authenticity Archives

February 6, 2026February 6, 2026

Narrative DESTROYS Facts And Logic! Authenticity FLEES!

If you’re anything like me, you probably hated that title. Hell, I hated typing it! But this is a post about ersatz, and as algorithms are some of its main purveyors, it seemed fitting to start with some clickbait.

The last time we met in this space, I talked about the growing thirst for authenticity I perceive in the overculture. Whether that perception is accurate remains to be seen, but ultimately it doesn’t really matter. Houston, we have a problem either way.

If you haven’t already read that post, I recommend that you do so before continuing. Then, my focus was on the science of perception, processing, and bias. Or to quickly summarize: No human perceives reality as it actually is. Instead, we navigate this existence via a working model created and constantly modified by the brain in response to sensory input. This was what I meant by the “unrealness” of reality—a term of my own creation. As someone for whom words are containers for meaning, I often find myself crafting containers for the families of meaning that don’t fit my mother tongue’s current forms.

Simply put, my “unrealness” container is a stand-in for “perception” that also implicitly acknowledges that we humans all experience reality by proxy. If we let it, it can serve as a reminder that the “real” is often not nearly as important as the stories we tell to give it shape.

In my previous post, I mostly stuck to the most common scientific “maps” of this particular territory. However, as the saying goes, “the map is not the territory.” And in my opinion, those scientific maps are missing some layers. They show the equivalent of roads, landmarks, and businesses, but say nothing of the topography, ecosystems, and local culture of a place.

Here begins the process of filling in some of the missing layers that are not so easily labeled or explained. The souls-filled and magical. The inspired and Unseen.

Well, would you know yet more?

Ersatz Like Cobwebs

First though, a story of a dream (so really, a story within a story).

How delightfully meta!

The year was 2022, and my family and I were visiting my parents back in Lancashire, England during the winter break. It was my first trip back in over a decade, and my daughter’s first trip to where her mother grew up.

One night while there, I had a dream. I was rushing along country lanes, long and winding like snakes, the land around me smothered by layers of cobwebs. Now, these weren’t some Otherworldly roads, mind you. That’s just how a lot of the lanes there are—winding serpents of pitch and gravel through tunnels of trees. All snakes I’d set my boots to countless times in waking life.

After a while, I came to a stop and turned to the hedgerow lining the lane. Somehow, I knew I’d reached my destination for the night—that that was where I was supposed to enter. By this point, I was fully lucid in my dreaming. I could have easily turned back the way I came. But Necessity was loud in my souls, so I pushed through the shadows and thorns until the hedge opened up, and I found myself in what appeared to be a council chamber.

Looking around, I saw that numerous peoples had gathered there for a meeting—everybeing from the plant, tree, and animal peoples to the Unseen and Otherworldly. As the only human there, it wasn’t long before I attracted some attention, though perhaps not in the way you might think. Apparently, we humans had always had a place at the meeting. It had just been a good long while since any of our kind had last filled those seats.

The reason, I was told, was the cobwebs. According to my hosts, what I’d perceived as webs were really the layers of stories woven over the human population by those who’d remain in control. The only reason that I finally made the meeting (or could even see those webs to begin with) was because my time away had first loosened, then shaken their hold. Nowadays, I wholly believe those “webs” are what people are referring to when they speak of “the veil.”

Toward A Definition of Ersatz

No matter its name, that barrier or binding is largely what I mean by “ersatz.” My container this time is obviously a borrowing altered from its original form. But “container” struggles seem par for the course when it comes to discussing this subject. The writer James Joyce, for example, named his container “false art” or “improper art,” which J.F. Martel summarizes in the following way:

’Proper art stills us, evoking an emotional state in which “the mind is arrested and raised above desiring and loathing.” Improper art does the opposite, aiming to make the percipient act, think, or feel in a certain prescribed manner.’ (Martel, Reclaiming Art In The Age of Artifice. 26-27).

You may wish to put a pin in that part about “desiring and loathing.” I’ll be returning to it toward the end.

Much like that “false” or “improper” art, my borrowed “ersatz” is any story that binds and keeps us closed off to inspiration, and/or controls and makes us another’s tool or weapon. Ersatz is the stories that trick us into believing ourselves separate from, maybe even better than, other humans due to inborn qualities. It’s the stories that have us reaching into our pockets for money we don’t have for some product to fix everything (usually while also convincing us that we’re brands too).

Tired of Capitalism 1.0? Try Capitalism 2.0 instead! Think you know REAL Capitalism? Think again! 100% guaranteed to make you rich!

(Terms and conditions most definitely apply.)

Ersatz is propaganda and marketing and nationalist myths of blood, soil, and divine destiny. It’s the various “programs” or ideologies by which our societies run. To quote Martel again (who’s clearly also in the container business), ”Proper art moves us, while artifice tries to make us move.”

And unfortunately, that artifice or ersatz is more prevalent than ever before.

According to Samuel Spitale in the introduction of How To Win The War On Truth, the average American is subjected to anywhere between 4,000 to 10,000 media messages a day (up from around 1,600 fifty years ago).

No wonder so many of us struggle to find the space for Authenticity’s seeds.

Weaponized Ersatz: A Two-Headed Beast

So, we have our ersatz, already monstrous but still growing. Worse still, this beast is polycephalus. For the purposes of this post, I’ve set a two-head limit for this word-woven creature. After all, nuance often gives way to endless rabbit holes without proper boundaries. And well…this post is already a warren.

With that said, let’s meet our fiend!

A loud roar suddenly shatters the silence as the beast rises. Its feet make dust of hard rock. Terrified, you begin to retreat, your heartbeat a war drum in your chest. The land shakes as it takes a step, and, unable to look away, you stumble and lose your footing. Palms aching, you take to shuffling backward on your butt—anything to escape. But then the land shakes again as it takes another step, and realization sinks in as hard as the stone making raw meat of your skin. Your desperate shuffle could never match a monster’s stride. Blood like ice, you freeze. Instead, you stare at the two heads swaying like snakes, their mighty maws open wide, and prepare for the end.

Dear Gods, please let it be quick…

One head lowers, and you find yourself choking on its breath. “WHEN YOU’RE HERE, YOU’RE FAMILY!!” it bellows, the words so loud they rattle your bones.

A half-second later, its twin lets out a second booming slogan. “MAKE AMERICA GREAT AGAIN!”

The laughter slips out before you realize it.

“Fuck me, Marketing and Propaganda?” you manage between cackles. You sound insane, and maybe you are, but this beast makes crazy people of us all anyway. The two heads cock to one side, and you laugh even louder. “I’d rather a fucking demogorgon!” you snort.

(Me too, fictional scenario person. Me too. At least demogorgons aren’t the bestial equivalent of glitter.)

A Natural History Of Glitter

When I first began looking into the history of this beast, I’d assumed it would be easy. There are, after all, entire courses on these subjects. However, I quickly found that most of the relevant sources treated marketing and propaganda as completely different entities rather than parts of the same beast.

In my opinion, this is a flaw at best. Not only does it obscure the commonalities between the two heads, it also shrouds the extent of its reach in our lives. Worse still, I would argue that, much like Pavlov’s salivating dogs, the marketing we consume as benign actually primes us for propaganda as well.

But more on that shortly.

Whenever I research a subject, I first seek out the root—the “origin story,” so to speak. Without those “first layers” or “prologue,” I find it hard to fully anchor a subject in my mind.

Unfortunately for me, this glittery beast has no clear parentage. That tendency to see two different beasts instead of a singular fiend obscures its origin story as well. So, a person working within the “two-beast” model with a focus on marketing, for example, might cite Adam Smith as the father, as he is considered the originator of the concept. However, a second person with a focus on propaganda might cite Sigmund Freud’s nephew, Edward Bernays, as the father of “public relations” (itself a rebranding of propaganda) instead.

Faulty modeling aside, however, we are dealing with the same beast. In his 1928 book Propaganda, Bernays writes about propaganda and public relations for commercial and political ends without differentiation. Where nowadays we might say that marketing sells products and propaganda ideas, it was all the same toolkit to Bernays.

Interestingly, he also makes it clear that a group he refers to as the invisible government—shadowy figures who understand the mechanism and motivations of the public mind—uses that same toolkit to rule over the people as well (Bernays. 9-10).

”The minority has discovered a powerful help in influencing majorities.” (Bernays. 19).

Given that the “powerful help” is our beast, it’s little wonder the mist between the two heads is so damn thick!

The last time I darkened this digital domain, I talked about some of the recent research into perception, emotion, and bias. Now obviously, Bernays had none of those modern discoveries to pull on, but he was very familiar with his uncle’s work (as well as that of some of his contemporaries). Where his predecessors, the “old propagandists,” relied on “the psychological method of approach” (in other words, arguments based on facts and logic), Bernays focused on influencing the “mental pictures” in the public mind (Bernays, 106-107).

”Modern propaganda is a consistent, enduring policy of creating or shaping events to influence the relationship of the public to a given enterprise.

This practice of creating circumstances and of creating pictures in the minds of millions of persons is very common. Virtually no important undertaking is now carried on without it, whether that enterprise be building a cathedral, endowing a university, marketing a moving picture, floating a large bond issue, or electing a president.” (Bernays, 25)

Over the years, Bernays worked on both commercial and political campaigns alike, influencing American life in surprising ways. In the 1920s, for example, a time when smoking was not so common among women, Bernays ran a campaign for Lucky Strike that equated smoking with women’s rights and presented cigarettes as “torches of freedom” (Spitale. 14-16). It’s also thanks to Bernays that hairnets became ubiquitous in food service. As shorter styles became more fashionable among women, hairnet sales sank. To remedy this, Bernays convinced health officials to make them a requirement for food service workers (Ibid. 16). He is also why people came to consider disposable cups cleaner than reusable options, and why men now also wear wristwatches and no longer consider them women’s jewelry (Ibid.)

