Advertising occultism in the Jewish press in Poland

Abstract

ABSTRACT Press advertisements are a key source for the history of Jewish occultism in Eastern Europe. From the late nineteenth century, modern occult currents engaged many Jews in Eastern Europe, who consulted with mediums, attended occult performances and lectures, and consumed occult literature, whether in Hebrew, Yiddish, Polish, or Russian. For these Jews, the hidden realities represented by occultism conveyed practical knowledge, entertainment, assurance, and the possibility of belief in a higher reality. Their occult activities left a paper trail in the form of advertisements placed in Jewish newspapers across Eastern Europe. This article considers occult-related advertisements published in the Jewish press in early-twentieth-century Poland, arguably the centre of Jewish occultism in Eastern Europe. By tracing occult advertisements across four decades of the Hebrew, Yiddish, and Polish press in Poland, a picture emerges of the dynamic occult marketplace that reached Jews across Eastern Europe, the economics of this marketplace, and the social changes that spurred its development. Jewish press advertisements thus not only shed light on the physiognomy of Jewish occultism in Poland in the early-twentieth century, but also tell us a great deal about Jewish experiences of modernity in these years as a whole.