Judaism in the Media: Celebrity Dos and Donts

By Leemor Dotan KOACH Midwest Fieldworker

I have always been frustrated with the Jewish comedy and drama roles in television and movies. I do not feel the Jewish people are accurately portrayed.

Many stereotypes and misrepresentations of Judaism are generated from these shows and films. While they might demonstrate some parts of our culture, they barely scratch the surface of what it means to be Jewish. I have a term for this… the lox, bagels and cream cheese Jews; those who identify themselves with Judaism by a food or generalization of sorts.

It’s a dreadful label, but I find some truth to it. I wish that many of the wonderful values and traditions of Judaism were highlighted more often than not. So, I was determined to research and find something to change my mind!

Surprisingly, throughout my reading, I learned that many Jewish celebrities are working hard to make a difference. Film and television entertainers recently partnered with UJC (United Jewish Communities) for the first ever national television campaign. Below is the article that certainly made me think twice about my lox and bagels image.

"Live Generously" Campaign Features Academy Award-Winner Marlee Matlin, Joshua Malina, Kevin Weisman, Greg Grunberg, and Jonathan Silverman

Jewish Stars Promote Federations' Initiatives and Mission

New York -- August 2, 2004 -- The first-ever national television advertising campaign for Jewish federations will feature film and television personalities celebrating their Jewish heritage and promoting charitable giving to the Jewish community.

Two 30-second television commercials, shot last week in Los Angeles, feature Academy Award-winner Marlee Matlin; Joshua Malina of NBC's "The West Wing"; Kevin Weisman and Greg Grunberg of ABC's "Alias"; and Jonathan Silverman of the hit film, "Weekend at Bernie's."

The commercials are part of the "Live Generously" campaign of United Jewish Communities (UJC) and The Jewish Federations of North America to inspire a new and young generation to support Jewish federations and their domestic and overseas projects and initiatives. 

The "Live Generously" national advertising campaign will also include print advertisements. It will debut in September in time for the Jewish New Year and the holiday season. 

The campaign is designed to increase awareness of the humanitarian work of the Jewish federation network and to stimulate giving to the 155 Jewish federations and 400 independent Jewish communities across North America that are dedicated to saving lives, caring for those in need, rescuing Jews in danger, and ensuring the continuity of the Jewish people, tradition and values.  The participation of Hollywood celebrities will pique the interest of the younger generation of potential givers.

"We are delighted that so many celebrities have flocked to promote the Jewish federations—the heart and soul of Jewish philanthropic and humanitarian life," said Gail Hyman, UJC senior vice president for communications. "When they promote the federations, they are really promoting the 3,500-year-old tradition of caring that sustains the Jewish community."

[Posted 12/9/04]