influential in many areas of society and somehow Jewish themes and words seem to always creep into pop culture.

Take the Yiddish language for instance, which has long been considered the dying language of the Jewish people. Many Yiddish words have crept into popular parlance as I blogged about this summer when presidential candidate Michele Bachmann mispronounced the word chutzpah. Just a few weeks ago another candidate for president, Mitt Romney, attempted to say the same Yiddish word in a televised debate. "I like your chutzpah on this, Herman," Romney said to Herman Cain. Romney's pronunciation was much better than Bachmann's, though he still wasn't able to get that throat-clearing hard "ch" sound.

And it's not only Mormon politicians who are casually tossing out Yiddish words and expressions. I've begun to notice more Yiddish words being used by non-Jews recently. Last month I was playing a round of golf with an Indian businessman. On this rainy afternoon, he drove the ball into a patch of wet mud. When we arrived at his ball I heard him express his dissatisfaction as he exclaimed that his ball landed in the schmutz. I guess he plays golf with a lot of Jews.

And then earlier this week Canon Kevin George a pastor friend of mine from Windsor, Ontario emailed to ask if I could speak at his church on the Sunday following Thanksgiving in an interfaith service. I responded to his email explaining that I had already committed to officiating at a wedding that afternoon, to which he replied simply: "Oy vey!"

My new Greek friend Nick Raftis, the owner of The Inn Season Cafe (a delicious vegetarian restaurant in Royal Oak, Michigan certified by Kosher Michigan), is always asking me if I want to come in to his restaurant to have a nosh.

These Yiddish phrases have even found their way into social media. I received an email from the social media analytics website Klout informing me I had a new notification. When I logged into my Klout account, there was a message that said, "Mazel tov! You received 1 +K for doing something awesome." Amazing.

And then of course there's late night TV. Saturday Night Live is singularly responsible for bringing such Yiddish words as "verklempt" and "shpilkis" into the mainstream through Mike Myers' "Coffee Talk with Linda Richman". Last night, I noticed what I would call the Late Night Triple Play when it comes to Jewish references.

First, at the end of The Daily Show last night, Jon Stewart gave a very heartfelt tribute to the late Gil Cates, producer of the Academy Awards. Introducing the "Moment of Zen" dedicated to Gil Cates' memory, Jon said that the man who produced the two Oscar shows that he hosted was "in layman terms, a mensch." The next Jewish reference came on Tosh.0 when Daniel Tosh (who is not Jewish) encouraged his viewers to come to his stand-up tour taking place over the holidays and then said, "I mean the Jewish holidays". The third Jewish reference came from the Irish Conan O'Brien who is hosting his late night show from New York City this week. Joking that he couldn't see the small signs held by audience members in the back of the theater, Conan asked how he was supposed to be able to read these small signs that look like they're written in Hebrew.

With all of these references to Jewish themes, from the political arena to late night television and in regular everyday conversation, it really is amazing that we Jews are such a minority in America. In fact, even that topic made it into The Daily Show episode last night. John Hodgman told Jon Stewart how surprised he was that Jews only made up 2-3% of the population because "You (Jews) seem to be everywhere!"

Midrash, Manicures and Middle School Girls

I love reading about the creative ways in which my colleagues are bringing people closer to Torah. Over the weekend I read about one young colleague (a Conservative rabbi) who is using manicures to teach midrash in a Jewish day school. Yes, manicures!

Nicole Bengiveno/The New York Times

The NY Times reports that Rabbi Yael Buechler of the Solomon Schechter Day School of Westchester, New York teaches her middle school students how to do their nails with designs inspired by the weekly Torah portions. 

It’s the Midrash Manicures club at Schechter, a Jewish day school here, where the weekly club offerings include math club, glee club, sports writing club and this one, in which Rabbi Yael Buechler teaches girls in the sixth, seventh and eighth grades how to do their nails with designs inspired by the weekly Torah portion. (The term “midrash” refers to the deep textual interpretation of the Bible, with every word examined for meaning.)

If the mix of acetone fumes and Torah study strikes you as unusual, you’re not alone. When Yarden Wiesenfeld, 13, first heard about the club, she wondered whether there was another meaning for “manicure,” one that did not involve the coloring of fingernails.

But Rabbi Buechler has been at it since college, when she seized upon the manicures “as a way for me to personally explore my own Jewish learning.”

“Re-envisioning education is what this is all about,” said Rabbi Buechler, 25, who was ordained in May by the Conservative movement’s Jewish Theological Seminary and is the middle school student life coordinator at Schechter. “If I said come to a Midrash course, I’d have five or six students. But Midrash Manicures? Twenty plus.”

It seems to me that this is a wonderful example of how a rabbi who is a woman is embracing her femininity and using it to achieve the goal that all rabbis are striving for -- teaching Torah. Rabbi Buechler, who's father Rabbi Howard was ordained from JTS in 1985, is not trying to be like her male rabbinic predecessors. Rather, she is doing something that those male rabbinic predecessors could never have done. She brilliantly connects with these middle school girls in a Jewish Day School environment and makes Torah learning fun.

Prof. Jonathan Sarna, who taught Rabbi Buechler as an undergrad at Brandeis University, told the NY Times that "her Torah-inspired manicures were both innovative and in keeping with the Jewish precept 'that we worship God with all of our bones and our muscles and, by extension, with our fingernails.'" I especially liked the quote from Rabbi Buechler's boss, the school's principal Nellie Harris (wife of my beloved Torah teacher Rabbi Robbie Harris), who described the manicures as "a modern tzitzit."

Incidentally, this is now the second time this year that I've blogged about Rabbi Buechler, although the last time (March 2011) she was still a couple months shy of gaining the title. On this blog I referenced a very funny video Yael Buechler made for Purim at the Jewish Theological Seminary in New York starring the Seminary's Chancellor Arnie Eisen as Sesame Street's "Ernie" and Professor Burt Visotzsky as "Bert".

I certainly hope that her manicure curriculum takes off and that other Jewish Day Schools (including the one my own children attend) begin offering this club to their female students. Perhaps some day my own daughter will get a Torah-inspired manicure from Rabbi Buechler. I'm already very proud of my beautiful daughter who turns 6-years-old later this month and can already (pretend) to read from the Torah. Here's the video: