We often invoke the “magic” of mass media to describe seductive advertising or charismatic politicians. In The Mana of Mass Society, William Mazzarella asks what happens to social theory if we take that idea seriously. How would it change our understanding of publicity, propaganda, love, and power? Mazzarella reconsiders the concept of “mana,” which served in early anthropology as a troubled bridge between “primitive” ritual and the fascination of mass media. Thinking about mana, Mazzarella shows, means rethinking some of our most fundamental questions: What powers authority? What in us responds to it? Is the mana that animates an Aboriginal ritual the same as the mana that energizes a revolutionary crowd, a consumer public, or an art encounter? At the intersection of anthropology and critical theory, The Mana of Mass Society brings recent conversations around affect, sovereignty, and emergence into creative contact with classic debates on religion, charisma, ideology, and aesthetics.

America stocks its shelves with mass-produced goods but fills its imagination with handmade folk objects. In Pennsylvania, the "back to the city" housing movement causes a conflict of cultures. In Indiana, an old tradition of butchering turtles for church picnics evokes both pride and loathing among residents. In New York, folk-art exhibits raise choruses of adoration and protest. These are a few of the examples Simon Bronner uses to illustrate the ways Americans physically and mentally grasp things. Bronner moves beyond the usual discussions of form and variety in America's folk material culture to explain historical influences on, and the social consequences of, channeling folk culture into a mass society.