If you have been paying even the barest attention to trends, you know that the word and concept of “Witch” is enjoying a surge of social media and commercial popularity. Why is this?
I contend that the role or archetype of Witch is not a goal in itself but rather a pointer to something deeper and vaster, and – in a sense – more universal. I contend that the something being pointed to is our magic. I have written at length about the importance of names, and this one, Witch, is one of the most important of all, so I want to take some time to really explore what is happening with Witch in popular culture right now.
Now, I live in (what I like to call) my magic mushroom doing my work, so these trends often go zipping right over my head. But with the recent Sephora dust-up, you couldn’t help to catch a glimpse of what’s happening out there.
You may have seen it. Sephora partnered up with San Francisco based beauty brand Pinrose and offered a stylish kit complete with scent – you can smell like a witch (what does a witch smell like?) – slated to be carried in stores everywhere – but then pulled due to accusations on the part of both witches and Native Americans that the witch-kit was an act of cultural appropriation. In an interesting turn, some Native American tribal representatives also accused (appropriately in my opinion) witches themselves of appropriation. The whole thing was a mess frankly – poorly conceived and poorly executed. Accusations that Sephora was trafficking in endangered White Sage were met by claims that Pinrose had employed Native American artisans to craft their smudge bundles (and who as a result of the dust up are now out of a job). Two words y’all: HOT. MESS.
I take the question of cultural appropriation seriously. In fact, one of my guest teachers for Spinning Gold this year, my good friend and head of Dartmouth College’s Native American Program, Sarah Palacios, and I met to talk about the problem of appropriation in the Sacred Arts because make no mistake – it IS a problem. We do need serious and clear thinking about human culture and our roles in making – or unmaking – culture.
But when it comes to Sephora’s mass-consumer product, a make-up ‘witch-kit’, it is in some ways not easy to know what we are dealing with here.
There’s an argument to be made that all mass-consumerism has been nothing but a corrosive agent to human culture and aspiration for as long as it has been around. In this light, Sephora’s ‘witch-kit’ is simply a tiny part of a much wider and more serious long-term, on-going exploitation of human culture. Getting rid of the witch-kit – making consumer culture cleaner and more culturally sensitive – doesn’t get rid of the underlying structural problem: it just makes it harder to see. A “kind” slave master is a slave master all the same. The rim of the poison cup may have honey on it, but it is poison nonetheless.
Secondly, trends are just that: trends. They come and go. Witchcraft – or some shadowy idea of it – has been part of kitsch consumer culture at least since the days of Wizard of Oz, the crooning Sinatra and the 1970s TV sit-com, Bewitched, and then more recently, Harry Potter.
But folks who used to make fun of “woo-woo” now begin their sentences with “not to get all woo but…” as they then proceed to do exactly that, get all, you know, woo on you (whatever the heck that means!). There are the popular writers who have never mentioned sacred arts or rituals in their work and now are making them a core part of their “marketing strategy”. There are the life and business coaches who are adopting “witch” or some variation thereof to their list of job titles. How much of this represents real learning? And how much of it is merely following the trend? Underneath all of it is there any sense and any respect for what Witch is really about? And what happens when the trend shifts, and blows in a different direction?
I would hope that many continue discovering their magic and a broader stream of Sacred Arts, but I suspect that all-too-many of the voices we hear “witchifying” everything will eventually turn to something else to ‘market’ themselves. Who knows? Maybe one day the trend will turn to adopting the inquisitorial “look”of crucifixes and monks, or the“look”of Puritan witch-hunters. Wouldn’t that be fun? Instead of lots of instagram ready pics accessorized with crystals we will accessorize with what? Burning coals? Pyres ready to be lit. A hangman’s noose?
If you have grown up in North America, and have participated in Halloween as a child, you’ve heard of witches. Witches are fun. You’ve ‘seen’ them too: in posters and images, movies, songs and costumes. You know, the green skin, hooked nose, broomstick wielding and black cat loving old biddy. You’ve of course heard all about the Salem witch trials and the witch hunts. Not so fun. And you hear the term witch-hunt appropriated in the political sphere today – even less fun.
The word itself has an old history, well before North America was first colonized by Europeans. The women and men called witches have always been associated with a dangerous power – even as large institutions (like the Church or later the Scientific Establishment) have claimed that they have no power, that their beliefs and life ways were built on mere fantasy. The women and men called witches have been, and in many places still are, harangued, accosted, harassed, and killed. Groups of people who experience such are not sought out and molested because they are seen as powerless, but precisely because they are seen as powerful, as dangerous. Persecution is always a tacit admission that the group persecuted has power. What is more, the sources of their power are not understood, easily rationalized, visible, and/or controllable.
So when we use a word like“witch”, we are – unconsciously – calling upon both a blood-stained history and at the same time kitschy commercial stereotypes that seem like harmless fun. Those are two strands of the lineage carried in the word Witch. Here is another: sovereignty; sovereignty for all.
