A technology of re-enchantment: reading, referencing, and redistributing Orthodox ‘spiritual literature’ in post-Yugoslav Serbia

Abstract

ABSTRACT This article explores the issue of ‘re-enchantment’ through an ethnographic analysis of ‘spiritual literature’ in post-Yugoslav Serbia. Following the anthropologist Alfred Gell, it argues that Orthodox texts can be understood as ‘enchanted technology’ which, in turn, allows them to work as a ‘technology of enchantment’. Spiritual literature – distributed as physical objects between bags, bookshelves, bookshops, and kiosks, as well as digitally via social media – can propel some people to grow as Orthodox Christians and relate to society in Orthodox terms. After situating the re-emergence of Orthodox publishing in historical perspective, the article shows how people defer to books and how texts circulate. Overall, the article reveals the mechanics of one form of re-enchantment.