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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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Viktor Orbán may fall. Netanyahu should be next
At first glance, Hungary may seem like a small central European country with limited relevance to Israel. But political trends can cross borders, and a shift in one society might herald something broader.
The defeat that polls are predicting for Prime Minister Viktor Orbán, a towering icon of the global populist right, could spell trouble for Israeli Prime Minister Benjamin Netanyahu as well.
For 16 years, Orbán has been widely seen as the most successful architect — indeed the prophet — of illiberal democracy, devising a system that preserves elections but systematically tilts the playing field, turning a country’s leader into a seemingly elected authoritarian.
Since returning to power in 2010 — like Netanyahu, Orbán also served a term starting in the 1990s — Orbán’s party, Fidesz, has rewritten constitutional rules, weakened the judiciary, neutered institutional checks, cultivated a loyal media ecosystem, and fused political power with economic patronage.
Orbán has also pumped out an obsessive narrative whereby the Hungarian nation is in danger from progressives, cosmopolitan Europeans, migrants and Muslims — dangers that, naturally, only Orbán can see clearly and fight well. The meta-narrative, bizarre in currently peaceful Europe, is one of constant crisis, of nerves ever on edge.
And it has worked wonders, yielding something that looks like democracy while functioning as autocracy.
Until now.
If Orbán loses this weekend’s election, his defeat will send a message across the world and particularly to Israel, where Netanyahu has carefully followed his model.
Populist systems thrive on polarization. They convert politics into a series of existential battles — identity, culture, survival. In such an environment, challengers who attempt to outbid the populist in ideological intensity often fail. They reinforce the terrain on which the incumbent is strongest.
Orbán’s defeat would show that what can prove more effective is something quieter: a shift away from ideological maximalism toward questions of competence, propriety and everyday governance.
An almost-perfect system
When perfected, the opposition in the kind of system Orbán pioneered has an almost impossible time returning to power. Admirers around the world have looked to Hungary not for its economic model or foreign policy, but for a blueprint for how a modern elected leader can entrench himself so deeply that removal through the ballot box becomes nearly impossible.
For years, Orbán’s system appeared invincible. He was reelected in 2014, 2018, and even in 2022, amid inflation and economic strain, and facing a rare unified opposition. He succeeded in amplifying a narrow majority in the last election into almost a two-thirds majority in parliament through districting and electoral “reforms” which he had put in place during his previous terms.
The lesson drawn by many observers — supporters and critics alike — was that once entrenched, such leaders do not lose, since the system becomes self-reinforcing. But now that certainty has begun to fray.
Israelis will recognize the contours of that story.
Over the past decade or so, as Netanyahu began to face serious legal trouble that has since landed him in court on bribery and other charges, his mania for holding on to power went into overdrive — and he adopted the Orbán playbook with precision.
Israelis have witnessed sustained attacks on the judiciary; efforts to restructure the balance of power; the delegitimization of legal and media institutions; and a politics increasingly organized around permanent cultural and existential conflict. During the last vote, in 2022, Netanyahu largely hid his intention to drag the country in this direction; should he win again, this will be interpreted as a mandate. The “Orbánization” will go into overdrive.
Israel has not yet become Hungary: its institutions remain more pluralistic, its media more combative, its political system more fragmented. But the direction of travel is clear.
How the system fails
In early 2024, a controversial Orbán-engineered presidential pardon — linked to a figure associated with a child abuse case — punctured his carefully cultivated image of moral authority and care for traditional values. It was simply, for many, too much.
Into that breach stepped challenger Peter Magyar, who is not a traditional opposition figure, which is a key point. Magyar comes not from Hungary’s fragmented liberal camp, but rather from within Orbán’s own orbit. A former insider of Orbán’s Fidesz party, Magyar understands the machinery. His political movement, the Tisza Party, rose with remarkable speed, transforming into a credible electoral force within months. It currently has a growing lead in the polls.
