TLVi x Decoding Antisemitism
The Tel Aviv Institute is a 501(c)(3) nonprofit organisation and a multidisciplinary laboratory that promotes innovative approaches to combatting antisemitism, with an emphasis on social media and data-driven strategies. Keenly aware of the newfound opinion-shaping power of social media, the Institute trains and partners with digital influencers on Twitter, TikTok, Instagram, and Facebook in order to foster an inclusive, pluralistic and safe environment both online and offline. The TLVi does not push ready-made talking points, but instead focuses on empowering individual voices with distinct, unique perspectives on Jewish life in a wide variety of fields such as gastronomy, fashion, travel or the arts. The Institute brings to the table its extensive, data-driven expertise (that ranges from editing and graphic design to research and analytics) to help influencers expand their target audience and bolster their advocacy with purposeful, personalised messaging against the manifold discrimination still facing the Jewish community in the public sphere. TLVi content has so far reached over 100 million users worldwide and appeared in The Washington Post, BBC, NBC News, Los Angeles Times, and Newsweek.
The TLVi is ideally placed to act as a bridge between scientific research on antisemitism and online opinion leaders which can further circulate this knowledge into broader – and younger – audiences. The Institute will utilise the findings of the Decoding Antisemitism project to conduct targeted advocacy and awareness training with their over 50 partnered influencers. Building on specific antisemitic tropes, myths, and linguistic patterns gaining traction online, the TLVi’s team will craft engaging content that directly and effectively addresses the new challenges highlighted by the project. As Decoding Antisemitism is the only such large-scale project tracking and analysing explicit and implicit antisemitic hate speech in mainstream online spaces, it will provide the TLVi with a holistic roadmap to the most recent and dangerous evolution of anti-Jewish discourses, which need to be urgently tackled. Finally, the TLVi will refer to Decoding Antisemitism’s research to measure the effectiveness of their messaging. Together, Decoding Antisemitism and the Tel Aviv Institute will pinpoint the audiences where bigotry is gaining ground, identify the digital influencers best suited to combat it, and rapidly produce effective counter-speech strategies to change the online narrative about Jewish life and identity.