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The emergence of "WitchTok," a niche community on social media platforms featuring spells and rituals, has sparked debate about the commodification of long-held spiritual traditions.The emergence of "WitchTok," a niche community on social media platforms featuring spells and rituals, has sparked debate about the commodification of long-held spiritual traditions.
Specialists believe the shift indicates an increasing fascination with alternative methods of wellness, especially within the younger female demographic. Yet, some experts are concerned that the commercialization of witchcraft diminishes its profound cultural and spiritual importance.
Michael Cardenas, head witch at Olde Ways, an online resource for mystical information, told The Associated Press, "Witchcraft has definitely been co-opted by the wellness sector. It is actually having an incredibly negative cultural impact on witchcraft practices, watering them down and 'normalizing' them to the point that the term 'witch' has started to lose its meaning."
The trend has given rise to high-priced spiritual services. Kate Tomas, a self-described "professional witch" and "spiritual mentor," charges 1,500 pounds (approximately $1,900) for a 45-minute tarot reading session. Tomas's clientele includes celebrities like Lena Dunham and Megan Mullally.
Critics argue that such expensive offerings make a mockery of genuine witchcraft traditions. Gabriela Herstik, an author and witch based in Los Angeles, stated, "You do not need anything to be a witch. You do not need $1,000 readings or a $75 crystal. Witchcraft is a way of living in and working with your power, but it has been co-opted by being commodified as a cure-all."
The surge in witchcraft's popularity can be traced back to the COVID-19 pandemic. Emma Griffin, author of "The Witch's Way Home," explained, "During the lockdown, people began exploring new ways to reconnect with their true selves and manifest their desires. The rise of platforms like TikTok and Instagram played a significant role in this surge, making witchcraft more visible and accessible."
Despite the growing acceptance, practitioners say misconceptions persist. Semra Haksever, who identifies as an "eclectic witch," noted, "I think that most people who are drawn to the witch archetype have experienced some kind of persecution in their life. I hope that with increasing interest that the true history of the witch is better known, which I really do believe would help women's rights and equality."
Experts emphasize the importance of understanding witchcraft's historical context. Griffin mentioned the concept of the "witch wound," a collective trauma believed to be inherited from the historical persecution of witches. She said, "This idea suggests that many people carry an unconscious fear and judgment towards witchcraft, stemming from the violence and oppression of the past."
As the debate continues, both critics and proponents agree that education and respectful engagement with witchcraft practices are crucial for moving forward in a way that honors its cultural significance while embracing its modern interpretations.
