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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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Judea Pearl: What Reason I Find for Hope After October 7
Supporters of Israel gather in solidarity with Israel and protest against antisemitism, amid the ongoing conflict between Israel and the Palestinian terror group Hamas, during a rally on the National Mall in Washington, DC, Nov. 14, 2023. Photo: REUTERS/Leah Millis
Judea Pearl’s new book, Coexistence and Other Fighting Words: Selected Writings of Judea Pearl, 2002–2025, compiles the author’s writings on topics such as Israel, Zionophobia, antisemitism, the October 7 massacre, and his son, Daniel.
Below is an excerpt from the book, which serves as its epilogue:
Epilogue: The Crater of October 7
Science tells us that the extinction of dinosaurs occurred approximately sixty-six million years ago, when an asteroid struck the Earth, forming a huge crater in the Yucatán Peninsula. An enormous dust cloud blocked the sun, cooled the planet, and disrupted food chains, ultimately leading to the extinction of about 75 percent of all plant and animal species, including the dinosaurs.
Science tells us much about disasters that occurred millions of years ago, but, sadly, it tells us almost nothing about how our lives will be shaped by the giant crater created by the blow of October 7. Looking into its depths, we find ourselves clueless and bewildered about what future might emerge from the dust cloud that still obscures our sun — and what species, movements, or ideas will perish or evolve from the darkness, winter, and confusion it has left behind.
Some say they were surprised by the brutality and hatred of October 7. Others were shocked by the scale of the operation and how close it came to its goal.
As a native Israeli, raised on the stories of the Hebron Massacre (1929) and haunted by the horrific images of the Ramallah lynching (2000), I was not surprised by the brutality and savagery of Israel’s enemies. Nor was I surprised by the depth of their hatred and inhumanity — a reality I painfully experienced in the murder of my son, Danny. Likewise, I already saw the early and deep infiltration of Hamas’ ideology into Western thought. Indeed, this book documents my premonitions about this process and the extent to which Hamas’ ideology mirrors the essential Palestinian mindset: “From the river to the sea.”
What, then, shocked me about the crater of October 7?
I was shocked by how swiftly Zionophobia — the absolute denial of Israel’s right to exist — became normalized, mainstream, and even respectable in Western discourse, precisely at Israel’s moment of greatest vulnerability.
I’ve witnessed many personal attacks on Israel before, but they always followed her victories and achievements. Those attacks I could understand; people instinctively side with the underdog. But the post-October 7 attacks were different. This time, they were driven by a wholehearted desire for Israel’s demise — with all its genocidal implications. The scent of blood, it seems, triggered a hunger for more. Hordes of predators emerged from their ideological tunnels, rushing to indict, sentence, and lynch Israel in the finest tradition of herd madness.
Can the Jewish people survive this madness? Can Western civilization endure the dangers rising from these tunnels?
Ideologies, once metastasized, are deadlier than the sword. We have heard Western intellectuals brand the Bibas family as “settlers,” thus, legitimate targets. Others went even further, labeling them “Nazi guards of a concentration camp.” A civilization capable of generating such images has lost all moral bearings and may not endure for long.
Yet I refuse to say that we are doomed.
Not because the threats aren’t real, but because alongside the spreading moral decay, I have also found islands of moral clarity, primarily among my fellow Jews, my students, and my academic colleagues. The crater of October 7 has created a deeper appreciation of Israel’s centrality in Jewish life, along with a sharper understanding of the outbreak of Zionophobia in its aftermath. This renewed awareness encompasses not only Israel’s historical, cultural, and spiritual significance to Jewish identity, but also its role as the embodiment of Jewish “normalcy.” In these islands of moral clarity, the existence of Israel is now understood to be essential to ensuring that Jews everywhere are treated as equals — not as a unique, tolerated, respected, or admired minority, but as equals. In short, no Jew can be truly equal in the family of man before Israel stands equal in the family of nations.
I cannot end without evoking the victims. I see them, the children of Western civilization, sons and daughters of Isaac and Prometheus: my son, Danny, Ilan Halimi, the Bibas family, the one thousand two hundred murdered on October 7. I imagine them standing up, waiting for me, for us, to say something meaningful. All I can say is Yitgadal Ve’Yitkadash Shmai Rabah — the Jewish prayer of mourning recited in memory of the dead. A prayer that does not mention death or mourning, but glorifies God and expresses hope for a good life and universal peace. It is a humble confession of our inability to comprehend God’s cruel ways of playing with human lives and world order.
I sang this prayer at Danny’s funeral. I said to Danny: “I’ll sing it to you in the special melody that your great-grandfather chanted on Yom Kippur.” It’s a melody that rattles the gates of Heaven and pleads for mending our broken world order.
Yitgadal Ve’Yitkadash Shmai Rabah
Judea Pearl is Chancellor’s professor at UCLA and president of the Daniel Pearl Foundation.
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He documented a changing Jewish world, and the Jewish world changed him
“I have to tell you,” Bill Aron told me as he walked around The World In Front of Me, a retrospective of his photography at the American Jewish Historical Society. “My photography allowed me to walk into rooms I might never have otherwise walked into.”
We had just looked at some of his work documenting Jews on the Lower East Side of Manhattan in the 1970s and 80s: a sofer bent over a Torah scroll, a glowering rabbi with imposing eyebrows, a Hasidic wedding in the Bobover movement. Each photo begat the next; when he showed a reticent subject the results of his film, they would invite him back to take more.
