Witches of Instagram: Invoking the Spirit of Witchcraft in the Twenty-First Century

Abstract

The concept of witchcraft, or witchery, has persisted across places and times in many forms and under many labels. Broadly it
denotes the practice of, and belief in, magical skills and abilities which are practiced by individuals and groups. It has been known to be historically misunderstood, misrepresented, and condemned, and has been connected predominantly with femininity and feminism. Although witchcraft began as a spiritual practice and lifestyle, one that was especially entwined with nature, it gradually made its mark on many things, ranging from popular culture to activism. In the twenty first century, especially through the platform of social media, it has also become a brand. Mostly associated with the social media Instagram, a number of young women have emerged identifying themselves as witches, building a community of women with similar beliefs. With the inherited culture of witchcraft, they have not only destigmatized its notion, but also have reestablished it into a brand that is aesthetic, collaborative, and even commercially budding. This paper observes this transition from an ecofeminist perspective, and tries to understand how the spirit of witchcraft has been resurrected as an assertion of power for women through mysticism, self-identity and interconnectivity.