Entertainment: The Cultural Rebranding of the Witch: From Feminist Icon to a Symbol of Political Peril

What is the 'Witch Cycle' Trend?

The "Witch Cycle" trend is a recurring phenomenon in pop culture where cinematic depictions of witches gain prominence, often aligning with periods of significant social and political shifts, particularly those concerning women's roles and feminism. This trend is not about a single film but a proliferation of titles across different genres that use the witch archetype as a bellwether for cultural anxieties and political currents.

• A Reflection of Feminism: Historically, a surge in witch-themed content has coincided with waves of feminist activism and visibility. The witch serves as a symbolic figure, representing fears and anxieties around female power, independence, and transgression of traditional roles.

• The Pendulum of Depiction: The trend swings between two extremes: the witch as an empowering, rebellious feminist symbol (e.g., The Witch, The Craft) and the witch as a terrifying, malevolent force that endangers the family and social order (e.g., Weapons, Bring Her Back).

• A Political Barometer: The current cycle is trending towards a more negative and cautionary depiction of witches, which the article argues is a reflection of a conservative political realignment and a backlash against the feminist movements of the past decade.

Why it is the topic trending: The Shifting Sands of Political and Social Norms

This trend is highly relevant because it reflects a profound and unsettling shift in the cultural landscape, where the gains of recent feminist movements are being challenged by a resurgent conservative ideology.

• Post-2020 Political Shift: The article directly links the change in witch depictions to the political climate following 2020. The "fervor of the Women’s March" has been supplanted by anxieties about "Tradwives" and a return to "traditional family" values, which are reflected in the increasingly negative portrayals of witches.

• The "Elevated Horror" Backlash: The over-saturation of "elevated horror" films with overtly feminist themes has led to a counter-trend. Critics and audiences, according to the article, are tired of "witch tropes we’ve all heard unraveled many times before," creating an opening for a different, more chilling interpretation of the archetype.

• The QAnon and Conspiracy Influence: The rise of religiously tinged conspiracy theories like QAnon has reintroduced an anti-supernatural fervor that harkens back to the "Satanic Panic" of the 1980s. This provides a fertile ground for depicting witches as a truly malevolent, existential threat.

Overview: The Witch as a Cultural Warning

The witch is a powerful and flexible symbol that has always been used to reflect societal fears and anxieties about women. The current cinematic cycle, as seen in films like Weapons and Bring Her Back, marks a significant shift from the feminist-celebratory depictions of the 2010s to a more traditional, and frankly, anti-feminist, portrayal. The witch is no longer a figure to be celebrated and emulated, but a source of supernatural terror that must be stopped. This trend is not an accident; it's a direct cultural response to the political and social realignment happening in America, signaling a conservative push to reassert traditional gender roles.

Detailed findings: The Evidence of a Cyclical Shift

• The Simultaneous Release of Witch-Themed Content: The fact that films like Weapons and a new season of Wednesday are released in the same week, alongside other occult-themed films, is a key finding. This indicates a genuine cycle is in motion, not just an isolated incident.

• The Overtly Political Analysis: The article's analysis is not just a film review; it's a sociological and political commentary. It connects the films to specific political events (the Women’s March, the Trump administration) and cultural phenomena (Tradwives, QAnon), which validates the argument that these depictions are a mirror of our times.

• The Shift from Feminist Heroine to Malevolent Villain: The comparison of the triumphant Thomasin from The Witch to the soulless demons of Weapons is a critical piece of evidence. It shows a clear and deliberate shift in how the character is being used, from a symbol of female rage to a destructive force.

• The 'Occult Revival' and 'Satanic Panic' Echoes: The article's historical context is crucial. By drawing parallels between the '60s and the 2010s (Occult Revival, feminism) and the '70s and the 2020s (conservative backlash, Satanic Panic), it provides a compelling argument for the cyclical nature of this trend and its political underpinnings.

Key success factors of the Witch Cycle trend

• Cultural Relevance: The trend is successful because it is deeply embedded in the current political and social discourse, making the films feel timely and important.

