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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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In a viral social media showdown, a glimpse of the real Israel
In amateur video footage circulated across Israeli social media in recent weeks, a disturbing scene unfolds. A young man in his mid-twenties, wearing a military-style jacket, looms over a silver car in the heart of Tel Aviv. Inside the vehicle sits an 89-year-old man, mouth agape, expression frozen.
“Dictator! Khamenei!” the young man shouts, his voice sharp, emotional and aggressive.
The young man was Mordechai David, a provocateur who has been documented in a series of confrontations with public figures, journalists and protesters, adopting a style built on creating moments designed for virality. The elderly passenger was former Supreme Court president Aharon Barak — the man whom Prime Minister Benjamin Netanyahu’s propaganda machine has painted as a demon, blamed for building, during his tenure in the 1990s, an allegedly over-independent judiciary that supposedly obstructs “governance” by a government eager for unrestrained power.
David, raised in Bnei Brak as the son of a convert to religious life, has become something of a celebrity. His past includes multiple criminal highlights. Blocking Barak’s car may have marked his peak. In a subsequent social-media video, David “apologized” for not blocking Barak’s vehicle “more.”
Two different visions of Israel
David’s stunt is one of several intertwined recent stories in Israel that, between them, outline the contours of a deeper struggle over the character of its society. It is a clash between two fundamentally different visions for the country. And Israel’s fate hangs in the balance.
David’s is a political culture where perpetual confrontation and boundary-breaking increasingly define public behavior. On the other side sits Lucy Aharish, a 44-year-old journalist who grew up in Dimona.
Aharish studied political science at the Hebrew University, and over the years has worked at a variety of radio and TV stations in Israel, including I24News in English, a channel on which I also frequently appear. Today, she hosts a current affairs program. The mother of a little boy, she is also a fierce opponent of Netanyahu and his circle.
That has attracted the ire of the Netanyahu machine’s street rabble. This week, Mordechai David arrived at her doorstep with a megaphone. According to reports, David and one of his followers managed to enter her building — and at the entrance, a tense confrontation unfolded.
This requires the introduction of another character: Tsahi Halevi, 50, an artist of unusual charisma. He is a singer and highly accomplished actor who portrayed Naor in the internationally acclaimed series Fauda, a character admired for intelligence, composure and moral clarity.
In a twist that could only occur in Israel, Halevi also partly plays himself. The son of a Mossad officer, he, like Naor, served as an officer in an elite undercover unit. On Oct. 7, 2023, he volunteered for reserve duty and rushed to the scenes of devastation, where he helped save many lives.
Matan Gendelman, a survivor of the Kfar Aza massacre, recently recounted in Israeli media that Halevi helped rescue her trapped family members after being directed to the scene by his wife, who received the family’s location through social media.
His wife is Lucy Aharish. “Pure gold, the salt of the earth,” Gendelman said of the couple.
The likes of David would vehemently disagree.
Why? Because Aharish, in addition to being a Netanyahu critic, is a member of Israel’s Arab minority. And because Aharish and Halevi are a mixed couple, the hostility against them burns even more intensely.
Back at their house, there was a scent of violence in the air as the decorated officer and provocateur traded barbs.
“You come to my home?” Halevi challenged; “I feel like protesting against your wife!” David replied. “How far do you want this to go?” Halevi asked, menacingly, as police separated the two. The police dragged David away, but he ensured himself another viral success; his future may hold a respectable place on the Likud list for the Knesset.
‘The affliction of Israeli society’
Aharish chose to respond on television. “Bullying — this is the affliction of Israeli society,” she said. “It is escalating. We see it in the streets, on the roads, in public discourse — and now it has reached my own doorstep.”
Worse, she added, “The spirit of this government is a bad spirit that encourages bullies. I will not bow my head before these inciters.” She also addressed Netanyahu directly: “This is precisely your way, Mr. Prime Minister — not to see, not to hear, not to know what is happening under your nose. … One day, these bullies will reach your doorstep as well.”
In the vision of Israel embodied by Aharish and Halevi, with their impassioned but civil approach, even the most fierce political disagreement remains bounded by restraint. An important distinction is drawn between rival and enemy.
