A growing number of shluchim have begun producing political videos on YouTube and other platforms with the goal of attracting a large following. But at what cost? And is this what the Rebbe had in mind for shluchim?
By Rabbi Yossi S.
I feel uncomfortable writing this. I hesitated for a long time before bringing it to the public. But I believe this is an important discussion to have, and I apologize in advance if anyone feels slighted. My only intention is to raise awareness about a crucial issue.
Recently, a growing number of shluchim have begun producing political videos on YouTube and other platforms with clickbait titles, seemingly as part of a coordinated effort with outside contractors who determine the topics, thumbnails, and attention-grabbing headlines.
The reason behind this shift is not chas v’shalom for personal gain but a desire to attract a wider audience and inspire them in their yidishkeit. The logic is understandable: politics gets views, and if people click on a political video, they may then stay for a shiur or hear an uplifting message about Torah and mitzvos.
And it’s working—shluchim who previously had only a few hundred views per video are now reaching tens or even hundreds of thousands or more. One shliach got 5 million views in just 9 days!
But at what cost? And is this what the Rebbe had in mind for shluchim?
Shluchim are doing incredible work, dedicating their lives to spreading yiddishkeit and helping Jews connect to Torah and Mitzvos. This is not meant as criticism or an attack, because I believe their intentions are pure.
Yet, when a shliach delves into political debates, he risks alienating members of his own community, including those who may have otherwise been open to connecting with Torah.
Consider this comment from a visitor to a Chabad house a few months ago:
“Chabad is very much a conservative bubble. IMO a lot of rabbis could use to realize that political talk is not helping them in their mission.”
Another Jew who loves Chabad shared a similar sentiment online recently:
“I wish they would be more circumspect about politics. When a rabbi supports specific legislation in a sermon, it makes me feel like I’m not a good enough Jew if I tend to disagree”.
As Rabbi Elchanan Poupko wrote recently for the Arutz Sheva Israel National News, prefacing that he is writing precisely because he cherishes the work of the shluchim and wishes it to go even further:
“There is no question that belonging to Chabad does not diminish your basic right to express yourself politically in any way. Expressing yourself politically, however, does diminish the real message. It diminishes your message as a Shaliach of the Rebbe. It has a price.”
Of course, these are but a drop in the bucket. But it is quite clear that political talk can only push away the very Jews we are trying to draw close.
However, I believe there is an even more important point: Speaking politics is not the role of a Shliach.
A shliach is not a pundit, a commentator, or an activist for any political party. He is the Rebbe’s representative, and his responsibility is to teach and inspire Jews and be the mouthpiece of the Rebbe – nothing else.
In the words of the Rebbe in the Sicha of 3 Shevat, just a few weeks before the stroke on 27 Adar: “The job of our generation is ‘Aharon your brother will be your mouthpiece,’ through expressing verbally and with great abundance the Torah and hora’os of the Rebbe.”
Of course, there are exceptions. The Rebbe spoke about issues of security in Eretz Yisrael and other fundamental matters affecting Klal Yisrael and yishuvoi shel olam, and when those topics arise, it is appropriate to share the Rebbe’s perspective. But even then, it must be done carefully, ensuring that the focus remains on the Rebbe’s issues rather than the shliach’s personal take on general politics.
The success of a shliach is not measured in views and clicks but in his fulfilment of the Rebbe’s shlichus to spread Torah and Yiddishkeit. The moment politics takes center stage, even as a marketing tool, the purity of the mission is diluted.
As the Rebbe said in a sicha (Vayikra 5741):
“There are times that a person comes somewhere and because he has money and influence, he has an opinion. He knows he’s a “knacker,” he understands the world and he has a good mouth, so after speaking about all these matters, he explains that therefore we must do Torah and mitzvos.”
The Rebbe says that this can be a very effective method, and it is perhaps the reason that Hashem blessed him with these qualities, yet it’s not the way of one who studied in tomchei temimim.
“One who learned in tomchei temimim needs to shine with light, ohr… he should share with them a ma’amar chassidus; it should be translated into English, but it should be Chassidus! A vort, a ma’amar and the like from the Rebbe, but explained in a way that he could relate too.”
Wishing all of the Rebbe’s Shluchim much hatzlacha in their avodas hakodesh and may we merit to hear new Chassidus from the Rebbe’s mouth soon!
As a shliach, it’s very tempting to fall into the trap of giving people what they want, instead of giving them the Rebbe’s shlichus.
This is true of talks, but it’s also true of programs and schools. Are we the Rebbe’s shluchim mindful of our holy mission, answerable to the Rebbe only, or are we “Chabad rabbis” who offer a positive and fun Judaism and we look for what jives with the crowd?
Today one of my mekurovim at my Chabad House in Gresham, Oregon, mentioned how he always knew Chabad to be apolitical and knows that this is what the Rebbe said explicitly and he is very confused seeing shluchim sharing these videos.
I did not know what to say when he told me this.
Let’s please all follow the clear horoas of our Meshaleiach about how we should fulfill our mission as shluchim and as we are taught in today’s Chumash when doing what makes sense to do for Yiddishkeit (Mishpotim) it’s important to remember that Kabolas Ol is number one. (See Maamer V’Eile Hamishpotim Meluket Vov).
Finally !
Davka Shluchim that are successful in their shlichus are pushing videos of well known pundits.
Thank you for speaking up with respect and clarity.
This issue definitely didn’t pass the ” Rebbe test”.
These exceptions that the Rebbe made to speak about issues regarding eretz yisrael and yishuvoi shel oilam as mentioned mid-article are not actually exceptions but rather a part of the rule of thumb that the Rebbe taught us Torah and the truth of it in every case and these are cases where the truth of the Torah must be said loud and clear.
Therefore its not an exception to the way of Aharon for a Shliach to speak to his community about instituting a moment of silence even if it touches on political views because this is the truth of the Torah. This point must be made clear when being spoken about the same way the Rebbe made it clear.
Rabbi RR
It depends how you phrase them. There is no need to speak about these issues as political ones. We push them because they are emes, not because they have what to do with one political faction or another. We congratulate whoever gets on board, and encourage those who haven’t yet no matter the party.
Dear Rabbi Yossi S.,
You write in the title “is this what the Rebbe HAD in mind for shluchim?”
While I don’t necessarily disagree with the article as a whole, I must point out that, if we refer to the Rebbe in past tense, then it’s over.
Let the shluchim post whatever they want.
They are not even shluchim if the Rebbe “wanted”.
Anyone reading this, please be mindful whenever speaking about the Rebbe to use the PRESENT TENSE.
It makes a BIG actual difference. In your own life.
Note: This has absolutely nothing to do with meshichist or otherwise, it’s just how we chassidim ought to view the Rebbe, the way the real world is and not how the “velt” views it.
I strongly agree with the author.
Yes, we can give over the Rebbe’s views on topics like Israel’s defense if necessary, but we should NEVER get into politics per se, for example supporting or criticizing by name any politicians or parties. We want to attract every Jew to Yiddishkeit, a Jew whose secular political opinion differs from ours will instead chas veshalom be driven away.
There are some valid and important points made in this article.
To the author — Rabbi Yossi S.,
I invite you to look inside, without any agendas, with genuine non-judgemental criosity, as to why you felt inclined to write an article to bring awareness about this to the public, but not to pick up a phone and reach out with your constructive input to the people whos behavior you are commenting on.
Sincerely,
Yisroel Glick