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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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Romania’s secret police trailed a Jewish photographer. Decades later, their files have become a film.
(JTA) — BERLIN — He had wild hair and wore jeans. He was American — and Jewish. He had a camera.
That was enough to trigger surveillance by the notorious secret police of communist Romania, the Securitate.
Now, 41 years after photojournalist Edward Serotta boldly stepped behind the Iron Curtain, we can see just how obsessed the Romanians were with him, thanks to a short documentary by renowned Romanian director Radu Jude and historian Adrian Cioflâncă.
“Plan contraplan/Shot Reverse Shot,” which had its world premiere at the Berlinale international film festival last month, gives equal time to Serotta’s reminiscences about Romania in the 1980s, and to the Securitate’s observations of him.
And of course, to the photos: After his Romania adventure, Serotta put down new roots in Europe, and has spent decades documenting the Jewish life that was nearly obliterated in the Holocaust. He has published several books of photographs documenting Jewish communities. He also documented the fall of the communist regimes in which he’d set foot as a young man.
Twenty-two minutes long, the film was one of several shown at the festival with themes related to Jewish life and history, or to the Israeli-Palestinian conflict.
The obsessive spying of the communist regime, as documented here, appears absurd today. But it was fully serious at the time.
In his narration, Serotta — born in 1949 in Atlanta — recalls how communist authorities in 1985 “had given me the permission to come to Romania under the idea that they would have glowing and fine articles and positive articles about Romania.” His stated intention was to document World War II memorials, of which at the time there were only a handful. Today, there are many more.
“He will be put under surveillance,” declares the spy, narrated in the film’s second half by Romanian political scientist Diana Mărgărit, “in order to prevent contact with parasitic protest elements.”
While Serotta was aiming his lens, the informants were sneaking around, snapping quick shots and jotting down observations. They also slipped into his hotel room one day, and exposed a roll of film.
The things they frantically recorded are “funny right now,” a reminder of a bygone regime that at the time was deadly serious, said Cioflâncă in an interview. Cioflâncă is on the advisory college of the National Council for the Study of the Securitate Archives, a state institution that deals with the history of communism. “I lived for 15 years when I was a child under communism. And it was not fun.”
For 41 years, until the regime’s fall and the execution of president Nikolae Ceaușescu and his wife, Elena, in 1989, the Securitate spied on and terrorized citizens of Romania, suppressing dissent. According to the virtual Cryptomuseum, based in the Netherlands, the Securitate had up to 11,000 agents and 500,000 informants monitoring a population of 22 million.
In 2006, a governmental commission reported that more than 600,000 Romanians — and potentially around 2 million — were incarcerated for political crimes, and more than 100,000 died.
Western journalists, though suspect and surveilled, were to some extent wooed — at least in the 1980s. When Serotta requested to visit in 1985, Ceaușescu had been president for some 11 years (after heading the communist party from 1965). Ceaușescu was seen as more friendly to the west: He had refused to contribute troops to invade former Czechoslovakia in 1968; and he kept up relations with Israel when other communist countries severed their ties.
At the time, the regime wanted to gain “most favored nation” economic status from the United States, which depended on their allowing some freedom of movement to its population.
“There were 855 western journalists coming to Romania during the Ceaușescu period, and 80 of them were American,” said Cioflâncă, who also directs the Bucharest-based Center for the Study of Jewish History, under the Federation of Jewish Communities in Romania.
“Many of these visits were organized as a propaganda instrument. In all the cases, they wanted to interfere with the journalist and to influence his work. They tried something similar with Edward when he came,” he added.
“They felt that the Jews are so influential, especially in the relationship with the United States,” Serotta said in an interview.
“In their mind, everything that was Israeli, Jewish, or American Jewish was deemed like an important piece of influence to use for their political PR at that time,” said Serotta, who eventually moved to Europe and in 2000 founded the Centropa nonprofit archive aimed at preserving Jewish memory in Central and Eastern Europe, the Balkans, the Baltics, and the former Soviet Union.
Centropa was purchased by the US Holocaust Memorial Museum in 2024.
Given Serotta’s obsession with documenting history, Cioflâncă said he was surprised to learn that his friend had never viewed his Securitate files. Several years ago, he asked Serotta if he’d like to see them.
“The funny thing is, I didn’t think I was important enough to have any,” Serotta recalled.
Cioflâncă found some 300 pages of documents. The informants had tried to influence the photojournalist, saying that the World War II killings of Jews in the region were “a marginal moment,” Cioflâncă noted. “They wanted to make sure that their reputation remained clean, that they were not collaborators” with the Nazis.
According to the US Holocaust Memorial Museum and Yad Vashem, at least 380,000 Romanian Jews were killed during the Holocaust.
