Thursday, April 7, 2011
Never you mind. They're getting plenty of flack from the black hatters who see this as a terrible affront to Moshe Rabbeinu, Pesach, kabbolas HaTorah and anything Jewish. Most frum people have a hard time swallowing this kind of new-age hip way of communicating an age-old message to the Facebook generation. The fact that Moses used email and used words like "cool" and "awesome" is like fingernails on a chalkboard to lots of people. I include myself in that group, although I understand that it has to be done if you wanna attract young people to services and lectures. In the case of Aish that kind of talk usually stays with the "kiruv" crowd, which is miniscule. Chabad, however, has crossed that line and make one big cholent out of it. Meaning all Chabad literature and media now caters to the "lowest common denominator," (for lack of a better term, no harm intended) and all of us now need to read about "Bereishit", and "Mitzvot" and "Shabbat", even when using a Hebrew siddur with only English-language instructions (not translation) in a place like Monsey. I guess that's so when they go on shlichus (or is it "shlichoot?") they should know how to say Shabbat and not Chas VeSholom - Shabbis. That "galut" talk is too old-fashioned for the Twitterers, I guess. One thing I will say for this ad: It is VERY well done.