Article
Culture
Feminism
Film & TV
Re-enchanting
6 min read

Why are we so bewitched by witches?

We’re so post-Christian, we’re actually becoming pre-Christian.

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

In a still from Wicked, the witch stands and looks to the sunset.
Universal Pictures.

I was slowly making my way out of the cinema; squinting at the harsh light, stretching out the aches caused by sitting in one chair for too long, and eavesdropping on a conversation happening just in front of me. It was between two young women and it went like this: 

Woman 1 – I think that witches are to women what the Roman Empire is to men – I think about them at least once a day.  

Woman 2 – Oh, me too. Me too. I think every woman does.  

Woman 1 – yeah, I reckon it’s innate. An inherent part of being a woman is relating to witches. 

Woman 2 – and an inherent part of being a man is being scared of them.  

The conversation went on, but at this point I was in danger of following these strangers to their car - the eavesdropping was getting weird, I had to call it a day. But the snippet of their conversation that I did hear was enough to get my mind whirring, enough to spend the following days wondering if they were right.  

And I must say, I’ve become more than a little sympathetic to their hypothesis.   

As I write this, Wicked, the cinematised tale of two Oz-born witches, has broken a dozen box office records. It is the highest grossing movie adaptation of a stage musical in history, having amassed over $700 million at the box office. It has been nominated for 63 awards, including 10 Tony Awards, 10 Academy Awards and a Grammy.  

Witches have also dominated the literature charts over the past couple of years, with terms such as ‘Romantasy’ and ‘Hex Appeal’ becoming legitimate book categories. On social media, witch-related content has become a phenomenon; the hashtag ‘WitchTok’ not only exists but has been viewed tens of billions of times. In 2024, British actress, Suranne Jones (Dr Foster, Gentleman Jack) released a documentary that investigated the infamous European witch trials. In the same year, Elizabeth Sankey made a documentary about how learning from/about witches helped her recover from severe postpartum mental illness.  

So, you see, the cinema-goers have a point. A deeply convincing one. There’s an undeniable gravitas to the existence of witches – be it in the past or the present, in medieval Europe or in the imagined City of Oz. Whether we shroud them in stereotype (black cats, pointy hats, broomsticks) or strip them of it. We are, in fact, quite captivated by the very concept of witches. I suppose, as usual, I’ve found myself caught up in wondering why this may be.  

Firstly, I agree with what the women in the cinema were getting at – it has an awful lot to do with the female identity. Whether it be factually correct or not, when we think of the mass persecution of witches, we tend to tie it into a larger narrative of historic persecution of women. Particularly outliers - women who could not, or would not, fit neatly into the box of societal expectation. This tendency of ours isn’t without cause, The Hammer of Witches, a popular 1487 publication that gave instruction for seeking out witches, explicitly taught that women were more likely to be working with dark magic. And so, the reclaiming of the term ‘witch’ – in all of its nuances – has often been a feminist act. A means by which so-called ‘feminine’ attributes have been rehabilitated in public discourse and celebrated in popular culture.  

For example, the reason that The Hammer of Witches declares women to be more prone to witchcraft is that they are emotionally weaker than men. Which leads me to recollect that when the American Presidential election was raging on, I scrolled past a thirty-second clip of a man telling an interviewer that he wasn’t going to vote for the then-Republican candidate, Nikki Haley, because women are too emotional to be President. The validity of this idea has been repeatedly debunked but the line of thinking has persisted: women’s (purportedly) larger emotional capacity is a bad thing, a distinct weakness, a doorway to chaos. So, is it any wonder that Wicked - a story in which the protagonist’s emotional sensitivity is the precise key to her wonderous abilities – has had such a profound impact?  

Our re-energised obsession with witches points toward our desire for an enchanted world. 

I also have an inkling that it has something to do with the mystery attached to female physiology. We, as women, are told repeatedly (both explicitly and subliminally) that there is something inherently unknowable about our bodies, something elusive about them. When it comes to our own anatomy, we’re told to simply accept an element of mystery. Again, this is a reason that women have so often been linked with witchcraft - both positively and negatively. The female body confounds us. It sounds kind of lovely, doesn’t it? The idea that our bodies can elude us. But, in reality, this ‘mystery’ is not at all romantic. It’s the reason that there is still no cure for female specific medical conditions such as endometriosis, polycystic ovary syndrome or premenstrual dysphoric disorder.  

And so I wonder, is it less painful to lean into the time-old witchy notion that our ‘mysterious’ bodies were designed to confound medicine than it is to accept the unjust fact that women’s bodies are drastically under-researched? This is certainly a theme woven through Elizabeth Sankey’s afore mentioned documentary about post-partum mental illness.  

