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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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Aaron Sorkin’s follow-up to ‘The Social Network’ has a pretty good Yiddish joke — too bad about the rest of the movie
In The Social Reckoning, Aaron Sorkin’s misbegotten follow-up to the generational classic The Social Network, there is, amid a cascade of exposition on algorithms, a decent Yiddish joke.
“Jeff, you would know this, settle a bet,” a coworker asks Jeremy Allen White’s Jeff Horwitz, a real journalist known for his 2021 Wall Street Journal series “The Facebook Files.” “Is spatula a Yiddish word?”
The question, a variation of which is found in Portnoy’s Complaint, is a nod, surely, to the protagonist’s heritage, one thing Aaron Sorkin has in common with his latest stand-in. The other features, which may well be true but I suspect are authorial projection: a love of old-school musical theater, a confounding Luddite disposition for a technology reporter and, in a kind of pre-Meta metafiction, a past career covering politics in D.C. (Sorkin admits to only joining Facebook to write his two films — when a source asks Horwitz “aren’t you a tech reporter?” he replies, “ish.”)
The actual Horwitz, a 2026 Pulitzer recipient, is an investigative reporter who also covered finance (no sports as far as I can tell) before arriving at the tech desk of the Wall Street Journal. His habit of appearing with a headband on Meet the Press goes unanswered for, but suggests a missed opportunity in casting (Matt Johnson, anyone?).
Sorkin, it seems, can’t help but write some version of himself: either the boy scout neoliberal or the edgier man of his youth, who was too busy writing in a coke frenzy to be told “no.”
That brings us to Zuckerberg, here an antagonist played by Jeremy Strong, who is at a considerable handicap for a couple of reasons. Jesse Eisenberg was such a perfect union of character and actor as to make an indelible performance he’s still trying to break away from (hence his refusal of a big payday to reprise the role here). The other factor is Zuckerberg the real man, who since The Social Network, has cut a public persona at odds with the first film’s characterization of him as a bitter loner with incel potential. Rather, he’s a dorky guy who wore a Benson Boone jumpsuit and cut a cover of “Get Low” for his wife. He slathers on too much sunscreen and Sweet Baby Ray’s. He’s a meme, if a wealthy one with a crazy amount of power.
Throughout this film, there are glimmers of a plausible engine that drives him beyond profit and his calling as a “free speech absolutist.” Facebook juices positive comments on videos featuring him and buries anything negative. His insecurity, which in the first film left off on him refreshing a friend request to his ex, lingers. At one point, he says of upcoming testimony before Congress, that it’s his opportunity to be liked.
But it is within that context, squaring off against AOC, that the real man revealed himself as a mumbling mess unequal to Sorkin’s dialogue. What remains of the figure in The Social Network? Take away the iconic score, the original actors and the conventions that made that film so effective and all that’s left is a quippy, moralizing husk. Without another director to take the helm (David Fincher’s taking on a Tarantino script), Sorkin’s tics have nowhere to hide.
“Something happened,” Horwitz says when he takes the job covering Facebook — after failing to find the Journal’s office on his car’s GPS.
We learn what that something is, as Mikey Madison’s Frances Haugen, an employee for Facebook’s civic integrity team slowly works her way up to blowing the whistle. The social network fed us outrage for clicks, funelled users toward extremist groups and ravaged the self-esteem of middle school girls on Instagram. Naturally, in the film, the platform’s penchant for sending amygdalae into overdrive and peddling disinformation culminates in Jan. 6.
Haugen insists, at one point, that she is not a Frank Capra character. It’s true — she’s a Sorkin invention, but unlike Mr. Smith, she is based on a real person. Her conviction is that Facebook could be a source for good. Sorkin may not believe this, though he was right to think there was a good movie in the revelations surrounding it since the first film. This just isn’t it.
“Spatula,” by the way, is not a Yiddish word (it’s Latin), though Meta, the new name Facebook took on shortly after Haugen’s damaging testimony, is both a Hebrew and a Greek one. In the language of the Bible, it is the feminine form of “is dead.”
Sorkin may have done well to take this as an omen: When it comes to a film property that needed no resurrection, it’s best to let the dead bury the dead — with or without a spatula.