Most infamously, however, Bernays produced propaganda for the United Fruit Company (now Chiquita) against the democratically elected government of Guatemala, labeling them “communists.” This helped to enable a CIA-backed coup that led to decades of dictatorship and civil war for the poor people of Guatemala (Ibid. 16).

(This was also the origin of the term “banana republic,” by the way.)

So yeah…absolutely abhorrent.

As significant a parent as Bernays was though, he’s clearly not the only “daddy” in the mix for our beast. Unsurprisingly, this being is more homunculus than anybeing naturally spawned. (Gods, what a collection of words!) Moreover, there may also be some earlier, magical parentage as well.

Marketing, Propaganda, And The Magic Of Desire

This next part begins with the work of Ioan Petru Culianu. In life, Culianu was a Romanian-American historian known for his books on certain niche aspects of renaissance thought. A practicing magician who sadly met his end in 1991 in his bathroom courtesy of a bullet to the head.

A murder that remains unsolved to this day.

Well anyway, one of Culianu’s main academic foci was the writings of Giordano Bruno, a friar-turned-magician who was burned for heresy in the year 1600.

In his book Eros and Magic in the Renaissance, Culianu uses Bruno’s essay On Bindings In General as a framework to examine the possible connections between renaissance magic and mass-media marketing. For Bruno, the key to magic was eros (desire). Along similar lines, modern advertising manipulates consciousness via images that spark desire. Sex sells either way.

Nowadays, we don’t typically think of marketing and propaganda as magical arts. However, Culianu considered this desire-based manipulation the very foundation of political power in modern industrial nations (referred to by Culianu as “magician states”) (Greer. The King In Orange. 19-21).

A Souls-Familiar Layer?

Emotions have long been understood to be magically potent. In Heathenry, the furious god is also the “Father of Galdr” or verbal charm magic. A form of magic that not only marries narrative (and sometimes also poetic meter) with intense emotion and modes of performance. Speak a galdor while utterly enraged, and you’ll probably get some spectacular (not to mention quick) results.

However, fury isn’t the only emotion that appears in connection with magic in the Norse sources. The other main emotion was familiar to both Bruno and Bernays.

Desire.

In the Old Norse sources, both fury and desire are stirrings of the same soul. This is the Hugr, the most “occult” of a person’s souls, you might say. Although better attested in Norse sources, cognate forms appear in all the older Germanic tongues, all of which rooted other words. Among the early English, Hugr was known as Hyge, while a speaker of Old Saxon would have referred to their Hugi instead. In Old High German, the word was Hugu, and in Gothic, it was Hugs.

Broadly speaking, Hugr is “mind,” “heart,” “desire,” and “longing,” though I should also note that these cognates do differ slightly in meaning. For example, the Old English Hyge could be “thought,” “mind,” “courage,” “intention,” “heart,” “disposition,” and “pride.” The Gothic Hugs, however, primarily carried meanings of “thought,” “intelligence” and “understanding” with none of the heart.

Overall, the best summary of Hugr as I understand and experience this soul comes from Snorri Sturluson in Skáldskaparmál chapter 86:

“Thought (Hugr) is called mind and tenderness, love, affection, desire, pleasure…Thought is also called disposition, attitude, energy, fortitude, liking, memory, wit, temper, character, troth. A thought can also be called anger, enmity, hostility, ferocity, evil, grief, sorrow, bad temper, wrath, duplicity, insincerity, inconstancy, frivolity, brashness, impulsiveness, impetuousness. (Faulkes trans. 154.)

As I said earlier, they are the most “occult” of our souls. At times in the sources, they give counsel, while at other times they appear to be a ward. A protector. They are also a wanderer, capable of independent movement from the human whole.

Most important of all though, Hugr has force. They are the fury in the galdor and the lust in the seiðr, they are the difference between empty words and gestures, and tangible result. Hugr is what makes Wish real in the world.

All of which makes Hugr the main prey of our two-headed beast.

Where marketing works to ensnare Hugr with bait made of carefully crafted wishes, propaganda ensnares by stirring up rage and offering nightmarish possible futures to appeal to Hugr-as-ward. If we’re not careful, this beast can make monsters of our Hugr over time as well.

And that, Hel-friends, is a recipe for disaster that lasts long after the screen has gone dead.

Final Words

I was planning to follow up with another post on this topic directly after this. However, the thing about exploring such huge subjects is that, sooner or later, I begin to feel trapped. Suddenly, I find all kinds of other things to talk (ahem, rant) about and find myself getting annoyed. Eventually, I lose interest and cease writing full stop.

So, this time I’m trying something different.

I’m going to post that stuff anyway instead of trying to stick to one series at a time. Expect the unexpected, I guess!

That said, I’m not nearly done with this subject. So far I’ve focused on the effects on individual humans, but I’m yet to touch on mass effects. What happens when significant numbers of Hugr-twisted humans obsess over a practitioner of New Thought who markets themself as a brand? How about when big tech takes a huge dump in the information space? More importantly, why even take that dump in the first place after warning of its dangers less than a decade ago?

