Astrology is a meme, and it’s spreading in that blooming, unfurling way in which memes do. On social networking, astrologers and โหราศาสตร์ยูเรเนียน 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, types 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 plus it won’t function as the last. The practice has existed in a variety of forms for centuries. More recently, the brand new Age movement of the 1960s and ’70s came with a heaping helping in the zodiac. (Some also reference the newest Age as the “Age of Aquarius”-the two,000-year period right after the Earth is considered to move to the Aquarius sign.)
Inside the decades in between the New Age boom and now, while astrology certainly didn’t vanish entirely-you might still regularly find horoscopes in the back pages of magazines-it “went returning to being a little bit more inside the background,” says Chani Nicholas, an astrologer situated in La. “Then there’s something that’s happened during the last five-years that’s given it an edginess, a relevance for this time as well as place, which it hasn’t had to get a good 35 years. Millennials took it and run along with it.”
Many people I spoke to with this piece said they had a sense that this stigma attached to โหราศาสตร์, while it still exists, had receded as the practice has grabbed a foothold in online culture, specifically for young people.
“Over the past 2 yrs, we’ve really seen a reframing of the latest Age practices, significantly 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 the site’s horoscopes “has grown really exponentially.” Stella Bugbee, the president and editor-in-chief from the Cut, says an average horoscope post on the site got 150 percent more traffic in 2017 than the year before.
In certain ways, astrology is perfectly best for the internet age. There’s a low barrier to entry, and nearly endless depths to plumb if you believe 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 fast primer: Astrology is not really a science; there’s no evidence that one’s zodiac sign actually correlates to personality. But the system features its own type of logic. Astrology ascribes meaning towards the placement of the sun, the moon, and 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 not an astrology buff. It’s based on in which the sun was on your birthday. But the placement of the moon and all the other planets at ensgza time and location of your own birth adds additional shades to the picture of yourself painted by your “birth chart.”
“The kids today and their memes are like the perfect context for astrology.”
What horoscopes are supposed to do is give you information regarding exactly what the planets are performing today, and later on, and just how all of that affects each sign. “Think in the planets being a party,” explains Susan Miller, the favorite astrologer who founded the ยูเรเนียน. “You may have three people talking together, two may be over in the corner arguing, Venus and Mars could be kissing the other person. I need to make sense of those conversations that are happening each month for you.”