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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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After MIT professor’s killing, Jewish influencers spread unverified antisemitism claim
There is no evidence that Nuno F.G. Loureiro, an M.I.T.-affiliated scientist who was shot Monday at his home in Brookline, Mass., was killed in an antisemitic attack. It’s not even clear that he was Jewish.
But in the hours after his death Tuesday morning, a rumor spread that Loureiro was Jewish — and targeted for his pro-Israel politics. In the wake of a mass killing at a Hanukkah celebration in Sydney, Australia, prominent Jewish social media influencers pointed to Loureiro’s death as proof that Jews all over the world were under attack.
The claim appeared to originate from Ira Stoll, the author of a conservative-leaning Substack newsletter called The Editors. In the newsletter and on X, Stoll reported Tuesday that Loureiro was Jewish. On Substack, Stoll attached a screenshot of a Threads post in which a user with that name defended Israel and criticized Hamas.
There was just one problem: The Threads account did not belong to the slain M.I.T. professor. But in an online information ecosystem that rewards virality, paranoia and hot takes — and whose most influential voices are rarely beholden to journalistic ethics — the unverified assertion took hold.
“Loureiro has been reported to be Jewish with strong pro-Israel views,” the pro-Israel account StopAntisemites shared with more than 350,000 followers. Quoting that post, pro-Israel activist Eyal Yakoby wrote to his 250,000 followers on X, “Every Jew must arm themselves.”
Influencers who repeated Stoll’s claim stated it as fact, usually without stating their source of information. If they had, other uses might have seen that Stoll deleted the X post, and edited his Substack article to include a clarification that MIT had clarified the Threads account belonged to a different person.
Instead, the unverified claim spread to other platforms.
“It’s Jew-hunting season,” the pro-Israel food influencer Gabriel Boxer, who goes by Kosher Guru, and the Jewish account Community News told nearly 400,000 Instagram followers in a joint post. Marnie Perlstein, an Australian Jewish influencer, asked in a Reel why the media wasn’t talking about Loureiro’s Jewish heritage.
There was a good reason legacy media that covered Loureiro’s death, among them the Associated Press and The New York Times, did not report that Loureiro was Jewish: It’s not yet clear whether he was. Indeed, some evidence suggests he wasn’t.
At around the same time as Yakoby’s post, a man named Joah Santos tried to shoot down the rumor, saying Loureiro, a friend of his, was not Jewish and would have never spoken about Israel or Gaza. (The Forward has reached out to Santos.)
StopAntisemites’ post had been reposted nearly 2,500 times and received nearly 600,000 views as of this Wednesday evening, and remains visible on X. Santos’ opposing claim, meanwhile, has been seen only 150,000 times.
The idea that Loureiro was Jewish eventually found its way into Yeshiva World News and the Jerusalem Post, which called Loureiro “a Jewish and vocal pro-Israel nuclear scientist.”
Authorities have opened a homicide investigation into Loureiro’s death; no suspects or possible motives have been disclosed. Funeral details have not been announced.
It’s possible that Loureiro was Jewish — neither the university that employed him nor his family has stated otherwise. But no one has been able to say definitively that he was.
The MIT media relations team told the Forward it could not comment on a staff member’s ethnicity or religion. MIT Hillel did not respond to a voicemail left Wednesday evening.
Bruno Cappi, who described himself as a close friend of Loureiro’s in the MIT physics department, said in an interview that he had worked with the professor since 2016 and that his friend had never mentioned being Jewish during that time. Many of their colleagues in the department were Jewish, Cappi said, with last names typical for Jewish ancestry like Friedman and Rosen; if someone were attacking Jews, why would they go after someone whose Jewish identity was not widely known? “It’s all absurd,” he said.
More than 24 hours after Santos and others tried to correct the record, the articles from the Jerusalem Post and Yeshiva World News remained online. The posts by Yakoby, KosherGuru and Perlstein — none of whom responded to requests for comment prior to publication — also remain up as of this publication. (Some X posts have pending crowd-sourced Community Notes underneath stating he is not Jewish and linking to Santos’ post, but those notes are not currently being shown to all users.)
Additional evidence that Loureiro was pro-Israel was also thin: An X user claimed that a Google Street view image of the professor’s home showed a “Stand With Israel” sign. If the image did depict his building, it had been taken three years earlier; it also showed a multifamily building, and Loureiro — if he did live in the building at the time — did not necessarily live in the unit with that window.
Nevertheless, the claim continued to spread. Around 8 p.m. ET on Tuesday — several hours after the posts from Stoll and StopAntisemites — a Wikipedia article was created about Loureiro, which claimed he was born “to a Sephardic Jewish family.” That claim remained on the article for four hours before a different editor removed it.
The post After MIT professor’s killing, Jewish influencers spread unverified antisemitism claim appeared first on The Forward.
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Europe Moves to Toughen Stance on Antisemitic Incitement After Bondi Beach Massacre
A pro-Hamas march in London, United Kingdom, Feb. 17, 2024. Photo: Chrissa Giannakoudi via Reuters Connect
In the wake of last weekend’s deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach, some European authorities are stepping up efforts to crack down on antisemitic incitement, with Britain and Germany targeting certain slogans and ramping up legal and security measures.
