People of the Pod Aviva Klompas is Fighting the Normalization of Antisemitism on Social Media
Aviva Klompas has long been a fierce advocate for Israel and is no stranger to the forces that try to delegitimize the Jewish state. Klompas, cofounder of Boundless Israel, a think tank dedicated to strengthening education about Israel while also keeping an eye on the surge of antisemitism in the U.S., joins us to discuss how she’s working to combat antisemitism and shape the conversation, both online and off.
Listen to this candid conversation, recorded on the sidelines of AJC Global Forum 2024 in Washington, D.C.
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Transcript of Interview with Aviva Klompas:
Manya Brachear Pashman:
Aviva Klompas has long been a fierce advocate for Israel and is no stranger to the forces that try to delegitimize the Jewish state. After leading Birthright trips, she became the speechwriter for Israel’s Mission at the United Nations where she was always looking for ways to give voice to Israel’s side of the story, amid a cacophony of anti-Israel sentiments.
After working for Combined Jewish Philanthropies, she co-founded Boundless Israel, a think tank dedicated to strengthening education about Israel while also keeping an eye on the surge of antisemitism in the U.S. Aviva might still write the occasional speech, but on Instagram and X, that’s where she’s really shaping the conversation and confronting haters.
We sat down with Aviva on the sidelines of AJC Global Forum 2024 in Washington D.C in early June.
Aviva, welcome to People of the Pod’s pop-up studio here in Washington.
Aviva Klompas:
Absolutely.
Manya Brachear Pashman:
Together with Rachel Fish, you co-founded a nonprofit called Boundless. can you tell us the purpose of boundless and the origins of its name?
Aviva Klompas:
The idea is to look at the larger issues that are plaguing the ecosystem in Israel in North America and to function both both as a think tank that does research to understand what's happening under the surface, but then to not just investigate and study for curiosity sake, but then to turn to action, and really to extract recommendations, and to pull together partners in order to take meaningful action in order to address some of the larger challenges.
So the two areas in which we primarily focus are one, education. How do we reimagine Israel education in North America, for both Jews and for non-Jews? And the area where I spend most of my time has to do with the narrative war? Understanding how did we get here? What's happening below the surface, both in traditional and on social media?
Manya Brachear Pashman:
You previously served as the director of speech reading at the Israeli Mission to the United Nations. And at that time, did you find yourself not just talking to a traditional institution but actually trying to persuade or convince, maybe even combat the sentiments of that audience?
Aviva Klompas:
Working as a speechwriter for Israel at the United Nations is certainly an experience and an education unto itself. And my former boss, Ambassador Ron Prosor always used to say to us, it's not so much politics and diplomacy as it is theater and a game of chess. And so to some extent, it's about who you can convince in these speeches and in these conversations in the halls, in the corridors of the United Nations, but the meaningful action, the real relationship building, tends to happen behind the scenes where there's no camera, and when there's no public audience. What people tend to see, the speeches that are broadcast, statements that make headlines around the world, that's really theater.
Manya Brachear Pashman:
And you mentioned, when you were onstage with Michael Rapaport, at Global Forum yesterday, you mentioned how that job is very limiting compared to your job now and your representation on social media. Can you talk a little bit about why it's important to be on social media to use that as a platform.
Aviva Klompas:
Yeah, so I worked both for the Israeli delegation. So that was working for the Israeli government. I also worked as a policy advisor for the Canadian government. And certainly when you're working for a government, there are limitations on what you can say, and what you can do. And one of the great blessings of having co-founded Boundless and working in this nonprofit is that at this moment in time, there's a lot of flexibility and latitude for Rachel and I to really hone in on what we think needs to be done and spend our time and our energy there.
The great education that I got when I was working at the United Nations, was the fact that people would always ask me, Well, why is it that Israel participates in the United Nations? This is an institution that is notorious for its bias against Israel.
