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Sophie James

Research student

Sophie James

Lancaster University

Charles Carter Building



Research overview

I am a doctoral researcher with the Department of Marketing at Lancaster University Management School. My research is informed by cultural theory and adopts a critical perspective on the socio-historical and political-ideological structures involved in shaping present-day modes of magical thinking, consumer spirituality, and reflexive doubt. Drawing upon consumer interest in witches and witchcraft, I explore how premodern and pre-capitalist fantasies and imagined ways of living find themselves recycled, reproduced, and commodified in the contemporary marketplace. My research is informed by qualitative, interpretivist methods and connects closely with ‘de-romanticist’ and ‘terminal’ writing in critical marketing and consumer research.

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