On Wednesday, London and Manchester police warned that anyone publicly chanting to “globalize the intifada” — a popular slogan among anti-Israel activists that has been widely condemned as a call for violence against Jews and Israelis — will be arrested.
Local law enforcement said the crackdown comes as the “context has changed” in the wake of Sunday’s massacre in Australia, where gunmen murdered 15 people and wounded at least 40 others who gathered at Bondi Beach to celebrate the first night of the Jewish holiday of Hanukkah.
The British government’s latest effort to confront rising antisemitism comes after a series of deadly attacks earlier this year, including the Yom Kippur terrorist assault in Manchester, which left two Jewish men dead; the firebombing of a march for Israeli hostages in Boulder, Colorado, which killed one person and injured 13 others; and the murder of two Israeli Embassy staffers in Washington, DC.
“We know communities are concerned about placards and chants such as ‘globalize the intifada,’” London’s Metropolitan Police and Greater Manchester Police said in a joint statement, pledging to “be more assertive” and take decisive action against anyone inciting violence.
“Violent acts have taken place, the context has changed, words have meaning and consequence. We will act decisively and make arrests,” the statement read.
Britain’s Jewish community welcomed the government’s latest measure, with UK Chief Rabbi Ephraim Mirvis describing it as “an important step toward confronting the hateful rhetoric on the streets that has fueled acts of violence and terror.”
Phil Rosenberg, president of the Board of Deputies of British Jews, also praised what he called a “necessary intervention” to tackle the growing hostility and hatred that Jews and Israelis have continued to face over the last two years, following Hamas’s Oct. 7, 2023, massacre across southern Israel.
“We have seen the result of hate-filled slogans in murderous attacks around the world, including in Manchester, the Capital Jewish Museum in Washington, DC, Boulder Colorado, and this week in Bondi Beach,” Rosenberg said in a statement.
After repeated urging from the Board of Deputies and others, the Met and Greater Manchester Police have announced a tougher, clearer approach to chants and placards such as “Globalise the Intifada”. We strongly welcome this necessary intervention.
Our full statement: pic.twitter.com/kem7RhunRU
— Board of Deputies of British Jews (@BoardofDeputies) December 17, 2025
The Embassy of Israel in the UK also welcomed the government’s move, expressing hope that real action will now be taken “before it can lead to further radicalization and violence against Jews.”
“Calling to ‘globalize the intifada’ is clearly incitement to violence, and a direct line can be drawn between these antisemitic chants and the acts of terror that we have seen against Jewish people worldwide,” the statement read.
“It is disappointing it has taken such a long time for British authorities to recognize this, and it should not have been on the Jewish community to plead with the authorities to take these threats seriously, only being done so after more Jews have been killed,” it continued.
Press statement:
The Embassy of Israel in the United Kingdom welcomes the joint announcement by the Metropolitan Police and Greater Manchester Police forces that they will arrest people promoting the phrase ‘globalise the intifada’.
As Israel and the Jewish community have been… pic.twitter.com/0eGn5yvlhl
— Israel in the UK
(@IsraelinUK) December 17, 2025
However, this latest initiative has also faced criticism from some, with opponents arguing that it constitutes political repression and violates the right to free speech.
“The statement by the Met and GMP marks another low in the political repression of protest for Palestinian rights,” Ben Jamal, director of the Palestine Solidarity Campaign, said in a statement ahead of a planned pro-Palestinian protest in central London on Wednesday.
“The horrific massacre in Sydney, Australia should not be used as a justification to further repress fundamental democratic rights of protest and free speech in this country,” he added.
UK police have already ramped up security around the country’s synagogues, Jewish schools, and community centers, increasing patrols and implementing additional safety measures to protect communities amid rising tensions.
Shortly after the new measure was announced, local police arrested two individuals “for racially aggravated public order offenses” after they allegedly “shouted slogans involving calls for intifada” at an anti-Israel demonstration in central London, while a third person was detained for obstructing the arrests, the Metropolitan Police said.
UK Prime Minister Sir Keir Starmer also announced on Wednesday that the government had increased funding for Jewish security to approximately $34 million.
Meanwhile, German authorities have also increased efforts to tackle the surge in antisemitic incitement and attacks targeting Jews and Israelis nationwide.
On Wednesday, the Berlin District Court ruled that the use of the slogan “From the river to the sea, Palestine will be free” is a criminal offense, describing it as a symbol of the banned Palestinian terrorist group Hamas.
The ruling came after a 25-year-old man was convicted for shouting the phrase at an anti-Israel protest, found guilty of using symbols of terrorist organizations and inciting violence.
“Anyone who uses this phrase is backing Hamas and its core objective — the destruction of the State of Israel,” ruled presiding judge Susann Wettley.
Although criminal courts across Germany have issued inconsistent rulings on the use of the antisemitic slogan at protests and demonstrations, the latest Berlin District Court decision could allow the German Federal Court of Justice to establish a clear, nationwide legal standard.
