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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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Free Speech Advocacy Group Walks Back Condemnation of Israeli Comedian’s Shows Being Abruptly Canceled
The Israeli national flag flutters as apartments are seen in the background in the Israeli settlement of Maale Adumim in the West Bank, Aug. 16, 2020. Photo: REUTERS/Ronen Zvulun
An organization dedicated to protecting free speech has withdrawn a statement in which it condemned the last-minute cancellations of two performances by Israeli comedian Guy Hochman, after he faced backlash over his support for Israel.
Two venues, in New York and California, canceled Hochman’s scheduled performances last month.
Hochman’s show in New York City was canceled by its venue due to safety concerns after anti-Israel protesters picketed outside of the establishment.
The Fine Arts Theater in Beverly Hills, California, then called off Hochman’s gig after receiving pressure from anti-Israel activists, including threats of violence. The theater said it made the decision also after Hochman declined the venue’s demands to publicly condemn his home country of Israel for the alleged “genocide, rape, starvation, and torture of Palestinian civilians.”
PEN America initially condemned the cancellations of Hochman’s shows in a statement shared on its website on Jan. 29. At the time, Jonathan Friedman, the managing director of US free expression programs at PEN America, said, “It is a profound violation of free expression to demand artists, writers, or comedians agree to ideological litmus tests as a condition to appear on a stage.”
“People have every right to protest his events, but those who wish to hear from Hochman also have a right to do so,” Friedman added. The statement accused Hochman of “dehumanizing social media posts about Palestinians” but also noted that “shutting down cultural events is not the solution.”
On Tuesday, however, PEN America removed the message from its website and replaced it with another statement explaining the move: “On further consideration, PEN America has decided to withdraw this statement. We remain committed to open and respectful dialogue about the divisions that arise in the course of defending free expression.” A spokesperson for PEN America did not immediately respond to The Algemeiner‘s request for comment to further explain the organization’s change of heart.
In 2024, a campaign was launched to boycott PEN America after the group was accused of being apologetic to the alleged “genocide” of Palestinians and “apartheid” in Israel, as well as of “normalizing Zionism.”
Members of PEN America include novelists, journalists, nonfiction writers, editors, poets, essayists, playwrights, publishers, translators, agents, and other writing professionals, according to its website. The organization has a page on its website dedicated to information about “Israel and the Occupied Palestinian Territory,” which begins by claiming that the “Israeli government has cracked down on free expression of writers and public intellectuals in the wake of the Oct. 7, 2023, attack on Israel by Hamas.” The webpage is highly critical of the Jewish state and its military actions in the Gaza Strip during the Israel-Hamas war, which started in response to the deadly rampage orchestrated by the US-designated terror organization across southern Israel on Oct. 7, 2023.
The same webpage highlights a list of “individual cases” of Palestinian activists and writers that Israel has allegedly detained, arrested, or convicted, but there are no specific details shared about their offenses. The list includes Palestinian poet Dareen Tatour, who was convicted of incitement to terrorism for a poem she wrote and comments she made on social media during a wave of Palestinian attacks against Jews.
The list also includes Palestinian activist Ahed Tamimi, but the provided description about Tamimi does not mention that she was convicted on four counts of assaulting an IDF officer and soldier, incitement, and interference with IDF forces in March 2018.
A third writer on the list is Mosab Abu Toha, a Pulitzer Prize-winning poet and essayist who tried to justify Hamas’s abduction of Israelis on Oct. 7, 2023.
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Faith in Judaism Demands Grappling With Sacred Words
A Torah scroll. Photo: Wikimedia Commons.
The Reformation firebrand Martin Luther was not a gentle soul. He was brilliant, courageous, and historically transformative, but he was also volatile, cruel, and spectacularly foul-mouthed. When Luther disliked someone, he didn’t merely disagree with them – he eviscerated them.
His pamphlets dripped with bile, his language was obscene, and when it came to Jews, his writings were vicious, laying the groundwork for some of the darkest chapters of later European history. None of this, to be clear, negates the fact that Luther correctly identified real corruption and hypocrisy within the Catholic Church of his day.
Luther’s stock response to his critics within the Church was deceptively simple: prove me wrong from the text of the Bible. If it wasn’t written explicitly in Scripture, he dismissed it as human invention, manmade directives masquerading as divine command.
He had no time for tradition, accumulated wisdom, or interpretation; everything was suspect unless it could be nailed down to “chapter and verse,” as he liked to put it. Luther’s position appeared principled and even pious, but it placed enormous – and ultimately destructive – weight on the written word alone.
