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Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
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The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.
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Is there life after Lubavitch?
Schneur Zalman Newfield knows as well as anyone what it takes to leave Orthodoxy. In his new memoir, Brooklyn Odyssey, he likens his transformation from Hasidic to secular to a butterfly’s metamorphosis. “At one stage it is clearly a caterpillar; at another it is a butterfly. But when exactly did it shift from one organism to the other?” he asks. When exactly does a Hasidic Jew become someone who prays with egalitarian minyans and protests with Jews for Racial and Economic Justice?
Newfield, a 44-year-old sociology professor at Hunter College, has been asking that very question for years. For his first book, Degrees of Separation: Identity Formation While Leaving Ultra-Orthodox Judaism, Newfield interviewed 74 ex-Lubavitch and ex-Satmar Hasidic Jews to analyze what it means to leave Orthodoxy. Brooklyn Odyssey brings that sociological scrutiny to Newfield’s own life.
But the memoir is much more readable than the academic book that preceded it. Newfield renders vividly what it’s like to be an 11-year-old boy running amok in Crown Heights, the nerve center of the Lubavitch Hasidic universe, while rebbe Menachem Mendel Schneerson, the lionized leader of that community, was still alive. He also captures the feelings of a twentysomething ex-Hasidic virgin at Brooklyn College. After his mom reacts coldly to the news that he has shaved his beard, Newfield writes that he “felt like a Lubavitch mitzvah tank, one of those converted Winnebagos, had just rolled over my chest.”
I spoke with Newfield to see how he views the risk factors for leaving Orthodoxy, and how the Haredi world’s treatment of these people might be changing. The following conversation has been edited for length and clarity.
Lauren Hakimi: There are already so many memoirs out there about people’s journeys off the derech [out of Orthodoxy]. What did you think was missing from the OTD genre?
Schneur Zalman Newfield: None of the memoirs that are out there really captured the experience of growing up in the Lubavitch community, especially the Lubavitch boys’ environment.
Also, OTD memoirs tend to describe growing up in a very geographically constrained area. My experience is very different from that. A big part of my experience in Lubavitch was traveling around the world doing outreach work. Being exposed to the world and grappling with an awareness of other people was a big part of my process of leaving the community. There’s whole chapters in the book on my experiences visiting Russia, living in Singapore, living in China, living in Argentina.
Most of the OTD memoirs describe very stark breaks with people’s families once people left the community. In my last book, Degrees of Separation, I found that many people who grew up Lubavitch and Satmar who left the Hasidic community still maintained ties with their family. Sometimes those are very painful ties, but still, they are ties. That’s very much my own experience. A big part of my process of deciding to leave the community was complicated by the fact that I had a very loving and warm relationship with my family.
Lubavitch is as strict as other ultra-Orthodox sects, but its emphasis on kiruv [missionary work to encourage non-Orthodox Jews to become Orthodox] exposes Hasidim to secular Jews at young ages. How did your international travels affect your exit journey?
I was profoundly influenced by the people that I encountered. Especially in my late teens, my early 20s, once I was already reading a lot of secular books secretly on my own, I was very interested to learn more about the outside world. I think that really opened up new vistas for me that had I stayed in Crown Heights would have been much more difficult, if not impossible, for me to access.
In the very beginning of the book, there’s a photo of you and your family at your daughter’s bat mitzvah. Why was it important for you to include that?
A part of what I’m trying to convey is the fact that there is life after people leave the community. The narrative within the ultra-Orthodox community is that ‘we have such a great life, and we know the truth, and if anyone is crazy enough to leave the community, their life is doomed, and they’ll all become drug addicts.’
This is a propaganda message that the community employs in order to scare people and prevent them from even thinking of trying to leave. Many people who leave the community, yes, they face challenges, but many, if not most of the people who decide to leave the community eventually find their way in the broader society and are able to establish healthy and meaningful lives on the outside.
I wanted to highlight that about my own experience. Yes, there were real challenges, and that’s certainly part of what I talk about: the mental health issues I struggled with, the challenges related to maintaining a loving relationship with my family. At the same time, I was able to establish a healthy and meaningful life on the outside.
In Degrees of Separation, you draw a distinction between intellectual and emotional reasons for leaving Orthodoxy, but in your memoir, the intellectual and emotional seem to come together, like when your sadness over your younger brother Shimmy’s death makes you question God. I’m wondering how you view those two factors in the context of your own path.
To be clear, even in Degrees of Separation, I argue that everyone who leaves the community has both intellectual and social-emotional reasons for doing so. It’s simply a question of which of these aspects of their experience they tend to focus on. Most people tended to focus on one versus the other. This is not the full picture. The people who were talking about their intellectual disagreements with the community also experienced some kind of disenchantment or social-emotional issues related to their community. Same thing for people who talked about their social-emotional reasons for leaving.