The technology might well be new, but the playbook really is not.

Until that next time though, I really encourage you to check out Winifred Rose’s work on Hugr. One of the very best things I’ve ever done for myself both as a human and Wicce is to get to know mine. Nowadays, my Hugr and I are more intentional in our collaboration. Better still, we’re both learning to spot that beast’s bait.

An important practice in our increasingly brain-cooked world full of people with out-of-control and twisted Hugr-souls!

So, until then, be well, Hel-friends and stay safe.
<3

Sources

Bernays, Edward. Propaganda (Original Classic 1928 Edition): The Definitive and Complete Masterwork on Public Relations. 2025.

Greer, John M. The King in Orange: The Magical and Occult Roots of Political Power. New York: Simon & Schuster, 2021.

Martel, J.F. Reclaiming Art in the Age of Artifice: A Treatise, Critique, and Call to Action. Berkeley: North Atlantic Books, 2015.

Spitale, Samuel C. How To Win The War On Truth. 2022.

Sturluson, Snorri. Edda: Prologue and Gylfaginning. Translated by Anthony Faulkes. Oxford: Oxford University Press (UK), 1982.

January 16, 2026January 16, 2026

One Word: Authenticity

A couple of weeks ago while wandering the fetid wastelands of Facebook, I came across a post by my friend Irene/Glasse Witch. If you’ve ever seen the Bernie Sanders meme where he’s once again asking for donations, it was kind of like that. Except instead of asking for donations, Irene once again posted about her practice of choosing an intention word for the coming year and invited us all to participate.

You can read more about this from Irene at her blog. She’s much more sensible than I am, and is absolutely not Bernie Sanders in disguise.

Much like the Sanders meme, there was something soothing in seeing Irene’s annual “One Word” post. No sooner had I clapped my eyes on it, than I felt something inside me relax. And for a few precious moments, the world felt a little less uncertain and slightly more predictable. Safe. Without realizing it, those annual posts had become one of the many tiny, but no less mighty, anchors in my world.

If “Irene’s One Word” were a D&D Spell, it would belong to the category of transmutation. It does, after all, take specific collections of letters (themselves bags of holding for meaning) and make guiding stars of them as well.

This spell is a “Choose Your Own Components” adventure.

So naturally, I tapped out a quick comment.

“My word is ‘unhinged,’” I replied.

That probably sounded like trolling, but those words spilled from my fingertips with my whole chest.

A few seconds later though, I added a follow-up to explain what I’d actually meant. You see, growing up neurodivergent in the 80s and 90s, I got used to tucking away the weirder, more feral parts of myself to only maybe sorta fit in. ADHD was something American kids had on TV, and Rain Man was the only kind of autistic. Back then, you were just an obsessive, bizarre kid with the vocabulary of a “posh Victorian bitch” who pretty much lived on the naughty table at school and came up with ideas like “I should try walking to London” and “Maybe we could rock climb through that gorge with these mountain bikes?”

(In case any of you were curious, I give both of those activities a tentative 3/10.)

So is it really any wonder that “unhinged” became somewhat synonymous with those hidden-away pieces of self?

Maybe, maybe not. But most folks would probably use the word “authenticity” for that kind of thing.

Well…to a point. Pied Pipering a bunch of other kids into walking to London with me that one time was clearly a bad thing.

Authenticity Hunger in an Ersatz World

Hope for me has always been as dangerous as it is nourishing; I keep a cautious ember alive at best. Since Irene’s post though, I’ve seen others express that same desire for greater authenticity again and again. I’m seeing it so frequently now, it’s a struggle to keep that ember from bursting into flame.

Has our culture finally grown sick of this dystopian hellscape full of AI slop, propaganda, and online personalities who are more brand than actual people?

Time will tell, I suppose.

Fair warning, but this next part is probably going to sound like bullshit unless you know my kid. Around seven years ago (and I know this because I just checked FB memories), she randomly informed me that “Reality isn’t real. Reality is fake news.” She was all of four years old at the time, but there she was, sitting on the floor with her coloring book and crayons, laughing her little head off at the whole thing.

Startling statements and my kid go together like PB&J.

Clearly, the “fake news” part of it had come from overhearing adults discussing current events. It was after all 2018, and she’s always understood more than most kids her age. As for the rest of it, she either put it together for herself or it surfaced—as many of her statements often do—from goodness only knows where.

Usually when she does this, I encourage her. I ask her questions to try and flesh out where she’s coming from, then follow along to see where her thoughts next lead. Children often notice things that most adults miss or have been trained out of seeing.

I no longer remember where that conversation went, but my daughter was essentially right. This thing we call “reality” <em>isn’t</em> real—at least not in the way that most think.

However, I am old enough to remember a time when that unrealness was, or still felt, mostly organic—a world with the space to be authentic instead of constantly curated and always “on.”

This ersatz unrealness makes avatars of us all.

The Organic Unrealness Of Reality

“How might authenticity look for me, and how would I recognize it?”