Aron has become known for his work documenting Jewish communities around the world — his first book, From the Corners of the Earth, shows Jewish life in New York, Los Angeles, Cuba and the then-Soviet Union. His next, Shalom Y’all, was the result of a decade spent in the lesser-known Jewish communities of the American South.
His images are joyous and warm, portraits of resilience and invention, not dour investigations of poverty and antisemitism, offering respect to each subject he was able to meet through his work.
But his camera didn’t just change his access to the communities he documented. It changed Aron’s own experience of his Judaism.
A series of photographs shows scenes from the New York Havurah, a lay-led, egalitarian Jewish religious movement: A rabbi stands in reverent contemplation under his tallit in a misty forest, a child smiles from her father’s shoulders during a Shabbaton. Aron was a member in the 70’s, which is how he found himself in the middle of those scenes. But, he said, he didn’t grow up observant, and without his camera, while he might have been a member, he would have been “a much more passive one,” he said.
These photos are anything but passive. People smile or glower directly into the camera, and proudly present their life to the lens — a handful of shrimp from a Jewish man who built a business selling the shellfish to New Orleans restaurants, a woman showing off a bowl full of her famous chopped liver, a woman grinning as she carries a Torah on Simchat Torah. There is a clear symbiosis between Aron and his subjects, in which they each shaped and enlivened each other.
This, Aron said, was not the style of street photography at the time he came up. People were not supposed to document their own communities, nor were they supposed to engage with their subjects.
“It was frowned upon to study your own community — you were supposed to go out,” he said. “Street photography was supposed to be dispassionate.”
But of course people saw the camera and reacted to it, so he embraced that fact, spending hours talking to his subjects and learning their stories. Now that he has bequested his work to the AJHS, those stories are now preserved not only in images but also in a podcast accompanying the exhibit, in which Aron is able to preserve the memories behind each photograph.
The stories come through in the images alone, too; each shot is redolent of Aron’s affection for his subjects. An Israeli soldier in Jerusalem’s Old City makes flirtatious eye contact with a woman as his companions smirk. An elderly man on a bench dives in to kiss his wife on the cheek. Holocaust survivors beam out from full color photos, not reduced to the numbers on their arms but presented as “people who lived lives, lived beyond their nightmares, had families where they could, given back to their communities,” Aron said.
Not every image, on its surface, seems Jewish — there isn’t always a yarmulke or a lulav or a Torah scroll in frame. Nevertheless, Aron manages to find the sense of Jewishness that knits these images into the tapestry of Jewish life.
In a photo of a couple embracing at the liquor store they ran in Arkansas as part of the Shalom, Y’all series, Aron told me that only the husband was planning to be photographed, because his wife wasn’t Jewish. The photographer invited her anyway, and the couple ended up explaining that an Orthodox rabbi had performed their marriage ceremony. This seemed wrong to Aron — Orthodox rabbis don’t perform intermarriages — so they produced their marriage certificate to show him. As they pulled it out of the envelope, he recounted, another slip of paper fell out in which the rabbi had written that the wife had consented to become a member of the people of Israel and was now a Jew, a fact she was unaware of but delighted, Aron recalled, to discover.
“I loved interacting with people while I was photographing,” he said, “and the people became part of the portrait.” Aron did too.
The World in Front of Me is showing now through June 4 at the American Jewish Historical society. More information is available here.
The post He documented a changing Jewish world, and the Jewish world changed him appeared first on The Forward.
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Prosecutors charge Capital Jewish Museum shooter with terrorism
Federal prosecutors added two terrorism charges to the indictment against Elias Rodriguez, the Chicago man accused of killing two Israeli embassy employees outside a networking event held at the Capital Jewish Museum last May.
The new indictment, filed on Wednesday, claims that Rodriguez murdered Yaron Lischinsky, 30, and Sarah Milgrim, 26, with the intent to both influence government policy through “intimidation” and that he sought to “coerce a significant portion of the civilian population” of the United States.
“These additional terrorism-related charges carry a mandatory life sentence under D.C. Code, while also reflecting the reality that this act was in fact an act of terror,” U.S. Attorney Jeanine Pirro said in a statement.
Rodriguez, 31, who prosecutors say flew from Chicago to carry out the attack, allegedly shot Lischinsky and Milgrim repeatedly after they left a Jewish young professionals reception at the museum, hosted by the American Jewish Committee.
He then entered the museum and shouted, “I did it for Palestine, I did it for Gaza.”
While prosecutors previously charged Rodriguez with national origin-based hate crimes, they have focused on the political dimension of the attack and the indictment quotes at length from social media posts and a manifesto that law enforcement sources attribute to Rodriguez.
“I am glad that today at least there are many Americans for which the action will be highly legible and, in some funny way, the only sane thing to do,” the manifesto stated. “Free Palestine.”
Lischinsky, a German-born Israeli, worked as a research assistant at the Israeli embassy while Milgrim, who was American, worked in its department of public diplomacy.
It remains unclear whether Rodriguez, who has pleaded not guilty, intentionally targeted the young couple, who were planning to get engaged on an upcoming trip to Israel. Israeli Ambassador Yechiel Leiter initially said that Rodriguez had identified Milgrim and Lischinsky as embassy employees while mingling with attendees at the event and then waited outside for them to leave.
But other accounts say Rodriguez never made it inside the event prior to the shooting, and the Israeli Embassy later said that Leiter was merely floating “a theory that law enforcement officials are investigating.”
Prosecutors said at a September hearing that they had more than 1.5 million pages of evidence against Rodriguez, while one of his defense attorneys described receiving “trillions of gigabytes” of data from the government.
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