In that advanced by David, those boundaries erode. Confrontation becomes personal. Intimidation is standard.
The first vision leads to an Israel that strives for peace within itself and with its neighbors, and remains a prosperous liberal democracy grounded in basic rights and openness to the world. The second leads to an unstable, isolated and increasingly theocratic state, which will be in constant conflict with its neighbors, and from which the most productive citizens will steadily depart. In short order it will be unrecognizable, and nothing will be left of “Start-Up Nation.”
The 2026 elections, which must be held by October, will not merely determine a government. They may decide with finality which of these two Israels prevails. And after four years of trauma under Netanyahu’s far-right government, there is urgency in the air.
The post In a viral social media showdown, a glimpse of the real Israel appeared first on The Forward.
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Trump’s pick for surgeon general gets her ‘daily dose of inspiring Kabbalah wisdom’
Casey Means, President Trump’s nominee for U.S. surgeon general, preaches a broad, loosely-defined spirituality that blends ideas such as the “divine feminine,” meditation, and connection with nature. In her email newsletter, she has endorsed practices such as full moon rituals and talking to trees. And, though she was raised Roman Catholic, she has expressed interest in kabbalah, the ancient Jewish mystical tradition focused on esoteric interpretations of scripture and the nature of the soul, the cosmos, and the divine.
In May 2025, she wrote about drawing inspiration from Kabbalah teacher and influencer David Ghiyam to help deal with those who judge her for taking breaks from work to rest and recover during certain phases of the lunar cycle, which she views as essential to “feminine creativity.” She directed her readers to follow Ghiyam “for a daily dose of inspiring Kabbalah wisdom.”
Cathy Heller, a Jewish wellness influencer who preaches mindfulness and manifestation drawing on her studies of Jewish mysticism with rabbis in Israel, told the Forward in a phone interview that Means is a close friend — and often asks her to share wisdom about the Torah and kabbalah.
“She loves it,” Heller said. “She sees such beauty and wisdom in this body of work, and how universal it is and how applicable it is.”
Means’ interest in mysticism expands well beyond kabbalah. In Good Energy, a book she co-wrote with her brother, Calley Means, who works as a senior advisor to Health and Human Services Secretary Robert F. Kennedy Jr., she quotes Rumi, an influential figure in Sufism — the mystical dimension of Islam — and encourages her readers to practice yoga, tai chi, or qigong, try aromatherapy, and consider taking psychedelics. She has also opposed bans on raw milk despite the risk of serious bacterial infections, said more research is needed on a possible link between vaccines and autism, and criticized hormonal contraception as reflecting a “disrespect of life.”
Means’ interest in Kabbalah seems to reflect less a desire to engage in Jewish religious observance than a core belief of the Make America Healthy Again movement: that physical ailments often have underlying spiritual causes, and that tapping into the mind-body connection has the power to heal. Her promotion of kabbalah also represents the further mainstreaming of an ancient practice once reserved for only the most learned of Jewish scholars — repackaged for non-Jewish audiences and finding its way into spaces as unlikely as the U.S. Public Health Service.
“The idea that it’s controversial that we should BOTH trust unbiased scientific information AND our divine intuition is a sign of darkness in our culture,” Means wrote in November 2024.
‘A manifester’
Heller met Means in 2024 through a mutual friend in Los Angeles who hosts sound baths and other wellness events. They now take long walks and hikes together, share meals, and have celebrated several Shabbat dinners.
On one hike in Los Angeles, they came across a rabbi, and Heller says she asked him to offer a teaching. He shared an explanation of why Jacob’s name derives from the Hebrew root for “heel,” saying that Jacob had the capacity to draw the highest consciousness down into the lowest places.
Means “was literally beaming from ear to ear. We both had tears in our eyes,” Heller recalled. “I said, ‘What’s your name?’ And he said, ‘Rabbi Heller,’ which is funny because that’s my last name. And Casey’s like, ‘You’re such a manifester, that’s crazy.’”
In November 2024, Means promoted Heller’s book, Abundant Ever After: Tools for Creating a Life of Prosperity and Ease on her blog.