Those were the two questions I began with at the start of this journey. While I knew this would likely be a process of separating the “wheat” from the “chaff,” I’m also well aware that the chaff is everywhere and, even worse, has its tricks. It’s very well-practiced in convincing humans that it’s wheat.

In the end, I decided my quest for authenticity was also really a search for that organic unrealness as well, and that is where I begin here too.

First and foremost, no human sees the whole of reality as it actually is, and believe it or not, that’s at good thing.

According to two different studies—one by the neuroscientist Karl Friston, and the other by cognitive psychologist Donald Hoffman—raw reality is too much for our brains to handle (Kastrup 2023, 13 – 14). It’s the kind of “extra” that nobody needs. Apparently, things would devolve rather quickly into “Warning! Danger Will Robinson!” territory in the brainmeats, then it would be off to the forever box. The End.

So how do we humans navigate reality then without melting our brains?

Well, this is where perception comes in.

In his book Making Up The Mind, neuroscientist Chris Frith explains that perception is a working model of the world produced and constantly modified by the brain. So, a filter between ourselves and our otherwise overwhelming reality (Frith 2007, 111 – 137). If you’re a fan of analogies (as I am), you might find the following from the former CERN scientist Bernardo Kastrup useful:

”Perception is like a dashboard of dials: it contains information about the world only in an encoded form, thereby limiting the entropy of our internal states, just as a dashboard of dials intrinsically limits the entropy of information pilots have to contend with…” (Kastrup 2023, 14).

So, this thing we perceive as “reality” is really a user interface keeping our brains from melting like Johnny Mnemonic’s back in the day had he not made it to that dolphin in time.

Glorious.

See, in another version of the ThisWorld, Bird Box could have actually been good.

Prediction, Story, And Perception

But how does the brain know which modifications to make? The answer to this question, it seems, is prediction.

According to predictive coding theory, your busy bee of a brain modifies what you perceive based on the predictions it makes in response to sensory input. Like all working models, our perception has its foundational premises, its systems and criteria—frameworks through which the brain can interpret new information then respond.

It just so happens that the building material of human perception appears to be story.

Now, to be clear, when I say “story” here, I mean everything from personal past experience, preferences, and relationships to cultural wisdom, academic knowledge, political bias, media, and religious beliefs. As I will explain shortly, story is the language of experience, and the experience of it goes much deeper than the spoken or written word.

In a sense, each and every one of us carries entire libraries of memory in our hearts and minds. Some of them are our own whereas others are added from elsewhere. But it’s these “libraries” that are the foundation and frameworks for those perception-shaping predictions that keep us alive.

The world may be a vampire, but the evidence suggests we humans are hardwired for story. To quote the neuroscientist Antonio Damasio, “story is something brains do, naturally and implicitly.” It is the solution our brains arrived at to solve the problem of which of the 11,000,000 bits of sensory input per second to keep, cut or edit (Cron. 7-8).

We humans have been storytellers since perhaps even before we became homo sapiens sapiens. No matter our culture or language, we all teach, learn, and pass on warnings via story (Ibid). It is, as I said earlier, the language of experience, without which we humans wouldn’t have survived. However, it also enables us to form relationships with others and maintain community bonds. In an existence of navigating reality by proxy, shared stories create common ground. They’re the bricks and mortar of society itself.

Moreover, stories are “sticky” in ways that facts are not. Brain imaging studies have found that well-crafted narratives light up the same regions that process sights, sounds, tastes and movement in real life (Cron p.4). So you know, in addition to all of its other roles, story can also be a holodeck for our brains.

In case you were wondering, that hardwiring and felt experience are a large part of why people rarely change their minds when faced with new evidence. The rest we can mostly blame on cognitive bias and the incredible irony that lizard-brain-tickling narratives almost always DESTROY facts and logic.

But anyway…so far, so organic, right?

Well, that’s about to change.

How The Ersatz And Unwanted Slips In

Cognitive bias is one hell of a thing.

For decades, these biases were defined as errors in thinking arising from the busy-bee brain making shortcuts on the fly to simplify its job (usually related to memory). Relatable motivation, honestly. More recently though, researchers have found that those “errors” are entirely intentional.

It seems the brain has never prioritized accuracy when it comes to perception. Unsurprisingly, the goal has always been survival; that is the priority. If you’re not careful, your brain will edit/add to those inner libraries and fuck with the indexing. When you consider the fact that the brain can just edit obvious physical phenomena from your sensory input so you literally don’t perceive it, that’s actually quite disturbing.

(As an aside, this is why it’s especially important for those of us from minority religions to frame “reality” as a consensus of perception. We need to be aware of where the overcultural consensus ends and ours begin, and to be mindful of that line.)

Anyway, also in our Bear Grylls brain kit: an equally innate negativity bias. This little Swiss Army Knife of misery is why we tend to focus much more on negative experiences and media. So, not only do our brains proactively tweak perception to privilege survival regardless of accuracy, it also privileges the negative while doing so.

Remember those brain scans I mentioned earlier?

