Commodification of Spirituality and the Spiritual Healers’ Labor on Facebook

Abstract

Facebook is home to a plethora of spiritual healers who use the social media platform for giving advice, selling products, and offering their services. In this ethnographic study, we examine the Facebook endeavors of Estonian spiritual healers. The study discusses the different forms of commodified spirituality, the affective and aspirational labor of healers put into creating those commodities, and the role social media affordances play in shaping these practices online.