So, to sum up, I’m agreeing with my cinema-pals. It’s a feminine thing. Or, perhaps it’s more accurate to say that I’m partly agreeing with them, because I’m of the firm opinion that it’s also a spiritual thing.  

I can’t speak for ages gone by, but I think I can speak for this one – our re-energised obsession with witches points toward our desire for an enchanted world. It’s a symptom of what cultural commentators are calling the ‘re-Pagan-isation’ of our society. The fact that we’re so post-Christian, we’re actually becoming pre-Christian. We long for a world that is alive, a reality that has seen and unseen realms. It’s deep and tenacious craving that sense, materialism, and rationalism simply can’t satisfy. To quote the ever-brilliant Dan Kim, 

 ‘What has ‘sensible’ society given us? For many, it’s been the managed and catastrophic decline into societal disillusionment, a generation of broken promises, and the feeling of being feudal serfs under the dominion of national banks and billionaires while we medicate ourselves to death with algorithmically driven AI slop in the spiritual vacuum of a fragmented and polarised society… And so is it any wonder that people are looking beyond the sensible towards the magical, the mystical, and the Esoteric?’ 

I think Dan’s dead right. He’s referring to the spiritual practice manifestation here, but I think his diagnosis also sheds light on the way that witchcraft is captivating our imagination once again.  

I wonder if women are, and have always been, hungry for affirmation that their femininity (whatever that means to them) is part of them being fearfully wonderfully them – and therefore, something to be celebrated. To feel seen, understood and cherished. But I also wonder if they long for a reality in which they can have embodied spiritual experiences, a reality in which they don’t have to shirk their feminine identity in order to connect with the divine. Where their spiritual cravings are neither dismissed nor demonised and they are liberated to show up as their full selves – bursting with a stubborn inkling that all that they see is not all that there is. 

To sum up, here’s my hunch: those total strangers in the cinema were quite right – witches do capture the imagination of women in a particularly interesting way. And, the more I’ve pondered that, the more I’ve become convinced that the reason why witches are the in-thing once again is anything but trivial.  

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Article
AI - Artificial Intelligence
Character
Culture
Digital
7 min read

Apple’s AI ads show how we can lose our moral skills

Apple Intelligence promises to safeguard us from the worst of ourselves.

Jenny is training to be a priest. She holds a PhD in law and writes at the intersection of law, politics and theology.

A worker at a desk sits back contemplating a situation
Dour Dale contemplates AI.
Apple.

“I got through the three stages of the interview process, and they said I had done well, but they aren’t hiring any computer science graduates anymore. AI is cheaper, and faster.”

John*, a bright 24-year-old coder and philosopher, has just completed an MSc in Computer Science from one of the top universities in the UK. And he can’t find a job. AI has outcompeted him. In a couple of years, he says, entry level into computer science as a field will require a PhD. What about in ten years, or twenty? Will the only people able to work in the field have to effectively be geniuses to keep up with a technology that’s metastasizing at the rate of knots? It felt painfully ironic to be discussing over coffee the death of an entire sector of meaningful jobs less than a week after the new Labour government announced its plans to “turbocharge” AI (Artificial Intelligence) as the saviour of the nation’s economy. What are we willing to sacrifice in the name of “national renewal”?  

As worrying as John’s story is, there is much more than jobs – and the skills, knowledge and social relations tied up in them – on the line when it comes to AI. The alleged saviour of the nation’s economy is after your soul as well, it turns out.  

This came home to me starkly over the Christmas holidays with the new advertisements for Apple Intelligence tools on MacBook Pro. In the first ad, “Lazy Lance” – a procrastinating business professional – sheepishly shifts in his seat. He has been asked to make a presentation on the new business prospectus, and he has been caught out, unprepared. But he is saved at the last moment. The click of the “Key Points” button using the new Apple Intelligence software on his MacBook Pro provides him with the critical breakdown summary needed to avoid becoming the pariah of the team. The sheepish shifting turns to smug smile: his substandard performance has evaded detection with the ready aid of Apple Intelligence.  

In the second ad, “Dour Dale” – a disgruntled office worker – writes a scathing email to the “monster” who has devoured his pudding from the communal fridge. Before clicking send on this missive, he raises his eyes from the raging words on his screen to see a pious teddy bear holding a love-heart which says “find your kindness.” This moral cue from a cuddly toy prompts Dave to select the “Friendly” button from the dropdown list on Apple Intelligence writing tools, which immediately converts his childish strop over pudding thievery into a mature response in which he kindly expresses his disappointment along with a polite request for the pudding to be returned. The only moral effort required of Dale is the click of a button; Apple Intelligence sorts out the bile and the blame and re-presents his pudding fury in a professionally palatable manner.  

