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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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Hundreds of Diaspora leaders call for action against ‘Jewish-extremist terror in the West Bank’
(JTA) — Over 1,000 Diaspora Jews are petitioning Israeli President Isaac Herzog to intervene against settler violence in the West Bank, saying that the settlers are threatening Israeli security.
“Mr. President, the terror, death and destruction inflicted by Jewish-Israeli extremists against innocent Palestinians across the West Bank is an abomination,” says an open letter published Thursday. “It is not only morally shameful but a strategic threat to the future of Israel. It damages world Jewry and the relationship of future generations with Israel.”
The letter continues, “Sadly, based on events and on the statements of the most extreme coalition partners it can be concluded that the violence now engulfing the West Bank is not only condoned by the government but is in fact policy.”
The letter was organized by the The London Initiative, a liberal Zionist network founded earlier last year to “strengthen Israeli democracy, advance a fairer shared future for all citizens of Israel, revive hope in the prospects of achieving secure peace, and improve relations between all Israelis and world Jewry.”
It comes as violence against Palestinians in the West Bank — often unpunished by Israeli authorities — has reached new heights, with settlers allegedly killing seven Palestinians in the last month, including one on Thursday, and driving others from their homes.
The situation has grown so extreme that the Israeli army this week took the unprecedented step of diverting soldiers from Lebanon, where Israel is battling Hezbollah, to the West Bank. Both the chief of staff of the Israeli Defense Forces and the Central Command chief have warned in recent days that conditions in the West Bank are contributing to a dire manpower shortage in the army.
The issue has also ignited concern from the United States, and from Israel’s U.S. ambassador, Rabbi Yechiel Leiter, who told Ynet that he believed the situation was deterring some in Washington from supporting Israel. He called on the rabbis of the West Bank to constrain their disciples.
“I’m so angry about the issue of Jewish riots in Judea and Samaria,” Leiter said. “It’s a handful of a few hundred people who are staining an entire enterprise — and everyone is silent.”
The new letter signed by Diaspora Jews calls on Herzog to advocate for change with Prime Minister Benjamin Netanyahu and his far-right ministers who have not interceded to stop the violence. The signatories include prominent philanthropists including Charles Bronfman; liberal rabbis from multiple countries; and former British and Canadian ambassadors to Israel.
“Mr. President, Pesach is upon us. As we have for millennia, Jews everywhere will reflect on the promise of freedom and responsibilities of power,” the letter says. “We call on you to use your position to implore the government to put an end to the abomination of Jewish-extremist terror and the era of impunity for its perpetrators.”
The post Hundreds of Diaspora leaders call for action against ‘Jewish-extremist terror in the West Bank’ appeared first on The Forward.
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NYC Council approves ‘buffer zone’ legislation insulating houses of worship from protests
(New York Jewish Week) — The New York City Council passed legislation on Thursday aimed at protecting synagogues from disruptive protests, marking a decisive victory following a months-long push by Jewish and local leaders to strengthen safeguards around houses of worship.
The “buffer zone” legislation for religious institutions, which was introduced by Council Speaker Julie Menin following a pro-Palestinian demonstration outside of Park East Synagogue in November, was passed with a vote of 44-5, reaching a super-majority that will make it immune from a potential veto by New York City Mayor Zohran Mamdani.
The bill, which was altered from its initial format to exclude any mention of distance following concerns from the NYPD, will require NYPD Commissioner Jessica Tisch to “establish a plan to address and contain the risk of physical obstruction, physical injury, intimidation and interference in places of religious worship, while preserving and protecting the rights to free speech, assembly and protest,” Menin said during the introduction of the legislation.
“The increase in hateful acts around the city is absolutely abhorrent, and we have to do something about it,” Menin said.
Another measure included in the package of legislation, which would establish buffer zones for protests outside of schools, was also passed with a majority of 30 to 19, making it subject to a potential veto from Mamdani.
Mamdani has not confirmed whether he will pass the legislation. Ahead of the vote, Dora Pekec, a City Hall spokesperson, told the Jewish Telegraphic Agency in a statement that the mayor “wants to ensure both the right to prayer and the right to protest are protected here in New York City.”
She continued, “The Mayor is keenly aware of the serious concerns regarding these bills’ limiting of New Yorkers’ constitutional rights, and he will keep these concerns in mind for any bills that land on his desk.”
On the steps of city hall ahead of the vote, roughly three dozen protesters gathered as part of a demonstration organized by Jewish Voice for Peace NYC, Jews for Racial & Economic Justice and the New York Civil Liberties Union to object to the legislation.
