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MEDIA MONITOR
Battle Of The Ads
Continued from preceding page
the Arab American News.
JCOME headlines call for
Israel to end all settlement
activities in the West Bank,
Gaza Strip, Golan Heights
and east Jerusalem. They say
it is time for negotiations be-
tween the Israeli government
and the Palestinian Libera-
tion Organization. They ar-
gue economic aid should be
cut or severely reduced until
Israel agrees to self-determi-
nation for Palestinians.
"For some years, we have
witnessed Israel increasingly
deviating from policies we
find acceptable and from
moral values we hold dear,"
Mr. Bruzonsky said. "We can
no longer condone or be asso-
ciated with such Israeli be-
havior, nor, do we believe,
should our country."
To back this ideology, Mr.
Bruzonsky enlisted the sup-
port of Jewish regional ex-
perts, all of whom work
toward new U.S. policies in
the Middle East —"policies
consistent with American val-
ues of democracy, personal
freedoms, self-determination
and human rights," Mr. Bru-
zonsky said.
JCOME's advisory com-
mittee also consists of profes-
sors from around the country,
including Dr. J. David Singer,
a political science professor at
the University of Michigan.
Dr. Singer, a self-described
peace researcher, joined
JCOME after reading sever-
al JCOME ads.
"Americans, and Jews in
particular, need to be re-
minded that the Palestinians
are not a bunch of animals
committed to dreadful acts of
violence," he said. "Palestini-
ans are human beings, too."
Dr. Singer, who also be-
longs to the Jewish Peace
Lobby, believes many Ameri-
can Jews are "small-minded"
and "racist" when it comes to
Israeli-Palestinian issues.
JCOME ads accuse Israel
of practicing racist ideologies:
"The ongoing acts of killings,
beatings, curfews, expulsions,
house arrests, home demoli-
tions and press censorship —
all against unarmed Pales-
tinians living in areas Israel
has occupied through military
force for 23 years — further
demonstrate that Israel has
become a badly fractured na-
tion with many unfortunate
similarities to the situation
that prevails in South Africa."
Mr. Joffe can't believe the
statements JCOME makes.
"We have to put up, not only
with the native anti-Semites,
and with the Arabs, who have
only death to the Jews on
their minds, but with the so-
called Jewish intellectuals —
almost all of the people listed
in these ads are college pro-
fessors."
FLAME ads vehemently
oppose equating Zionism with
racism. Last year, the Gener-
al Assembly of the United Na-
tions, which first adopted the
equation, struck it down.
"Racism is totally contrary
to Jewish philosophy and
thinking," FLAME ads say.
"Israel is a multi-racial soci-
ety in which all races, includ-
ing the resident Arabs and
Druze, are treated equally,
are represented in Knesset,
and hold important official
and diplomatic positions."
FLAME is also against giv-
ing up land for peace. "Israel
has already given up 91 per-
cent of all land it occupied in
the Six-Day War," FLAME
ads say. "What have the van-
quished Arabs given up? They
have all the land. Shouldn't
they give up some of it for
peace."
JCOME supports
the Palestinian
struggle for
nationhood.
FLAME does not recognize
the PLO as a proper peace
partner. "The conflict between
Israel and the Palestinian
Arabs is not the root cause of
the Middle East problem,"
Mr. Joffe said. "The root cause
is the unwavering hatred of
the Arabs against the Jews
and their desire to destroy the
Jewish state.
"The American public
doesn't really know too much
about any of that," he added.
Mr. Bruzonsky, who drafts
the majority of JCOME's ads,
does not apologize for their
tone or content. He does not
seek anyone's approval or
support. He has particular
contempt for American Jew-
ish establishment organiza-
tions and is unabashedly
critical of the American Jew-
ish press, which he calls "cow-
ardly." He also has an
on-going feud with Tikkun,
New Outlook and Israel Hori-
zons magazines, all of which,
Mr. Bruzonsky said, will not
publish JCOME ads.
"The only publications to
refuse to publish our JCOME
statement of principles as a
paid ad are these liberal and
progressive Jewish and Is-
raeli magazines," Mr. Bru-
zonsky said.
In a 1988 editorial, Michael
Lerner, editor of Tikkun, com-
pared JCOME to the "Weath-
ermen of the 1960s,"
suggesting they were harm-
ing the forces of real peace.
Mr. Lerner does not retract
his statement, nor will his
magazines, New Outlook or