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Anne Carson — a poet of spirituality and ‘small things’ — has won the Nobel Prize
Anne Carson, today awarded the Nobel Prize in Literature, can be a difficult poet. Much of her work is erudite, complex and genre-defying; it is poetry and prose and criticism and translation and, occasionally, a kind of theology. But Carson’s work is also profoundly spiritual and richly rewarding, especially for those of us prone to introspection, intellection, melancholy, and, as Carson once described the task of a writer, “noticing small things.”
There are many facets of Carson’s work, and many lenses through which one might relate to it. Born in 1950, Carson was trained as a classicist, and spent much of her career teaching Ancient Greek; in addition to her translations of Sophocles, Sappho, and others, her own poems are often saturated with classical references. Her essays on a wide variety of subjects are similarly erudite and rich. Many have written on these aspects of her work.
Personally, though, as a contemplatively-inclined Jewish reader, I have found her to be a literary as well as spiritual role model. I use the word ‘spiritual’ with hesitation. I doubt Carson would like it much, and what I mean by it is not the cultivation of certain warm feelings but the choice to pay attention, in a certain way, to both the surfaces and the depths of things; to refuse the pat dichotomy between the head and the heart; to dwell in the interiority of experience that, paradoxically, arises from “noticing small things.”
When Carson does turn explicitly to religious and spiritual subjects (she was raised Catholic), she excels, perhaps more than any other writer I have read, in avoiding the clichés that make writing about ‘spirituality’ so challenging. Her long poem from 1992, “The Truth About God” begins:
My religion makes no sense
and does not help me
therefore I pursue it.When we see
how simple it would have been
we will thrash ourselves
Carson isn’t speaking conventionally here, I don’t think — this isn’t quite the Israelites saying, in Sinai, Na’aseh v’Nishmah, we will do and [then] we will understand. But it is a contemplative version of it; a devotional attitude toward the particular. In another section of the poem, entitled “God’s Justice,” she writes:
In the beginning there were days set aside for various tasks.
On the day He was to create justice
God got involved in making a dragonflyand lost track of time.
It was about two inches long
with turquoise dots all down its back like Lauren Bacall.
So this is why there is no justice in the world, or why we must always pursue it anyway: because God was so busy with beauty. The poet, too, gets distracted; the rest of the poem is about the dragonfly. (Like Mary Oliver, Carson is a sublime poet of nature.) As indeed is true in our world — alongside all the evils and injustices of the last few years, the shimmering of tree branches in the breeze, the light refracting into my study, remain as resonant as ever.
When I heard the news about Carson’s Nobel, I came across a post by Florida State University Professor Martin Kavka, whom I’ve known for many years and who, it turns out, is also a Carson fan. Like me, Kavka was elated to hear the news, and we chatted for a while. “Sometimes we think of poetry as something that expresses the way the world is, that pierces the mystery of the world and gives us True Knowledge,” Kavka told me. “But for me, Carson’s poetry, in its odd recombination of words, expresses how we so often feel askew when relating to the world, as if it will always be mysterious, as if its mystery were just there to taunt us.”
“We all know that when we feel askew,” Kavka continued, “authority figures make us feel that it’s our fault. This is true of religious authority figures — and Jewish texts, given that Deuteronomy suggests that we are at fault when we are not thriving — but also of political and educational authorities. Carson gives us all armor for those moments… And for so many of us who are (over)educated, we value assembly too much and beauty not enough. I feel recalibrated whenever I read her, as if I’ve just visited some sort of emotional chiropractor. “
I love that insight. Carson is definitely, in some ways, a nerdy writer. Her work is intellectual, dense, and sometimes opaque. (I find myself reaching again for the word ‘erudite.’) But that is not at the expense of emotional depth. A recent essay, for example, describes Carson’s heartbreaking loss, due to Parkinson’s Disease, of her ability to write legibly — but along the way discusses the Roman poet Catullus, the painter Cy Twombly, composer David Lang, psychiatrist Norman Doidge, as well as Roland Barthes, John Keats, John Cage, Gertrude Stein, and attending a boxing class for people with Parkinson’s. In it, she writes:
Let’s start with life, your life. There it is before you — possibly a road, a ribbon, a dotted line, a map — let’s say you’re 25, then you make some decisions, do things, have setbacks, have triumphs, become someone, a bus driver, a professor, a pirate, years pass, maybe in a family maybe not, maybe happy maybe not, then one day you wake up and you’re seventy. Looking ahead you see a black doorway. You begin to notice the black doorway is always there, at the edge, whether you look at it or not. Most moments contain it, most moments have a sort of sediment of black doorway at the bottom of the glass. You wonder if other people are seeing it too. You ask them. They say no. You ask why. No one can tell you.
