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    NEGATIVE PUBLICITY PAYS: USING HATRED FOR PROMOTION

    It’s hard to miss the
    growing trend among
    prominent American
    figures: some who
    were once clearly
    pro-Israel have
    shifted positions and
    now promote anti-Israel or even antisemitic
    rhetoric. Others, who were always critical,
    have become far more extreme. Influential
    voices like Tucker Carlson and Candace
    Owens, once seen as allies to the Jewish
    community or the State of Israel, have taken
    sharp turns in tone and messaging. And
    those who always harbored hostility are
    now openly embracing dangerous and
    hateful ideologies—such as the disgraceful
    rapper who recently released a song brazenly
    titled “Heil Hitler.” What is driving this
    disturbing shift?
    Before we attempt to answer, let’s take a
    closer look at Bilaam in the parashah. Time
    and again, he tries to curse and harm the
    Jewish people, even though he knows that
    Hashem loves them and that his efforts are
    doomed to fail—and that he will ultimately
    be punished for it. Why would someone
    persist in such a destructive path, fully

    aware of the consequences? What drives a
    person to knowingly oppose Divine will,
    especially when the outcome is already
    clear?
    The Talmud (Gitin 56b) recounts a
    conversation between the spirit of Titus
    after his death and his nephew Onkelos,
    before his conversion. Onkelos asked him,
    “Who is considered important in the World
    to Come?” Titus replied, “The nation of
    Israel.” He then went on to advise that if
    Onkelos wished to gain power or prominence
    in this world, he should provoke and attack
    the Jewish people—because that is how one
    gains attention and influence.
    Onkelos went and summoned the spirit of
    Bilaam—the wicked prophet who had
    attempted to curse the Jewish people before
    their entry into the Land and led them to sin
    with the daughters of Moav and Midian. He
    asked him, “Who is considered important in
    the World to Come?” Bilaam answered, just
    as Titus had before him, “The Jewish
    people.” Onkelos then asked, “Should one
    attach himself to them?” Bilaam famously
    replied: “Do not seek their peace or welfare
    all your days, forever.” In other words, even

    though he recognized the truth and the
    greatness of Israel, his hatred ran so deep
    that he advised continued opposition and
    hostility toward them, no matter what.
    An obvious question arises: if both Titus
    and Bilaam knew that the Jewish people are
    important and central in the World to Come,
    why did they advise opposing and harming
    them? The answer lies in the distinction
    between the two worlds. While they
    acknowledged Israel’s eternal significance,
    their concern was with this world—fame,
    power, and influence in the eyes of men.
    And for that, they offered a cynical but
    proven strategy: attack the Jewish people.
    It’s a well-known recipe for success
    throughout history—when one wants to rise
    to prominence, stir controversy, or gain a
    following, targeting Israel has always drawn
    attention.
    Another question worth examining is: why
    does this tactic work specifically with the
    Jewish people? If similar rhetoric were
    directed at any other nation or group, it
    would likely be condemned universally, or
    at the very least ignored. But when aimed at
    the Jews, not only does it gain attention—it
    often receives support. Many openly agree
    and even cheer it on, and even those who
    criticize it still contribute to the publicity
    and help amplify the speaker’s platform. In
    the case of the Jewish people, hate doesn’t
    silence—it spreads, and in doing so,
    becomes a powerful tool for fame.
    Tosafot (Chagiga 13b) addresses this very
    question and explains that it is divinely
    orchestrated. When someone rises to harm
    the royal nation of Israel—the people who
    belong to the King of the world—Hashem
    ensures that the attacker holds a position of
    prominence. This way, no one can say that
    Israel was harmed by someone lowly or
    insignificant, which would diminish their
    honor. Instead, Hashem elevates those who
    oppose us, so that when they fall, it is clear
    that even the mighty cannot prevail against
    His chosen nation.
    In Yalkut Gershoni, there is an insightful
    explanation. He writes that when someone
    begins targeting or provoking the Jewish
    people, they may continue doing so
    freely—often gaining popularity and
    momentum—until Hashem raises them to a
    position of power. But once they reach that
    high status, Hashem takes over and they
    lose their own control. In other words, as
    we’ve explained in the past, the Gemara
    teaches that the higher a person rises in
    power, the less autonomy they have—
    Hashem takes the reins. So while it may
    seem that their rise is unchecked, it is only
    temporary; once they are elevated, their

    downfall is already in motion.
    It seems that in today’s world, the driving
    force behind much of what people say and
    do—especially public figures—is the
    pursuit of attention and exposure, often
    measured by how many views, clicks, or
    shares they receive online. In this
    environment, extreme or controversial
    statements tend to generate more
    engagement, regardless of truth or
    consequence. As a result, individuals may
    adopt more radical positions because
    provocation guarantees relevance. The
    louder and more outrageous the message,
    the more visibility it brings—often at the
    cost of truth, morality, and decency.

    For example, just last week a disgraceful so-
    called “singer” performed on one of the

    world’s most widely viewed stages,
    broadcast live by the BBC. During the
    concert, he led the crowd in chanting the
    vile words “Death, death to the IDF.” This
    individual is neither Muslim nor from the
    Middle East—so why did he choose to use a
    musical performance to promote such
    hateful and one-sided rhetoric? The answer
    lies in today’s media culture: by doing so, he
    instantly became a global sensation, with
    his name and message repeated across news
    outlets and social media platforms
    worldwide. In the age of viral exposure,
    hatred sells—and he knew it.
    One might ask: aren’t figures like Tucker
    Carlson and Piers Morgan already powerful
    and famous enough without attacking
    Israel? Why do they need to go down that
    path? The answer lies in the addictive nature
    of today’s media culture—views, shares,
    and likes are toxic. They have the power to
    distort judgment and completely shift a
    person’s priorities. Once someone discovers
    a formula that brings in significantly more
    engagement, they’re often willing to pursue

    it—regardless of truth, integrity, or long-
    held positions.

    The moral conclusion is that the fault does
    not lie with us as a nation, despite their
    accusations. Rather, it stems from their own
    lowly desire for fame and relevance—
    desires they choose to weaponize against us.
    Their attacks reveal more about their
    character than about our actions.