How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok
Abstract
:1. Introduction
2. What Is TikTok?
3. Methodology
4. Material Religion
5. Religion and Social Media
6. Witchcraft and Consumerism
7. What Witches Do on WitchTok
7.1. Magical Recipes
7.1.1. Spell Jars
7.1.2. Magic Liquids
7.2. Altars
Objects and Mediation
7.3. Consuming Witchcraft
7.3.1. Witch Kits
7.3.2. Budget Witch Tips
8. Reconciling Tensions
9. Conclusions
Future Directions
Funding
Informed Consent Statement
Conflicts of Interest
1 | Granted, while WitchTok is a broad space econompassing many traditions, algorithms slightly refract online spaces (Abidin 2021). TikTok feeds are partly open (periodically exposing Pagan Witches to Indigenous religions), but also self-selecting (predominantly exposing Pagan Witches to fellow Pagans), meaning that individual users have a somewhat curated experience that mostly puts them in contact with likeminded others. |
2 | |
3 | Although incense is the most common way to cleanse, “sound cleansing” (ringing a bell over or near a jar or object) is also common. |
4 | Suggesting a hierarchy of baneful magic, this user explains that jinxes are intended to only cause “minor” inconveniences, while hexes are more severe. |
5 | Perhaps for some, another advantage is supporting a business owned-and-operated by Witches. |
6 | This symbol comprises a full moon flanked on either side by a waxing and waning moon. |
7 | Indeed, the only clue to this user’s affiliation is several videos displaying Norse runes. |
8 | This kit includes certain herbs (seaweed, “Jamaican pepper”) with suggestive ties to the sea, as well as coral, sand, and shells, but beyond this, resembles other kits. |
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Miller, C. How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok. Religions 2022, 13, 118. https://doi.org/10.3390/rel13020118
Miller C. How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok. Religions. 2022; 13(2):118. https://doi.org/10.3390/rel13020118
Chicago/Turabian StyleMiller, Chris. 2022. "How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok" Religions 13, no. 2: 118. https://doi.org/10.3390/rel13020118
APA StyleMiller, C. (2022). How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok. Religions, 13(2), 118. https://doi.org/10.3390/rel13020118