About enchantment
Enchantment is a term widely used to describe something delightful, possibly magical, that causes a feeling of wonder. It has been adapted by a range of scholars across multiple disciplines, especially anthropology and sociology, and then later urban studies, to describe the ways in which people create moments of wonder in the midst of everyday life. British anthropologist Alfred Gell described art as "the technology of enchantment," permitting us to "see the real world in an enchanted form". American sociologist George Ritzer uses the term enchantment in his analysis of consumerism and McDonaldization, making the argument that "enchantment of the consumer is necessary for the spell to work".
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