Opponents of the legislation have said that it would have a chilling effect on First Amendment protections, including Donna Lieberman, the executive director of the New York Civil Liberties Union, who said during the demonstration that “this is no time for the political leaders of our city to be pressing for legislation that could put our right to protest in danger.”
“Let’s be clear, the rise of antisemitism is real, hate is real, and we must confront it,” Lieberman said. “But no speech zones, restricting speech and assembly are simply not the solution.”
Audrey Sasson, the executive director of Jews For Racial & Economic Justice, called on Mamdani to veto both pieces of legislation in a statement following the vote.
“We’re extremely disappointed that the City Council voted to pass Intros 001 and 175, bills that serve to generate headlines and convey concern, but not to materially make our city safer for all New Yorkers, including Jews,” Sasson said. “At best, the legislation changes little. At worst, it restricts New Yorkers’ free speech rights and empowers the NYPD to engage in discriminatory policing of protest outside houses of worship and educational facilities.”
But proponents of the bill have argued that it will offer an added layer of protection amid a rapidly escalating climate of antisemitism.
“The explosion of antisemitism in the past, let’s say four or five, six months, especially from Nick Fuentes becoming a major figure and Tucker Carlson going completely off on that has made the rhetoric so much more unstable that I think we just have to have a time where synagogues and all places of faith are protected,” Eitan Szteinbaum, a 25-year-old Jewish New York resident, said outside of City Hall.
Council Member Eric Dinowitz, who introduced the protest bill for educational sites, welcomed the outcome of the vote, saying, “I look forward to the conversation the mayor may want to have about how we protect our students’ safe access to schools.”
The passage of the bills was also welcomed by the Anti-Defamation League of New York and New Jersey, which wrote in a post on X that the measures were an “essential first step to keep Jews — and all New Yorkers — safe.”
“ADL’s most recent audit showed a record 976 antisemitic incidents in NYC, many of which targeted synagogues and Jewish institutions, demonstrating a clear threat to religious freedom,” the statement continued. ‘We are grateful to @SpeakerMenin not only for sponsoring this legislation, but for her entire five-point plan to combat antisemitism.”
Rabbi Marc Schneier, a vocal critic of Mamdani, also celebrated the vote in a statement.
“I am proud of NYC Council Speaker Julie Menin for taking action so quickly, especially as it was clear the mayor once again flip-flopped when it comes to protecting New York’s Jewish community, and New Yorkers of all faiths,” Schneier said. “No one should have to be worried about protesters harassing them when entering a house of worship.”
The post NYC Council approves ‘buffer zone’ legislation insulating houses of worship from protests appeared first on The Forward.
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Instagram Pushes Antisemitic Videos to Hundreds of Millions of Users, Report Finds
Silhouettes of mobile users are seen next to a screen projection of the Instagram logo in this picture illustration taken March 28, 2018. Photo: REUTERS/Dado Ruvic/Illustration
Instagram actively recommends bigoted content to its users, according to newly published research from a leading antisemitism watchdog group.
The revelation followed two high-profile losses this week in lawsuits that charged billionaire Mark Zuckerberg’s Meta, which owns Instagram, with failing to protect children on its social media platforms.
On Wednesday, the Combat Antisemitism Movement (CAM) published new findings from its Antisemitism Research Center (ARC). The report, “Engineered Exposure: How Antisemitic Content Is Pushed and Amplified to Millions Across Instagram,” focused on tracking 100 antisemitic posts during a 96-hour period which Instagram directly pushed into users’ accounts through its own recommendation system.
CAM’s researchers found that these posts provoked 5.3 million likes and 3.8 million shares, which analysts estimate reached as many as 280 million users.
“Among the most disturbing findings is that the ARC researchers identified AI-generated ‘rabbi’ personas that were fabricated to push antisemitic tropes while projecting false religious authority,” CAM said in a statement announcing the report.
One bogus rabbi account CAM uncovered had collected more than 1.4 million followers. The report described how an account called Rabbi Goldman “pushes antisemitic conspiracy theories, including allegations of Jewish control of the global financial system, to a large audience, with some videos getting more than five million views.”
ARC identified 11 other fake rabbis, bringing the total followers for such accounts up to 2.1 million. According to the researchers, “each presents a distinct persona and voice, yet all promote narratives portraying Jews as obsessed with money, playing to classical antisemitic stereotypes.”
The report also documented substantial linking of Jews with occult themes including references to demons, Satan, 666, Moloch, freemasonry, the Illuminati, and especially the ancient Canaanite storm god Baal. The slander against Jews as secretly worshipping a deity who demanded child sacrifice and rivaled the God of Israel in the Bible has manifested elsewhere on social media. Far-right podcaster Candace Owens has claimed that the Star of David has “ALWAYS [sic] been associated with Canaanite cults and Baal worship.”
