(Essay 1) “Click Here” to Download Spirituality by Francesca Tronetti

           

Covid 19 introduced us to the term The New Normal. It meant that this is how things are now, not for a week or a few months. No, this is how things will be for the next year or so, and there is no changing that. It was hard to comprehend at first, and people panicked when pundits started talking about potential shortages. So, on mass, the population went out and stocked up on toilet paper and fresh meat, fruit, and vegetables.

            Having missed that announcement, I found myself in a grocery store grabbing bags of frozen chicken and fish. Add in lemon juice and rice, and you have the beginnings of some great meals that you can spice up as you like. Next, I tossed bags of frozen vegetables into my cart, which made quick sides or additions to stir fry. Without too much panic, I was set for meals for the next few weeks and even had a little room in the freezer for ice cream.

With the help of my grandfather, I also treated myself to a quilting machine so I could make masks and work on my quilts when my little Singer was stuck at the repair shop, which had closed without warning. My new normal was creative, at least in the beginning. The idea was to get done during lockdown all the things we’d wanted to get done for years. I would work through my stash of fabrics and yarns. I would pull out those cookbooks and have fantastic meals ready for my family members, who were essential workers.

            This was the new normal for me and many others. You were looking up recipes for how to make chicken and rice enjoyable. Or sewing for hours until you broke three quilting needles in five minutes and realized you might need to take a break. The new normal was frustrating, but we thought it would end eventually. Documentaries on the 1918 Spanish flu and other pandemics became popular videos on YouTube, and finding a copy of the original Andromeda Strain movie in Amazon became a challenge.

            The new normal also meant a new way to conduct business, working from home. As people worked from home, they realized that they didn’t have as much space as they had thought. Their houses were cluttered with stuff. Stuff which they had saved for a ‘just in case’ scenario but which now proved useless. So, people decluttered, donated, and posted items for free. Now topics about clearing out your home and making money selling old toys began trending on Facebook and the media.

            While people were clearing out their junk, they began to think about what they wanted to bring back into their homes. For example, they needed items to create a pleasant background for Zoom meetings. Or they decided to try earning money via YouTube, so they needed to have videos that caught people’s attention. But how do you get cool-looking objects when you can’t go to the antique stores or thrift shops, and you are on a tight budget? The answer was simple, subscription boxes.

            Subscription boxes had been growing in popularity before, but now, a new market was eager for a surprise in the mail. People couldn’t go to the mall or the spa, so boxes that promoted mindfulness and self-care began to fill the online marketplace. There are over one thousand results for ‘self-care’ on cratejoy.com, a subscription box clearinghouse site.

            A subscription box is a monthly service you subscribe to. You sign up with a company to receive a curated box with items and samples based on your interests. They offer products to niche and broad markets often to promote an online store. You can try one for a month or purchase a past box to see if you like the items offered. Some people are making money by doing unboxing videos on YouTube, opening up subscription boxes to describe what’s inside. The YouTuber gets likes and subscribers, and the company gets free advertising.

            I am not going to condemn subscription boxes or mock those who subscribe to them. On the contrary, I have signed up for a few boxes and quite enjoy them. I have even watched unboxing videos to get coupon codes and saved 50% off a box for a service I would not have bought from otherwise. The boxes are fun, and for a Goddess follower, they have a practical purpose when filled with ritual objects.

            I have gotten oracle decks, incense, crystals, jewelry, and parchment sheets to put into a grimoire. For a practitioner on a budget, some of these boxes are pretty helpful. But, as I tried other boxes or looked through the videos, I noticed that they were marketed to a broad audience. Many were listed as self-care boxes and included facial oils or bath bombs. These were for people who wanted to take some time for themselves or practice mindfulness.

            Again, I cannot condemn this. Mindfulness practices have proven psychological benefits, and if any period in history called for mental health support, 2020 was it. However, it was odd to me to see self-care boxes that contained ritual objects or herbs. I saw people getting pendulums and pendulum boards, tarot decks, and herbs like mugwort in the same box they got rose quartz points, chocolate, and sugar scrubs.

            I’m not suggesting that practitioners don’t enjoy nor need a little pampering like everyone else. However, I wasn’t sure how I felt seeing ritual objects being put in the hands of people who might not know how to use them. Spirit boards and divination tools are not usually for beginners, and some boxes which contained these items were being marketed to the general self-care audience.

            I also saw chakras and chakra stones being marketed quite heavily as pretty jewelry items. Chakras are found in Hindu Hatha yoga and hold spiritual significance. But in these boxes, the colors of the chakras become part of pretty things, wall décor and necklaces being the most common. Balancing your chakras is about bringing balance to many aspects of your life, but this involves work, not just throwing on a necklace with stones representing the chakras.

            Some boxes also draw heavily on Native American iconography with posters labeled “Spirit of the Wolf” and dream catchers available in every color. Medicine wheels and images of Native American shamans could also be found on the printouts and affirmations cards that accompanied the boxes. But, again, these are just images removed from any cultural or religious context.

            I began to wonder about how much thought goes into these boxes. As the ad implies, is the box that encourages building self-care altars and includes crystals and divination tools for Goddess followers? What about the boxes for witches, which have images of fairies and dragons? What kind of practitioners are these geared toward? So, I decided to do a deep dive into the crossover between paganism and self-care.

            What follows are my insights into how cultural, spiritual practices have become co-opted by the self-care industry. How pagan imagery has moved mainstream, helping those in the broom closet feel safer. And what are the potential ramifications of introducing tools to dabblers and diminishing the value of actual spiritual practice?

(Meet Mago Contributor) Francesca Tronettie, Ph.D.

(Meet Mago Contributor) Francesca Tronetti, Ph.D.