“I was there for a matter of several weeks,” Serotta said. He recalled “a very tense atmosphere. Nothing worked properly. We barely found food in stores. It was awful.”
And he is still astonished that the Securitate spent so much time following him. “It’s funny stuff.”
“Many Securitate officers were pretty stupid,” Serotta said in the interview. “They were so distorted in doing their job that they didn’t have this sense of [the] ridiculous and humor.”
Moreover, “their [photo] equipment, first of all, was not very good. Secondly, they were usually doing it surreptitiously: behind a wall or a door or something or something like that. But as the old expression goes, the pictures are great because I look young. I look like a casting reject from ‘Flashdance.’”
Serotta, for the most part, ignored or was unaware of the surveillance, except for when the only two cars on remote roads, hour after hour, were his and that of a spy on his tail.
And yet the trip to Romania was priceless. On one of his first visits to a Jewish community in Romania, he said to himself, “Wow, this is interesting. This is like the old country.”
“Then I said, ‘It’s not like the old country. It is the old country, and I’m in it,’” he added. “From that moment on, I felt like I had opened a door, and I’ve never come back through it.”
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Avraham Burg, longtime fixture of Israeli left, meets Tucker Carlson on his own turf
(JTA) — Tucker Carlson has set off alarm bells among many Jewish groups and even some conservative allies by hosting conspiracy theorists, grilling the U.S. ambassador to Israel and dabbling in sinister-sounding theories about Benjamin Netanyahu and Chabad.
But on Monday a notable Israeli opted to appear on Carlson’s show: former politician and left-wing figurehead Avraham Burg. And their talk was demonstrably cordial — though not without some gentle ribbing.
“Listen, Tucker, I cannot stand you,” Burg told his interviewer over a video call. “But you’re a nice person, so I talk with you.”
“I’ll take that as a half compliment,” Carlson responded, laughing.
A former speaker of the Knesset, interim Israeli president and onetime chair of the Jewish Agency for Israel and World Zionist Organization, Burg today remains an outspoken member of Israel’s dwindling left. A proponent of positions like post-Zionism and the Palestinian right of return that are deeply unpopular in Israel, he is also a frequent Netanyahu critic and current member of Hadash, an Israeli far-left party with Communist roots.
In his newsletter, Burg explained his decision to appear on Carlson’s show by saying the influential podcast host was “one of the most powerful voices in today’s American Right.”
“This interview was born out of a genuine desire to step outside familiar patterns and meet the person behind the public image that has been built around him, not out of prior agreement and not out of any need to adjudicate, but out of a willingness to seriously engage with the challenges he poses to the political and cultural discourse of our time,” Burg wrote in his Substack.
In a veiled swipe at other Jewish groups and Israeli leaders that have denounced Carlson, he added, “Carlson manages to touch a raw nerve of an American society whose doubts are deepening, and the temptation is to dismiss that with slogans. I chose not to do that.”
Indeed, throughout their 90-minute conversation, Burg did not push Carlson on the more outlandish claims the pundit has made on his shows in the past, even as he noted he watched the show frequently. He did object to Carlson’s past contentions that Israel would consider using nukes against Iran, as well as to Carlson’s rejection of the question of whether Israel “has the right to exist.”
Another area of pushback came when Burg insisted that, contrary to Carlson’s claims, Israel doesn’t have a consistent security policy, let alone a grandiose religious or conspiratorial vision.
“I listened to you very carefully in the last couple of weeks, and the way you try to conceive the Israeli strategy, from Netanyahu’s 40-year life mission to the greater land of Israel,” as biblical, “Messianic” or “eschatological,” said Burg. “I envy you that you really believe that we have something like that.” However, he added, “It doesn’t work that way.”
He instead focused on what he referred to as the Israeli mindset, which he called “a very, very hard, stiff-necked” one. Israelis, Burg said, do not believe in a “win-win” solution to their conflicts with their neighbors: “We live in a zero sum game.”
“‘I want to win alone. I want you to be dead. I want to humiliate you. I want to cancel you,’” Burg said, explaining that mindset. “‘Whomever you are, you are my enemy.’ And when you look at this philosophy, you understand where comes the political rhetoric that every adversary, never mind who [he is], minor or major, but at the end of the day, he is a Hitler.”
Israelis, Burg claimed, are also isolated from much of the English-language media, and reflexively dismiss any media criticism of their actions as antisemitic, creating “a thick filter that enables us to reject any kind of legitimate criticism.”
Carlson, who himself has offered various denunciations of the Israeli mindset on other episodes, took a soft approach to interviewing Burg. He praised Burg as “a pretty brave guy,” citing a recent op-ed in which the Israeli had opposed war with Iran, and ended by stating, “This conversation has really been a blessing for me.”
