Astrology is actually a meme, and it’s growing in that blooming, unfurling manner in which memes do. On social media, 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, varieties of french fries. In online publications, daily, weekly, and monthly horoscopes, and zodiac-themed articles flourish.
This isn’t the first moment โหราศาสตร์ had and it also won’t function as the last. The practice has been around in a variety of forms for hundreds of years. Recently, the brand new Age movement in the 1960s and ’70s was included with a heaping helping from the zodiac. (Some also reference the newest Age since the “Age of Aquarius”-the two,000-year period following the Earth is said to move into the Aquarius sign.)
Inside the decades between the New Age boom and today, while astrology certainly didn’t vanish entirely-you can still regularly find horoscopes in the back pages of magazines-it “went returning to being a little bit more within the background,” says Chani Nicholas, an astrologer based in Los Angeles. “Then there’s something that’s happened within the last 5 years that’s given it an edginess, a relevance for this particular some time and place, it hasn’t had for any good 35 years. Millennials have taken it and run by using it.”
Many individuals I spoke to for this particular piece said they had a sense the stigma mounted on astrology, while it still exists, had receded as the practice has grabbed a foothold in online culture, specifically for younger people.
“Over the past 2 yrs, we’ve really seen a reframing of New Age practices, very much 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 that site’s horoscopes “has grown really exponentially.” Stella Bugbee, the president and editor-in-chief in the Cut, says an average horoscope post on the site got 150 percent increased traffic in 2017 compared to the year before.
In a few ways, astrology is perfectly suited for the net age. There’s a minimal 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 quick primer: Astrology is not really a science; there’s no evidence that one’s zodiac sign actually correlates to personality. But the system possesses its own sort of logic. Astrology ascribes meaning for the placement of molzct sun, the moon, as well as the planets within 12 sections of the sky-the signs of the zodiac. You likely know your sun sign, the most famous zodiac sign, even when you’re no astrology buff. It’s based upon in which the sun was on the birthday. Nevertheless the placement from the moon and all 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 these days and their memes are like the perfect context for astrology.” What โหราศาสตร์ are supposed to do is give you information regarding exactly what the planets are doing today, and down the road, and how everything that affects each sign. “Think of the planets as being a cocktail party,” explains Susan Miller, the popular astrologer who founded the Astrology Zone website. “You may have three people talking together, two could be over in the corner arguing, Venus and Mars could be kissing one another. I must make sense of those conversations which are happening monthly for you.”