Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis

Although previous research has investigated consumer mythopoesis (consumers’ identity work using marketplace myths), little is known about its enactment involving ambiguous myths. Here, we investigate the myth of witch (predominantly depicted by dominant mythmakers as a villain but recently repositioned more positively) and describe how consumers reclaim empowering heroic aspects myth. Based on qualitative study archival data in-depth interviews with self-proclaimed witches, argue that witch’s ambiguity originates in different mythopoetic cycles. Then, following processes through which positive cycles: incarnating myth, coming out to selected others practising myth-related craft. Finally, show reclaiming results new forms agency amplify myth’s value. Our reveal cope market-wide paradoxical injunctions, stressful situations marginalisation transforming these pressures into acts self-heroism.