An important component of this new research is that rather than investigators searching for hateful content, they relied solely on “the standard use of Instagram over four days, via content actively suggested by the platform’s recommendation systems.”
“This distinction demonstrates that exposure to these narratives does not require users to seek out extremist material,” the researchers explained. “Instead, the platform itself can act as a vector, introducing and amplifying such content through its own distribution mechanisms.”
Through providing examples of the content analyzed, the researchers showed how conspiracy theories transition into calls for violence. One video discussed in the report blamed “the Rothschilds” and central banks as guilty of causing all global crises including wars, diseases, and 9/11. The video then “escalates into explicit eliminationist rhetoric, calling for their eradication as a solution. It uses the Rothschild family as a proxy for Jews and frames them as a singular, malevolent force controlling world events.”
CAM CEO Sacha Roytman said the report provided evidence “of a broad systemic failure on the part of Instagram and Meta.”
“When a platform actively recommends content that dehumanizes Jews to mass audiences, we are no longer talking about a simple oversight or a mistake in the algorithmic design. We are talking about infrastructure that normalizes hatred at scale that must be addressed immediately,” he added.
Regarding potential motivations for what might have inspired Zuckerberg to allow for such a proliferation of hate, the report noted in its introduction that Meta had been “generating substantial advertising revenue from engagement with the content in question.”
In 2025, Meta’s revenue reached $200.966 billion, an increase of 22.17 percent from 2024, when revenue hit $164.501 billion, a 21.94 percent increase from 2023’s $134.9 billion, which in turn had grown 15.69 percent from 2022.
Bloomberg currently ranks Zuckerberg as the fifth wealthiest person on the planet, with an estimated net worth of $211 billion. Earlier this month, he purchased a $170 million mansion in South Florida’s Indian Creek, noted as the most expensive sale in Miami-Dade County and listed as “the largest residence ever created on Miami’s most exclusive island.”
On Wednesday, Meta laid off 700 employees, largely those affiliated with the failed Reality Labs division, which burned through $80 billion in pursuit of creating the virtual reality platform Horizon Worlds. The platform will shut down on June 15.
Roytman said that Meta “must take a hard look at how its algorithms are promoting antisemitic content and put real, transparent safeguards in place to stop it.”
Meta may have additional motivation now to level up the safety protocols on its platforms following back-to-back decisions in a pair of lawsuits this week which, legal analysts suspect, may have now opened the floodgates for thousands of similar cases around the country.
On Tuesday in Santa Fe, jurors found Meta liable and imposed a $375 million fine for failing to prevent minors’ exposure to harmful sexual content including online solicitations, human trafficking, and explicit imagery.
“Meta executives knew their products harmed children, disregarded warnings from their own employees, and lied to the public about what they knew,” New Mexico Attorney General Raúl Torrez said in a statement following the verdict. “Today the jury joined families, educators, and child safety experts in saying enough is enough.”
Torrez vowed to go after Meta for more money and force changes to the platforms.
“New Mexico is proud to be the first state to hold Meta accountable in court for misleading parents, enabling child exploitation, and harming kids,” Torrez said. “In the next phase of this legal proceeding, we will seek additional financial penalties and court-mandated changes to Meta’s platforms that offer stronger protections for children.”
On Wednesday in Los Angeles, jurors found Meta and Alphabet (parent company of YouTube) liable for the addictive qualities of their platforms exacerbating the mental health problems of a young woman and awarded her $3 million in damages with $3 million more in punitive damages.
Omri Ben-Shahar, a law professor at the University of Chicago, told the Wall Street Journal that “what is new is the addiction element.” He warned “that could create a very broad liability. The notion of addiction, there is something very abstract about it.”
Meta and Alphabet both plan to appeal the ruling. Alphabet spokesman José Castañeda sought to distance the company from Meta (which jurors found more heavily liable at a 70-30 penalty ratio), saying “this case misunderstands YouTube, which is a responsibly built streaming platform, not a social media site.”
Previous legal challenges to social media and online video companies for failing to prevent exposure to harmful content have usually failed due to longstanding legal interpretations of Section 230 of the 1996 Communications Decency Act, which states that “no provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.”
This statute has prevented plaintiffs from suing a website’s host the way they would an individual committing slander or a publisher engaged in libel. The legal innovation which allowed for success in these cases was lawyers’ decision to focus not on the content itself but on the design of the products which intended to hold users captivated, glued to their phones for hours.
“They knew,” said Mark Lanier, the lawyer for the 20-year-old plaintiff in the addiction case. “They targeted the children.”