In with the Jew?
Outspoken, vibrant and unapologetic – meet the trendiest new social group in contemporary urban America – young Jews. Distancing themselves from past generations in everything from attitudes towards religion to supporting Israel, the new Jews are comfortable with their identity and not afraid to say it
"I'm a 26-year-old American Jew, don't keep mitzvot but Jewish by culture and I try to avoid sins and maybe keep some mitzvot in the future. But for now, as a young man, the sin I have the most difficulty giving up is the shiksa (gentile woman). They're just so sexy," writes Andy on a forum hosted by the trendiest Jewish publication amongst young American Jews – Heeb.
The term 'Heeb' is a play on an age-old racial epithet not unlike 'nigger,' which the magazine has sought to strip of its negative connotation. But the magazine's explosive growth, with over 120,000 subscribers and thousands of devoted online readers, is indicative of a growing cultural trend in America's major metropolitan cities where extroverted Judaism is all the rage.
Free of religious trappings (Heeb magazine cover)
Heeb, a radically leftist liberal publication established in Brooklyn some six years ago, has found its niche in the wave of the Jewish awakening evident in the United States among young Jewish adults. Aged 18-38 and raised in predominantly secular households, it is this generation of American Jews that has made it chic to be Jewish. Free of the religious trappings commonly associated with a strong Jewish identity the New Jew is vibrant, colorful and outspoken.
"We are culturally Jewish, Jewish in our identity. We have secular Jews, haredi Jews, Orthodox Jews, Conservative Jews, Reform Jews, humanist Jews and even messianic Jews who love Jesus," says Joshua Neuman, the man behind Heeb. As its publisher and editor-in-chief Newman has surrounded himself with a lively community laden with cultural events, parties and Jewish matchmaking.
This renaissance of American Judaism is rife with social and political undertones. The automatic support for the State of Israel that was so characteristic of their parents and grandparents doesn't exist among contemporary Jewish youths and particularly in Heeb's readership, who are largely liberal Democrats.
Some even join anti-Israel protests and rally against settlements and Israel's policies.
Jewish American magazines say you've disconnected from Zionism. Are you anti-Zionists?
"Not at all," says Neuman. "But we're in touch with the spirit of the times. We're part of the liberal community in the US in general and that in New York in particular, where every writer can write whatever they want. Maybe you mean to ask if we have sacred cows, and the answer to that is no, we don't. Our job is to interest our readers, bring interesting stories, illustrate things that are happening now and also go after those worthy of attack."
Jon Steingart, who heads Jewish media company Jewcy, adds, "Today's American Jew doesn't keep mitzvot like his parents or grandparents but he is no less Jewish than them and you know what? He may even be more Jewish. Because some of our grandparents and parents tried to downplay their Judaism outside the home. We, the second and third generations of Jewish life in America, openly express our Judaism despite keeping less of the mitzvot. I don't know which is better, but this is the spirit of our time.
"A Jew is no longer a 'nebbish.' A Jew is no longer just smart like Einstein. A Jew is cool and a Jew is someone who mixes things up. We're exactly the opposite (of the previous generations). We're loud and vulgar and extroverted and rude but just look and see – today everybody wants to be Jewish."
