Abstract
This article argues that the modern world is not only produced by, and is promoting, processes of rationalization and disenchantment, but is also the site of `enchanting' influences that are genuinely `charming' or `magical'. Such modes of influencing rely increasingly on the power of images, and on theatre-like performances of words or discourses. The impact takes place under conditions that, following Victor Turner's work, could be called `liminal', and which can be turned through `imagemagic' into a state of `permanent liminality'. A path-breaking analysis of such influences can be found in Shakespeare's
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