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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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This isn’t Mark Ruffalo’s first antisemitism controversy
Mark Ruffalo is in the spotlight after facing accusations of antisemitism for his criticism of the Ellison family — but this isn’t the first time the actor has been caught in controversy on this topic.
Last Friday, the actor connected the merger of David Ellison’s Paramount with Warner Bros. Discovery to Israel’s war with Hamas. He called Larry Ellison an “oligarch” due to his financial backing of his son David’s merger using wealth earned from his time at Oracle, which created technology used by the Israeli military. His statements immediately drew criticism, with Paramount leaders accusing Ruffalo of invoking antisemitic tropes.
Ruffalo, a four-time Academy Awards nominee best known for playing the Hulk in Marvel movies, has long been an outspoken advocate for progressive causes — including the Palestinian one.
In 2014, Ruffalo made his first public statements about the Israeli-Palestinian conflict, posting criticisms of Israel’s Operation Protective Edge military operation against Hamas.
He criticized Israel for striking Gaza’s el-Wafa hospital, writing that, “Sorry, I thought blowing up Hospitals [sic] was something that all human beings could agree was off limits.”
Ruffalo also questioned the claim that Hamas used civilians as “human shields.”
“Do you honestly think these people, these fellow human beings, would use their own children as shields?” he wrote. “Use your heart.”
Around the same time, Ruffalo also disputed whether Hamas had actually kidnapped three Israeli teenagers, one of the incidents that sparked the 2014 hostilities — an incident that the terrorist group later admitted to.
Ruffalo received criticism for his posts, but stood by his perspective. “Empathizing w/ Gaza does NOT make me anti-Semitic, nor pro-Hamas or anti-Israel,” he wrote in 2014. “It makes me human.”
As clashes between Israel and Hamas sprouted up again in 2021, Ruffalo once again took to Twitter to denounce Israel, likening the situation to South Africa and calling “for sanctions to free Palestinians.”
Soon after, Ruffalo wrote another tweet apologizing for his rhetoric.
“I have reflected & wanted to apologize for posts during the recent Israel/Hamas fighting that suggested Israel is committing ‘genocide,’” he wrote. “It’s not accurate, it’s inflammatory, disrespectful & is being used to justify antisemitism here & abroad. Now is the time to avoid hyperbole.”
Following the Hamas-led Oct. 7 attack in 2023 and Israel’s military response, Ruffalo returned to pro-Palestinian activism. Less than two weeks after the attack, on Oct. 20, Ruffalo — along with more than 50 others creatives through the organization Artists for Ceasefire — sent a letter to President Joe Biden demanding an immediate ceasefire in Gaza. At the following Academy awards, Ruffalo wore a pin from the organization.
In Sept. 2025, Ruffalo, and along with more than 5,500 others in the film industry, signed a letter pledging to boycott “Israeli film institutions” that they believed were “implicated in genocide and apartheid against the Palestinian people.”
Ruffalo has publicly aligned himself with the Boycott Divest Sanction (BDS) movement, calling to “boycott, divest, sanction and prosecute” Israel, on a podcast with Mehdi Hasan. During the same interview, he said that he has stopped talking to former friends who don’t agree with his perspective on the issue.
“I can’t talk to them anymore,” he said. “They’re either trying to convince me that the Palestinian people are all terrorists and they all deserve to die, or in the same breath will tell me that they’re actually human shields, and they deserve to die because they’re human shields.”
Now, after making statements connecting the Paramount-Discovery merger to Israeli military technology, Ruffalo has been accused of antisemitism by numerous Jewish organizations including the Anti-Defamation League and the Simon Weisenthal Center.
The actor has now taken to social media to denounce the accusations of antisemitism, calling the accusation “appalling and fundamentally dishonest,” and saying that criticizing “the actions of the Israeli prime minister, a military technology contract, or the executives who supply it is not the same as criticising Jewish people.”
He added, “Everything I know about acting, activism, and humanism has been profoundly shaped by the Jewish friends, colleagues, and loved ones who have been integral and family throughout every point of my life.”
The post This isn’t Mark Ruffalo’s first antisemitism controversy appeared first on The Forward.
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American synagogues are spending more than ever on security. How much is enough?
At Temple Israel in Bloomfield, Michigan, which was attacked in March by a gunman, getting ready for the High Holidays this year means more than preparing for crowds of worshippers.
The synagogue is spending millions of dollars on security upgrades, including a new gatehouse, artificial intelligence technology and physical and ballistic hardening of its building.
“There are major changes coming,” Rabbi Josh Bennett of Temple Israel said in an interview. “I think that extends then to many of the other places of worship in town, and then, by extension, the entire Jewish community around the country.”
But as congregations install barriers, hire guards and tighten access to their buildings, Jewish leaders are struggling to balance budgets and keep their synagogues welcoming.