Well, according to other neuroscience studies, that negativity bias is as physical as it is emotional. Brain scans show greater neural activation to the negative than either the neutral or positive or neutral—a response induced not only by negative stimuli, but also by images, videos, words, and even risky visualized scenarios. Finally, those cognitive biases I began with at the top of this section? Well, I’m sure it’ll absolutely not surprise you to learn that fear appears to be the most fertile soil for those.

What do you get when you cross a survivalist with pessimism and a high level of anxiety?

You get an easy access point for an ersatz or unwanted reality to slip in.

Final Thoughts

When I first sat down to write this, I had something much shorter in mind. As it turns out, I’m far from done spilling words on this topic. However, attention is precious nowadays, and I’ve kept yours with this behemoth for long enough. It’s only fair that I give your eyeballs a break. (Worry not, the next post is mostly already written!)

In this post, I’ve talked a lot about perception, its mechanics and vulnerabilities. I’ll be digging further into those ersatz unrealities, the propagandist’s/marketer’s art, and its overlap with this thing we call “magic.” There’s also a possible third post in the works too, but more on that later.

For now though, if you find that you also thirst for the organic, then I encourage you to practice noticing your own easy access points and to sit with them. Consider how you might best shore up your defenses in a way that is both compassionate and respects your needs and the innate mechanisms of your brain.

However, most of all, I invite you to try reframing some of the news you see as stories in a book. What are the plot points? Who are the protagonists, and what drew them in? What is the prologue? Where might this story be going, and what emotions does it stir up?
Lastly, where are you in this story, who is doing the telling, and what might the storyteller or storytellers hope to achieve?

The Final, Final Words (No, Really)

I’m excited to share that I’ll be presenting at the Sacred Space/Between the Worlds 2026 joint conference in College Park, MD in February!

The Sacred Space Conference is the premier annual esoteric conference on the East Coast for intermediate to advanced practitioners. The Between the Worlds Conference is offered at particular intervals aligned with specific astrological events.

When these two conferences come together you can expect a wide variety of high caliber workshops and rituals designed to discuss important magical needs and timely topics.

Check out the schedule and register here ➡️ https://sacredspacebtw2026.sched.com/

That’s all from me for now. Please enjoy this bonus pic of Irene (who, again, is absolutely not Bernie Sanders) as a reward for making it this far.

May 16, 2022

Algorithms

Algorithms.

They’ve just become an accepted part of life, right?

Yet another thing putting adverts in front of our eyes trying to get us to buy more. That unseen force that compels us to add a photo to social media posts as “tax,” so more people see what we have to say.

They even often shape what and how we say what we say.

Take this post, for example. Like the vast majority of blog posts, I’ve tried to write it to make the algorithms happy. I’ve kept my sentences short and have used as much active speech as possible – anything to keep Yoast happy, right?

Twenty words or less per sentence, that’s the standard.

When you really think about it, it’s messed up, but it’s become our norm all the same.

Billions of voices all writing in lockstep with algorithms, all producing a product called content.

You know—that thing I’m doing right here with this post.

Algorithms as Demons

A while ago, I listened to an episode of a podcast called Team Human that discussed algorithms. It was an interesting conversation because it was taking a look at algorithms through the framework of demonology.

No one is saying algorithms are actually demons, of course. Just that, as Mark Pesce argues, algorithms share certain characteristics with demons, or at least a certain view of demons.

To quote the Medium essay I’m using to refresh my memory:

”What might you call a creature that feeds on your energy, knows your weaknesses, and can tamper with your emotional state in ways that compel you to act beyond your best interest? Centuries ago we might call this a demon. As algorithms are programmed to exploit humans in order to do their bidding, perhaps it’s time to interrogate the Faustian bargains we make each time we sign up, log in, and click thru.”

In an age of online occult influencers, this has become a helpful framework for me when navigating matters of authenticity and content. What do we lose when we tailor our content to appease the algorithms enough to be rewarded with virulence? When we aid the algorithms in their exploitation?

A Faustian bargain indeed!

Algorithms and Authenticity

Unfortunately, this bargain is a tough one to break. We live in an economy where the production of such content is often tied to the economic survival of the creator. And herein lies the biggest problem with the commodification of creativity: products are created for customers. Appease the algorithms and your work gets in front of more people. Appease the people, and hopefully that translates to dollars.

Those all-important dollars that keep a roof over your head, clothes on your back, and food on your table.

Those are some pretty hefty motivations, right? They’re downright existential.
But (and this is question I find myself returning to from time to time) what of authenticity?

Because here’s the thing about writing spiritual content (horrible term, but I’m going with it). It is, by its very nature, personal. It’s intimate and subtle in ways that blog posts about chimneys or recipes for cakes are not.

(Please, for the love of Sweet Baby West Virginia Jeebus, Karen, no one wants to read about your fifteen kids! Or your upholstery business. I get there are good reasons why you do this, but please, do the world a solid and add in-page links to the recipes? Sincerely, Everyone.)

Anyway, back to the topic.

