Commodification of Spirituality and the Spiritual Healers’ Labor on Facebook

Authors

  • Berit Renser Tallinn University
  • Katrin Tiidenberg Tallinn University

Keywords:

spiritual commodities, spiritual labor, digital labor, new spirituality, Facebook

Abstract

Facebook is home to a plethora of spiritual healers who use the social media platform for giving advice, selling products, and offering their services. In this ethnographic study, we examine the Facebook endeavors of Estonian spiritual healers. The study discusses the different forms of commodified spirituality, the affective and aspirational labor of healers put into creating those commodities, and the role social media affordances play in shaping these practices online.

Author Biographies

Berit Renser, Tallinn University

Berit Renser is a Junior Research Fellow and a PhD candidate in Audiovisual Arts and Media Studies at the Baltic Film, Media and Arts School of Tallinn University, Estonia. Her current research is focused on social media, new spirituality, and how these relate to health and wellbeing. 

Katrin Tiidenberg, Tallinn University

Katrin Tiidenberg is Professor of Participatory Culture at the Baltic Film, Media and Arts School of Tallinn University, Estonia. She is the author of multiple books on social media, digital visual cultures and digital research methods, including, most recently “Tumblr” (2021, co-authored by Natalie Ann Hendry and Crystal Abidin). She is currently leading an international research project on visual digital trust (TRAVIS). More info at: https://katrin-tiidenberg.com/

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Published

2024-02-14

Issue

Vol. 18 (2024)

Section

Articles

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