Witches make magic. That’s what they are supposed to do (besides scare children in graveyards or seduce married men, I guess). The idea of magic appeals to so many of us right now because we are (if I may put it bluntly) so tired of the pall of fatalism and hopelessness hanging over everything, especially in politics. It is so tempting to feel like we are on a runaway train, headed to the brink of a precipice. Magic – when practiced correctly, we sense – leads to the discovery of hitherto unseen choices and possibilities – on our own terms. Magic, especially our own wild magic, poses a brilliant alternative to the fatalism, hopelessness, and victim hood that the air can feel so very thick with these days.
There are many theories: it could be that Witch is the new face of feminism, a millenial battlecry, about claiming or re-claiming our personal power – and evidently then exercising that power in whatever ways we see fit. Witch is about allure, rebellion, seduction, and independence – all at the same time.
Meanwhile, actual witches are doing their thing, you know, living life. They are picking up kids from soccer practice, learning how to dance flamenco, trying out a new recipe, asking the cute girl or boy out for the third date, working out, trying out a new flower essence, planting seeds, listening to dreams, living life in the best way they know how. And that is really the whole point of the thing isn’t it?
So when “witch-kits” are introduced into the mass market encouraging a huge outcry, what are people crying out against? Yes, they are angry that their way of life has been packaged for profit. Yes, they are responding to a sense that to try and package a spiritual path, any spiritual path, is, all good intentions aside, an attempt to diminish both the path and the people that travel it. And yes, they are responding to their way of life being presented in its most vapid, superficial, and superfluous form. They are rightly reacting to a perceived threat and theft of their power. But both our fascination with Witch and our resistance against trading on the term for profit strike at something deeper than power.
Power, at the end of the day, is not that interesting. There are the forces that you have power over and then there are the forces that have power over you. The pursuit of power is almost always one way: we want to increase our personal power and we want to decrease the ways in which we feel dis-empowered or without power. Rarely do we hear someone say that they want to learn from power, rarer still do we find people interested in precisely the places where things are quite beyond our power to control. In fact, in today’s world we have all tacitly said that there is nothing, really, beyond our power to control.
Big science and big money are working in tandem to rule over and control everything – even up to and including Death. And those of you who have read your Greek Tragedy, your European fairy tales, your African and Middle-Eastern folk tales, your Native American legends, or watched Tolkien’s Lord of the Ring trilogy know just how well seeking to have power over everything including Death goes. Why do all of the stories agree? They come from different people, different times, and different cultures – how can they agree? Because the authors and tellers of them all encounter exactly what we do – the lust for power leading to ever more lusting for power, leading ultimately to the exact opposite of what we are actually seeking, which is not power at all, but something far more precious and subtle: magic.
Magic may appeal to many people because of some kind of promise of power, but magic goes beyond power. Its roots are much deeper, the word itself is rooted in an ancient word for wisdom, its shadow and radiance much wider. Any true power has a hint of magic – the ability to transform ‘water into wine’, waste material into good soil, a still heart into one that beats out the crimson taboo of life once more. This transformational power, must be exercised with wisdom and discernment: we need to make sure we really know what is good and beneficial in our sense of things, as we attempt to call in the good and beneficial while repelling that which harms and diminishes. We all make mistakes – we just do. That is one way that our magic goes beyond mere power and leads into wisdom ways. It embraces the mistakes, it learns from them, it does NOT pretend that they never happened.
More than that, our wild magic takes us beyond the over-simplified power dynamics and points out what is really interesting and worth wondering about: the warp and weft of the things that are not up to us, that are out of our power and how we live our lives in light of those things. Witches, whatever else they do, make magic. And this is why we love them and fear them and seek them out – because they overtly traffic in something we sense belongs in reality to all of us; and the best witches I have met (and I have met quite a few) would nod in agreement and say: well of course it does, dearie. Your magic has been there all along, waiting for you to see it.
Yes, witches make magic. But so do others: Magicians, Sorcerers, Priestesses, Prophets – they all make magic too – they all carry a whiff of the Witch. What about creative artists and good lawmakers and good business people? Yes, they too make magic, they too have the power to wonder and transform and bless, and so perhaps they too carry something of the Witch within them, perhaps we all do.
The role and concept of Witch is worthy and worthwhile in and of herself; but/and in her mysterious and twisty-turn-filled way she points to that which we all hold – or what holds us – in common, which is magic. When we diminish her, package her, attempt to render her harmless, we diminish ourselves as well. For she is both a reminder and a promise of our own wild magic. She is one of the oldest of old ones who calls us home, firmly back into ourselves. It is for these reasons that Witch cannot be packaged. One might as try to package fire, or the spinning of the stars, or birdsong.
In love and blessings,