• Symbolic Power: The witch is a potent and instantly recognizable symbol that can be deployed to represent complex ideas about gender, power, and fear.

• The "Horror" Medium: Horror is an excellent genre for exploring social anxieties and political shifts, as it can externalize internal fears into monstrous, terrifying figures.

• A Response to Oversaturation: By moving away from the "feminist witch" and towards a more traditional, terrifying depiction, the trend is able to feel fresh and avoid the fatigue that had set in with the previous cycle.

Key Takeaway: The Witch as a Barometer of Political Climate

The central takeaway is that the witch is not just a horror trope but a powerful cultural barometer. The way she is depicted in film—as a heroic feminist icon or a terrifying, patriarchal threat—directly reflects the political and social climate of the time, particularly regarding the status and power of women.

Main Trend: The Re-politicization of Pop Culture Archetypes

The main trend is the re-politicization of classic pop culture archetypes, where figures like the witch are not just for entertainment but are used as a means of commentary on the current political and social landscape. This trend demonstrates that even seemingly simple horror tropes are deeply infused with cultural meaning and political subtext.

Description of the trend: "Horror as a Political Mirror"

This trend uses the horror genre as a mirror to reflect and externalize societal fears and political anxieties. The monsters and villains are not just supernatural beings but symbolic representations of real-world threats, from conservative political movements to the anxiety around women's power.

Key Characteristics of the Core trend: The Cultural Echo

• Subtle Symbolism: Unlike the overt feminism of the 2010s, this new cycle often uses the witch more subtly, with the "word is never used, but the reference point is clear." This forces the audience to engage with the subtext on a deeper level.

• The Endangerment of the Family: The current depictions often focus on the witch as a threat to the nuclear family unit, which aligns with the political emphasis on "traditional family" values.

• A Return to Fear: The emphasis is on fear, not empowerment. These witches are not to be celebrated but to be feared, signaling a shift in how female power is being perceived in the broader culture.

Market and Cultural Signals Supporting the Trend

• The Rise of "Tradwives" and Anti-Feminist Movements: The article points to the influence of these groups as a key cultural signal. The films reflect this societal shift away from progressivism and towards conservatism.

• The Re-engagement with Classic Horror: The success of classic monsters like vampires and zombies in films like Sinners and 28 Years Later signals a broader cultural trend of revisiting classic archetypes, but re-imagining them for the present day.

• Political Polarization: The current extreme political polarization in the United States creates a fertile ground for art that reflects this tension, and the witch, as a symbol of both good and evil, is a perfect vehicle for this.

What is consumer motivation: To Understand and Process Societal Anxiety

• A Need for Catharsis: Consumers are motivated to see films that externalize their own anxieties about the political climate. The witch becomes a stand-in for the "other" that they fear, allowing for a cathartic release of tension.

• Intellectual Curiosity: A more discerning audience is motivated by the desire to engage with art that has a deeper meaning. They want to watch films that are not just scary but also intellectually stimulating and relevant to the world they live in.

• Tribal Identification: By choosing to watch a film that aligns with their political worldview, consumers are engaging in a form of tribal identification. A conservative viewer might be drawn to a film where the witch is defeated, while a liberal viewer might be drawn to a film that subverts that trope.

What is motivation beyond the trend: The Fear of the Unseen Threat

Beyond the specific political trend, the core motivation is the primal human fear of the unseen threat and the fear of power that is beyond one's control. The witch, with her supernatural abilities, perfectly embodies this fear. The current cycle taps into this primal fear while overlaying it with specific political anxieties.

Descriptions of consumers: The Politically Engaged Moviegoer

• Consumer Summary: This consumer is a politically and culturally aware moviegoer who sees film as more than just entertainment. They are likely to read film criticism, engage in political discourse, and draw connections between art and the real world. They are likely to be polarized themselves and will seek out films that reflect or challenge their own worldview.

• Who are them? A wide range of people, from young students to older adults, who are invested in the political and cultural direction of the country.