He avoided testier subjects he had raised with U.S. Ambassador to Israel Mike Huckabee and other guests in recent episodes, such as suggesting genetics testing for all Israelis to test the Jewish claim to the Holy Land, or musing that the Chabad Hasidic movement orchestrated the war as a means of building the Third Temple.
Whether his audience appreciated the apparent sincerity is an open question. On YouTube, commenters variously described Burg as complicit in Israel’s failings despite his politics or offered backhanded praise for the ways he confirmed their worst suspicions about Israelis. “If what he’s saying is true then what an unbearable group of people,” read one comment.
On X, Carlson’s other main platform, prominent pro-Israel Jews denounced Burg as a Communist and traitor to Israel.
Burg’s willingness to find common cause with Carlson was the latest sign of how some on the Jewish left, finding little appetite among institutional Jewish groups and Israeli society for sustained pushback against Israel’s actions in Gaza and Iran, may be looking instead to fringe voices on the right, where anti-Israel sentiment is also growing.
American Jewish left-wing intellectual Norman Finkelstein has appeared on Candace Owens’ podcast, while Israeli left-wing activist Miko Peled has aligned with Carrie Prejean Boller, a former religious liberties commissioner under Trump who was ousted over her stated Catholic opposition to Zionism.
Also this week Jewish journalist Peter Beinart, a leading progressive critic of Israel, praised former Trump counterterrorism director Joe Kent — another recent Carlson guest — as “a brave man” for resigning from his post while citing his opposition to war with Iran. Kent’s resignation letter accused Israel not only of manipulating Trump into war but also of having started the Iraq War and the Syrian Civil War, raising concern among American Jewish groups and providing further fodder for antisemitic elements on the right. (Beinart criticized aspects of the letter as “faulty” in his Jewish Currents essay, which was publicly assailed by a former magazine board member.)
For Burg and Carlson, the meeting revealed more similarities than differences in their worldviews. Toward the end of their talk, Burg expressed optimism that his grandchildren’s generation “will stand up and say, ‘We are ready to defend the legitimate Israel, but we’re not ready to sacrifice our life or to sacrifice the life of others on the altar of this craziness.’ This day is close.’”
“That’s a very reassuring thing to hear,” Carlson responded, in agreement.
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King Charles named patron of British Jewish security nonprofit following ambulance attack
(JTA) — King Charles has been named the first-ever patron of a British Jewish security nonprofit, a move announced in the wake of an arson attack that targeted four ambulances owned by a Jewish volunteer emergency service in north London.
The Community Security Trust, Britain’s main antisemitism watchdog, announced that King Charles had accepted the role — indicating a royal’s endorsement of a cause — during an annual fundraising dinner Monday night, where British leaders condemned the attack.
“His Majesty’s longstanding commitment to promoting tolerance, inclusion and interfaith understanding align closely with CST’s mission to protect British Jews and CST is honoured by this recognition and looks forward to working under His Majesty’s patronage to further its vital work across the country,” CST wrote in a statement.
While the attack is being investigated as an antisemitic hate crime but not a terrorist incident, counterterror officers have been leading the investigation after an Islamist group claimed responsibility for the attack. (The same group also claimed responsibility for synagogue bombings in Belgium and the Netherlands.)
“It is too early for me to attribute last night’s attack in Golders Green to the Iranian state … but whoever was responsible, the impact is serious,” London police chief Mark Rowley said at the annual dinner on Monday.
Police believe three suspects were involved in the attack, although no arrests have been made yet. Security footage of the scene of the attack in Golders Green, a heavily Jewish neighborhood of London, appeared to show three individuals approaching the ambulances parked outside the Machzike Hadath Synagogue.
In the wake of the attack, Rowley pledged to deploy over 250 additional police officers to protect Jewish communities and the British government announced it would provide four replacement ambulances to Hatzola.
In a speech at the dinner, British Home Secretary Shabana Mahmood said that antisemitism was on the rise and vowed that those responsible would be “pursued and made to face the consequences of their vile actions.”
“It is so warped it defies words,” Mahmood said of the arson attack. “This was more than an attack on four ambulances; it was more than an attack on one organisation or on one community. It was an attack on this country and on us all.”
In the days following that attack, donations to fundraising campaigns on behalf of Hatzola reached nearly $2 million following a plea from the organization for urgent support.
“We are launching an urgent appeal to rebuild what has been lost — we cannot to afford to let our life-saving work be put on pause,” Hatzola said in a statement. “We need immediate support so we can source: new ambulances, strengthening security, equipping the teams, restocking and ensuring we can continue to respond safely and effectively in every emergency.”
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