Is it good for the Jews or bad for the Jews? Does it make Jews look good or make Jews look bad?
We often judge actions, behaviors, and, especially, headlines through this prism.
I remember in elementary school, our teacher would tell us to behave on our trip to the museum since people will judge all Jews based on how we behaved. That’s a lot of pressure on a 7-year-old!
Being the “Chosen People” means having a unique responsibility. God gave us the Torah which includes the mission of being a light unto the nations. In particular, the Torah commands us to create Kiddush Hashem, sanctify God’s name in the world, while avoiding Chillul Hashem, desecrating God’s name.
We’ve gotten used to speaking about Kiddush Hashem and Chillul Hashem in the language of optics.
When Jews act nobly, it’s a Kiddush Hashem. We’ve made Judaism look good. When Jews act badly, it’s a Chillul Hashem. We’ve given Judaism a black eye. There’s truth in that. But if that’s all it is, then Kiddush Hashem becomes a kind of religious public relations strategy. And that is simply not how Judaism treats it.
The Talmud (Yoma 86a) gives a definition that is both simple and unsettling. It does not speak about headlines or global perception. It speaks about how a Jew lives. If a person learns Torah, speaks pleasantly, conducts business honestly, people say, “Fortunate is his teacher…this is Torah.” That is Kiddush Hashem. If not, that is Chillul Hashem. Rambam goes even further. For someone identified as a Torah Jew, even behavior that is technically permissible but ethically off can constitute Chillul Hashem. The bar is not legality; it is moral refinement.
In other words, the metric is not: What story is being told about us? The metric is: What kind of people are we?
We are living in a moment the Talmud or Rambam never had to imagine. Today, Jews and the State of Israel live under a magnifying glass. A single act, even by a fringe individual or group, can become a global headline within hours. There is intense scrutiny, not always fair, often selective, sometimes deeply biased.
So, we find ourselves pulled in two directions. On one hand, we feel the need to defend, to say: this is not who we are, this is not representative, this is a distortion. And that instinct is correct. But on the other hand, there is a temptation to minimize, deflect, or even avoid criticism altogether because “airing our dirty laundry” only makes things worse. And here is where we must be careful. If our primary concern is how Jews are perceived, we have already shifted the conversation away from Torah and toward optics.
Rabbi Jonathan Sacks often returned to a simple but demanding idea: Judaism is a religion of responsibility, not victimhood. Yes, we are sometimes judged unfairly. Yes, there are double standards. But none of that lowers the bar. If anything, it raises it. Kiddush Hashem is not achieved when we successfully manage perception. It is achieved when we embody integrity - especially when it is difficult, especially when no one applauds, and especially when the world is watching with a critical eye.
Rabbi Yehuda Amital spoke with particular urgency about this in the context of a sovereign Jewish state. For most of Jewish history, we did not have power. Now we do. And power introduces new religious challenges. When Jews are powerless, the primary test is survival with faith. When Jews have power, the test becomes what do we do with it. Rav Amital insisted that moral failures by Jews - especially in positions of power - must be confronted honestly. Not because of what the nations will say, but because of what those actions do to us.
The danger is not only Chillul Hashem in the headlines. The deeper danger is Chillul Hashem in the soul of the people.
Should we criticize our own? There is a real concern that repeated public criticism can feed distorted narratives. It can make it seem as though Jewish wrongdoing is more widespread than it is. It can unintentionally strengthen those who already seek to delegitimize. But the alternative - silence, denial, or reflexive defensiveness - is not the Torah way either. The prophets of Israel were the fiercest critics of the Jewish people. Not because they wanted better press, but because they wanted better people.
The key distinction is not whether we criticize, but how and why. Criticism must be truthful, not exaggerated, not generalized. It must be rooted in Torah values, not in the desire for approval. It must be directed inward toward growth, accountability, and change. There is a difference between moral clarity and performative condemnation.
There’s a story told about a rabbi who was once approached by a congregant upset about how Jews were being portrayed negatively in the media. “What should we do?” the person asked. “How do we respond to this Chillul Hashem?” The rabbi paused and said, “The best response is to ensure that in your business, in your home, in how you treat people, you are the opposite of what they are describing.”
Not a press release. Not a campaign. A life. Because at the end of the day, the most powerful Kiddush Hashem is not a statement; it is a human being.
We must learn to live with a certain tension. We need to firmly reject false generalizations and unfair narratives and, at the same time, to take full responsibility for real wrongdoing. We need to defend our people and, at the same time, to demand more from our people. We recognize that not every act represents Judaism and, at the same time, to insist that every act by a Jew still matters.
It is also true and important that countless acts of goodness go unnoticed. Quiet acts of kindness. Ethical restraint. Compassion in moments of conflict. Everyday decency. Part of Kiddush Hashem today is to live those values consistently and to make sure they are not invisible. Not as propaganda, but as truth. As a fuller, more honest picture of who we are.
Kiddush Hashem is not about controlling what the world thinks of Jews; it is about ensuring that when people encounter Jews, they encounter something that reflects God.
Sometimes that will be recognized. Sometimes it won’t. But the question we have to ask ourselves is not: “Did this make us look good?” The question is: “Was this good?”
If we only care about Chillul Hashem when others notice, we have already misunderstood it. And if we live lives of integrity - quietly, consistently, courageously, then even in an age of headlines, we will be doing what Jews have always been called to do: To sanctify God’s name not by managing perception, but by embodying it.