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Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
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The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.
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Is this Apple TV thriller hasbara — or societal critique?
AppleTV+’s new thriller Unconditional has the trappings of so much streaming content.
A young woman disappears into hostile territory. Her mother, already juggling a family health crisis, does her own sleuthing to get her daughter back. People die, twisty alliances emerge. It’s all part of the suspense boiler plate, and it sizzles just enough to keep your interest. What makes the show, airing May 8, different from every other show is the early response.
Sight almost entirely unseen, the internet was in an uproar. The show is Israeli, and the announcement trailer showed the character Gali (Ronn Talia Lynne) in her IDF uniform. Pro-Palestine accounts were quick to shout “hasbara” or “overt ziopropaganda” for a show whose premise is ostensibly a sympathetic story of an Israeli taken prisoner by the evil, Putin-era Russian state. (The trailer makes no mention of Palestinians or a war in Gaza. The show doesn’t either.)
The online response alone proves the challenging optics for anything Israeli, but the show actually has quite a bit to say about the Jewish state’s propaganda apparatus — within the country and without.
On a layover in the Moscow Airport, Gali and her mother, Orna (Liraz Chamami), are taken in for questioning. Security claims to have found drugs in Gali’s backpack — an echo of the Naama Issacher affair from 2019 — and she’s summarily sentenced to seven years in a Russian jail.
Orna returns to Israel and hires a PR handler to plead Gali’s case. Together they curate a specific image to sell to the state media.
Gali is a “happy, good-hearted girl. She served in the army, like everyone” and even extended her service, Orna says in radio and television interviews. The file photo for news segments is exactly what so many outside of Israel would object to: Gali in uniform. In Israel it tugs heart strings. Abroad, it makes the abductee a war criminal who had it coming.
It’s probably not giving much away, given that the hands behind this show are the creators of Hatufim, which became a hit in the U.S. as the antihero-forward War on Terror commentary Homeland, that Gali is not a perfect victim. This is a strange sort of hasbara, if one Israel often produces, the kind that’s peopled by problematic characters operating in the society’s gray zones. (See streaming hit Fauda, following a morally-dubious undercover unit made up of trigger-happy adulterers exploiting their Palestinian contacts.)
What’s surprising, given the premise, is how much time the show spends not in Russia or Israel, but in India, where Gali and Orna were touring before their fateful missed connection in Moscow. It’s here we’re given entree into the Ugly Israeli abroad, a stereotype that is growing increasingly common thanks to reports of poor behavior — stealing money from temples, creating chaos in hospitals and restaurants — in the global East. (On the flip side, many Israelis, like a couple at a noodle shop in Vietnam, are being harassed by other tourists for no reason other than their country of origin and some feel the need to hide their identity while traveling.)
Gali sings the praises of an Indian gastropub that will give you dysentery. “We are so lucky because for the last three months the kitchen has been condemned by the health department,” she smirks. “But yesterday some truck driver hit a wild boar, so they gave them an exemption. So it won’t be a waste.”
In a later episode, one of Gali’s companions wisecrack about the pestilential heat and jibe that prisons in India are particularly atrocious. (This must ring alarm bells for those aware of Israel’s carceral system for Palestinians.)
Russia is equally backward. Unlike in Israel, “not everyone here is happy to work with a woman,” a Russian arms dealer weighs in. If you didn’t get it, these countries are backward. Israel has its problems, but at least it has women in power!
Watching, I was reminded of social media posts by Indians complaining about racism and drug use from IDF veterans on the so-called “Hummus trail.” One post by AJ+ said the soldiers come there to “detox” from “carrying out a genocide in Gaza.”
Unconditional is under no illusions that Israelis can be a disruptive presence. If anything, it pushes the concept to new places. These Sabras ruin mindfulness workshops and start shoot-outs in hotel lobbies. It’s not great for the brand.
But then again, we live in a climate where simply acknowledging the existence of Israelis — as seen in a recent ballyhoo surrounding author R.F. Kuang — can prove controversial or politically-loaded, no matter how neutral the depiction.
Why Apple would give their imprimatur to an Israeli project today, when public opinion of the Jewish state has fallen off a demographic cliff, is a valid question likely explained by the positive reception of another Israeli import on the streamer, the show Tehran, about an IDF hacker stuck in Iran. From within the silos it’s hard to tell if audiences will cancel their subscriptions, as some have threatened.
Maybe, like Gali’s uniform, the show is a Rorschach. BDS types may boycott, yet the show seems to echo many of their talking points about Israel’s overzealous campaign in Gaza after Oct. 7 — at least by way of metaphor.
In a late episode, Orna tells her government companion Rita (Evgenia Dodina) about a time a classmate broke Gali’s arm, and the teacher excused his actions because his mother was in the hospital.
