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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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All 25 Jewish Lawmakers in US House Sign Statement on ‘Grotesque’ Antisemitic Bondi Beach Shooting
Rabbi Levi Wolff lights a menorah at Bondi Pavilion to honor the victims of a shooting during a Jewish holiday celebration at Bondi Beach, in Sydney, Australia, Dec. 15, 2025. Photo: REUTERS/Hollie Adams
Every Jewish member of the US House of Representatives on Monday signed a bipartisan statement condemning the prior day’s antisemitic mass shooting at Bondi Beach in Sydney, Australia, decrying the “grotesque” act of mass murder.
“On a night meant for celebration, Jewish families in Australia, gathering in joy and peace on the first night of Hanukkah, were grotesquely targeted with hate and murderous intent. Sadly, this attack does not come as a surprise to the Jewish community of Sydney who have been raising a clarion call for local and national authorities to take concrete steps against a rising tide of antisemitism,” read the statement co-signed by the 25 lawmakers.
“We stand in solidarity with the Australian Jewish community and together extend our condolences to the family and friends of the people murdered and are praying for the complete recovery of the dozens wounded, and the entire Jewish community feeling besieged,” the statement continued.
The signatories of the letter were members of both main political parties: Reps. Brad Sherman (D-CA), Becca Balint (D-VT), Jake Auchincloss (D-MA), Suzanne Bonamici (D-OR), Steve Cohen (D-TN), Randy Fine (R-FL), Lois Frankel (D-FL), Laura Friedman (D-CA), Craig Goldman (R-TX), Daniel Goldman (D-NY), Josh Gottheimer (D-NJ), Sara Jacobs (D-CA), David Kustoff (R-TN), Greg Landsman (D-OH), Mike Levin (D-CA), Seth Magaziner (D-RI), Max Miller (R-OH), Jared Moskowitz (D-FL), Jerrold Nadler (D-NY), Jamie Raskin (D-MD), Jan Schakowsky (D-IL), Brad Schneider (D-IL), Kim Schrier (D-WA), Eugene Vindman (D-VA), and Debbie Wasserman Schultz (D-FL).
The attack, which is suspected to have been carried out by a Muslim father-and-son duo from Pakistan, targeted Jewish families which gathered to mark the first night of Hanukkah. The murder spree left 15 people dead, including a 10-year-old child, and more than 40 others wounded. Australian authorities described the incident as a hate-driven assault aimed squarely at the Jewish community, as Jewish institutions across the US and the world were placed on heightened alert.
Monday’s statement, a rare show of bipartisan unity, was led by senior lawmakers including Sherman, along with Democrats and Republicans who stressed that defending Jewish life is not a partisan issue. The statement called on political leaders worldwide to take concrete action to protect Jewish communities and to reject efforts to excuse or normalize antisemitic rhetoric under any guise.
“Antisemitism is a cancer that eats at the core of society, whether in Australia, the United States, or anywhere it is allowed to take root and grow. We join leaders around the globe in condemning this evil act and in calling for justice, peace, and unwavering support for those affected. We also call on all leaders to do better standing up to antisemitism, bigotry, and hate. We must also do better in our work for a world where everyone can celebrate their faith and traditions free from discrimination and fear,” the statement read.
“Jews around the world will continue to gather this week to celebrate Hanukkah and its story of religious freedom and defiant optimism,” the statement continued. “As we light the menorah each night and remember the miracle of the festival of lights, let us proclaim that light is stronger than darkness, right is stronger than might, and justice is stronger than tyranny. Wishing all Jewish communities and the world around us strength and peace.”
Israeli Prime Minister Benjamin Netanyahu condemned the attack as an act of antisemitic terrorism and reiterated that assaults on Jews abroad are inseparable from the broader campaign of hatred against the Jewish people and the Jewish state. Netanyahu also chided Australian leadership, pointing to a letter he sent the government which warned that their recognition of a non-existent Palestinian state could encourage more violence.
Australia Prime Minister Anthony Albanese defended his government’s decision to recognize “Palestine,” saying, “overwhelmingly, most of the world recognizes a two-state solution as being the way forward in the Middle East.”