So why does Israel participate? Why would it be a member of an institution that notoriously demonizes, delegitimize, vilifies, ostracizes it. No country has to be a member of the United Nations. And more than that, in order to be a member in good standing, you have to pay dues.
So Israel pays its membership dues to endure the sort of abuse that we see day in and day out at the United Nations. That's the number one question that I get asked, but it was never once a conversation that we had inside of the United Nations, because we never for a moment doubted that Israel has every right to participate in and contribute to global affairs. And that mentality is what I've taken with me throughout my career that Israel has, and the Jewish people have every right to participate in and contribute to our communities, our societies, our countries and bettering this planet.
Manya Brachear Pashman:
You also, since October 7, you have emphasized that it's very important to tell Israel's story, tell the story of October 7, day to day, hour to hour, which is how I viewed the news cycle of social media. Why? Why is it that it's so important?
Aviva Klompas:
It’s a part of that mentality that I was describing, which says, I won't for a moment accept that any of this is either normal or acceptable. I'm not going to tolerate a world that speaks to us and treats us as if we had this coming. As if what happened on October 7 was due to us. As if it is normal to be holding over 100 people hostage. As if it is acceptable that Jewish people have to hide their Jewish identity.
And I'm not interested in people that will speak with great sympathy about dead Jews, but not take any meaningful or consequential action to safeguard living Jews, which is ultimately what's most important.
And at the end of the day, the reason that I'm spending so much time and energy on social media is because I refuse to allow the normalization of what we're seeing day in and day out. And the only way you stop that normalization is two things is one, you have to use your voice, you have to stand up. And we also have to use our Yiddishe kops a bit and try to think about what's happening under the surface. What are the root causes? What are the points of origin for what's taking place? And how can we outthink them? And that's the work we're doing at Boundless.
Manya Brachear Pashman:
You have primarily focused your messaging on X, or Twitter. You recently though moved your posts to Instagram as well.
Aviva Klompas:
After a lot of people told me that I had to, yeah, a lot.
Manya Brachear Pashman:
Well, can you talk a little bit about your social media choices? In other words, is there a particular audience on X that you were trying to reach?
Aviva Klompas:
I joined X when I was actually speechwriter for Israel at the UN. And I was very at the time we're talking, I don't know, 10 or 11 years ago, I was opposed to the notion of joining social media, I thought, I don't think everybody needs to know my thoughts. That's ridiculous.
And then one of my colleagues Israel Nitzan, a good friend, and a diplomat of Israel, he was the one that convinced me said, this is very much in line with Elon Musk, I would say is, it's the town square, this is where conversations are happening. This is where politicians and diplomats and reporters are having conversation. And it's important that you participate. And that is an idea that resonates with me very deeply, is that we need to have a voice in the public square. So that's how I got started on X.
And I left my Facebook, and I did have Instagram, but I really left it for that personal private space. And then early on in the war, had to change the privacy settings because all of a sudden, it was being flooded with with requests, my Instagram, my personal Instagram, when you open it up, it's 1000s and 1000s of people that want to follow me and I'm like, It's my vacation photos and it's family. No. So that's not going to happen.
So instead, after a lot of people said to me, there's obviously a whole other audience of much younger people and different people that are on Instagram, can you just pull your posts over? So I started a second Instagram account, which is just replicating the tweets and it's @AvivaKlompas.
Manya Brachear Pashman:
I'm curious if you have developed relationships, either real or virtual with other social media influencers. In other words, did you know Michael Rapaport before October 7, before he became so vocal on social media and is that in particular and are others new and surprising friendships and partnerships?
Aviva Klompas:
So I met Michael Rapaport because I got a DM on X from him. That was three words. And they were: who are you? And I wrote back: who are you? And that's where we started chatting. And then we had the opportunity to meet in Israel and he's become a very good friend and a person that I admire enormously.