Perhaps the most important aspect of Magyar’s rise is how he has campaigned. Previous Hungarian opposition efforts focused heavily on abstract democratic principles, including rule of law, institutional checks and media freedom. These are vital issues. But against Orbán’s emotionally charged narratives or sovereignty and national survival, they failed to mobilize a broad electorate.
Magyar instead has traveled extensively, visiting hundreds of towns and villages, engaging with practical grievances: failing public services, rising costs and bureaucratic dysfunction. The implication is that Orbán has hubristically lost touch. Magyar’s message has been almost technocratic in tone: He wants, he says, to make the state function again for ordinary citizens with regular concerns.
If Orbán were to lose, it would be, in effect, because Magyar is a centrist with practical, citizen-focused ideas — sidestepping entirely the identity issues that Orbán peddles.
The lesson for Israel
Magyar cannot easily be dismissed as alien or threatening by Orbán’s base. For Israelis contemplating a post-Netanyahu future, this is instructive.
For years, one of Netanyahu’s greatest political strengths has been his ability to frame opponents as fundamentally “other” — as disconnected from national priorities, or as representatives of a different, even suspect, ideological camp. A challenger who reframes the conversation — toward competence, integrity and the basic functioning of the state — may find a different kind of opening.
Hungary and Israel are not the same; the dangers Netanyahu weaponizes politically are vastly more acute. But he and Orbán represent something that has been widespread around the world: a rebellion against the establishment, and a message that says an elected government can do close to anything it wants in the name of “the people.”
It is a proposition that exists at the most vulgar democratic baseline: that of majority rule. It cares little for the niceties of liberal democracy: checks and balances, rule of law, minority rights, equality under the law, guaranteed protections and individual freedoms.
Orbán’s genius, eagerly embraced and copied by Netanyahu, has been to convince enough people that majority rule is basically all that matters. Majority rule is critical when one is attacking the establishment, the elites, the intellectuals, the journalists, the professors, the experts, and the judges who preside at one’s trial.
If Orbán loses on Sunday, it could bode ill for Netanyahu in the Israeli election that must be held by October, and good for a world that desperately needs to return to a more nuanced understanding of how government is supposed to work. It would suggest that the fever that sustains Orbán and Netanyahu alike has started to break.
The post Viktor Orbán may fall. Netanyahu should be next appeared first on The Forward.
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Hungary is poised to topple an authoritarian leader. American Jews have something to learn
An aspiring authoritarian, who has spent more than a decade shaping his country through a political project of popularist grievance and personal enrichment, may soon meet his electoral end.
That elected leader is not President Donald Trump, but Hungarian Prime Minister Viktor Orbán, who has ruled Hungary consecutively since 2010 (and who previously served as prime minister between 1998 and 2002). Hungarians will go to the polls on April 12, and Orbán’s Fidesz party is polling well behind the conservative, pro-European Tisza. That Trump, who is closely allied with Orbán, this week dispatched Vice President JD Vance to Budapest to campaign for Orbán may not be enough. (While there, Vance baselessly claimed EU interference in Hungary’s elections, turning back to the same old Trump playbook.)
There is much that Americans can learn from the Hungarian experience of years spent under the governance of someone accused of dismantling rule of law, a person whose inner circle has grown rich during his time in office. But American Jews in particular should pay attention. Because Orbán’s administration has used antisemitism as a political tool throughout his time in power, and is desperately turning to this hatred once again on its way, possibly, out the electoral door.
Examining the different purposes for which Orbán has employed antisemitism is instructive. The essential lesson: Antisemitism deployed by powerful people is often an attempt to evade accountability for their own bad actions.
The Orbán administration has tried to rewrite history so as to paint Hungary as a perpetual victim or victor — never a country responsible for misdeeds like, say, allying with Nazi Germany prior to being occupied by it. Orbán, like other politicians interested in historical revisionism, has tried to make adherence to his specific retelling of Hungarian history synonymous with being a true Hungarian. Anyone who challenges his vision is, in it, an enemy of the state.