Bennett fears fortressing the Jewish community through ever-expanding security upgrades is “unsustainable at all levels,” from the emotional to the financial.
The Secure Community Network, a Jewish security organization that provides threat intelligence and safety training to Jewish institutions across the country, told the Forward that the American Jewish community now spends between $765 million and $1 billion annually on security and safety.
CEO Michael G. Masters said that figure is dramatically higher than it was several years ago, when it was the exception, rather than the rule, for a Jewish institution to have a security plan, let alone layers of cameras, guards, and coordination with law enforcement.
The spending reflects what Mitchell Silber, CEO of the Community Security Initiative, a New York-focused Jewish counterterrorism and security organization, described as “the most complicated threat picture that the Jewish community in the United States has ever faced.”
According to the FBI, Jews were the victims of nearly two-thirds of religion-based hate crimes in the United States in 2025. And these days, Silber’s analysts are tracking threats from white supremacists and neo-Nazis, Islamist extremists and actors inspired by or connected to Iran and Hezbollah, and left-wing violence connected to the Israeli-Palestinian conflict.
“That’s taking a tremendous toll just financially on our Jewish institutions,” Silber said.
The growing costs have pushed Temple Israel to lobby Congress in support of the bipartisan Jewish American Security Act, which would increase federal funding available to protect Jewish institutions. Last week, members of Congress, including the bill’s co-sponsor, Rep. John James of Michigan, visited the Temple to see the security updates.
When congregants help screen for danger
But as congregations pour money into keeping potential attackers out, another question looms: At what point does protecting a synagogue begin to change the experience for those coming in?
“The more you build, there’s, I think, an inverse proportion to how safe people will actually feel when they’re coming in,” said Bennett, whose congregants have been emotionally rattled since the March attack, during which a gunman rammed a truck loaded with gasoline and fireworks into the synagogue. “Nobody wants to walk into a building where you walk by loaded semi-automatic machine guns.”
A person arriving at a synagogue for the first time could have harmful intentions. They could also be new to town, exploring Judaism, or simply looking for a place to spend Shabbat. Distinguishing between those is an important challenge.
Unlike an outside guard, a longtime congregant may know who normally attends services, which unfamiliar face is expected for a wedding or bar mitzvah, and when someone’s behavior genuinely seems out of place. That’s why organizations like SCN and the Community Security Service train community members to serve as additional protection at their own institutions.
In 2026 alone, SCN has conducted close to 1,000 in-person safety trainings, reaching roughly 25,000 people. For the High Holidays, they are offering Zoom Webinars for Jewish institutions across the country, as synagogue-goers who ordinarily recognize most people walking through their doors may suddenly welcome hundreds of unfamiliar worshippers.
Preparation was put to the test at Central Synagogue in Manhattan last Friday, when a man stormed the temple, punched a congregant, and headbutted and spat on a security guard while directing a racial slur at him.
Silber described the response as a “tactical success.”
“Their security team had drilled. Their clergy and staff had drilled. And when the moment came, within less than 60 seconds, they had this individual moved outside of the sanctuary.”
At Temple Israel, the congregation has been fundraising specifically for security. After the March attack, Bennett said, some congregants would like to see “a moat and a full army around our buildings.”
He understands the impulse. But he worries there may be no end to what a synagogue can spend in pursuit of safety.
“How do you do this with the knowledge that it’s financially unsustainable?” Bennett said. “This is not the way we should be spending dollars.”
The post American synagogues are spending more than ever on security. How much is enough? appeared first on The Forward.
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The far right is more dangerous to Jews than the far left. A historian explains why.
When Jewish leaders speak out these days, it’s often to blast the anti-Israel actions of one Democratic Socialists of America politician or another. Given all the attention — and the millions of dollars raised within the Jewish community to help defeat these candidates — you’d think the greatest existential threat to American Jews was coming from the left.
But a new book by historian Steven Ross is here to tell you: You’d be mistaken.
“What you’ve seen seeping in on the far left is more anti-Israel and some antisemitism,” Ross told me in a phone interview. “But here’s the thing: the left has never called for death to people, the right has.”
Right-wing extremist groups have spent 80 years calling for the death and deportation of Jews and minorities — and sometimes acting upon those calls. The far left, whatever its failures on antisemitism, has not. And unlike in previous years, the far right today has found the two things it lacked: a single leader to unite behind, and a technology to reach millions.
In The Secret War Against Hate: American Resistance to Antisemitism and White Supremacy, Ross, a professor of history at University of Southern California, tracks the continuous, noxious activity of hate groups in the United States from the end of World War II to the present day — and the brave and secretive men and women who sought to thwart them.
