Astrology is a meme, and it’s spreading in that blooming, unfurling way that memes do. On social media marketing, astrologers and astrology meme machines amass tens or hundreds of thousands of followers, people joke about Mercury retrograde, and categorize “the signs as …” literally anything: cat breeds, Oscar Wilde quotes, Stranger Things characters, varieties of french fries. In online publications, daily, weekly, and monthly horoscopes, and zodiac-themed listicles flourish.
This isn’t the initial moment astrology’s had and it also won’t be the last. The practice has existed in various forms for hundreds of years. Recently, the New Age movement from the 1960s and ’70s was included with a heaping helping from the zodiac. (Some also reference the brand new Age because the “Age of Aquarius”-the two,000-year period after the Earth has been said to go into the Aquarius sign.)
Within the decades in between the New Age boom and now, while โหราศาสตร์ยูเรเนียน certainly didn’t go away-you can still regularly find horoscopes within the back pages of magazines-it “went returning to being a little more in the background,” says Chani Nicholas, an astrologer situated in Los Angeles. “Then there’s something that’s happened in the last 5 years that’s given it an edginess, a relevance for this time and place, it hasn’t had for a good 35 years. Millennials have taken it and run by using it.”
Lots of people I spoke to with this piece said they had a sense that this stigma connected to astrology, even though it still exists, had receded as the practice has grabbed a foothold in online culture, especially for young people.
“Over earlier times 2 yrs, we’ve really seen a reframing of brand new Age practices, very much aimed toward a Millennial and young Gen X quotient,” says Lucie Greene, the worldwide director of J. Walter Thompson’s innovation group, which tracks and predicts cultural trends.
Callie Beusman, a senior editor at Broadly, says traffic for your site’s horoscopes “has grown really exponentially.” Stella Bugbee, the president and editor-in-chief from the Cut, says a typical horoscope post on the site got 150 percent more traffic in 2017 compared to year before.
In some ways, astrology is perfectly suited for the net age. There’s a low barrier to entry, and nearly endless depths to plumb if you think like falling down a Google research hole. The accessibility to more in-depth information online has given this cultural wave of astrology a specific erudition-more jokes about Saturn returns, fewer “Hey baby, what’s your sign?” pickup lines.
A fast primer: Astrology is not really a science; there’s no evidence that one’s zodiac sign actually correlates to personality. Nevertheless the system possesses its own sort of logic. Astrology ascribes meaning to the placement of the sun, the moon, ymvgiy the planets within 12 parts of the sky-indications of the zodiac. You likely know your sun sign, the favourite zodiac sign, even when you’re no astrology buff. It’s according to where sun was on the birthday. However the placement from the moon and each of the other planets at the time and site of the birth adds additional shades to the picture individuals painted by your “birth chart.”
“The kids nowadays and their memes are like an ideal context for astrology.”
What horoscopes are meant to do is provide you with information about what the planets are going to do today, and down the road, and just how everything that affects each sign. “Think in the planets as a cocktail party,” explains Susan Miller, the most popular astrologer who founded the Astrology Zone website. “You could have three people talking together, two might be over in the corner arguing, Venus and Mars could be kissing each other. I need to make sense of those conversations that are happening every month to suit your needs.”