New Age Witchcraft? Popular spell books and the re-enchantment of everyday life

Witchcraft is entering mainstream culture through movies, magazines, websites, novels, and spell books. This paper examines a small number of popular spell books to investigate the effects of popularisation on the beliefs and practices of Witchcraft. I interrogate the debate about Witchcraft's relationship to the New Age to identify characteristics that might be present in a popularised Witchcraft. The characteristics include: the self-ethic, a this-worldly orientation, holism, evolutionary development and ephemeral participation. I argue that popularised Witchcraft has some New Age characteristics, but that other interesting trends include the re-enchantment of everyday life and the sacralisation of the sensuous through love spells, body confidence spells, and material prosperity spells. Spell books provide a technology of the self for young women. I argue that the paraphernalia of New Age Witchcraft are a site in which central contemporary identity issues are contested.