In every society there exist a lot of rituals that form a big part of what would be called the “culture” of this society. Some of those involve body actions, while others don’t. Examples of the former are holding open a door for someone or clapping your hands to applaud somebody, raising your fist to signal intense joy or anger. Examples of the latter are the “hi,hi,how are you,good”-exchange at the beginning of conversations and other speaking protocols. Even though there is no tight boundary between these two kinds of ritual, I think we are certainly in the regime of the first whenever in messages we’re using things like *clap*, *facepalm*, and other memes imitating a physical action. Now, there are special cases of the first kind, rituals involving some form of magic – acts of superstition such as “knocking on wood” or gonging a gong as part of a prayer. Translating these rituals into messages involving bits like *gong* or #knockonwood seems question-begging both to me and everybody that I talked to about this. Why is that? What underlies this difficulty of translating “magical rituals” into the digital realm?