| Abstract: | What is white Witchcraft and how is it different to black magic? The books and practices of the purveyors of white Witchcraft are examined alongside other popular Witches oriented toward consumerism. White Witchcraft is also compared to traditional Witchcraft. I argue that white Witchcraft is a marketing label for a type of Witchcraft consistent with consumer Capitalism. White Witchcraft emphasises growth and success eliding the understanding of loss, death, and the dark that is found in traditional Witchcraft. White Witchcraft also celebrates individual pleasure and instrumental self-gratification at the expense of locating individuals in ecological and human networks of relationships. Consumer-oriented Witchcraft has popularised and facilitated the growth of Witchcraft, but consumer capitalism has also shaped Witchcraft to be consistent with consumer values and ethics. The purveyors of white Witchcraft do not challenge or question the goals and values of consumer capitalism, but explicitly celebrate them. The mass media and consumerism are central sites of ethical struggle for contemporary Witches. |
