Astrology is actually a meme, and it’s growing in that blooming, unfurling way that memes do. On social networking, astrologers and astrology meme machines amass tens or thousands and 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 first moment astrology’s had plus it won’t be the last. The practice has been in existence in different forms for hundreds of years. Recently, the New Age movement in the 1960s and ’70s came with a heaping helping in the zodiac. (Some also refer to the brand new Age as the “Age of Aquarius”-the 2,000-year period right after the Earth is said to move in to the Aquarius sign.)
Within the decades between the New Age boom and now, while โหราศาสตร์ certainly didn’t disappear-you could 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 during the last five years that’s given it an edginess, a relevance with this time and place, it hasn’t had for any good 35 years. Millennials have got it and run with it.”
Many individuals I spoke to for this particular piece said they had a sense the stigma attached to astrology, although it still exists, had receded since the practice has grabbed a foothold in online culture, especially for young adults.
“Over earlier times two years, 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 the site’s horoscopes “has grown really exponentially.” Stella Bugbee, the president and editor-in-chief in the Cut, says a typical horoscope post on the site got 150 percent increased traffic in 2017 than the year before.
In a few ways, astrology is perfectly suited for the net age. There’s a low barrier to entry, and nearly endless depths to plumb if you feel like falling down a Google research hole. The accessibility 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 will not be a science; there’s no evidence that one’s zodiac sign actually correlates to personality. But the system features its own kind of logic. Astrology ascribes meaning for the placement in 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 favourite zodiac sign, even if you’re no astrology buff. It’s based upon where sun was on the birthday. But the placement of the moon and all the other planets at the time and location of the birth adds additional shades towards the picture of yourself painted from your “birth chart.”
“The kids nowadays as well as their memes are just like an ideal context for astrology.”
What horoscopes are meant to do is provide you with information about exactly what the planets are performing right now, and later on, and just how everything that affects each sign. “Think of the planets as a cocktail party,” explains Susan Miller, the favorite astrologer who founded the Astrology Zone website. “You may have three people talking together, two could be over inside the corner arguing, Venus and Mars may be kissing the other person. I must make feeling of those conversations which are happening each month to suit your needs.”