top of page
LA SANTA MUERTE
EXPANSION AND COMMERCIALIZATION
The Santa Muerte following has expanded to the United States and parts of Central America. Immigration would be a key factor of the spread to the United States and those from Latin America have to cross through Mexico to get here. Some may pick up the following along the way, hoping it will help them in their troubles. Another factor is its focus on providing products and services to individuals, which has increased its commercialization that goes along with the progression of a postmodern, global consumer society (Michalik 2011, 166).
“While it is not possible to determine how widespread Santa Muerte's following is, some estimates range into the millions, including significant numbers in the Mexican diaspora” (Bastante and Dickieson 2013, 439).
The methods of commercialization are typically magazines and stores where one can buy products or services. The New Age movement’s use of Tarot cards, horoscopes, fortune telling, numerology readings, and things relating to energy forces have allowed the Santa Muerte following to incorporate the commercialized aspect of itself into shops with these products and services. They offer “a special variety of Tarot cards, suited for the Santa Muerte devotees, not to mention the infinite range of typical accessories such as statuettes, pendants, necklaces, t-shirts and so on. Buying a DVD with ritual instructions enables you to receive a bonus pack with Santa Muerte candles and a book on the magical power of minerals” (Michalik 2011, 167).
“Sales of her paraphernalia (votive candles, figurines, prayer cards, etc.) at the thousands of shops (hierherias and tiendas esotéricas) and market stalls that sell religious articles, magic potions and powders, and "medicinal herbs" across Mexico and in many larger cities in the United States dwarf those of other saints” (Bastante and Dickieson 2013, 441).
Expansion & Commercialization: Work
bottom of page