“Taking Spirit To Market”: Brujapreneurs Make Digital Sacred Space on Instagram

Over the last several years there has been a growing interest in popular culture on the modern-day witch. To contest the erasure of Afro-Indigenous spiritual perspectives, this paper looks at how digital sacredness the Instagram accounts of self-identified brujas of Afro-Caribbean descent. By creating digital sacred spaces that become the basis for their activism, the bruja’s social media presence acts against larger hegemonic structures, such as white supremacy, colonialism/imperialism, racism, and homophobia. By enabling the divine via social media the brujas are able to have a voice in the world that would seek to silence them. Their social platforms allow their voices to be easily amplified (read: go viral) in ways that did not exist before. Ultimately, this paper seeks to begin conversations on how digital media has transformed newer generations to engage with the cosmologies of Afro-Indigenous religiosity.