ABSTRACT
This chapter uses the religious social-shaping of technology (RSST) approach to explore how web innovation can be framed in a way that allows Orthodox Jews to justify their internet use and online presence not only as acceptable but also as essential to their religious mission. Using the RSST framework, this case study emphasizes how Aish HaTorah frames and negotiates using new technologies within its organization to complete goals and to fulfill its mission. Aish.com and its parent organization are very fluent in and embracing of new media technology as they try to "use any tool available to reach as many non-religious Jews as possible". Prescriptive discourse from Aish HaTorah leaders begins with framing the use of the internet not for religious Jews but for engaging unaffiliated Jews. While the larger Orthodox community condemned the internet as a pathway to evil and destruction and Aish HaTorah saw the potential of the technology to further its mission-bringing Torah to the world.
