The Age of Messianic Reproduction: The Image of the Last Lubavitcher Rebbe in Chabad Theology

Abstract

The smiling face of Menachem Mendel Schneerson, known fondly as the Lubavitcher Rebbe, is a well-known sight to even secular Jews. Staring out of billboards, key-chains, and newspapers, Schneerson, despite his death in 1994, appears everywhere. The Rebbe’s portrait is a devotional image for many members of the Lubavitch-Chabad sect. For those familiar with Walter Benjamin’s essay “The Work of Art in the Age of Mechanical Reproduction,” the many copies of Schneerson’s portrait appear to contradict the singular holiness, or “aura,” of the beloved image. By investigating Chabad’s use of the Rebbe’s portrait through Benjamin’s concept of aura, this article shows that Schneerson’s portrait has maintained ritual power while participating in the capitalistic consumption of images. Finally, due to Chabad’s Messianism and outreach efforts, the act of reproducing the image itself has become a part of Chabad’s theology, creating a new paradigm for how religious images retain aura.