Rebbe did not embrace all media technology from the start
Early on stated television programming as "an unparalleleddeparture from Torah morality"
Once argued there can be no such thing as "Kosher television"
Both Schneerson and Chabad as a whole came to embrace media as a way to spread its message
so many members hold so many texts as authoritative and perform so many rituals with regularity, useful to consider chabad as community that exists apart from IKS and is affected by it
hold a very firm grasp on wasy in which symbol, ritual and language shape their sense of togetherness
community can be separated from its surroundings
Popular description is in terms of an idea and approach to teaching Jewish tradition rather than as a community
Chabad.org notes the nearly 4,000 CHabad emissary families, but doesnt mention those in such cities as New York and Jerusalem
heavy financial resource and manpower educating globally dispersed Jews
outreach specialists live dramatically different lives than those they teach
noteworthiness of out reach can serve to obscure community status
Stereotype that Chabad members "Scorns popular Media"
as recently as 2002 N'shei Chabad Newsletter published an article describing television programming as "systematic destruction of Judaism and Jewish culture in America"
Internet has had easier time gaining acceptance than television
text only content and value as a work tool may have helped internet acceptance
Much programming created within the Orthodox community, geared toward Orthodox children, fail to resonate with more secular Jewish children.
Stresses peril in attempting to pin down essence of community in one concise definition
Cites Stuart Hall; notion of articulation re theories of personal and communal identity
"community as a unity of differences; a unity forged through symbol, ritual language and discursive practices"
such media are seen as one of may elements that constitute the ever shifitng content of a given community
Landmark in Orthodox Representation
Online show created by new Chabad member, Rabbi Dovid Taub in 2003
Produced in Crown Heights
New found faith and secular television such as Perfect Strangers
Heavily influenced by global culture
plot lines based on pop culture: King Kong, Arrested Development
Employed use of flash animation
Original Show only received 100-300 hits online
Relationship between intellectual Rabbi and secular 20-something Jono
answer viewer mail
Reinforce Jewish values
All Jewish friends
Importance of Mitzvoh (commandments)
In 2004 Chabad.org asked to help create a kids site
Chabad.org ased Rabbi Taub to use his flash programming and make "mainstream" show that would appeal beyond Chabad community
Bridge to rest of Jewish world
Chabad realizes they can use "rabbi as an outreach icon"
Itche Kadoozy to follow in the image of the "Dancing Rabbi" ad campaign of the 1970s
Chabad requests change in question and answer: make sure the names of the kids writing in are English names, as to appeal to broader audience beyond Chabad.
working in references to mass culture in an attempt to "pair Jewish concepts with the parts of people's brains that get excited by pop culture"
Chabad.org homepage mostly visited by Chabad children
message board indicates heavy volume of non-Orthodox and Secular audience
Itche is of the Chabad community; kipa, beard
Jono is of the secular community
Chabad receives partial funding from outside sources and is aimed at outreach not just community expression
IKS as expression of a distinct community engaging in debate over self repreentation
Underscores that global and local are further apart than scholarly accounts of community media suggest.
IKS produced without support was more authentic in approach to community "hebrew names"
Taub's choice to mainstream can ve biewed as movement away from chabad community to influence
Howley attributes intermediary role to community media producers who glean bits and pieces of media culture and invest this material with their own social experience in attempt to make sense of their lives
mediate these extremes illustrate interdependence and give voice to unrepresented minority, IKS counteracts sparse media images of Hasidic Jews- not just martians walking around in little neighborhoods in Brooklyn, countering effacement of the depth of Jewish culture in mass media
merging of global and local, more empahsis on mediating institutions that all0w for global and local to commingle
IKS; intermediary institution is necessary to provide common ground on community and culture.
complex creative and intense reactions by viewers : twin peaks, star trek: fans create communities in a real sense
fan reading is a social process-viewer interaction influence interpretation
media text or event can aid in the formation of a community by virtue of the ways in which individualsl relate to it
assumption that real-life bonds analogous to those of traditional community can be forged through mediated relationships
message boards debate not only plot but the proper way to make meaning out of a chabad text, Example: Jono- his outfit consisted of a flannel shirt, glasses and uncovered head, Message Board Comment: "where is his yarmulka. what kind of example is he???", Pop Culture example: Larry David: uncovered head, Jewishness never questioned, letgitimate concern over whether a show could simultaneously be "jewish" in a Chabad context and also feature Jews with bare heads., Fan discussion has altered the show content- Jono now wears a baseball cap
the social process of media reception and criticism can result in shifting levels of meaning within a viewing community, Chabad members engage in community alongside less observant Jews, mode of storytelling is not religioulsly specific, Jewish Suspense, non violence, debate whether or not inclusion of pop culture images/references detract from Jewishness of media text, torah-oriented stories that appeal to the secular world IKS creates potential for unique community with individuals with vastly different approaches to media can come together and influence one another's perspectives, mixed plot- confusing or genious? like torah- many possible interpretations