Of course, as is often the case with sweeping theological positions, consistency proved difficult. At one point, Luther came up against a short New Testament text that stubbornly refused to cooperate with his theology. The Epistle of James insists that faith without works is dead, a line that clashed directly with Luther’s doctrine of salvation by faith alone.
In a telling moment, Luther remarked, “We should throw the Epistle of James out of this school, for it doesn’t amount to much.” Instead of wrestling with the verse or considering how generations of Christians had understood it, he dismissed the book altogether. And that was that. If it didn’t fit, it didn’t count.
The episode is almost comic, but it exposes the fatal fault line in Luther’s entire approach. A theology that insists on absolute fidelity to the text grants enormous power to the reader. When interpretation is denied, selection takes its place.
From a Jewish perspective, there is something eerily familiar about this obsession with textual literalism. The Second Temple–era Sadducees rejected ancient traditions and rabbinic interpretation in favor of the bare biblical text.
Centuries later, the Karaites would do the same, insisting that anything not spelled out explicitly in the Torah was illegitimate. Their position was internally consistent – and completely unworkable. A faith that forbids interpretation does not preserve religious observance; it paralyzes it.
The Torah reveals its intention regarding the centrality of interpretation at the very moment of revelation in Parshat Yitro. When God speaks at Sinai, He does not present the Jewish people with a comprehensive legal code, nor does He offer an exhaustively detailed constitution. Instead, He presents ten short statements – majestic and memorable, but remarkably sparse.
Do not murder. Do not steal. Do not commit adultery. Honor your parents. These are not radical moral breakthroughs. Any functioning society would struggle to survive without them.
Even the commandments that sound more overtly theological – belief in God, rejection of idolatry, observing Shabbat – are delivered with little definition or elaboration. What does it mean to believe? What counts as idolatry? What does remembering Shabbat actually require? The text does not say.
That silence is no oversight. If the Torah had intended to function as a closed book, the Ten Commandments as they are presented would be inexplicably inadequate. They contain no legal thresholds, no procedural detail, and no guidance for variation or complexity.
“Do not steal” tells us nothing about business partnerships, contracts, fraud, or intellectual property. “Do not murder” offers no framework for intent, self-defense, negligence, or the rules of war. “Remember the Sabbath day” may be stirring rhetoric, but as law, it is unusable. What, precisely, are we supposed to remember? And what are the practical applications?
The answer, of course, is that the Torah itself never expected these questions to be answered by the text alone. The Ten Commandments were never meant to stand by themselves. They are headline principles – foundational truths that demand explanation, expansion, and application.
And the Torah provides that expansion not in footnotes or appendices, but through an interpretive process that unfolds across generations. The law was not frozen at the moment of revelation; it was activated by it.
This is where Judaism parts ways decisively with Luther’s instinctive literalism. At Sinai, God makes clear that the written word is sacred – but it is not sufficient. Meaning is not trapped inside the text; it emerges only through engagement with it. So how does the Torah move from lofty principle to lived law?
The answer Judaism gives is Torah Shebaal Peh, the Oral Law. This is not a later workaround or a rabbinic ploy to fill in gaps, but an interpretive framework indicated by the way the text itself was given. The written Torah is the text God gave us at Sinai; the Oral Law is the method He gave us to understand it.
That method is neither whimsical nor arbitrary. It is disciplined, structured, and demanding. The Talmudic sage Rabbi Yishmael articulated thirteen interpretive principles – rules for extracting meaning from text through literary association, contextual reading, and logical deduction.
Verses illuminate one another. Words echo elsewhere. Broad principles generate specific applications. Law emerges not because it is spelled out, but because it is derived.
And then there is another category altogether: traditions that do not emerge from textual analysis at all. The Torah commands us to bind tefillin – but never tells us their shape, their color, or even how many compartments they should contain. These, too, are traditions transmitted through the Oral Law.
The Torah prohibits “work” on the seventh day but offers no definition of what work means – until the Oral Law teaches that the categories of creative labor are learned from the acts required to build the Tabernacle.
This is why the demand to “prove everything from the text” is not piety but misunderstanding. The Torah does not operate like a legal statute book, and it never pretended to be one.
Seen this way, the Ten Commandments are not deficient because they lack detail. They are magnificent precisely because they force us beyond the page. They announce that God speaks – and then expect human beings to listen, interpret, and take responsibility for what those words will mean in the real world.
Martin Luther believed that unless an idea could be anchored explicitly in the biblical text, it was suspect and therefore expendable. In theory, that sounds like reverence. In practice, it collapses the moment the text refuses to cooperate. Judaism chose a different path.
