Astrology is actually a meme, and it’s spreading in that blooming, unfurling way that memes do. On social networking, astrologers and astrology meme machines amass tens or tens of thousands of followers, people joke about Mercury retrograde, and categorize “the signs as …” literally anything: cat breeds, Oscar Wilde quotes, Stranger Things characters, kinds of french fries. In online publications, daily, weekly, and monthly horoscopes, and zodiac-themed listicles flourish.
This isn’t the first moment astrology’s had and it also won’t become the last. The practice has been around in a variety of forms for hundreds of years. Recently, the New Age movement from the 1960s and ’70s came with a heaping helping in the zodiac. (Some also make reference to the brand new Age as the “Age of Aquarius”-the 2,000-year period right after the Earth is considered to go to the Aquarius sign.)
Within the decades involving the New Age boom now, while โหราศาสตร์ยูเรเนียน certainly didn’t disappear-you can still regularly find horoscopes in the back pages of magazines-it “went back to being a little more inside the background,” says Chani Nicholas, an astrologer based 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 particular time as well as place, which it hasn’t had for any good 35 years. Millennials took it and run with it.”
Lots of people I spoke to for this piece said that they had a sense that the stigma connected to astrology, while it still exists, had receded because the practice has grabbed a foothold in online culture, specifically for younger people.
“Over the past a couple of years, we’ve really seen a reframing of the latest Age practices, significantly geared 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 of The Cut, says an average horoscope post on the site got 150 percent increased traffic in 2017 compared to the year before.
In certain ways, astrology is perfectly best for the web age. There’s a small barrier to entry, and nearly endless depths to plumb if you believe like falling down a Google research hole. The availability of 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 has 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-the signs of the zodiac. You likely know your sun sign, the most famous zodiac sign, even though you’re no astrology buff. It’s based on where sun was on the birthday. Nevertheless the placement from the moon and each one of the other planets at that time and location of your own birth adds additional shades towards the picture individuals painted by your “birth chart.”
“The kids today along with their memes are similar to the perfect context for astrology.”
What horoscopes are meant to do is offer you details about what the planets are going to do at this time, and later on, and just how all of that affects each sign. “Think from the planets being a party,” explains Susan Miller, the favorite astrologer who founded the Astrology Zone website. “You might have three people talking together, two might be over in the corner arguing, Venus and Mars could be kissing one another. I must make feeling of those conversations which can be happening monthly for you personally.”