Article

This is an original article as printed in the Guardian Weekly which is suitable for advanced comprehension classes written by Morwenna Ferrier.

Israel rebrands its kibbutzim to lure eco-aware

Israel's kibbutzim, once the destination of choice for thousands of young people seeking a taste of shared living, are staging an unexpected comeback after years of decline. The world famous communes are to launch their first advertising campaign in a decade.

The campaign, focusing on 140 sites in the north and south of the country, aims to promote the benefits of kibbutz living for a hip, new eco-aware generation. Re-branded for the 21st century, socialist ideals are downgraded in favour of environmental ethics and organic farming replaces conventional agriculture.

Israel believes it new-look kibbutzim can again entice a new wave of Westerners to follow in the footsteps of Sach Baron Cohen, the comedian behind Ali G and Borat, and US actress Sigourney Weaver.

The advertising campaign is scheduled to launch this summer. One aspect of the campaign will be contacting former high-profile volunteers to endorse the make-over.

As the Zionist ideals of collectivism and egalitarianism fell from favour during the 1980s, popularity waned. By the turn-of-the-century, more than half of Israel's 257 collective farms were bankrupt. Now Israel believes the re-launch of kibbutzim can recapture their popularity.

Against a backdrop of continuing violence between Hamas and Israeli forces, the Tel Aviv-based Kibbutz Movement said the move to re-brand the communes was vital.

Spokesman Aviv Leshem said: "We want the world to see the other, peaceful, side of Israel. The modifications to kibbutzim are a phenomenon of the last three years."

Others describe the development of the new kibbutzim as a confirmation of e changing world. Their re-invention will concentrate mainly on the communes' eco-credentials in an attempt to reinforce Israel's environmental reputation. All new construction will be energy-efficient, using solar power and recycling water where possible. Plans to phase out conventional agriculture and replace it with organic farming are advanced.

Yet controversially, given the kibbutzim's once self-sufficient ideals, the main source of income will no longer be agriculture. Leshem said only 15% of the income would come from farming, with industries such as the production of plastic more prominent.

Glossary

eco-aware

(adjective) an eco-aware person understands and is concerned about environmental problems

lure

(verb) to persuade someone to go somewhere by promising them a reward or benefit

make-over

(noun) the process of improving a place or person

hip

(adjective) fashionable

seek

(verb) to look for something

Questions

The questions below are divided into three groups - before, during and after reading the above article.

Before reading

The article is about kibbutzim (singular: kibbutz), which are special farms or factories. Work as a class and complete the sentences below.

1. Kibbutzim are usually found in the country of ...
2. The volunteers on a kibbutz ... and ... in the same place.
3. The decision on a kibbutz are made ...
4. The income on a kibbutz is ...

Verbs - use these verbs from the article to complete the definitions below. downgrade, endorse, entice, phase out, re-brand, reinforce.

1. If you ___ something, you give it a new image.
2. If you ___ something, you express public approval for it.
3. If you ___ someone to do something, you persuade them to do it by making it seem attractive or exciting.
4. If you ___ something, you gradually stop using it in stages over time.
5. If you ___ something, you try to make it stronger.
6. If you ___ something, you make it seem less important.

Look at the headline, caption and photo.

1. What is happening to Israel's kibbutzim?
2. What type of people are being encourage to go to kibbutzim?

While reading

Put yes or no next to these statements about kibbutzim. The kibbutzim ...

1. have been very popular for decades.
2. will be advertised for the first time in ten years.
3. are moving towards socialist ideals.
4. will focus on environmental living.
5. may be promoted by famous former volunteers.

Read the rest of the article from paragraph five. Answer these questions.

1. When and why did the kibbutzim become less popular?
2. What had happened to many of the collective farms by 2000?
3. Why is the kibbutzim re-branding important for Israel?
4. How will the kibbutzim be eco-friendly in the future?

After reading

Apostrophes - look at these words from the article. With a partner discuss the use (or absence) of the apostrophe.

1. Paragraph numbers are in brackets.
   1. Israel's kibbutzim ... are staging an unexpected comeback ... (1)
   2. Israel believes its new-look kibbutzim can ... (3)
   3. The re-invention will concentrate on the communes' eco-credentials ... (8)
   4. The world famous communes are to launch their first advertising ...(1)
2. Put apostrophes in these sentences.
   1. Some commentators believe that its too late to revive Israel's kibbutz sites.
   2. The kibbutz announced its decision to rebuild the communes old kitchens.
   3. At yesterdays meeting it was agreed that all the residents wages would be increased.

Vocabulary - find words from the first five paragraphs to match the definitions. Find the word that runs down through all the words.

1. A continuous decrease in the number of something.
2. To persuade people to use a product etc by advertising it.
3. When something becomes popular again after being unpopular for a long time.
4. A person whose job is to make other people laugh.
5. To start an advertising or political campaign.
6. When an organisation doesn't have enough money to pay what it owes.
7. Become gradually weaker and less important.

Look back at the words in the context of the article. Choose four of the words and write your own sentences.

Discussion - collective living

Work in pairs and discuss these questions. Then share your ideas with the rest of the class.

1. What are the advantages and disadvantages of a collective community such as a kibbutz where people share all the work, decisions and income?
2. Do you think such communities can be successful in the long-term?
3. Would you like to live on a kibbutz?