Former Prime Minister "Bibi" Netanyahu speaks at the Nefesh B'Nefesh International Blogger Convention

Nefesh B'Nefesh Convention Blogs On

By: Batya Matla Herzberg

Posted: 8/24/08

In a unique and unprecedented step, Nefesh B'Nefesh (NBN) sponsored the First Jewish International Bloggers Convention this August in Jerusalem. Nefesh B'Nefesh is an organization founded in 2002 committed to "revitaliz[ing] Aliyah and to substantially increas[ing] the number of future olim by removing the financial, professional and logistical obstacles that prevent many individuals from actualizing their dreams," according to its mission statement.

The itinerary of the evening convention included an introduction by Benzi Kluwgant, the Marketing & Communications Manager for Nefesh B'Nefesh, a panel discussion with Jewish bloggers on the topic "Taking JBlogging to the next level: Increasing your Readership, Reach and Influence," a keynote address by Zavi Apfelbaum, the Director of Brand Management of the Israeli Foreign Ministry, about "Branding Israel - From Vision to Reality," and a comedy performance. The wellknown bloggers who were featured in the panel discussions included Rabbi Gil Student of Hirhurim, David Bogner of the Treppenwitz blog, and Jameel from Jameel at the Muqata. Special guest Benjamin "Bibi" Netanyahu, former Prime Minister of Israel, also gave a presentation.

The question that begs an answer here is: What is the connection between aliyah and the Jewish Blogosphere? "What NBN is doing is helping the bloggers realize that they are 'virtual shlichim' (messengers) and have a tremendous influence on people who are considering aliyah," explained David Bogner. Rabbi Gil Student considered the unifying aspect of JBlogging, stating that "it is much easier to make a major life decision when you know you are not alone." He further commented on "NBN's understanding of the changing dynamics of how people communicate," thus justifying NBN's decision to reach people through this "most effective and relevant" manner.

Jameel of the Muqata pointed out that there is a qualitative difference between the virtual and real worlds. This "market savvy" decision of NBN will "be a perfect opportunity for bloggers to inject some reality into the rather virtual experience of the JBlogosphere." Thus, this convention is expected to explicate, unify, and inspire, or at least discuss how this can be accomplished in the JBlogosphere.

Engaging the Jewish world via blog, as opposed to any other media, has distinct advantages, particularly when it comes to discussing aliyah. "The view of Israel one gets from [a] blog is not filtered or over idealized," enabling a reader to "construct a more accurate picture of what it is like" to live in Israel, said Bogner. Similarly, the anonymity sometimes associated with the blogosphere in general allows for candid statements that might otherwise be left out of the mainstream media. Additionally, blogs provide a discussion, not a didactic forum.
"Many people want to discuss issues and not just be told what other people think," explained Student. Particularly for such weighty decisions as aliyah, facilitating conversation is critical.

Another JBlog aspect discussed at great length, one indirectly related to aliyah, is Jewish unity. An anonymous SCW blogger stated, "Also, it offers a chance to gain the perspectives of people outside of your everyday circle, often people who are different than those you'd generally interact with." Stern blogger "Erachet" bemoaned the fact that "good communication is something that the Jewish community really lacks, which is perhaps why there is so much judging and misunderstanding between different hashkafic groups." She described how blogging may serve as a panacea to this problem. "Blogging in general is an excellent way to express yourself to the world and really allows the average person on the street to finally be heard," she said. Jaimie Fogel, a SCW graduate ('08), recent olah, and new-born blogger agreed, stating that "blogging is a great way to increase communication between diverse groups of Jews. It encourages dialogue and discourse which…would not otherwise take place if it were face-to-face…"

Perel Skier (SCW '09), in relation to blogging about personal lives, added "it helps us to understand other Jews with more compassion and more context - and I think that kind of blogging bridges divides which have arisen from years of stereotypes and misconceptions between different Jewish communities." In other words, while blogging about political or religious issues is important, often it is an individual's amusing anecdote or serious personal story that may help people relate on a level that transcends ideology. "Erachet" connected this crucial topic to aliyah, stating "living in the land is one part, but living as a single nation is vital too," and then put it succinctly: "communication leads to understanding."

It is astounding that NBN committed so much time, energy, and funding to a virtual communication phenomenon that became popular only during the past five years. This speaks to the potential of blogging, particularly of the JBlogosphere, which, according to Stephen Leavitt of WebAds (the company that organized the convention for NBN) "is made up of the most interested, interesting, and active online members of the Jewish world from all sides of the spectrum." NBN has truly kept up with the times in this effort to influence Jewish media.