When I thought about leaving, and then even after I left, when I thought about my experience of leaving, I did tend to describe it in intellectualist terms. In fact, early on when we were dating, my now wife asked me if Shimmy’s death played a role in my experience of leaving. I said, ‘No, I don’t think that that had anything to do with it.’
Only years later, after I was doing my academic work and thinking much more rigorously about all of these issues, did I realize that Shimmy’s death had a profound influence on my religious evolution. That, and the death of the Lubavitcher rebbe, who we were taught to believe was the messiah.
After you shave your beard, your mom sends you and your brother to a rabbi who tries to convince you to become more religious again. As someone who researches journeys out of Orthodoxy, what do you make of that intervention?
It is very common for parents, relatives, neighbors, to try to connect the person who’s thinking of leaving with some rabbi whose mission is to quote-unquote straighten the person out. In a sense, it’s kind of remarkable that there was only one intervention in my case.
Sometimes, these interventions are carried out under the guise of mental health. There’s a therapist, a psychologist, a social worker, or someone who doesn’t have any mental health training but purports to be a mental health professional. They often basically argue that for your own mental health, it would be best if you would come back to Orthodoxy.
The rabbi I was sent to had been my teacher for several years. When I had him as a teacher, I thought that he was this brilliant guy, charming and charismatic. But when it came to this interaction, where he was basically trying to convince me to remain Orthodox, he was very plebeian in terms of the arguments that he was making, and his general attitude of disdain for me, for non-Orthodox forms of Judaism, and for secular knowledge in general.
Do you think that if you were going OTD today, as opposed to 20 years ago, the Orthodox net might have done a better job trying to catch you?
I think the ultra-Orthodox community has become more aware of the fact that large numbers of their members are leaving and that they need to do a better job of trying to respond to it.
Each individual religious community responds in a somewhat different way. So it’s hard to make generalizations, but it definitely seems that the ultra-Orthodox community is trying to respond to this issue in a more sensitive and thoughtful and humane way than they were doing, let’s say, 20 or 30 years ago.
Me and other scholars have also noted a rise of quote-unquote ‘modern’ ultra-Orthodox people.
I sometimes stay in Crown Heights for Shabbos with my family and go to shul with one of my brothers in law. I go to this one particular shul, and there’s a bunch of people who have trim beards, or something’s going on with their beards, not quite the way nature intended. They’re going to shul every Shabbos, they send their children to Lubavitch schools. In a lot of significant ways, they’re enmeshed in the community, and they’re recognized as being full-fledged members of the community, yet they’re living a kind of Lubavitch lite.
So yes, I think if I was leaving today, or if I was living in the community today, it’s hard to say exactly how things would end up. But I didn’t grow up in the community today. I grew up in the community 30 years ago, and my story is my story.
The post Is there life after Lubavitch? appeared first on The Forward.
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Homeland Security hires social media manager whose posts raised alarm for promoting ‘white-nationalist rhetoric’
(JTA) — The Department of Homeland Security has hired a new digital communications director whose social media content for the Labor Department reportedly raised alarm bells inside the department and beyond for promoting white supremacist rhetoric.
Peyton Rollins began his new role at Homeland Security this month, The New York Times was the first to report this week. Tricia McLaughlin, the Homeland Security spokeswoman, did not confirm the move to the newspaper, but Rollins’ LinkedIn profile shows that he began working at the department this month.
Rollins, 21, has been identified as the staffer responsible for posts at the Labor Department that have been decried as making veiled antisemitic and racist allusions. He also claimed credit for a large banner of President Donald Trump’s face that was hung from the Labor Department’s headquarters, which its critics said echoed fascist stylings.
During Rollins’ time at the Labor Department, its social media pages have featured a range of slogans including “the globalist status quo is OVER,” “PATRIOTISM, NOT GLOBALISM” and “Patriotism will Prevail. America First. Always,” which featured an image of an American flag with 11 stars, the number that appeared on some Confederate flags.
One post on X in November, which featured the phrase “Americanism Will Prevail,” spurred hundreds of negative comments because it appeared to use the same typeface used on the original cover of “Mein Kampf.”
Staffers at the department were alarmed, according to the New York Times. “We’re used to seeing posts about things like apprenticeships, benefits and unions,” a former employee, Helen Luryi, told the newspaper. “All of a sudden, we get white-nationalist rhetoric.”
In his new role, Rollins will oversee the Homeland Security social media accounts, including its X account which has been accused of tweeting antisemitic dog whistles.
Rollins joins a growing list of hires under the Trump administration who have faced allegations of promoting extremist rhetoric.
In March, DHS hired speechwriter Eric Lendrum, who has previously promoted the “Great Replacement” theory and likened conservatives in the United States to Jews in Nazi Germany. In May, the Pentagon also appointed Kingsley Wilson, who has repeatedly echoed antisemitic rhetoric online, as its press secretary.
