Former US Senator Norm Coleman has raised eyebrows by declaring that "the masters of the universe are Jews" at a major Zionist lobby event in Jerusalem. In an address to a summit hosted by the Adelson-funded Jewish News Syndicate on April 27, Coleman pointed to various major technology firms founded by Jews, suggesting the shared religion of the companies' creators should translate into a greater zeal for censoring criticism of Israel.

"And when you think about it, the Masters of the Universe are Jews! We've got Altman at OpenAI, we've got [Facebook founder Mark] Zuckerberg, we've got [Google founder] Sergey Brin, we've got a group across the board. Jan Koum, y'know, founded WhatsApp. It's us."

The remarks came as Coleman lamented that pro-Israel propagandists are "losing the digital war" in battle for the hearts and minds of younger generations, and called for more stringent censorship of pro-Palestinian speech.

"A majority or Gen Z have an unfavorable impression of Israel. And, my friends, I think the reason for that is that we're losing the digital war. They're getting their information from TikTok, and… and we're losing that war."

As numerous polls show young Americans are increasingly skeptical of Israel – with a recent survey showing 71% of Democrats and 50% of Republicans under age 49 now hold an unfavorable view of Israel – establishment politicians have consistently blamed TikTok's algorithm for the decline in enthusiasm for genocide. In February, the top Democrat on the Senate intelligence committee, Mark Warner, revealed that the bill forcing China's ByteDance to sell TikTok was motivated by the visibility of pro-Palestine content on the app.

For Coleman, though, it appears this wasn't enough. "We have to figure out a way to win the digital battle," he told summit attendees. "We've got to get our digital sneakers on, so that the truth can prevail over the lies. And when we do that, the future of Israel will be stronger because a majority of all Americans will support Israel. We'll make that happen, we have to make it happen. Thank you, Baruch hashem."

Israeli Prime Minister Benjamin Netanyahu took the stage directly after Coleman's speech, highlighting Tel Aviv's interest in the event, which was billed as the "Inaugural JNS Policy Summit to address Israel's pressing strategic issues."

An archetypal neoconservative, Coleman started off as an anti-war activist who once worked as a roadie for Jethro Tull, and was suspended from Hofstra University for leading a sit-in. "I went to Woodstock, and I inhaled!" he boasted at the JNS summit. After first taking office as a member of the Democratic–Farmer–Labor Party, Coleman wound up narrowly losing his Senate seat to Al Franken in 2008 as a Republican.