The magical value of words. How catastrophe gives rise to word amulets

This article explores contemporary processes of valorization through the social use of terms such as “biodiversity,” and “permaculture,” interpreted as “word amulets” endowed with symbolic and performative power. Drawing on sociological theory and ethnographic cases, it shows how crises and catastrophes disrupt existing value regimes and foster the emergence of simplified, shareable value-words. These terms do not merely describe reality but actively shape practices, beliefs, and policies, producing selective forms of protection. The article highlights the historical, dynamic nature of values and the central role of language in their collective construction.