“Cathy is a goddess friend and her message resonates with me profoundly about how to live a limitless and spiritual life. Abundant Ever After is a transformative guide blending Jewish mysticism, meditation, and practical tools,” Means wrote. “Manifestation is real. Why wouldn’t we want to learn?”
One month later, Means appeared on Heller’s podcast, “Everything is Energy with Cathy Heller,” where she said that meeting Heller felt like “divine timing” and that their relationship was helping her make sense of concepts from Good Energy, including her belief that everything is interconnected.
“This idea that we’re oneness and everything is connected, it’s not a metaphor. It’s not hippie,” Means said on the podcast. “It’s literally truth on the physical, chemical level. And it’s so absent from our paradigm of healing.”
MAHA and religion
Adrienne Krone, a professor at Allegheny University and author of Free-Range Religion: Alternative Food Movements and Religious Life in the United States, sees a direct connection between the MAHA movement and religious ways of thinking about food, health and the body.
She said that the internet has accelerated a broader shift in wellness culture and its relationship to spirituality. On social media, mystical teachings can often be mistranslated and blended together, she said, sometimes losing their original cultural context.
“Some of what’s going on is people are picking up other religious ideas, other secular ideas, scientific research, and they bring it all together,” Krone said. “That’s what forms their understanding of what they’re supposed to eat, how they’re supposed to treat their bodies, what kinds of extra exercise regimens they should be doing. And so it doesn’t surprise me that Casey Means has this kind of collection of ideas that are more accessible than they used to be.”
Still, Means’ spirituality seems to be an outlier among the traditional Christian conservative worldview touted by most of Trump’s other nominees. Her calls to “EMBRACE THE ‘WOO WOO’” and engage in various spiritual ceremonies have drawn the ire of some activists, including conservative talk radio host Erick Erickson, who critiqued Means as “a near Wiccan” who has “dabbled in occult practices that amount to witchcraft.”
Two Republican senators, Susan Collins of Maine and Lisa Murkowski of Alaska, have not yet committed to vote “yes” on Means’ confirmation, and pressed Means at her confirmation hearing about her stance on vaccines and past use of psychedelic mushrooms.
If confirmed as the nation’s top doctor, Means has signaled that spirituality will play a significant role in how she approaches the position.
“I do believe that Americans are ready to hear about spirituality when it pertains to medicine,” Means said at her confirmation hearing.
The post Trump’s pick for surgeon general gets her ‘daily dose of inspiring Kabbalah wisdom’ appeared first on The Forward.
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More Americans now sympathize with Palestinians than with Israelis, new poll finds
(JTA) — Another major poll has founded that sympathy has surged among Americans for Palestinians and now exceeds support for Israelis.
Gallup, one of the country’s most respected polling outfits, found that 41% of Americans say they sympathize more with the Palestinians, compare to 36% who sympathize more with the Israelis. A year ago, a Gallup poll showed a 13-point advantage for the Israelis.
The poll comes nearly six months after a national poll found for the first time that Americans’ sympathies had flipped. In a New York Times and Siena University poll released in September, 35% of registered American voters said they sympathized more with Palestinians compared to 34% with Israel. Prior to the war in Gaza, 47% of respondents said they sympathized more with the Israelis.
Both pollsters have asked about voters’ sympathies in the Israeli-Palestinian conflict for decades. They each said the sympathy gap in their latest polls was not statistically significant but that the trajectory of sentiments was.
Between 2001 and 2018, the Gallup poll found that Americans were more sympathetic to the Israelis by an average margin of 43 points. The gap began narrowing the following year but did not flip until now.
In both polls, the stark recent shift was driven by sharp shifts in sentiments among Democrats. The Gallup poll found that voters under 55 prefer the Palestinians by a wide margin, while older voters remain more sympathetic to the Israelis. The New York Times poll found that older, college-educated Democrats had seen their sentiments shift most harshly.
The polls add to the data points showing a sharp drop in sympathy for Israelis since Hamas’ Oct. 7, 2023, attack and the subsequent war in Gaza, for which the United States brokered a ceasefire in October. The Gallup poll is the first to demonstrate post-ceasefire sentiments among Americans.
The post More Americans now sympathize with Palestinians than with Israelis, new poll finds appeared first on The Forward.