And that's happened in other instances as well that there's been other influencers that I've met as a result of this that started his online conversation. chanson turned into real world relationships. And ultimately, all of us need to have a community social media is a very lonely place and it's a dystopia. When you pull people in the real world, which is what we do at Boundless, it asked her attitudes and opinions about Israel and anti semitism, you get one set of answers.
When you look on social media you get a different set of answers. The world is much bleaker and darker. And that's because the rule on social media is if it enrages, it engages. So the most vitriolic, hateful, disgusting, vile content is the content that will trend that's most likely to appear in your feed.
I always likened social media to the Coliseum in ancient Rome, where you have people battling it out in the center of the arena. And then you have the throngs of crowds surely, lustily screaming for them for someone's demise. It is not a venue that is conducive to relationships are conversations are chasing or changing minds, if you can sort of visualize that Coliseum analogy.
And at the same time, because social media is this kind of dystopia, bleak place, you need to have a community. And that's what I have found with other pro-Israel pro-Jewish voices is that it makes you feel like you're not alone in this that you're not this like single voice that standing against an enormous tide. So I'm very grateful to the other people that have lent their friendship in this moment.
Manya Brachear Pashman:
So I want to pivot a little bit to what you put on social media, mostly the Israel-Hamas war. Why do you think Hamas terrorists are being treated as heroes in so many outlets and venues?
Aviva Klompas:
Yeah, what we're really seeing is new tactics and an old strategy. This strategy of how Israel and the Jewish people is being demonized. It's not new, the only new part of it is is the advent of social media as a way to more quickly and more spread the these lies and disinformation much further, but it really goes back to a Soviet strategy you had after World War Two, you had the Cold War, and you had the United States pitted against the Soviet Union. And you never want to fight a war on your own territory. So to the extent that you can you want to fight it on a different front, and that's really what the Middle East became. Israel as it moved away from its socialist roots and towards a capitalist roots, begins to align itself more with the United States.
That poses a threat, the Soviet Union sees Israel in the Middle East as a forward operating base for the United States. And so it begins to align itself more closely with the Arab nations. And in order to fight this battle, it begins a disinformation campaign that has a number of strategies to it that I think will sound very familiar. The first is to claim that there's no connection between the Jewish people and land of Israel to paint us as colonizers.
The second is to paint us as aggressors. And just to frame it in such a way as it is, isn't the Nakba, not the story of how a number of surrounding Arab armies attacked Israel, not the story of how Israel accepted a two state Partition Plan from the United Nations, but rather the story of the Nakba, and the demise.
And the third is to paint the Palestinians as a people that have no agency, and that all of this is happening to them and that they are victims in this colonialist, racist world. And then what the Soviets did is they begin to use that type of language that says Zionists are Nazis, and Nazis are the epitome of evil. And so all of the worst racist colonialist, etc. Accusations that's not new, we saw that from the infamous Zionism is racism resolution at the United Nations in the 1970s.
So this is a continuation of a very, very old strategy. And as we always see, it starts with the Jews, but it never ends with the Jews.
Manya Brachear Pashman:
On the morning that many of us traveled here to Washington for AJC's Global Forum, we woke up to the news of the IDS rescue for hostages. Headlines talked about the four hostages being freed, not rescued. And sadly, many more headlines focused on the hundreds of Palestinians who were killed in that rescue effort. I asked why Hamas terrorists are being treated as heroes and I ask this knowing the IDF has certainly made some tragic errors in this war. But do you get a sense that there is a concerted effort not to treat IDF as heroes?
Aviva Klompas:
So first off, I mean, I saw them being the hostages being spoken about as having been released, as if, as if commerce just opened the doors and let them go. And the level of condemnation about us going into rescue or hostages? What did they want us to do? Ask nicely. It's been eight months, we've tried a series of hostage deals in negotiations, and it's gone nowhere. I don't measure the standard of the IDF behavior by what the world says. That's going to be a failing strategy for us.