For no one has that been more true than Hungarian-born Jewish billionaire philanthropist George Soros. In past elections, Orbán has inflated Soros to the status of a political adversary, campaigning against a spectral version of him instead of his actual political opponents. This approach, rife with antisemitic dog whistles, has been alarmingly effective.
“We are fighting an enemy that is different from us. Not open, but hiding; not straightforward but crafty; not honest but base; not national but international; does not believe in working but speculates with money; does not have its own homeland but feels it owns the whole world,” he said of Soros in the 2018 campaign, invoking any number of longstanding antisemitic tropes.
When Orbán’s authoritarian efforts extended to cracking down on liberal institutions and civil society, he turned again to antisemitism in the form of Soros conspiracy theories.
Under attack by Orbán, Central European University, the university that Soros founded, has mostly been pushed out of its original home of Budapest. When the Hungarian government passed legislation to criminalize helping those who wanted to claim asylum in the country, it was called “Stop Soros” legislation. NGOs in Hungary have long been smeared for receiving money from Soros’ Open Society Foundations, accused of being proxies through which Soros is “targeting” Hungary.
Recently, Orbán has pivoted, making Ukrainian President Volodymyr Zelenskyy the new scapegoat of his antisemitic conspiracy theories.
He has charged that support for Ukraine is expensive and even dangerous, and pushed the idea that Orbán and Fidesz are all that prevents such support from leading Hungary to disaster. Orbán and Fidesz have erected billboards showing Zelenskyy smirking with an outstretched hand, in a pose reminiscent of the antisemitic “happy merchant” meme. Perhaps most tellingly and menacingly, Fidesz has put up posters with Zelenskyy’s face, blazoned with nearly the same words that, almost a decade ago, accompanied campaign posters with Soros’s visage on them: “Let’s not let Zelenskyy have the last laugh.”
As Hungarians are asking what, exactly, the last decade and a half of autocracy have accomplished for them, their governing party appears to be suggesting that it is the only thing standing between them and the machinations of a nefarious Jew. Antisemitism can be many things, but in Hungary, again and again, it has been an attempt to trick citizens out of asking what good Orbán’s government has done for them.
This playbook has clear resonances in that deployed by Trump.
When threatened, Trump and his allies repeatedly turn to blaming Soros. They have used the idea of Soros as a sort of universal bogeyman to try to explain away Trump’s felony charges and to justify violence against citizens protesting ICE. The Department of Justice has tried to find ways to push for prosecutions of Soros and his allies, on far-fetched charges possibly including material support of terrorism.
What Orbán and Trump have both bet on is that dog whistling about all-powerful Jews will distract enough voters from noticing while they help themselves to their country’s rights and riches. If Orbán is defeated on Sunday, his loss will send an essential message to Americans: that strategy can only sustain a leader for so long.
Flailing about and sowing the seeds of antisemitic conspiracies cannot change the stubborn fact that neither Soros nor Zelenskyy is in charge in Hungary: Orbán is. Hungarians seem to see, now, that all that talk about Soros didn’t make their lives any better. Neither will going after Zelenskyy.
We can hope Hungarians remember that as they go to the polls. We, American Jews, should remind others, and ourselves, of it here, too. We often focus on trying to communicate that antisemitism is hateful and unfair toward American Jews. Perhaps, in addition, we should try to point out that Trump’s antisemitism, like Orbán’s, is not only hateful, but a hateful deflection.
The post Hungary is poised to topple an authoritarian leader. American Jews have something to learn appeared first on The Forward.
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Israel Expels Spain From US-Backed Gaza Coordination Center as Diplomatic Rift Deepens
Spanish Prime Minister Pedro Sanchez speaks during a press conference after attending a special summit of European Union leaders to discuss transatlantic relations, in Brussels, Belgium, Jan. 23, 2026. Photo: REUTERS/Yves Herman
Israel has expelled Spain from the United States’ Civil-Military Coordination Center (CMCC) in Kiryat Gat, a hub established to coordinate humanitarian operations in the Gaza Strip, marking a sharp escalation in an already deteriorating diplomatic rift between the two countries.