Critics have argued that a two-state solution should be reached through negotiations between Israelis and Palestinians rather than preemptive unilateral declarations by other capitals.
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Dutch Police Arrest 22 After Anti-Israel Protests, Vandalism at Amsterdam Venue During IDF Cantor Performance
Anti-Israel protesters clash with police outside Amsterdam’s Concertgebouw, breaking through barricades and setting off smoke bombs during a demonstration against a performance by the IDF’s chief cantor. Photo: Screenshot
Dutch police arrested 22 people on Sunday after anti-Israel protests outside an Amsterdam concert hall erupted into violent clashes during a performance by the Israel Defense Forces’ official cantor.
Around 200 demonstrators gathered outside Amsterdam’s famed Concertgebouw to protest a performance by Shai Abramson, the IDF’s chief cantor, who has previously performed at several Israeli military ceremonies.
Even though Abramson was originally scheduled to lead the Concertgebouw’s annual public Hanukkah concert, the venue canceled his appearance last month following backlash over his ties to the Israeli military.
After the announcement sparked international outrage, the Concertgebouw offered Abramson the chance to perform at two private concerts later that evening while skipping the main Sunday afternoon concert.
Widely circulated on social media, footage showed anti-Israel protesters chanting antisemitic slogans, breaking through barricades, and carrying signs with inverted red triangles — a symbol used in Hamas propaganda to mark targets.
“October 7, 2023: The day indigenous people rose up against their occupier,” one of the signs read, referring to the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Paar demonstranten gooiden een hek om. Paar agenten van de arrestatie-eenheid hebben ze met hulp van de ME uit de groep gehaald. Dat ging er hardhandig aan toe pic.twitter.com/dxtxPg1jsQ
— Jesper Roele (@JesperRoele) December 14, 2025
As riot police worked to contain the crowd and maintain public order, protesters set off smoke bombs, leaving one officer with minor injuries, Dutch News reported.
Local law enforcement arrested 22 people for offenses including violating assembly rules, possessing fireworks, and resisting arrest.
Het was een orgie van Jodenhaat, vandaag op het Museumplein en vlak voor de ingang van het #Concertgebouw, waar Holocaustoverlevenden werden uitgescholden voor nazi’s. Met instemming van een tokkie in toga.
Dit is racisme, dit zijn de nieuwe nazi’s, dit is het pure Kwaad. pic.twitter.com/Ho8DC9dQ4y— Bart Schut (@bpschut) December 14, 2025
On Monday, the anti-Israel group Pal Action NL claimed responsibility for vandalism at the concert hall, sharing photos on its Instagram account showing red paint splattered across the walls.
“Last night, after Het Concertgebouw allowed IOF war criminal and official cantor of the Zionist settler colony, Shai Abramson, to perform, some activists decided to pay a little visit,” the group wrote in its post.
“Het Concertgebouw now has Palestinian blood on their hands, and it will take a LONG time to wash away …” the statement read. “A warning to all other venues and institutions in the country considering platforming Zionists, don’t. Or we will be visiting.”
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Antisemitism Threatens US National Security, Analysts Warn
From left to right: Hudson Institute senior fellow Michael Scott Doran, Hudson Ravenel B. Curry III Distinguished Fellow in Strategy and Statesmanship Walter Russell Mead, and Hudson trustees chair Sarah Stern. Photo: Screenshot.
Geopolitical competition, the rise of artificial intelligence, and declining faith in the capitalist economic model and liberal democracy are contributing to the resurgence of antisemitism taking place across the Western world, some of the leading foreign policy experts in the US said on Friday during a conference held by the Hudson Institute in Washington, DC.
Titled, “Antisemitism as a National Security Threat,” the eight-hour event examined antisemitism as a challenge to the execution of a sound American foreign policy and a tactical advantage to “revisionist powers” such as China and Russia which aim to overturn the international order and supplant the US as the world’s leading superpower. Moreover, they stressed that the vanguard of the “new” antisemitism – Candace Owens, Tucker Carlson, and Nick Fuentes – are not new characters on the world stage but rather the latest iteration of a social type which has always emerged in periods of disruptive change to convert public uncertainty about the future into domestic upheaval.
