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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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Tensions in Israel loom large in these Oscar-nominated shorts
Despite a ceasefire between Israel and Hamas, two Oscar-nominated short films show that the deep division that the war sowed in Israeli society will take a long time to mend.
Butcher’s Stain, a nominee for Best Live Action Short Film, is the debut of Israeli director Meyer Levinson-Blount, who based it on an experience he had working at a supermarket. Samir, a Palestinian employee at an Israeli grocery store, is accused of tearing down hostage flyers in the breakroom. A single dad who can’t afford to lose his job, he sets out to find the real culprit, only to find himself betrayed by his Israeli friends.
The 36-minute documentary Children No More: “Were and Are Gone,” directed by Israeli filmmaker Hilla Medalia, follows a group of Israeli activists who silently protest the war by going to public spaces and holding photos of Palestinian children killed by the Israel Defense Forces. At the beach and on the street, they are yelled at and physically threatened by passersby who call their acknowledgement of Palestinian death an endorsement of Hamas.
Neither movie particularly stands out in its style or structure as something revolutionary. However they both capture how difficult — and sometimes impossible — it has been to have civil discourse since Oct. 7. People are quick to make assumptions about others’ motivations for sympathizing with either or both sides. Friendships fall apart. Blanket statements alienate people from one another.
The shorts also demonstrate how emotionally charged images have been during the conflict. Both the Israeli hostage posters and the Palestinian flyers showcase the victims’ humanity, hoping viewers will empathize with the subjects regardless of their politics.
But protesters across the world have called the hostage posters Zionist propaganda and tearing them down has been likened by some to a form of anti-colonial resistance. In Children No More, some Israelis respond to the faces of dead Palestinians with the middle finger. In Butcher’s Stain, Samir is accused of supporting terrorism because he posted about children dying in Gaza on social media. To recognize the humanity of someone you may not agree with has become a politically incorrect act.
Reactions to the shorts have further demonstrated the polarizing climate they capture. Israeli culture minister Miki Zohar lambasted both films as being “against Israel,” saying they “amplify our enemies’ narratives.” When I watched Butcher’s Stain at the IFC Theater in New York, the woman two seats down from me became visibly agitated, her knee bouncing up and down as she scoffed disapprovingly before loudly whispering to her partner that the “fucking film” was “antisemitic” for portraying the Israeli employees as bigoted.
There were similar reactions when the Israeli-Palestinian documentary No Other Land won best documentary last year. The film about Israeli forces destroying the Palestinian village of Masafer Yatta was accused of being anti-Israel propaganda. Conservative commentator John Podheretz congratulated “Hamas for its Oscar win” on social media.
Clearly, the Academy was not swayed by last year’s critics to back away from films about Palestinian suffering. In fact, Butcher’s Stain’s selection feels pointed, as it’s the only political drama among the five live action short competitors this year (compared to last year’s lineup that included films about poaching, immigration, child labor, and the Bosnian War). Another Oscar nominee is The Voice of Hind Rajab, a dramatization of Palestinian emergency workers efforts to save the titular five-year old, up for best international feature.
Regardless of whether or not the shorts take home trophies on March 15, they leave audiences with pressing questions about the future now that there is a ceasefire: Can people with different views — in Israel and elsewhere — learn to talk to each other again? Will images of human suffering always be seen as political propaganda? And will Israeli society ever be able to move on?
The post Tensions in Israel loom large in these Oscar-nominated shorts appeared first on The Forward.
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Toronto synagogue hit by gunfire hours after Purim event
(JTA) — A Toronto synagogue was hit by gunfire late on Monday night, just hours after a Purim celebration was held there.
No injuries were reported in the shooting, according to police, which targeted Reform synagogue Temple Emanu-El at around 10:49 p.m. The event, which was billed as a “sing-along shpiel” and costume contest, had run until 9 p.m.
But Rabbi Debra Landsberg told reporters that she couldn’t sleep much Monday night: She was still inside the building when the shooting occurred, and could hear the gunshots.
“I’m a bit shaken up,” she said. “It is devastating that there are those in this society that want to shatter what we have here.”
Police did not confirm how many shell casings were found outside the building, but the synagogue wrote on Instagram that “20 shots were fired at our synagogue.”
“We are working closely with law enforcement and security partners,” the post read. “We remain united and resilient. Our building is damaged; our congregation is not. Chag sameach, everyone.”
The incident is being investigated by Toronto police’s hate crime unit, as well as the gun and gang task force; the suspect is currently unknown.
Police have upped their presence in Toronto’s Jewish neighborhoods since the war in Iran broke out on Saturday, as well as around houses of worship and other Jewish institutions, deputy chief Robert Johnson said in a press conference on Tuesday. Iranian agents have a record of targeting Jewish sites with gunshots and other disturbances, and Jewish security officials have urged vigilance since the war began.
When asked if there was any connection between the Temple Emanu-El attack and the war in Iran, Johnson said making that connection “would be speculation at this point.”