• What is their age? All age groups, with a particularly strong presence in the 25-50 range, as this group lived through many of the political shifts and feminist waves the article discusses.

• What is their gender? Both male and female. The article notes that the depictions are particularly relevant to women, but the male demographic is also consuming these films and engaging with their political subtext.

• What is their income? All income levels. This is a trend driven by cultural and political interest, not financial means.

• What is their lifestyle? They are active news consumers, engaged in social media, and are likely to participate in political discussions, both online and off.

How the Trend Is Changing Consumer Behavior: From Escapism to Commentary

The trend is changing consumer behavior by shifting the primary motivation for watching horror from pure escapism to a form of social and political commentary. Consumers are not just looking to be scared; they are looking for films that can help them understand and process the anxieties of the "Trump Age."

Implications of trend Across the Ecosystem

• For Consumers: The horror genre will continue to offer a platform for political discussion and social commentary, leading to a richer and more meaningful viewing experience.

• For Brands and CPGs: This trend offers a way to connect with a politically engaged and culturally aware audience, but it also carries the risk of being seen as taking a political side. Brands will need to be careful with their marketing.

• For Retailers (and studios): Studios will continue to invest in horror films that are not just about spectacle but also about cultural relevance. The success of films like Weapons and Wednesday shows that there is a significant market for this type of content.

Strategic Forecast: The Politicized Horror Auteur

• Continued Politicization: The trend of using horror archetypes for political commentary will continue and likely intensify as political polarization deepens.

• The Return of the Malevolent Witch: We can expect to see more depictions of the witch as a terrifying villain, a reflection of the societal fear of female power and independence.

• Subtle vs. Overt: The trend will split into two camps: the subtle, symbolic horror (like Longlegs) and the more overt, almost satirical horror that directly references political figures and movements.

• International Depictions: The trend will likely spread beyond the United States, with filmmakers from other countries using the witch archetype to explore their own unique political and social anxieties.

Areas of innovation

• The Interactive Political Horror: A film where the audience can "vote" on the outcome, and the ending changes based on their collective political leanings.

• The Historical Witch Horror: Films that delve into specific, historical witch hunts and draw clear parallels to modern political movements.

• The 'Found Footage' Witchcraft: A horror film that uses the "found footage" format to show a modern-day coven from an outsider's perspective, capturing the fear and paranoia of the onlookers.

• The Generational Witch: A film that explores the dynamic between an empowered, feminist witch from the 2010s and a young, disillusioned witch from the 2020s, highlighting the shift in political climate.

• The "Hexing" as a Weapon: A film that uses the concept of magical "hexing" as a form of social and political protest, exploring the ethics and consequences of using supernatural power to influence politics.

Summary of Trends

• Core Consumer Trend: The search for horror content that is culturally and politically relevant, serving as both a form of entertainment and a tool for processing societal anxieties.

• Core Social Trend: The use of the witch archetype as a barometer for the status of women and feminism in a society that is undergoing a period of conservative realignment.

• Core Strategy: Studios are producing horror films that are deeply infused with political subtext, leveraging the genre's power to externalize and reflect societal fears.

• Core Industry Trend: The cyclical nature of pop culture archetypes, where figures like the witch are continually reinvented to reflect the changing political landscape.

• Core Consumer Motivation: A desire to understand and process the anxieties of the "Trump Age" through a safe, fictional medium.

Final Thought: When Art Becomes a Political Statement

The cinematic depiction of the witch has always been a political act. Whether she is a heroic feminist rebel or a terrifying malevolent force, she is never just a monster. The current cycle, with its shift towards a more fearful and cautionary portrayal, is a stark reminder that art, particularly horror, is a mirror held up to society. It reflects our deepest fears and anxieties, and in the "Trump Age," it appears we are once again afraid of the power of the woman, and the witch is the perfect symbol for that fear.

Source: https://www.hollywoodreporter.com/news/general-news/wednesday-weapons-witch-trump-1236352961/