The Ten Commandments stand at the center of our faith not because they tell us everything we need to know, but because they tell us so little. They are moral declarations without detail, principles without procedure – and for that very reason, they demand interpretation rather than submission.
Faith, in Judaism, is not proven by quoting sacred words, but by grappling honestly with what those words require of us.
Ultimately, this is what the revelation at Sinai teaches us about Judaism. God gives us a text — but also a task. He entrusts human beings with the responsibility to interpret, apply, and live His word in a world that is endlessly complex and morally demanding.
The Torah is certainly sacred, but it is not self-sufficient. It comes alive only when it is studied, debated, transmitted, and lived.
The author is a rabbi in Beverly Hills, California.
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Palestinian Authority Again Admits UNRWA Is Political
A truck, marked with United Nations Relief and Works Agency (UNRWA) logo, crosses into Egypt from Gaza, at the Rafah border crossing between Egypt and the Gaza Strip, during a temporary truce between Hamas and Israel, in Rafah, Egypt, Nov. 27, 2023. Photo: REUTERS/Amr Abdallah Dalsh
The Palestinian Authority has again admitted — three times in two weeks — that UNRWA is all about politics as it seeks to preserve the organization so it can keep alive the demand to flood Israel with “returning refugees.”
Last month, a column in the official PA daily defined what it views as the very mandate of UNRWA:
“The Fatah Revolutionary Council … emphasized … that all the patriots must … defend UNRWA and its mandate because it is a testimony to the Nakba (i.e., “the catastrophe,” the Palestinian term for the establishment of the State of Israel) and the sanctity of the refugees’ right of return.”
[Official PA daily Al-Hayat Al-Jadida, Jan. 11, 2026]
This is the PA admitting, openly, that the central value of UNRWA is ideological and political. It is why the PA frames challenges to UNRWA as an Israeli plot to erase the refugee issue and the dream of “return” into Israel. In the following statement by a PA spokesman on official PA TV, the claim is taken a step further and tied directly to Israel’s sovereignty and to Jerusalem, again showing clearly that this is not actually a humanitarian issue for the PA but a political one, with the mission of UNRWA being to ultimately undo Israel through “return.”
PA Jerusalem District Spokesman Ma’arouf Al-Rifai: “Since Oct. 7, [2023], Israel has started a campaign of incitement against UNRWA to eliminate the refugee issue, to eliminate what we Palestinians are dreaming of, namely the right of return and compensation. Israel is attempting to impose full sovereignty over Jerusalem and annex it to the cities of the occupation (i.e., Israel) like any city that was occupied in 1948.”
[Official PA TV News, Jan. 20, 2026]
Note that the PA spokesman reiterated what Palestinian Media Watch has stressed many times, which is that the PA sees all of Israel as “occupied in 1948.”
A senior PLO official also made a similar admission on official PA radio several days later:
Head of the PLO Department of Jerusalem Affairs Adnan Al-Husseini: “UNRWA is an institution of the UN, but for the Palestinians, it has great significance. Its significance is the [Palestinian refugees’] right of return. The right of return is an expression that, from the perspective of the occupation (i.e., Israel), is unacceptable… [but] in Palestine the matter is not over, because people have rights, and they are waiting for the day when they will achieve their rights. UNRWA has been confirming this and strengthening it for decades.”
[The Voice of Palestine (official PA radio station), Facebook page, Jan. 26, 2026]
What makes UNRWA different?
UNRWA was created by the UN General Assembly in 1949, and its mandate has been regularly renewed ever since. Today, UNRWA itself says about 5.9 million “Palestine refugees” are eligible for its services.
A normal humanitarian system would aim to end refugee status through resettlement, integration, and permanent solutions. That is the logic of the global refugee agency, the United Nations High Commission for Refugees (UNHCR), which operates worldwide and explicitly provides lifesaving aid while pursuing durable solutions.
UNRWA, however, is different by design. It exists as a separate, exceptional framework — one that intentionally refuses to end the suffering of the 5.9 million descendants of the 750,000 refugees with the only possible solution, which is resettlement. Instead, it keeps them in their camps chained as refugees as a central political policy for generations.
Much of the international community deludes itself that UNRWA primarily is a humanitarian necessity, yet the PA consistently tells the truth on this issue by defining it as one of “return.” In other words, it is political, and that is why the PA insists that it must remain. UNRWA is not just a service provider but a vehicle for the “right of return.” The PA has no intention of ending Palestinian refugeehood. Instead, it exploits UNRWA and the suffering “refugees” for political gain.
Ephraim D. Tepler is a contributor to Palestinian Media Watch (PMW). Itamar Marcus is the Founder and Director of PMW, where a version of this article first appeared.