Abstract
The article is devoted to the study of the image of witches in popular culture through the analysis of four American TV series: “Charmed” (1998), “Charmed” (2018), “Sabrina the Little Witch” (1996) and “The Chilling Adventures of Sabrina” (2018). These series were chosen due to their popularity and a new look at the image of witches. Also due to the regional and ideological characteristics of the society that created them. The methodological basis of the work was an informational approach that considers cinema as part of the cultural space and culture as a whole, also used the “classical” method of comparative analysis. The category “witch” itself is considered as a universal of culture, the emphasis is on changing the role and image of witches in the “consumer society”. The historical basis of the article is the analysis of such sources as “The Sum of Theology” by Thomas Aquinas, “The Anthill” by J. Nieder, “The Hammer of Witches” by G. Kramer and J. Sprenger, a collection of medieval treatises “Demonology of the Renaissance”, as well as a number of normative legal documents affecting the issue of witchcraft in Western Europe and New England.
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