Spirits and Souls of Business

Abstract

This article considers an instance of magical services in Moscow, where the practitioner adapted western neo-shamanic methods to cater to the problems of the newly rich. The techniques that are ostensibly used for improving business are analyzed as attempts to alter the problematic morality of money making. The semiotic mechanisms of kitsch and magic are compared, and it is suggested that similar mechanisms are involved in the processes of identity construction of the new elites. These semiotic processes are seen as symptomatic of deep changes at the very foundations of cultural cosmologies, resulting from the new openness to the globalized world.

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