The Israeli Palestinian Minority on Prime-Time Israeli Jewish TV Carmit Romano-Hvid A young, charming, educated and well articulated Palestinian woman is invited on a date in the flat of a Jewish Guy. He wants to impress her and serves a meal with known Arab dishes such as Humus and ‘Tabulee’. She is offended by him not being more inventive, and blames him for being a living example of what Edward Said described in his book ‘Orientalism’. The guy, who never heard of Edward Said or his seminal book, asks her if this is a cooking book… A Jewish young man sits at the back of a van. He is getting a lift by two Palestinians and becomes anxious as he does not understand the Arabic language spoken by the driver and the man sitting in the front seat next to the driver. The man at the front seat notices this anxiety and in order to make the Jewish passenger feel comfortable, he offers him in a heavy accented and broken Hebrew a ‘snack’. The word for a snack in Hebrew is ‘hatif’. It is very similar to the word ‘hatuf’, Hebrew for kidnapped. The story gets a twist as the Jewish passenger is getting extremely frightened and believes that he is being kidnapped… The above comic scenes are parts of two episodes of the TV situation comedy series “Avoda Aravit” (Arab Labor) which is the focus of the current article. It was written by Sayed Kashua an Israeli Palestinian journalist, author and screen-play writer. This TV sitcom was broadcasted on one of Israel’s commercial TV channels ‘Arutz 2’. The first season was aired in 2007-2008 and the second season in 2010. The third season is now in the filming stage. Nearly 80 percent of the dialogue in the series is in Arabic, and it attracted considerable attention in both the Hebrew and Arabic electronic media & press in Israel. It had a high rating - the prime measure of success in commercial TV broadcasting. In the series, absurd humor and irony are being used in order to deal with ‘sacred cows’ that characterize the relationships and attitudes prevailing among the Palestinian and Jewish citizens of Israel. This article is a case study of the series. Its main objective is to shed light on some of the reasons which led to the decision to produce the sitcom series “Avoda Aravit” and to broadcast it on Prime-Time Israeli Jewish TV. Furthermore, in this article, an attempt will be made to suggest possible reasons for the fact that the series was so well received by its audience and perceived as a success story. The perspective studied and represented in the article is that of the Jewish majority. 95 The rational for making the series was provided in an interview with Udi Leon, director of special programming and multicultural diversity at Keshet (one of the programs provider to Arutz 2) in the Jerusalem Post: In fact, bringing uncomfortable subject matter (albeit cloaked in self-deprecating humour) to the average Israeli viewer was part of the program's mission. The point was "to introduce content that is usually not easy to digest by Israeli society...Arab representation on Israeli television is what we call in Hebrew al hapanim [awful],"..."We proved something that Israeli broadcasters were not willing to accept until today - that doing a show about Arabs in Arabic is possible on prime time. (Rosenberg, 2008). As understood from the above, the series was a novelty. It will also become apparent through the course of the article, that the producers actually took some calculated risks when investing resources in such type of a program. The phenomenon of originally and locally produced entertainment in Arabic to be shown on prime time commercial TV, targeting Jewish audience, has been non-existing in Israel until 2007. Commercial TV started in Israel in the early 1990s and has been targeting first and foremost Jewish audience. Programs in Arabic targeting the Palestinian minority on commercial Israeli TV are sent on the Fridays for only a few hours and very few resources are allocated to them. Therefore, the scheduling of the series was an untimely novelty and might even be regarded as a milestone. For the first time a Jewish audience was presented in a fictional thus semi-authentic way with the life of the Palestinian minority in Israel and were given a ‘mirror’ in which they could see themselves in relation to the minority. At the same time Palestinian Israelis could listen to Arabic and watch characters telling their stories and concerns on prime-time TV. As mentioned earlier, the series can be described as belonging to the genre of a drama- comedy or a sitcom. It was suggested by a viewer who commentated on the program in a Jerusalem Post ‘talkback’ that: The show marks a milestone, as the first sitcom