Last year, the appointments of Darren Beattie as the acting undersecretary of state for public diplomacy and public affairs in February and Paul Ingrassia in May to a senior legal role drew criticism for the pair’s relationships with white supremacists.
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The Israeli government wants you to stop calling Oct. 7 a ‘massacre.’ Yes, really.
The Oct. 7 attack was a massacre. But Israeli authorities would prefer you not call it that.
The Prime Minister’s Office demanded that a bill establishing a national memorial for the incursion remove the term “massacre” from its title, with Minister Mickey Zohar explaining that since Israel is “strong,” no one can “massacre the people of Israel.”
In other words: To accurately describe what happened when Hamas struck Israel on Oct. 7, 2023 —killing almost 1,200 and kidnapping 251 hostages — is unpatriotic, signals weakness, and is, somehow, leftist.
This is not really a matter of semantics. It’s an attempt to control language in order to distort reality. And it’s tied to the Netanyahu government’s vast project of evading accountability for the many military and political failures that contributed to the horrors of Oct. 7.
Their method is time-tested. Early versions of it appear in classical sources, in which rulers often rename actions to soften their meaning.
King Saul masks disobedience as a religious act. King David cloaks the fact that he planned the death of his romantic rival Uriah in the language of war.
Ancient Greeks observed that political conflicts alter not only reality but also the meaning of words. Thucydides described how during civil strife, recklessness was called courage, moderation was branded as weakness, and caution was treated as betrayal, illuminating how language could be inverted to serve passion and polarization.
In ancient Rome, the phenomenon assumed a more formal character. The emperor Aurelian gave himself the title restitutor orbis, meaning “restorer of the world”; he framed a series of brutal conflicts he embarked on to reunite the Roman empire as an act of correction, rather than conquest. It was a formulation that wrapped violence in a mantle of legitimacy and proper governance.
As political systems evolved, so did linguistic sophistication. During the French Revolution, the Reign of Terror was overseen by a body called the Committee of Public Safety. The Nazi regime called its deportations of Jews to concentration camps “resettlement” and described some executions as “special treatment.” Stalin did not cause famine; there were “grain procurement difficulties.” Mao Zedong did not preside over catastrophe; he launched a “Great Leap Forward.”
George Orwell identified this mechanism with unmatched clarity in his novel 1984. His fictional government’s “Ministry of Truth” serves the function of degrading language until truth becomes inexpressible, with the slogan “War is peace. Freedom is slavery. Ignorance is strength.”
The contradictions are deliberate. Their purpose is to train citizens to accept inversion and surrender their independent grasp of reality.
Orwell’s deeper insight was that the corruption of language precedes the corruption of politics. When words lose precision, accountability dissolves. Reality becomes malleable, and loyal followers will believe whatever they are told. If aggression is always “defense,” repression always “order,” and censorship always “responsibility,” there is little limit to what rulers can do.
The American novelist Kurt Vonnegut put it even more sharply — beautifully, even — in 1973’s Breakfast of Champions: “In nonsense is strength.”
This phenomenon is not confined to totalitarian regimes. Democracies, too, are tempted to soften language when confronting failure. Even — and perhaps especially — in Israel.
Thus, the killing of civilians becomes “harm to uninvolved civilians,” phrasing that distances attention from human reality. Torture becomes “moderate physical pressure.” Extrajudicial killings become “targeted prevention.”
Set aside the question of whether these measures are ever justified: It’s essential to note that the language itself undergoes distortion for political ends.
The Netanyahu government has a specific goal behind this approach. Avoiding the word “massacre” in describing Oct. 7 fits into its broader strategy of evading responsibility for the disaster itself.
Netanyahu has refused to accept any blame since the first hours after the attack, including by arguing that no investigation into his actions could take place during wartime, while prolonging the war as much as possible. At the same time, his allies attacked the Supreme Court to justify avoiding a state commission of inquiry with real authority.
To refuse to call Oct. 7 a massacre is to suggest it was somehow less brutal or devastating than it was. So let us dispel the nonsense.
A massacre involves the deliberate killing of a large number of defenseless people. It does not imply permanent strategic defeat. It does not preclude a military response afterward. It does not suggest inherent weakness. It describes a specific act: the intentional slaughter of civilians under circumstances in which they cannot defend themselves.
On Oct. 7, 2023, armed Hamas militants invaded Israel and committed a massacre, almost unopposed by Israeli security forces, in a crushing national collapse. Families were shot in their homes. People were hunted down, executed, or burned. Hostages were taken. Most of the victims were civilians. It was hours before the public heard anything from the shell-shocked Netanyahu.
Call it what it was. Truth combined with moral clarity, over time, are a nation’s deepest source of strength. Resistance to accurate language serves to dull the recognition that something profoundly shocking occurred — something that demands deep reckoning and change, not a continuation of the morally bereft and misleading status quo.
The post The Israeli government wants you to stop calling Oct. 7 a ‘massacre.’ Yes, really. appeared first on The Forward.