“You’re exactly like the teacher,” Rita tells Orna. “You give me a thousand excuses for Gali. ‘It’s because of me. It’s not her fault. Poor thing.’ It doesn’t matter she didn’t understand what she was getting into, and it doesn’t matter she didn’t mean to.”
Orna says it’s different with Gali — because it’s her daughter. One can overlook a lot when it’s your family, or, for that matter, your country.
The post Is this Apple TV thriller hasbara — or societal critique? appeared first on The Forward.
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Israeli man indicted in attack on Catholic nun in Jerusalem’s Old City
(JTA) — An Israeli man was indicted on Thursday in connection to the violent assault of a Catholic nun in Jerusalem last month, after prosecutors said he targeted her over her Christian identity.
Yona Schreiber, 36, from the West Bank settlement of Peduel, was arrested last week and has since been indicted on charges of “assault causing actual injury motivated by hostility toward the public on the grounds of religion, as well as simple assault,” the state attorney’s office said in a statement.
According to the indictment, Schreiber, who is Jewish, attacked the nun just outside of the Old City in Jerusalem because he identified her as a Catholic nun. Schreiber allegedly pushed and then kicked the nun as she was lying on the ground and also attacked a passerby who attempted to intervene.
תקיפת הנזירה אתמול באזור קבר דוד בירושלים – שוטרי מרחב דוד איתרו את החשוד (36) ועצרו אותו בחשד לתקיפה ממניע גזעני >>> pic.twitter.com/agRpznR84X
— משטרת ישראל (@IL_police) April 30, 2026
The nun, a researcher at the French School of Biblical and Archeological Research, suffered bruises on her face and leg due to the attack, the state attorney’s office said.
The attack, which drew condemnation from Catholic leaders as well as faculty at the Hebrew University of Jerusalem, comes amid mounting concern over hostility toward Christian clergy and holy sites in Israel.
Cases of Jews harassing Christians have risen sharply in recent years. Last month, the IDF punished a soldier who was filmed bludgeoning a statue of Jesus in southern Lebanon. This week, the IDF also announced that it would discipline a different soldier who was seen placing a cigarette into the mouth of a statue of the Virgin Mary in a photo posted on social media.
Israel’s attorney general asked the Jerusalem Magistrate’s Court, where the indictment was filed, to hold Schreiber in detention for the duration of the legal proceeding.
The assault carries a maximum prison sentence of three years, which could increase to six years if prosecutors prove the attack was motivated by religious bias.
The post Israeli man indicted in attack on Catholic nun in Jerusalem’s Old City appeared first on The Forward.
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Jewish real estate magnate Steven Roth likens Mamdani’s ‘tax the rich’ rhetoric to ‘from the river to the sea’
(New York Jewish Week) — Jewish real estate mogul Steven Roth compared New York City Mayor Zohran Mamdani’s “tax the rich” rhetoric this week to racial slurs and pro-Palestinian rhetoric on an earnings call for his company, Vornado Realty Trust.
“I consider the phrase ‘tax the rich’ when spit out with anger and contempt by politicians both here and across the country, to be just as hateful as some disgusting racial slurs and even the phrase, ‘from the river to the sea,’” Roth said, referring to the phrase commonly used at pro-Palestinian protests that many Jewish groups consider antisemitic.
The remark by Roth, who has long been a notable philanthropist to Jewish causes, adds to mounting tensions between New York business leaders and Mamdani over his recently announced “pied-à-terre” tax on second homes valued at more than $5 million.
During the call Tuesday, Roth also expressed support for Ken Griffin, the CEO of Citadel, whose $238 million dollar penthouse was featured in a video by Mamdani announcing plans for the tax last month.
“We are all shocked that our young mayor would pull this stunt in front of Ken’s home and single him out for ridicule,” Roth said. “The ugly, unnecessary video stunt is personal for Ken and sort of personal for me.”
Roth’s comments touched on a longstanding source of friction between Mamdani and some New York Jewish leaders, who have criticized the mayor over his views on Israel and his previous defense of the phrase “globalize the intifada,” another common pro-Palestinian slogan viewed by some as a call to violence against Jews.
In the wake of Mamdani’s election, some Jewish business leaders, including Dave Portnoy, the Jewish founder of Barstool Sports, said that they planned to leave the city altogether, citing the mayor’s fiscal policies and concerns about antisemitism under his leadership.
In a statement responding to Roth’s comments, Mamdani’s office said that he wanted all New Yorkers to succeed, including “business owners and entrepreneurs who create good-paying jobs and make this city the economic engine of America.”
“That does not negate the fact, however, that our tax system is fundamentally broken. It rewards extreme wealth while working people are pushed to the brink,” the statement continued. “The status quo is unsustainable and unjust. If we want this city to become a place that working people can afford, we need meaningful tax reform that includes the wealthiest New Yorkers contributing their fair share.”
The post Jewish real estate magnate Steven Roth likens Mamdani’s ‘tax the rich’ rhetoric to ‘from the river to the sea’ appeared first on The Forward.