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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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Yiddish has a long list of words for ‘cemetery‘
נישט אַלע ווייסן אַז אויף ייִדיש איז דאָ אַ גאַנצער וואָקאַבולאַר וועגן דעם, וווּ מע לייגט ייִדן נאָכן טויט.
וואָס טוט מען טאַקע מיט אַ מת? מע באַגראָבט אים אָדער מע באַהאַלט אים, אָדער מע איז אים מקבר, אָדער מע ברענגט אים צו קבֿר־ישׂראל. „באַגראָבן“ האָט דאָך אויך אַ פֿאַרשפּרייטן מעטאַפֿאָרישן טײַטש, „רויִנירן“. אָט איז דאָ אַ ווערטערשפּיל: „שטאַרבן איז נאָך ווי ס’איז, אָבער דאָס אַרײַנלייגן אין דר’ערד, דאָס באַגראָבט אַ מענטשן!“
וועגן דעם אָרט, וווּ ס’ליגן ייִדן נאָכן טויט, איז דאָ אַ לאַנגע רשימה ווערטער, כּמעט אַלע אייפֿעמיזמען. נאָך די הונדערט יאָר ליגן ייִדן און ייִדישע טעכטער, קודם־כּל, אויף אַ בית־עולם. אויף לשון־קודש איז „עולם“, פֿאַרשטייט זיך, טײַטש „וועלט“ און אויף ייִדיש — „אַ גרופּע מענטשן“; אָבער אויף לשון־קודש האָט „עולם“ נאָך אַ טײַטש, „אייביקייט“. איז אַ בית־עולם דאָס אָרט, וווּ מע בלײַבט אויף אייביק. דאָס אייגענע איז שייך צום אַרמיש־שטאַמיקע „בית־עלמין“.
אַ פֿאַל פֿון לשון סגי־נהור, דאָס הייסט וווּ מע זאָגט איין זאַך אָבער מע מיינט דאָס פֿאַרקערטע, איז „בית־חיים“, טײַטש „דאָס הויז פֿון לעבן“. אַן אַנדער וואָרט, נישט קיין אייפֿעמיזם, איז „בית־הקבֿרות“, דאָס הייסט, דאָרטן, וווּ ס’געפֿינען זיך קבֿרים.
אָבער נישט אַלע ווערטער נעמען זיך פֿון לשון־קודש. מע זאָגט דאָך אויך „דאָס פֿעלד“, „דאָס גוטע־אָרט“, „דאָס הייליקע אָרט“, „דאָס ריינע אָרט“. אַ טשיקאַווער משל דערפֿון: איך בין אַ מאָל געפֿאָרן אין דער שטאָט גער, נישט ווײַט פֿון וואַרשע, וואָס ביזן חורבן איז זי געווען דער זיץ פֿונעם באַקאַנטן גערער רבין. אין 2007 זענען אין דער שטאָט געבליבן גאַנצע דרײַ ייִדן, האָב איך געהאַט די זכיה זיך צו באַקענען, און צו כאַפּן אַ ייִדישן שמועס, מיט צוויי. (וויפֿל מאָל אין לעבן איז מיר אויסגעקומען צו שמועסן אויף ייִדיש מיט אַ ייִד, וואָס האָט איבערגעלעבט דעם חורבן און וווינט נאָך אין זײַן מיזרח־אייראָפּעיִשער היימשטאָט?)
איינער פֿון זיי, וועלוול קאַרפּמאַן, האָט מיט אַ פּאָר יאָר שפּעטער געגעבן אַן אינטערוויו דער ייִדישער ראַדיאָ־אוידיציע פֿונעם פּוילישן ראַדיאָ (צום באַדויערן, האָט מען די ראַדיאָ־אוידיציע דערנאָכדעם אָפּגעשאַפֿט). ווען די זשורנאַליסטקע האָט אים אַ פֿרעג געטאָן וועגן דעם גורל פֿונעם גערער בית־עולם, האָט ער זי איבערגעפֿרעגט: „איר מיינט ס’גוטע־אָרט?“ יעדעס מאָל, וואָס זי האָט ווײַטער געזאָגט „בית־עולם“, האָט ער געענטפֿערט „ס’גוטע־אָרט“.
אויך בײַ די אומות־העולם זענען די ווערטער דערפֿאַר אייפֿעמיזמען. דאָס פֿאַרשפּרייטסטע וואָרט אין אייראָפּע איז ס’ענגלישע cemetery, ס’פֿראַנצייזישע cimetière אד”גל, פֿון אַן אַלטגריכישן ווערב פֿאַר „ליגן/לייגן שלאָפֿן“. גאָר אַ מאָל, פֿאַר דער הײַנטיקער צײַט־רעכענונג, איז ס’גריכישע וואָרט געווען טײַטש „שלאָפֿשטוב“; בײַ די קריסטן בשעתּו האָט עס באַקומען דעם מאָדערנעם טײַטש. אַ ווײַטער קרובֿ פֿון דעם וואָרט איז ס’ייִדישע „היים“, אַ פּנים, ווײַל אין דער היים שלאָפֿט מען, אָבער נישט פּונקט אַזוי ווי אויפֿן בית־עולם…
דאָס דײַטשישע Friedhof איז דער „שלום־הויף“; און Kirchhof „קלויסטערהויף“ איז מגולגל געוואָרן אינעם פּוילישן Kirkut „ייִדישער בית־עולם“!
און אַזוי ווי מאַמע־לשון האָט פּאַראַלעלע וואָקאַבולאַרן פֿאַר ייִדן און פֿאַר קריסטן איז גאָר קיין חידוש נישט, וואָס אויפֿן אָרט, וווּ ס’ליגן קריסטן זאָגט מען „צווינטער“ אָדער „צמענטער“, מסתּמא, פֿון פּוילישן cmentarz פֿונעם זעלביקן גריכישן שורש וואָס cemetery.
