How Modern Witches Enchant TikTok: Intersections of Digital, Consumer, and Material Culture(s) on #WitchTok

Abstract

WitchTok describes a sub-section of the social media platform TikTok, which caters to Contemporary Pagans and other practitioners of modern Witchcraft. Through short micro-videos, users share snapshots of their lives, providing a window into their religious identities and practices. Through a qualitative analysis of videos and comments, this exploratory study examines how modern Witches engage with religion through this digital space. Although this platform is wholly virtual, WitchTok is also eminently material. Through sharing and commenting on videos of spells, potions, altars, and other practices, users engage with a range of material objects. By announcing the magical properties of materials, instructing how to use certain objects, and advising where items can be found, WitchTok reveals how Witches conceptualize materiality and magic. The promotion of products, businesses, and personal brands in this space also reveals how Witchcraft is shaped by consumerism. In contrast to scholars who distinguish between “traditional” Witchcraft and “consumerist” Witches, I argue that WitchTok highlights the complex entanglements of Witchcraft with consumer capitalism.