Thirteenth International Conference on Religion & Spirituality in Society

Abstract

The primary aim of this study is to understand how witches become celebrity using social networking spaces through performing their witch identities. Using and developing Deleuze and Guattari’s Rhizome Theory I explore the plateaus where witches have hundreds if not thousands of followers and thereby become ‘instafamous’ and celebrity. This paper explores the concept of the Celebrity-Witch through analysing how self-identified witches network through complicated pathways that cannot be re-created, and through the symbiotic relationships within them. The rhizomatic and mycelium networks support the evolution of faith and witch identity. The presentation of witch truths resonates with large groups of people, hence creating popularised forms of Witchcraft. A witch becomes an influencer or celebrity because they are considered by the online population to be credible, attractive and authentic in addition to offering alternative ontologies of Witchcraft and Witch identities. Initially celebrity witches may not have intended to brand themselves but have become a branded-celebrity due to the networked nature of social media and the platform’s purpose. Zappavigna (2014) argues that blogging is social and although the comments are personal, they are not always about presenting a brand but are intended to create a community of feeling. The interpersonal online relationship with the community creates trust in the authenticity of the Celebrity-Witch. Thus, influencing people who are exploring their witch-identity and potentially creating a new movement of Witchcraft.