The post Yiddish has a long list of words for ‘cemetery‘ appeared first on The Forward.
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IHOP denies inviting Florida GOP candidate who said ‘Americans shouldn’t die for Israel’
(JTA) — James Fishback, the fringe GOP candidate courting the online far right in his long-shot bid for governor of Florida, had a bit of food-service drama this week — and it wasn’t about the “goyslop” he previously claimed was being served in the state’s school cafeterias.
Waffle House, he alleged, had banned him from every restaurant in the state after he announced his intent to campaign at the chain’s Florida locations. The reason, he claimed, was because he said that “Americans shouldn’t die for Israel.”
But not to worry, Fishback quickly announced: Another breakfast chain, International House of Pancakes, had extended an invitation to him personally.
“Hey, wanna come over?” reads a direct message Fishback posted to social media, a photo of which appears to come from IHOP’s official corporate account. An elated Fishback soon posted photos from a campaign stop at an IHOP, which he deemed “International House of Patriots.”
Not so, an IHOP spokesperson told the Jewish Telegraphic Agency.
“Since our founding, IHOP and its franchisees have been committed to providing warm and welcoming dining experiences for all guests. We are not working with James Fishback or his campaign in any capacity,” the spokesperson told JTA in an email. “Additionally, we have confirmed that the image circulating on social media is not authentic.”
Fishback did not return a request for comment by JTA about IHOP’s claim. The former investment banker has used terms on the campaign trail considered dogwhistles to the online far right and boasts a large online profile that has included interviews with Tucker Carlson and antisemitic podcaster Myron Gaines. He has also praised the followers of antisemitic streamer Nick Fuentes.
Asked by JTA why he had made his earlier “goyslop” comments, Fishback replied, “Because it’s funny. Get a life.”
He then posted the exchange to his X account under the caption, “Journalists are insufferable.”
Earlier in the same conversation, asked about recently revealed racist and antisemitic messages from a Florida Young Republicans regional group chat, Fishback replied, “I condemn all forms of hatred.”
The post IHOP denies inviting Florida GOP candidate who said ‘Americans shouldn’t die for Israel’ appeared first on The Forward.
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Iran Names Khamenei’s Hardline Son Mojtaba as New Supreme Leader
FILE PHOTO: Mojtaba Khamenei, the second son of Iran’s late Supreme Leader Ayatollah Ali Khamenei, visits Hezbollah’s office in Tehran, Iran, October 1, 2024. Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS/File Photo
Iran on Monday named Mojtaba Khamenei to succeed his father Ali Khamenei as Supreme Leader, signaling that hardliners remain firmly in charge in Tehran a week into its conflict with the United States and Israel.
Mojtaba, a mid-ranking cleric with influence inside Iran’s security forces and vast business networks under his father, had been seen as a frontrunner in the lead up to the vote by the assembly, a body of 88 clerics charged with choosing the new leader after Ali Khamenei.
“By a decisive vote, the Assembly of Experts, appointed Ayatollah Seyyed Mojtaba Hosseini Khamenei as the third Leader of the sacred system of the Islamic Republic of Iran,” the assembly said in a statement issued just after midnight Tehran time.
The position gives Mojtaba the final say in all matters of state in the Islamic Republic.
Mojtaba’s appointment will likely draw the ire of US President Donald Trump, who said on Sunday that Washington should have a say in the selection. “If he doesn’t get approval from us, he’s not going to last long,” he told ABC News. Israel, ahead of the announcement, threatened to target whoever was chosen.
Mojtaba’s father, Supreme Leader Ali Khamenei, was killed in one of the first strikes launched against Iran more than a week ago.
The US military on Sunday reported a seventh American has died from wounds sustained during Iran’s initial counter-attack a week ago, a day after Trump presided over the return to the United States of the remains of the six others who died.
The US-Israeli attacks have killed at least 1,332 Iranian civilians and wounded thousands, according to Iran’s U.N. ambassador.
As Trump pressed for an “unconditional surrender,” Mohammad Bagher Qalibaf, Iran’s parliament speaker, said Tehran was not seeking a ceasefire to the war and would punish aggressors.
Israel continued to target senior Iranian figures, including Abolqasem Babaian, the recently appointed head of the military office of the supreme leader, saying he was killed in a Saturday strike.
BLACK SMOKE HANGS OVER TEHRAN
As fighting escalated on day nine of the US-Israeli campaign against Iran, thick black smoke hung over Tehran on Sunday, residents said, after strikes on oil storage facilities had lit up the night sky with plumes of orange flame.
Iran’s foreign ministry spokesperson Esmaeil Baghaei said the large-scale attack marked a “dangerous new phase” of the conflict and amounted to a war crime.
“By targeting fuel depots, the aggressors are releasing hazardous materials and toxic substances into the air,” he wrote on X.
Israeli military spokesman Lieutenant Colonel Nadav Shoshani told reporters the depots were used to fuel Iran’s war effort, including producing or storing propellant for ballistic missiles. “They are a legal military target,” he said.
Israeli Prime Minister Benjamin Netanyahu said his government would press on with the assault and strike Iran’s rulers “without mercy.”
“We have an organized plan with many surprises to destabilize the regime and enable change,” he said in a video statement.
US special envoy Steve Witkoff and Trump’s son-in-law Jared Kushner will visit Israel on Tuesday, according to Axios, citing a senior US official.
Trump told reporters on Air Force One that he was not seeking negotiations to end the conflict, which has driven up global energy prices, disrupted business and snarled air travel.
“At some point, I don’t think there will be anybody left maybe to say, ‘We surrender,’” he said.