A minute ago you were 25. Then you went ahead getting the life you want. One day you glanced over from 25 to now and there it is, the doorway, black, waiting.
Similarly, Kavka’s favorite Carson poem, “Merry Christmas from Hegel,” begins with the poet “wretchedly lonely with all my family dead”:
It was the year my brother died, I lived up north and had few friends or they all went away. Christmas Day I was sitting in my armchair, reading something about Hegel.
Yet she doesn’t stay in the armchair. She is “overjoyed” at Hegel’s language, at “this notion of a philosophic space where words drift in gentle mutual redefinition of one another,” and she goes outside to stand in the snow:
I went to the middle of a woods. Fir trees, the teachers of this, all around. Minus twenty degrees in the wind but inside the trees is no wind. The world subtracts itself in layers. Outer sounds like traffic and shoveling vanish. Inner sounds become audible, cracks, sighs, caresses, twigs, bird breath, toenails of squirrel. The fir trees move hugely. The white is perfectly curved, stunned with itself. Puffs of ice fog and some gold things float up. Shadows rake their motionlessness across the snow with a vibration of other shadows moving crosswise on them, shadow on shadow, in precise velocities. It is very cold; then that, too, begins to subtract itself, the body chills on its surface but the core is hot and it is possible to disconnect the surface, to withdraw to the core, where a ravishing peace flows in, so ravishing that I am unembarrassed to use the word *ravishing*, and it is not a peace of separation from the senses, but the washing-through peace of looking, listening, feeling, at the very core of snow, at the very core of the care of snow.
This is the consolation of the intellectual life, in the best sense: the abstruse philosophical language of Hegel liberates the poet from her melancholy, sends her out into the woods where she has an encounter with the numinous, rendered in perfect, concrete prose without a single platitude of religious or spiritual writing.
Said Kavka of this work, “I learned how to be a widower — how to relate to the world so that death does not govern my existence — from her.”
I am delighted that Carson has won the Nobel, not only for the recognition (and money!) that she deserves, but because it might win her some new readers, including those of us in the Jewish spirituality world for whom Carson’s “noticing” is at the center of our religious lives. I’ll give her the last words, once again taken from the poem “The Truth About God”:
God’s Work
Moonlight in the kitchen is a sign of God.
The kind of sadness that is a black suction pipe extracting you
from your own navel and which the Buddhists call“no mindcover” is a sign of God.
The blind alleys that run alongside human conversation
like lashes are a sign of God.God’s own calmness is a sign of God.
The surprisingly cold smell of potatoes or money.
Solid pieces of silence.From these diverse signs you can see
how much work remains to do.
Put away your sadness, it is a mantle of work.
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Ford was the most pro-Israel president in US history, and we need his playbook now
If you ask historians to name the most pro-Israel president in U.S. history, you’ll generally hear variations of the same responses. Harry Truman recognized the Jewish state; Ronald Reagan and Joe Biden defended Zionism; George W. Bush, Barack Obama, and Donald Trump have all, at various points, been dubbed “the first Jewish president.”
Gerald Ford almost never makes the list. He is usually lumped in with Dwight D. Eisenhower and George H.W. Bush as a president who was hostile to Israel. I would argue, contrary to the popular perception, he belongs at the very top. In Israel’s hour of need, Ford provided what only a true friend can offer: tough love.
After the 1973 Yom Kippur War shattered Israel’s self-confidence, Ford perceived what many in Israel could not: Militarism as a substitute for diplomacy is self-destructive.
Much like today, the wars of 1967 and 1973 involved remarkable technical feats on the part of Israel; they also nearly triggered global nuclear conflict. Secretary of Defense Robert McNamara described the U.S. and Soviet Union as being a “hair’s breadth” away from war in 1967. In 1973, with Richard Nixon and Leonid Brezhnev drinking heavily, the CIA reported that the Soviets had moved nuclear weapons to Alexandria, Egypt; the U.S. subsequently went to DEFCON III. What made 1973 so deeply troubling was that Egypt’s Anwar Sadat had secretly attempted to avert war and pursue peace. Still more troubling is the fact that King Hussein of Jordan had personally flown to Israel to warn of the imminence of an Arab attack.