For these reasons, one would always hope that content discussing spiritual matters comes from a place of authenticity within the creator. Except I don’t see how it can when survival for so many depends on increasingly getting caught in a trap of uniformity and writing to order vs giving voice to what’s actually in our souls.

But we’ve made our pacts, it’s time to make the best of it.

Walking the Balance

For me, creativity is a whole-making, inspirited thing, and the inspiration that fuels it, sacred. There’s almost an element of horror for me when I consider this issue. Because if creativity and inspiration can be spirit work (and for me, my various souls are also spirits in their own rights), then what of them in all of this? How do they dance with the algorithms?

At times, I think they dance well together. Sometimes the stories and ideas those spirits want to get out mesh well with the algorithms. Other times, that dance is hard. That line of appeasing algorithms and audiences can become a noose while remaining true to those stories and ideas.
Of course, none of that erases any of our existential needs. Bellies still need filling and bills still need paying.

The key then perhaps is being mindful of the dance and striving for balance.
According to Douglas Rushkoff, creator of Team Human, weirdness is our best weapon. So perhaps sprinkling in some authenticity by way of letting your particular brand of freak flag fly is the way to go? (But be careful to be authentic with your weirdness for that too can also be commodified. I know, I fucking hate this world for shit like this.)

Embrace your weird, talk about your fuck ups, be subversively human.
(Just remember to use the active voice and do it in twenty words per sentence or less.)

And if you can, don’t be afraid to ignore the current discourse du jour unless it’s something you actually care about.

Final Word

The purpose of this post wasn’t to make anyone feel bad. It was a call to my fellow authors and creators to think about that line where appeasement and authenticity meet in our work. There are plenty of other conversations to be had here too. Such as platforms and responsibility, social media and mental health, and honoring our comfort levels and authenticity while trying to make that cabbage. Today though, I wanted to talk about the dance we often find ourselves performing for the algorithms. It’s quickly paced and can be exciting at times, and it’s easy to get swept up—especially when people begin to copy you.

But don’t forget you have your own steps too. They also need to be danced if you want to keep yourself whole.

April 16, 2019

Neoliberalism and Spirituality

A specter is stalking Europe. Well, not just Europe really, it’s pestering the whole bloody world. It often goes unnamed, though we can all point to its effects, and has been credited with everything from the 2008 financial crash and decline of public health and education, to the epidemic of loneliness.

This specter does have a name though; shall I name it?

It is none other than “neoliberalism”, and I guarantee that this poisonous ideology is currently fucking up a spiritual practice near you.

Defining Neoliberalism: The Roots

Neoliberalism is one of those terms that is difficult to define, and despite its early proponents happily referring to themselves as neoliberals, is a term seldom heard nowadays, even as the ideology has rooted and solidified.

Curious, no?

It started, as with many things, with a group of people thinking they’d found a better way. Collectivism is a force that can either be exceedingly positive or exceedingly terrifying; and the earliest proponents – two Austrian exiles attending a meeting in late 1930s Paris had certainly seen plenty of the exceedingly terrifying. So it’s not hard to understand their aversion to anything that smacked of collectivism. I do not mean to paint these men with too much sympathy though, and the reasons for this will become clearer as I go on.

What began as a term coined during a meeting of minds in the City of Lights would coalesce into theory in 1944 when Hayek published his book The Road to Serfdom in which he argued that government planning not only crushed individualism, but would eventually lead to totalitarianism. This unsurprisingly caught the attention of some extremely wealthy individuals who saw in this ideology the potential for both limitless profit and an escape from taxation.

So it’s no surprise that when Hayek founded the Mont Pelerin Society in 1947 – the world’s first organization dedicated to spreading neoliberal ideology – he did so with the backing of multiple millionaires.

Defining Neoliberalism: The Ascent

Hayek went on to create a transatlantic network of supporters, and his rich backers put their money towards a series of organizations with names that some of you might recognize such as the Cato Institute, the Heritage Foundation, the Institute For Economic Affairs, the Center for Policy Studies, and the Adam Smith institute.

As time went on, the movement changed and gained new thought leaders such as Milton Friedman. It was also around this time that the term “neoliberal” curiously all but disappeared as a self-identifier – or indeed from public discourse.

But no one was paying attention to that back then – Keynesian economics that emphasized the social contract were in vogue, and so the neoliberal leviathan slept.

The 70s brought with them economic crisis and the old Keynesian policies were struggling to keep up. This was when neoliberalism popped up again with all the enthusiasm of Internet Explorer when you accidentally hit the wrong icon at the bottom of the screen. Except with you know…a weird illuminati vibe.

“When the time came that you had to change … there was an alternative ready there to be picked up”
-Milton Friedman

Defining Neoliberalism: Dominance

1979 and 1980 were big years for neoliberalism – or rather the ideology that was now curiously unnamed. Key proponents of the ideology swept to power in both the US and the UK and set about following Hayek’s prescription to the letter. Deregulation was pushed so as not to impact the efficiency of industry. Public health and education were privatized and dismantled as much as possible. Special efforts were taken to break the collectivism of the trade unions (and the threat they posed to the neoliberal agenda). And all the while, the rich got to divide up and profit off everything that was outsourced and privatized – all with increasingly egregious tax breaks of course.