featuring mainly Arab characters speaking in Arabic on Israeli prime time. Airing on Channel 2's Keshet franchise, Avoda Aravit blends The Cosby Show's family fun with a dash of Curb Your Enthusiasm's acerbic wit. Written by and drawing on the worldview of journalist/author Sayed Kashua, the show has been both lauded and savaged in the press. In the following we will embark on a ‘journey’ that will make us more closely acquainted with Kashua, the series and the background against which it was created. The article consists of four main parts. The first part discusses in some detail the significance of the name chosen 96 for the series and the content of the series. It also includes information about the coverage of the series in the Jewish media and reactions to it in the wider community. Part two provides some background to Palestinian lives in Israel. It deals with existing attitudes among the majority Jewish population towards the Palestinian minority. The third part turns the focus to the man behind the series and the contribution of Palestinian artists to Israeli Jewish culture. It ends with a section about three major programs illustrating a history of programs about Israeli Palestinians on Prime-Time Israeli Jewish TV. The fourth and concluding part view the initial questions in the light of the topics discussed throughout the article. 1. The series 1.1 The term ‘Arab Labor’ The name given to the series in Hebrew - ‘Avoda Aravit’ (Arab labor) is a loaded one. The term ‘Arab labor’ was used openly by Israeli Jews in the pre- politically correct era to refer to a dodgy, unprofessional and incomplete type of work which is performed by Israeli Palestinians, as a way to emphasize their incompetency. It encapsulates the prejudice, loath, chauvinistic and patronizing attitudes that exists and persists among Israeli Jews towards Israeli Palestinians. A viewer writing a ‘talkback’ to a fellow reader who does not know Hebrew explains: It’s a joke…“Avoda Aravit" in Hebrew slang - is an expression for shoddy, poor quality and substandard work. The kind Israeli Jews understand to be typical of Arab productivity. They can only destroy - not create anything of lasting value. The term ‘Arab labor’ resonates in the ears of many Israeli Jews as the antonym of the term of ‘Hebrew Labor’ (Avoda Ivrit). The concept of ‘Hebrew labor’ emerged in the early days of the Zionist movement in Palestine. Unemployment among the Jewish pioneers was high and a desire to get their share in the labor market, which was dominated by Palestinian workers who were the majority, was expressed through the slogan of ‘Hebrew labor’. ‘Hebrew labor’ was part of the idealism of the socialist stream within the Zionist movement of working hard and effortless ‘to make the desert bloom’ and to strengthen the Jewish working-class. This ideology encouraged the Jewish new-comers from Europe, who were not necessarily accustomed to physical work in general and farming work in particular, to be engaged in productive physical work. The slogan ‘Hebrew labor’ was also used to protest the Jewish landlords continued exploitation of the Palestinians as ‘cheap labor’. Although there were some emerging signs of solidarity among workers, Palestinian laborers were regarded by 97 many of the Jews arriving from Europe as poor, primitive and uneducated and therefore it was not expected of them to produce work of high standard and quality. The term ‘Hebrew labor’ was also the official name chosen for a recent significant commemoration music project for Israeli Hebrew songs since the early days of Zionism. The songs collected were given a new interpretation by the younger generation of Israeli singers and were made available commercially. So ‘Hebrew labor’ in opposition to ‘Arab labor’ is regarded as a positive symbol of the achievements and success of the Zionist project and its culture. Giving the name ‘Arab labor’ to the TV series can thus be regarded as rather provocative and as a trigger to reevaluate some of the very deep rooted preconceived ideas. Israeli viewers both Palestinian and Jews understood very well the undercurrents enunciated by the particular name chosen for the series. 1.2 The Series in detail The series tells the story of an Israeli Palestinian family named Aliyan which consists of the grandparents generation Abu Amjad and Um Amjad, their son Amjad a 35-year-old man who is the main character, his wife Bushra (a social worker), their daughter Maya and a little baby boy who joins the series at the end of the first season. Amjad is a journalist and works for a local Hebrew language newspaper in Jerusalem. His best friend Meir is a Jewish photographer working for the same newspaper.