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52

January 5 - 2006

Cultural Creativity
Observers of American Jewish culture
say the magazine debuts during an
unusual burst of cultural creativity
among young North American Jews, and
reflects these innovators' drive to assert
themselves as distinctively, if not reli-
giously, Jewish.
"It's very much a sense of recovering
peoplehood and culture as distinctive
elements in the lives of young Jews, even
young Jews who seem turned off by what
they find in synagogues ; ) said Jonathan

Author Gary Shteyngart is one

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L

ireille Silcoff already had been
hired to edit the new Jewish
magazine; now she just need-
ed to give it a name.
"At one point, I just started asking peo-
ple,'What are the first things you think of
when you think about your Jewishness?"'
Silcoff recalled. "You can't imagine how
many times 'guilt' came up — and 'pleas-
ure' came up enough to be interesting."
Guilt & Pleasure — a magazine "for
Jews and the people who love them" —
hit newsstands across North America
late last year, offering readers content
ranging from long-form essays and
memoirs to fiction, comics, photography
and archival material.
The quarterly journal was created by
Reboot, a 3-year-old nonprofit network
of young Jews that promotes projects
exploring issues of identity and commu-
nity. The magazine aims not only to
inform and entertain, its creators say, but
also get Jews talking about issues they
think ought to be more fully explored.
"The magazine is a means to an end,"
said Roger Bennett, its publisher along
with Reboot, and vice president at the
Andrea and Charles Bronfman
Philanthropies in New York. "All of it is
meant to be raw material that anyone,
anywhere can use -- invite 20 of their
friends round to their home to start to
have an argument"

J

of many literary figures on the
magazine's editorial board.

Sarna, a professor of Jewish history at
Brandeis University in Waltham, Mass.
"I think that Guilt & Pleasure in some
ways is also part of that: You don't want
to go to synagogue? Familiarize yourself
with American Jewish literature, which
will give you a feeling for Jewish culture,"
he said.
Each issue will revolve around a
theme. The first, called "Home & Away,"
examines issues of "place and identity
and the nexus between them , ) ' Bennett
said, and includes original contributions
from novelists Gary Shteyngart, Lara
Vapnyar and Etgar Keret as well as
graphic artist Ben Katchor.
The second will look at fights and bat-
tles; the third is about magic.
The idea that spawned the magazine
was a series of highly popular salons that
Silcoff — G&P's editor in chief — ran
out of her Toronto living room beginning
three years ago. Soon hundreds of people
were clamoring to get in on the discus-
sions, and similar salons are regularly
held these days in New York, Los Angeles,
San Francisco and Montreal.
Guilt 6- Pleasure's editorial and pro-
duction team hopes the new journal will
generate similar talking parties across
the continent — and thinks the interplay
of the magazine's pieces will itself func-
tion as a kind of debate.
"It's meant to be the best discussion
you've ever had at the dinner table, in a
magazine," Silcoff said.
As the magazine's Web site,
www.guiltandpleasure.com , puts it, "It
would be a sin for an individual to quiet-
ly read a magazine that covers the theme

•