The word “magic” refers to a broad range of beliefs and practices that include animism, charm(s), divination, enchantment, fantasy, fetish, glamour, illusion, miracles, the occult, shamanism, sorcery, spells, the supernatural, superstition, taboos, trickery, and witchcraft.
Magic―once thought a core feature of “primitive societies,” abandoned by more rational, bureaucratic and progressive beliefs―is, in fact, thriving in contemporary life, and central to practices of capitalism as well as to everyday behaviors. Magic is practiced in fields of finance, government, law, medicine and health, technology, advertising, marketing, sports, the gaming industry, and theatrical performances, among other institutions. When situations allow for the assemblage of a “magician,” “rite,” and “representation” within these complex social networks and when professional skills, ideas, conditions, contexts, media, and meanings align, magic acts as an agent of change.
Magic is also practiced in everyday situations in which people need to feel a sense of control in circumstances where it’s lacking, such as performing well under competitive conditions or during times of crisis with indefinite outcomes. Consequently, they rely on magical thinking—in the forms of superstitions, wishful thinking, and taboo avoidance—which is often accompanied by charms, amulets, or acts of faith to guide them through uncertainty. Conjuring terms such as “fate” and “luck” to ward off illness or improve one’s chances at getting a hit in baseball, are, in fact, ways of expressing ambiguities and dealing with conflicts of temporal existence that all humans face in one form or another.
Magic structured in institutions and practiced in everyday situations is a prime example of contradiction in contemporary life. Objective knowledge of facts is increasingly understood as contingent rather than permanent, leaving room for uncertainty, mystery, the unknown, and seemingly nonrational alternatives. Scientific evidence becomes as valid as alternative facts. Documenting recent developments, it is suggested that rationality and magic are not mutually exclusive. Rather, rational behaviors and practices are suffused with magic. Magical beliefs and specific rituals complement practical knowledge so as to enhance knowledge as a way to secure success. All of these ways of thinking and social practices have something at stake, in that risk, uncertainty, and ambiguity of outcome are prevalent, and hence call on magical practices to bring about change.