Israeli Foreign Minister Gideon Saar praised the ruling, saying that other countries should follow Germany’s example.
I welcome the Berlin District Court’s decision to once again rule that the slogan “From the river to the sea, Palestine will be free” – a Hamas symbol – is a criminal offense.
The verdict is clear: “Anyone who uses this sequence of words supports Hamas and its primary goal – the…— Gideon Sa’ar | גדעון סער (@gidonsaar) December 17, 2025
“From the river to the sea, Palestine shall be free” is a popular slogan among anti-Israel activists that has been widely interpreted as a genocidal call for the destruction of the Jewish state, which is located between the Jordan River and the Mediterranean Sea.
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US Rep. Byron Donalds Opens Wide Lead Over Anti-Israel Candidate, Rest of Field in Florida GOP Primary for Governor
US Rep. Byron Donalds (R-FL) speaks on stage during the Turning Point USA Student Action Summit on July 11, 2025, in Tampa, Florida. Photo: Luis Santana/Tampa Bay Times via ZUMA Press Wire via Reuters Connect
US Rep. Byron Donalds (R-FL) has firmly established himself as the frontrunner in Florida’s Republican primary for governor, new polling shows, building a substantial lead over the field, which includes anti-Israel investment firm CEO James Fishback.
The survey, carried out by The American Promise, finds Donalds leading the field with 38 percent support among likely Republican voters. Lt. Gov. Jay Collins trails far behind at 9 percent, while Azoria CEO James Fishback registers 2 percent and former Florida House Speaker Paul Renner garners just 1 percent. Nearly half of respondents, 49 percent, say they remain undecided.
Donalds, a stalwart conservative and strident ally of US President Donald Trump, has established himself as a firm ally of Israel. Donalds expressed support for Israel’s right to self-defense in the wake of Hamas’s Oct. 7, 2023, massacre across southern Israel. As skepticism about Israel has surged within the Republican Party in recent months, Donalds has maintained strong vocal support for the Jewish state.
During an interview with Fox Business this week, Donalds lamented rising antisemitism and anti-Israel sentiment within the country and around the world.
“This level of antisemitism, this hatred against Jewish people and against Israel, it’s out of control. It’s insane,” Donalds said.
Donalds also reflected on the antisemitic terrorist attack at Bondi Beach in Sydney, Australia on Sunday, connecting the rise of extremism in Western countries to relaxed migration policies.
“I mean, this rhetoric around hating Israel, hating the Jewish people, that has to stop because there are real-world consequences. There are crazy people who will carry this out,” he said.
“And to Joe Biden and what he did on the southern border for four years, this is the reason why Republicans and President Trump, we are taking border security so seriously in the face of Democrats who had no problem leaving our borders wide open. It’s actually put the nation at risk,” he added.
Fishback, a successful investor, entered the gubernatorial race on a slate of populist agenda items. He has raised eyebrows in recent weeks by flirting with members of the antisemitic Groyper movement and signaling acceptance of its leader, Nick Fuentes.
During a December appearance on Rift TV, a podcast hosted by antisemitic social media pundit Elijah Schaffer, Fishback said that he finds “the audience of young men who follow and watch Nick Fuentes to actually be incredibly informed and insightful.”
After receiving substantial blowback over his comment, Fishback released another campaign video in which he reiterated his defense of Fuentes’s supporters.
“I want to clarify some comments I made this week rather abruptly” about “the young men in our country who watch and follow Nick Fuentes,” Fishback said.
“I want to clarify and apologize for absolutely nothing,” he continued, adding that his interactions with Fuentes supporters at his campaign events were “respectful” and “civil.”
“We had a great conversation, and they have a real pulse for what is going on in the country,” Fishback said.
Fuentes, a 27-year-old antisemitic internet personality and provocateur, has experienced an increase of popularity in recent months, propelled by a surge of viewership from young men. Fuentes has repeatedly parroted Holocaust denial talking points and suggested that Jewish people are more “loyal” to Israel than to the United States.
Amid the uproar, Fishback released a subsequent video on Tuesday defending the free speech rights of those who believe that Israel is committing a so-called “genocide” in Gaza and that Israeli Prime Minister Benjamin Netanyahu should be considered a “war criminal.” He falsely suggested that those who criticize Israel are facing legal repercussions.
“Is Netanyahu a war criminal? Did Israel commit genocide? If you say either of those statements in public, you could be convicted of antisemitism. Criticizing a foreign government or any government is always protected under our constitution,” he said.
Observers have noted that Fishback’s attempts to entice younger, more online portions of right-wing audiences are a microcosm of the growing rupture between Gen Z and older conservatives on the topic of Israel. Recent polls have indicated a collapse of support for Israel among young Republicans, with this portion of the party expressing more skepticism of providing military aid to the Jewish state. Large swaths of GOP voters under 30 have voiced vocal criticism of US support for Israel and the supposed influence of the America Israel Public Affairs Committee, a prominent pro-Israel lobbying group, in US politics.
Recent surveys have also shown a substantial rise of antisemitic views among younger cohorts of the Republican Party.