Wicca and Witchcraft on Instagram : a study of femininity and empowerment within the wicca and witchcraft movements as portrayed on Instagram

Abstract: In this essay, I have examined how wicca and witchcraft interacts with femininity and female empowerment. Wicca and witchcraft have become popular new-age movements which has a large presence online, where different accounts post content relation to their beliefs and practises. I have chosen to study one of these accounts found on Instagram, using a feminist empowerment theory and a constructionist perspective. The research questions are concerning the messages that are being conveyed through the posted content, the nature of the witch or wiccan identity as constructed on the Instagram account, and whether these two combined create a digital environment which aims to and succeeds in empowering women. I have done this by collecting the last 100 images posted on the account as of April 1st, and conducting content analysis on those images, coding them, and sorting them into categories through an inductive approach. Once the images have been sorted into the appropriate categories I use a feminist empowerment theory to analyse how empowerment is created through the posts.    In the study, I have found that the content of the chosen Instagram account can be said to have an empowering message. The categories found through the study are Acceptance, Advertisement, Astrology, Death/Darkness, Fashion/Style, Friendship, Magic, Manifestation, Romance, Self-Improvement, and Sexuality.  Together, these categories construct an image of wicca and witchcraft as a movement which encourages its practitioners/followers to gain confidence, work toward their goals, break norms, and value their relationships, while simultaneously conveying acceptance of one’s own flaws and quirks. The nature of the magic/supernatural elements of the posted content were usually different rites and practises that could help one open, be more confident, and let go of harmful or negative aspects in life. Further, I found that the account could also be said to spiritually empower women as they take charge of their own beliefs and together construct the religion that they wish to be part of.