These advertisements for AI tools are designed to provoke an empathetic laugh. Who indeed can honestly say they have never arrived unprepared to a meeting, or at least mentally penned a vindictive response to the tiniest office slight?  

AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. 

However, underneath the easy laughs, I felt a profound sense of dis-ease when watching them. They indicate just how far AI has already begun to penetrate our moral economy. By inserting a technological tool to disguise or translate social interactions into new terms, our moral relations with each other are deceptively smoothed to avoid the social and personal costs of shame (e.g. Lance using “Key Points” rather than owning up to his poor work ethic) and anger (e.g. Dale using “Friendly” mode to transform his email from raging diatribe into courteous appeal). As appealing as it sounds to have automatic tech weapons to tranquilise social and emotional bugbears, they also remove daily opportunities to learn how to live and work together.  

For example, as excruciating as it is to be the person who came to the meeting woefully under-prepared, embarrassment can be a very useful corrective in learning the art of time management as well as the virtue of pulling our weight. We probably all know from school what it feels like to work on a group project, when only half the group cares about the outcome. If we do not learn moral skills of responsibility and accountability in our formative years, the workplace becomes a vital school for virtue in adulthood where we learn what it means to be trusted and how to be worthy of it. As in the case of Lance, AI now offers us everyday tools which help us to avoid embarrassment and effectively hide our lack of effort, taking the edge off of the very exposure that would help us to grow in both skill and trustworthiness. This is not propaganda for the Protestant work ethic but rather a top survival tip for the human soul in hyper-capitalist economy. Maintaining the moral significance of our labour as a school of formation in self-respect and trustworthiness does not baptise the extractive and exploitative nature of many workplaces. Rather, it offers a means of resistance to the soul-destroying idea that we are all replaceable, that nothing really matters and that our efforts are simply grist for the eternal and insatiable mill of market supply and demand.

In the case of Dale, Apple Intelligence goes beyond protecting users from social shame: it promises to safeguard us from the worst of ourselves. Of the two Apple Intelligence advertisements, I find Dale’s to be even more pernicious because it evidences how AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. Rather than doing the difficult work of redrafting the email himself, which would require Dale to critically examine his own reactions and put himself into the shoes of the recipient, Apple Intelligence offers to do it automatically. By short-circuiting Dale’s process of recognising the emotions underneath his rage, he misses a critical opportunity to learn for himself what his anger is all about, and even more than that, to practice the art of genuine self-mastery in conflict. The AI tool smooths out the conflict on the surface, while Dale is presumably left with all those rotten feelings built up and unprocessed, because he has not had to do the difficult work of converting his aggressive monologue into a respectful dialogue with another human being.

The insertion of these seemingly innocuous AI tools into the spheres of our everyday, workaday lives introduces new means and modes of (self) deception in our habits, where we are able to hide much more easily from honest moral evaluation of the quality of our work as well as our interpersonal relationships. It also risks new heights of moral “de-skilling” over time as we live in a social and economic world that has become so deeply mediated by technology, to the point where we may very well eventually trust Apple as the gold standard of professional behaviour rather than our own discernment. The soul – our very interiority – is the new frontier of economic expansion, in the name of securing Britain’s place in the ranks of global competitiveness.

To AI enthusiasts, all this may sound like Luddite naysaying. Many people find AI tools helpful in the process of research and preparation. Even some priests, I have recently discovered, use Chat GPT to aid sermon-writing. And what, as a priest friend asked me recently, is the problem with these time-saving tools, as long as we use them critically?

Apart from the obvious answer that AI can’t be trusted to get all the facts right, let alone the word of God, this question presumes that human beings’ critical faculties and moral compasses remain fundamentally unaffected by these new technologies. It may be true for older generations (whose formative years occurred well before the meteoric surge of digital technology in the early 2000s) that technology continues to function as an optional extra to make life that little bit easier. But for Gen Z and below, and even for some younger millennials, intuitive digital technologies have become so fused with the ways that we learn and process information that it is no longer – if it ever was – a neutral tool to improve our lives. We are only learning now about the extent to which social media has thoroughly penetrated the emotional worlds of teenagers, with severe consequences for their wellbeing. What will be the consequences for the generations to come, when AI becomes so integrated into the emotional and social fabric of our lives that we cannot quite tell where we start and it begins? The risk with “turbocharging” AI is not only a huge number of jobs, but the atrophy of our moral muscles as AI encroaches further into the heartlands of what it means to be human. While a few tech elites may always stay one step ahead of AI and keep it safely in the toolbox rather than the driver’s seat, most of us time-poor plebians are being taken for the ride of our lives.

 

 *Name changed for anonymity. 

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