The book reads like a great suspense novel, except, unfortunately, it’s nonfiction. And its conclusion — spoiler alert — is that the threat is only growing more dangerous.
Uncannily, in his research, Ross found that Jewish leaders predicted as much — in 1945.
Even before the Allies declared victory in Europe, leaders of the Anti-Defamation League, American Jewish Committee and the Anti-Nazi League, who had launched undercover operations to infiltrate and disrupt hate groups, had come to a disturbing conclusion. They could defeat any hate group, even the Ku Klux Klan, unless the disparate groups could one day “communicate on an instantaneous basis,” and unless the far right figured out a way to make it into one of the two mainstream political parties.
“Here we are,” Ross said. “Everything has come true.” Social media has enabled hate groups to communicate and organize at scale, and President Donald Trump’s pardon of the Jan. 6 rioters — direct ideological descendants of the postwar far right, Ross says — was but one example of the Republican flirtation with extremist and violent groups.
Descendants of the ‘Betrayed Generation’
In the early 1940s, Jewish leaders also predicted that when the war ended, antisemitism and racism would increase — despite Americans having just fought a savage battle against prejudice and fascism.
The Greatest Generation also birthed what Ross calls “the Betrayed Generation,” men and women who returned to a changed America in which liberals, Blacks and Jews were mobilizing and upwardly mobile.
“The Founding Fathers, they insisted, had created a nation based on white Christian rule and they would not allow traitors or people of color to change that,” Ross writes.
Groups like the American Nazi Party, the Columbians and the National States Rights Party warned that Jews were behind “race suicide,” plotting to replace white people with non-white immigrants. They accused Jews of being secret Communists and undermining the cause of “America First.”
“I will solve the Jewish problem once and for all,” James Madole, founder of the fascist National Renaissance Party, told a boisterous rally in Manhattan’s Yorkville neighborhood in February 1953. “I will finish the job that Hitler started.”
During this period, there were an estimated 3,114 right-wing organizations and periodicals that reached a combined membership of over 10 million Americans, says Ross.
The groups carried out a series of bombings against synagogues and Black churches that were, Ross writes, “unrelenting, unpredictable, and unnerving.”
How to fight back
J. Edgar Hoover’s FBI, which should have been tracking these groups, was far more concerned with persecuting potential communists. So the ADL, AJC and the ANL fielded undercover agents to infiltrate and disrupt these groups, often at the risk of their lives.
One of them, a 19-year-old Columbia University student named William Goring, rose to the head of the National Renaissance Party’s leadership. In a memo to his handlers, Goring described the far-right members he encountered as “the failures, the lonely,” who feel “abandoned by their government and gain a strong internal feeling of camaraderie” from the far-right parties.
“To ease their lack of self-respect they make up excuses and find scapegoats. Some fix upon the Jews, others on the Blacks,” Goring wrote.
By the 1970s, this spy network as well as internal strife had weakened these hate groups, their memberships dwindling to hundreds.
Jewish groups “thought they had won the battle against hate,” wrote Ross, and turned their attention to the causes of civil rights and Israel.
But the ideology and organizations festered and regrouped, manifesting in the anti-government militia movement, the white supremacist march in Charlottesville and the Jan. 6 riots. Between 2008 and 2016, the number of militia and anti-government groups rose to 1,400.
Media personalities with millions of followers, like Tucker Carlson and Candace Owens, push warnings against shadowy Jewish influence and the “great replacement theory,” the new term for “race suicide.”
The bombings that wracked Jewish communities in the postwar period have declined, Ross acknowledged. What’s replaced them is a constant stream of hate pushed into people’s social media feeds. Social media has made it harder to infiltrate and disrupt hate networks, while making it easier to constantly find new recruits.
“You don’t have to bodily harm someone,” he said. “Creating a life where they’re afraid, whether it’s Muslim, Jew, immigrant — that’s terrorism, that’s domestic terrorism.”
Meanwhile, Trump and others in his administration openly engage with Holocaust deniers and antisemites. In Florida’s Republican primary races earlier this month, two candidates, Dan Bilzerian and Jake Lang, spouted raw antisemitism. Bilzerian, who lost to a Jewish congressman, had asked his 30 million online followers if Hitler “was a good person.”
Ross, whose father survived the Warsaw Ghetto and Dachau and whose mother survived Auschwitz, said he believes the answer is better education, but that’s “long term.”
I asked him what the short-term solution is.
“Take two people to the polls,” he said. “Get two people in their young 20s who aren’t used to voting, and get them out to the polls. That will change things right now.”
Bilzerian lost badly, but he’s not going away, and neither is the ability to infect minds and harvest hate. The question isn’t whether the far right is more dangerous — Ross has answered that. It’s whether we’re paying attention.
The post The far right is more dangerous to Jews than the far left. A historian explains why. appeared first on The Forward.