The shooting is the latest in a string of crimes targeting Jewish institutions and residents in Toronto. A Jewish girls’ elementary school was hit by gunfire three times in 2024 alone. This past December, mezuzahs were ripped from residents’ doorposts in multiple buildings, including a seniors’ residence. A month prior, police said a suspect had “damaged the outer glass windows” of Kehilath Shaarei Torah, a synagogue near Temple Emanu-El. (Police visited that synagogue while investigating the Temple Emanu-El shooting, which prompted false reports that both synagogues were attacked on Monday night.)
“This is the fourth time a Jewish institution has been targeted for gunfire in Toronto over the past two years, in addition to countless threats and acts of vandalism,” said Adam Minsky, president of UJA Federation of Greater Toronto, in a statement. “Every day, families across our community carry deep concerns for the safety of their children. But we are resilient and refuse to be intimidated. We will continue to proudly celebrate Jewish life.”
Noah Shack, CEO of the Centre for Israel and Jewish Affairs, said in a statement that incidents like this will “inevitably lead to much worse.”
“As we witnessed in Australia, when incitement goes unchecked and synagogues are threatened, we can expect to see mass violence and tragedies that could have been prevented,” Shack wrote.
So far this year, anti-Jewish hate crimes have made up 63% of all reported hate crimes in Toronto, according to Johnson, continuing a trend of increased antisemitic crimes since Oct. 7, 2023.
“These numbers are not abstract. They represent real people and real harm,” Johnson said. “Our commitment is clear: We are doing everything within our authority to protect Toronto’s Jewish community.”
Toronto Mayor Olivia Chow called the shooting “an unacceptable act of antisemitism and intimidation.”
She also alluded to the timing of the shooting, which came days after war broke out between Israel and the United States and Iran.
“As we have seen repeatedly, incidents increase across our city as international events unfold. I want to be clear: it is never acceptable to target faith communities or cultural groups,” Chow wrote.
Shack said the shooting took place “at a time when Iran’s Islamic regime poses a heightened threat to Jewish and Persian communities worldwide,” and urged authorities to “redouble measures to safeguard our country and all Canadians.”
Just one night before the Temple Emanu-El shooting, another shooting occurred at around 2:30 a.m. in Toronto. Nobody was injured, but police said there was “damage” to businesses in the area, including Old Avenue Restaurant, a restaurant owned by pro-Israel activist Esther Bakinka. The hate crime unit “is aware” of the investigation, according to police, but not leading it. Bakinka wrote on Facebook that the restaurant’s upcoming Purim celebration would be canceled due to “extenuating circumstances.”
Deputy mayor Mike Colle called Bakinka “a courageous fighter for protection of our Jewish Community,” and called for the creation of a joint task force to combat antisemitic violence, “especially now with the Middle East on fire.”
The post Toronto synagogue hit by gunfire hours after Purim event appeared first on The Forward.
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Trump rejects idea that Israel drew US into war with Iran: ‘If anything, I might have forced Israel’s hand’
(JTA) — President Donald Trump rejected claims that Israel had pulled the United States into the war with Iran on Tuesday, instead suggesting that he had “forced their hands.”
Trump’s comments came after Secretary of State Marco Rubio told reporters on Monday that the United States entered the conflict because officials “knew that there was going to be an Israeli action” and expected to become embroiled as a result. Rubio’s comments ignited questions about whether Trump was taking his cues from the Israelis.
“Based on the way the negotiation was going, I think they were going to attack first and I didn’t want that to happen,” Trump told reporters at the White House on Tuesday during a press conference with German Chancellor Friedrich Merz. “So, if anything, I might have forced Israel’s hand, but Israel was ready and we were ready.”
The president’s claims appeared to contradict reports from the Pentagon to Congress on Sunday that there was no intelligence suggesting Iran planned to attack U.S. forces first.
“If we didn’t do what we’re doing right now, you would have had a nuclear war and they would have taken out many countries because you know what? They’re sick people,” Trump told reporters on Tuesday. “They’re mentally ill sick people. They’re angry, they’re crazy, they’re sick.”
While Trump and Israeli Prime Minister Benjamin Netanyahu have denied suggestions that Israel steered the U.S. into the conflict, which has rapidly escalated tensions across the region, critics across the political spectrum have continued to question the extent to which the United States’ actions were influenced by Israel.
During the president’s meeting with Merz, the German leader told reporters that the two countries had a shared desire to get rid of the “terrible regime in Iran,” with Trump adding that Germany had allowed U.S. forces land in “certain areas,” though the U.S. was not asking Germany to provide troops.
The meeting followed a joint statement on Sunday by France, Germany and the United Kingdom in which the three countries vowed to “take steps to defend our interests and those of our allies in the region.”
While Republican lawmakers largely backed the joint U.S.-Israeli strikes on Iran Saturday morning, rising American casualties and suggestions by Trump that he had not ruled out sending troops into Iran have spurred concern from some about the potential for a drawn-out conflict.
The post Trump rejects idea that Israel drew US into war with Iran: ‘If anything, I might have forced Israel’s hand’ appeared first on The Forward.