ABSTRACT
This chapter explores the pervasive influence of “popular Frazerism” on current forms of European ritual revival, cultural heritage making, and religious re-enchantment. This complex represents an original and multifaceted response to modernity by communities, and a specifically emic modality of interpreting their past. Through briefly presenting case studies from Europe, the chapter illustrates how popularised forms of Frazer's exegesis persist in shaping contemporary understandings of local rituals and symbols, to the point of becoming veritable “folk theory.” This folk theory is crafted through cultural bricolage, particularly emphasising (and ritualising) pagan and medieval imageries. A distinction is made between “derivative” and “associative” popular Frazerism. Derivative popular Frazerism emerges from the cultural work of specific influential individuals, whereas the associative mode shapes community beliefs more indirectly. The chapter also shows how popular Frazerism can be used as a symbolic tool for re-enchantment, intertwining with emerging practices like Neo-Paganism. Ultimately, it may contribute to the shaping of local identities, the experience of cultural authenticity, and even the creation of novel, vernacular religious beliefs.