And that is the world we now find ourselves in, kids! That

is neoliberalism.

A world in which money buys freedom and political voice while the vote and wages of the average citizen decrease in value. In which the earth itself is sacrificed for profit, and people are kept docile by endless consumerism and entertainment. (Or as the Romans liked to call it, bread and circuses.)

But hey, “you can have it your way”, “you’re free”, this isn’t really the road to serfdom.

Neoliberalism and Spirituality

“Consumerism is the opium of the masses…along with well, illegally acquired prescription narcotics.”
– Me

But what in the Sam Harris does any of this have to do with your spirituality, and how is probably fucking it all up for you? Well, I’m glad you didn’t ask, because I’m going to tell you anyway.

In my last post, I wrote about consensus and how it affects perception. Well neoliberalism is a huge part of the consensus reality we live in, and it guards its position fiercely. How often is it presented as being the only option (and the only alternatives presented as being either Nazism or Communism)? Think about that for a second. Does it really make sense that out of however many years humans have populated the earth in all of our countless cultural variations, this (or Nazism or Communism) is the only feasible option for forever?

Of course it doesn’t, and yet we can barely imagine actual alternatives.

That’s powerful.

So it only makes sense that as such a key part of the consensus, its influence on your spirituality is significant.

This influence can be seen in two main ways.

Firstly (and most obviously), you can see its influence in the commodification of spirituality. I’ve written about this before, but how many of us buy occult tchotchke like it’s some kind of super special thing that’s going to fix/provide greater connection with/protect us from ______ like right now? And if we’re honest with ourselves, most of the time we don’t need that shit. That’s not to say that you shouldn’t buy pretty arcane things if you have the cash, just don’t kid yourself that it’s anything other than something you just like.

We see this commodification in courses as well, or rather the forms they take, and this is especially prevalent in the “shamanism” courses. Now there are some excellent courses out there that are presenting information as wholly and authentically as possible, but there are many that are basically taking lots of very complex things and simplifying (or outright editing and distorting) them to make them more accessible for predominantly white American audiences.

The second way in which we see the influence of neoliberalism in spirituality is in the cult of the individual. Remember that old neoliberal grudge against any form of collectivism? Yeah, that plays out in your spirituality too.

We live in a world in which staunch individualism and the ability to get by on your own are seen as virtues. Like the tax burden, the solving of problems (regardless of the root cause or capacity), has been shifted to individuals (preferably in a way that does not in any way burden productivity in terms of time and cost).

Have a terrible job that barely pays you enough to live? Here! Take this mindfulness prescription! Go fix it with this commodified, soulless version of a

neoliberalism - yoga — “I make shit for money on my three jobs, I can’t afford to get rid of my crappy roomie, and retirement is something I’ll never see. But it’s all okay, because I’m doing a yoga.”

practice that’s actually deep and whole-making when not completely divorced from its religious context! How’s about a little Jesus to go with that? Yeah, he’ll make you feel better, he fucking loves you! I got some yoga to go with that too if you still haven’t managed to fix yourself (why haven’t you managed to fix yourself yet?).

See what I mean? This focus on the individual has given us a necessary extra job that nobody wanted: ‘self-care’.

And you know, we talk about spiritual bypassing a lot in the Pagan community. Of course, it’s always in terms of the behaviors of individuals within our respective communities. But is it any surprise that these behaviors exist when corporations and society at large push what amounts to spiritual bypassing in order to get people to focus on something other than their shitty life situations (and more importantly, the things that are causing them)?

Interestingly, the term “spiritual bypassing” first appeared in the early 80s. Funny that.

Thinking With Motivation

Which brings me to the question of motivation for spiritual activity. What motivates you? Because if you sit with that question and you come up with what essentially boils down to self-care, then your motivations may need a little work.

Having the right motivation for spiritual practice is an incredibly important yet under-discussed (at least among Pagans) thing. Proceed with the wrong motivation and you either burn out when things become difficult, or it becomes limiting. But if you proceed with the right motivation, then it can both sustain your practice when things become hard, and present a limitless array of possibilities.

neoliberalism - LARP — “My favorite LARP is ‘Paganism: The Escape’. It’s super sweet, really takes me away from it all!”

Motivation that is essentially self-care generally falls into the first category, because (and this is especially the case with paradigms that are very different from what we know in our day to day lives) it can all too easily become a form of escapism. A therapeutic religious LARP, if you will. When this occurs, spirituality is no longer whole-making. It is no longer something that connects us to our lives in a more authentic way, and rather than chasing the real, it becomes an exercise in avoiding the misery.

Final Words

In my next (Tuesday) post, I’m going to take a look at ways in which we can free ourselves and our practices from neoliberal ideology. Sounds like a tall order? Well, nothing is too tall if enough people are working together – just ask that Yahweh one about Babel.