A critique of the ontology of consumer enchantment

The concept of enchantment offers a plausible explanation of the lures and thrills of consumer culture. We examine the theoretical foundation of the concept through a critique of Ritzer's enchantment thesis. We begin by assessing the enchantment/disenchantment discourse through a review of the main theoretical contributions to the area, first summarizing Max Weber's initial outline of the notion of disenchantment in the Protestant Ethic and Spirit of Capitalism. We then consider Colin Campbell's critique of Weber and George Ritzer's development in Enchanting a Disenchanted World. Finally, we apply Jean Baudrillard's Order of Simulacra to further resolve some of the open questions concerning the possibility of enchantment in contemporary consumer cultur