"A study by Rachel Moseley, researcher at the University of Warwick, found that, by the early 2000s, shows like Sabrina and Charmed had created a direct association between witchcraft and the notion of “girl power”. She wrote of her findings: “Historically, witches have been outcasts and much of this unease clearly stems from a fear of female force. The teenage witch genre articulates a new powerful image of femininity. It’s not that the Hag and herb potions have become hip, rather witchcraft has become synonymous with power and girly magic.”"