Even after Ford took office, Israel’s government did not take Sadat seriously. But Ford and his secretary of state, Henry Kissinger, a Holocaust refugee and a friend of Israeli Prime Minister Yitzhak Rabin, did. If Nixon and Kissinger brought out the worst in each other — from supporting the coup in Chile to prolonging the Vietnam war — Ford and Kissinger brought out the best in each other, at least when it came to Middle East diplomacy.
In March 1975, after Israel continued to resist compromises with Egypt, Kissinger advised Ford to take a tougher line with Rabin. On March 21, Ford wrote one of the harshest letters in the history of the U.S.-Israel relationship, indicating that he had ordered “an immediate reassessment of U.S. policy in the area, including our relations with Israel.” Ford subsequently suspended or deferred new arms deliveries, including F-15 fighter jets. These were extremely risky political moves with very little domestic upside. But Ford was not simply another politician looking to the next election; he was a statesman looking to the next generation.
More importantly, Ford was acting as a true ally. Friends do not let friends squander a fleeting chance for peace with a mortal enemy. The Sinai II agreement was signed in 1975, committing Israel and Egypt to resolve their differences through diplomacy rather than warfare, laying the groundwork for the 1979 Camp David Accords. Jimmy Carter rightly gets credit for finishing the job with the former Irgun leader Menachem Begin as Israeli prime minister; but it was Ford who enabled the breakthrough. Six years after Sinai II, Sadat became a martyr for peace; two decades after the agreement (and two years after the first Oslo Accord), Rabin met the same fate.
For nearly half a century, that peace has served as the cornerstone of American and Israeli security in the region. It has survived wars, revolution, and terrorism. Peace with Egypt broke the taboo on Arab-Israeli pacts, demonstrating that coexistence was indeed possible; it paved the way for a treaty with Jordan and, ultimately, the Abraham Accords. To this day, Egypt remains one of Israel’s most vital intelligence partners.
What Ford can teach today’s leaders
Israel’s current leaders appear oblivious to this history. Highly credible reports have indicated that Israel was warned of war by Egyptian and other officials prior to the Oct. 7 attacks, which were themselves strikingly reminiscent of 1973. Remarkably, Egyptian intelligence chief Abbas Kamel is even said to have flown to Israel days before the slaughter to warn Israeli Prime Minister Benjamin Netanyahu’s government. Former Defense Minister Yoav Gallant’s claim that he only learned of these warnings from the media raises profound questions.
Oct. 7 and what followed have demonstrated the absolute bankruptcy of the “escalate to deescalate” doctrine and also the centrality of the Middle East conflict to regional and global security. So, in this world-historic moment, what can we learn from Gerald Ford?
First, like Ford, we must be realistic about the severity and trajectory of the crisis. It is clear that one or more players are inching closer toward the deployment of an unconventional weapon, ground forces, and/or a major conventional attack that would destroy critical infrastructure. Any such action would certainly be reciprocated, taking the global economy off a cliff.
Second, we must insist on known solutions. Former Israeli Prime Minister Ehud Olmert confirmed to me that Palestinian Authority President Mahmoud Abbas never said no to the map he proposed in 2008. This is because the two men were essentially in agreement. Instead of sending Israel 40,000 one-ton bombs, Trump should do what Ford did. Freeze weapons shipments until Netanyahu negotiates with Abbas in good faith to conclude an agreement along the lines of the Olmert parameters. As its name suggests, the “Axis of Resistance” would be severely undermined by peace with the Palestinians.
Third, we are faced with a simple truth: military escalation in the Persian Gulf cannot achieve what global diplomacy can. We must ask ourselves why China and Russia both supported the first Iran deal. While both countries would love to see the U.S. weakened in the region, does anyone really believe either power desires Iranian nuclear weapons in the Strait of Hormuz any more than the U.S. would desire them in Venezuela’s oil fields or the Panama Canal? History and economics suggest otherwise: Russia, once dubbed the “lesser Satan” by Iran, attempted to dismember the country after World War II, and China currently purchases roughly 90% of Iran’s exported oil. Ford, who used diplomacy with Egypt to weaken the USSR in the Middle East, would recognize these underlying frictions and use them to turn China and Russia against Iran. Today, we have accomplished the exact opposite.
Ford paid a profound political price for his courage, but he did the right thing anyway. When he took the oath of office, his hand rested on the wisdom of Solomon: “Lean not unto thine own understanding.” Many of our leaders today lean on little else.
The most pro-Israel thing an American president can do today is exactly what Ford did: Get some good advice and then administer tough love.
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