On Friday, Israeli Prime Minister Benjamin Netanyahu announced Spain’s expulsion from the CMCC, framing the move as a response to Madrid’s increasingly anti-Israel stance and what he described as continued hostility toward the Jewish state.
“Spain has defamed our heroes, the soldiers of the [Israel Defense Forces], the soldiers of the most moral army in the world,” Netanyahu said during a press conference. “Anyone who attacks the State of Israel instead of the terrorist regimes … will not be our partner in the future of the region.”
“I am not willing to tolerate this hypocrisy and this hostility,” the Israeli leader continued. “I do not intend to allow any country to wage a diplomatic war against us without paying an immediate price for it.”
In a press release, Israeli Foreign Minister Gideon Saar confirmed that the United States had been informed ahead of time, adding that the decision followed Spain’s serious harm to the interests of both Jerusalem and Washington.
The Spanish government has also been informed of the decision, though it has yet to issue any public statement or official response.
“Spain’s obsessive anti-Israel bias under [Prime Minister Pedro Sanchez]’s leadership is so egregious that it has lost all capability to serve a constructive role in implementing US President Donald Trump’s peace plan and the center operating under it,” the top Israeli diplomat wrote in a post on X.
For a long time, the government of Spain under @sanchezcastejon has been operating against the State of Israel in every way possible. Sánchez and his ministers level false blood libels against Israel and its army, defame and incite against Israel and Prime Minister Netanyahu. The…
— Gideon Sa’ar | גדעון סער (@gidonsaar) April 10, 2026
Established in October 2025 as part of US Central Command, the CMCC was set up to coordinate and manage the flow of humanitarian, logistical, and security assistance from the international community into Gaza under Trump’s peace plan for the enclave.
Since the start of the war in Gaza, and increasingly amid the war with Iran and broader regional escalation, Spain has launched a fierce anti-Israel campaign aimed at undermining and isolating the Jewish state on the international stage.
Earlier this week, Sánchez publicly condemned Israeli strikes in Lebanon and the widening regional escalation tied to the Iran conflict, renewing calls for the European Union to suspend its association agreement with Israel and urging an end to “impunity for [Israel’s] criminal actions.”
The Spanish leader also accused Netanyahu of breaching basic humanitarian norms, saying his “contempt for life and international law is intolerable.”
Spanish Foreign Minister José Manuel Albares has also publicly condemned Israel’s military campaign, describing the conflict as “the greatest assault on the civilization built upon the humanist ideals of reason, peace, understanding, and universal law over the abuse of power, brute force, and arbitrariness.”
In a phone call with his Spanish counterpart on Friday, Iranian Foreign Minister Abbas Araghchi praised Spain’s “principled and honorable” stance on what he called “US-Israeli aggression against Iran,” urging countries to take a firmer stand against what he described as war crimes.
“Spain’s valuable stances in defending international law and human values have been noted and praised by the Iranian nation and the international community, and will never be forgotten,” the top Iranian diplomat said.
Even though Spain welcomed the recently announced US–Iran ceasefire, Albares said, “Madrid will not applaud those who set the world on fire just because they show up with a bucket to put out that fire.”
As part of its broader anti-Israel campaign, Spain had recently closed its airspace to aircraft involved in what officials described as a “reckless and illegal confrontation” – another move welcomed by Iran’s Islamist government.
In one of its most controversial recent moves, Madrid also announced this weej the reopening of its embassy in Tehran.
According to data from Spain’s Ministry of Trade reported by Servimedia, the Spanish government exported more than €1.3 million worth of dual-use materials to Iran in 2024 and the first half of 2025, including explosive components, laboratory reagents, and specialized control software.