I think it's measured by the values of the State of Israel and the Jewish people. And that's why the army has a code of conduct. The people that are more outraged that Israel went to get its people back than the fact that terrorists took them and held them for eight months. Those people need to check their thinking and their values.
And that's one of the things that we need to call out all the time. And I think that's a question the mainstream media that's been reporting on it, it's been embarrassing to watch people just essentially regurgitate Hamas press releases. How about a little bit of journalistic integrity? How about asking some hard questions like, Do we even know the casualty figure? I saw it grow by 100, since yesterday. I don't think anybody actually knows the number of casualties.
And then, if you had the number, how would you assess how many were actually combatants? If you're counting journalists and doctors that hold hostages in their home as civilians…I don't understand how mainstream media have sort of suspended rational analysis in this war.
Manya Brachear Pashman:
Do you also get the impression that the hostages' stories have been downplayed by mainstream media? I mean these are truly ordinary people, ordinary families who now suffer extraordinary uncertainty, which, you know, I would argue, is worse than loss, this uncertainty. Do you feel like that has been lost in mainstream media coverage?
Aviva Klompas:
I think that for a while, we saw that the hostage family stories were prominent, and they were certainly getting a lot of attention. And now it's a lot harder. Now it's been eight months, and it's a very visual war. No war in the history of the world has had this level of scrutiny, and certainly not this level of playing out real or disinformation on social media. And people are being bombarded with very difficult and very honestly very, very tragic scenes from Gaza.
And we haven't really seen that many new images emerging about the hostages, because there's so much silence. So in that sense, I can understand why there is a level to which humans can stay interested in a topic without new information. I think that's part of what we're struggling with. And at the same time, we have seen journalists be shockingly callous to the hostage families, and that's absolutely unacceptable.
Manya Brachear Pashman:
Can you give an example of what you mean?
Aviva Klompas:
Well, we just saw a very prominent reporter from the hill roll her eyes while speaking to the sister of a hostage when she asked her to believe women.
Manya Brachear Pashman:
The New York Times broke a big story–I'm putting big and finger quotes–earlier this week that Israel's Ministry of diaspora affairs organized and paid for an influence campaign last year that targeted US lawmakers, American public with pro Israel messaging, but the story never mentioned the barrage of propaganda that pro Palestinian organizations have put out quite effectively. How do you guard against spreading disinformation as a social media influencer?
Aviva Klompas:
So I don't agree With what the Israeli government did, I think it was pretty inevitable that that was going to become public. And so I think we could have all seen that this was coming in, and it was not a wise decision to target American lawmakers. I'm not sure that I would call that a disinformation campaign. Disinformation is a deliberate attempt to spread fake information. And I don't think that was the case, but nonetheless, not wise.
The difference is, is that my beloved Jewish people believe in truth and integrity. And we believe that if we just tell the same story one more time and maybe tell it a little bit differently, people will finally listen to us. And I think after trying that for a couple 1000 years, maybe we should adopt a different approach. And we again, have to look at what's happening under the surface.
If we want to do better at social media. You're right, the other side will say anything, do anything and show whatever image, true or not. People say it immediately 6000 people were killed in the bombing, an intentional IDF bombing of a hospital, okay, based on what? It's been 15 minutes, nobody actually knows what happened. Same thing with the rescue mission. Day by day, the count of quote unquote, civilian casualty grows by 100. We don't know the facts on the ground, we're not relying on third party verification in the way that we should, and people are just soaking this up.
And the other side has realized as much, and they understand that they have the freedom and latitude to say everything. Understanding that we have to rethink what this picture looks like. In understanding social media, we have to be thinking smarter about the type of information we're putting out and what some of the challenges are.
You have algorithmic manipulation, you have bots and inauthentic activity, you have foreign intervention campaigns, you have the echo chambers that exist, we have the algorithms that even when they're not manipulated, as I said, what engages and engages. We know all of these things. But I don't think we're working hard enough and smart enough to design our campaigns and our messaging, in order to address some of them.