One area that antisemites have identified as a stronghold is the rising field of artificial intelligence, Jude Rosenblatt, founder of an AI consulting firm, told attendees while appearing via webcam.
“The AI, unfortunately is quite antisemitic itself. We’ve done a lot of research about this. I can explain it in greater detail if you want, but it turns out that AI is very antisemitic and then when it undergoes safety training, it actually becomes more antisemitic. And it is very concerning that underneath the hood, AI is deeply antisemitic,” Rosenblatt explained. “But if it remains deeply antisemitic underneath the hood, then it’s going to, as it becomes more deeply incorporated into everything, people are going to increasingly lose agency to something which is antisemitic and is going to undermine all of our interests.”
The Algemeiner has reported extensively in recent weeks on how neo-Nazis, jihadi terrorists, and others have weaponized AI both to target the Jewish people and, more broadly, expand their propaganda, recruitment, and operations.
The conference also touched on the rise of the so-called “new right.” From the advent of the Cold War until the election of Donald Trump, the American right or “conservative movement” was associated with a “strong” and “active” American foreign policy consensus rooted in a pragmatic assessment of the national interest even as it often embraced a missionary project of spreading liberal democracy and capitalism around the world.
Recently, however, right-wing social media pundits such as Tucker Carlson and Nick Fuentes have argued for America’s retreating from the world stage by citing, implicitly and explicitly, antisemitic conspiracies which claim that Jews incite wars and social upheaval for profit and the pursuit of power. In doing so, they have uttered torrid encomiums to the leaders and governments of China, Russia, Venezuela, and Iran.
The lies and historical revisionism the new right promotes is poisoning public debate and creating a climate in which American leaders are incentivized to make poor strategic decisions for the sake of achieving short term political goals, according to experts.
“It started off with anti-Ukraine in the populist world,” Hudson Institute senior fellow and director of the Keystone Defense Initiative, Rebecca Heinrichs, said, speaking during a panel titled “The Grand Chessboard.”
“It’s antisemitism for the purpose of undermining Americans’ confidence in ourselves and in our post World War II role in the world. That is very dangerous because we can’t come to consensus on anything else we need from a grand strategy perspective if American scapegoat our problems to the Jews and if they believe that Israel is no longer an ally but it never was, and in fact that we were on the wrong side of World War II, which is now the narrative being pushed,” she continued.
The conference ended with a keynote address delivered by renowned scholar and foreign policy analyst Walter Russell Mead. An alumnus of Yale University, Mead’s most recent work includes his critically acclaimed examination of the US-Israel relationship titled, The Arc of the Covenant: The United States, Israel, and the Fate of the Jewish People.
Mead discussed antisemitism across the ages as one consequence of utopian social engineering and its perennial quest to construct societies unalloyed by outsiders and nonbelievers.
“When you want to have a comprehensive political order that embodies all good things and lays out rules for how everyone should behave and think and so on, you sooner or later run up against those stubborn Jews who will not bend to the need of Baal, who will not sacrifice to the emperor or whatever the element of the coercive element of your utopia is,” Mead said. “Today in the Islamist Middle East, we see the same thing, a utopia. If everyone would just accept Islam and live in the light of these eternal truths, everything would be fine. There would be justice, there would be prosperity, there would be freedom. But there are Jews.”
He continued, “The European union’s vision of a world of peace in international order keeps getting disturbed by that traumatizing presence of a Jewish state that follows the logic of its own survival rather than the idealistic hopes and dreams that we see in Brussels.”
Mead concluded by arguing that the American tradition offers not only a guide for building a society which, while being imperfect, is inclusive to all but also an antidote to antisemitism.
“Other people reject the American idea of a free society in favor of some kind of a blood and soil nationalism. Again, you’re just not going to get there because it’s kind of obvious that we’re sort of diverse. We’ve got a bunch of people from whose blood and whose soil is it going to be there?” he said.
Follow Dion J. Pierre @DionJPierre.