One of the things that we're doing at Boundless is we started with the very simple question that says, Who do we need to be talking to? Any messaging, any communications, begins with understanding who’s your audience because you need to tailor your message appropriately. And I'm not sure that we're doing that as much as we should. So at Boundless, we started with that question, we did a major study with a national research firm, and we identified six priority audiences.
And we ask them their opinion, we want to learn from them, we want to understand why do you think what you think? Why do you believe what you believe? Where are you getting your news and information, we're very open about going to them and saying, We want to learn with you, we want to understand what your challenges are. One of the things that we learned is that every minority population in this country believes that they are the victim, they believe that they are one of the most highly targeted people for hate crimes.
And the challenge that we have is that when we come we present them and say no, we're the most hated group, what we're doing is we're minimizing their experience. And we're catalyzing a sort of victim Olympics, it makes them feel defensive, it makes them feel like they're not being seen and heard. And we're not tailoring our messaging with that understanding. So we need to do a little more, a lot more, front work in order to understand who do we want to speak to? What are their values, what are their positions, what's informing how they feel, and think about different issues, before we start to construct messages.
And then we really have to think about the distribution and dissemination techniques that we have. Which are right now, they're too uniform, we need to be doing a lot more and a lot differently. And we're hyper reliant on social media. And social media has a very important role to play. But we all know that if we see social media as sort of this coliseum, this arena in which people are thrashing it out, you're never going to really have a conversation.
Manya Brachear Pashman:
Shortly after October 7, you wrote, quote, The State of Israel was supposed to be a living promise that there would always be a place for Jews to be saved for the pogroms in the Holocaust that plague Jewish history. After the October 7, mass terror attacks, that promise is broken. Do you still feel that way?
Aviva Klompas:
I've been to Israel seven times in seven months. And I think a lot about when I first went the first time I went was two weeks after October 7 And I was in Jerusalem. And that was deserted. And I wanted to go walk to the Western Wall to the Kotel and I walked through the Old City and it was unbelievable. It was the middle of the week in the middle of the day and everything there was not a person in sight. Everybody was so scared.
And I recall friends saying to me, we're having conversations as if it's the 1940s we're talking, we're whispering husbands to wives about where we would hide our children. Because exactly that sense of security, that sense of comfort had been shattered. The idea was that anybody could jump out and didn't matter where you were in Israel, the sense of safety had dissipated.
And it wasn't that different here in the United States. And I think to some extent, people probably still feel it. Whereas in Israel, it's been more alleviated with the notion that antisemitism, that you're not safe in your places of worship in Jewish day schools and community centers that you have to think twice before you go to a walk for Israel, you have to think twice, about whether you're going to wear a kippa or a magen david. I think really, our sense of security has been shattered.
And that's one of the great tragedies, beyond the enormous tragedy that is October 7, than the living tragedy of the hostages, is the fact that we are all shaken by this. And that it feels scary for a lot of people to be a Jew in the world right now. There's a lot to say about what social media does wrong and how harmful it is and how difficult it is.
But also, the one thing that means the most to me, about being active on social media in the last eight months, is the number of messages I get, and people that come up to me in the real world and say to me, I'm scared. And I feel a little bit less scared because you have a voice in the world, you and other people, that people are feeling very alone, that people are saying I'm in workplaces where I'm the only Jew or I'm in schools where I'm being targeted where I feel like I can't speak up in class where I have to hide my head when I am choosing to stay in my room rather than go out.
And it's a lonely, lonely feeling right now. And if the only thing that my social media is doing is helping people have a voice and to know that there's others who think this is not normal, this is not acceptable. And we're going to spend every single day raging against it. That will have been worth it.
Manya Brachear Pashman:
Aviva, thank you so much for joining us on the sidelines of Global Forum.
Aviva Klompas:
Thank you for having me.