Astrology is 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 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-fried potatoes. In online publications, daily, weekly, and monthly horoscopes, and zodiac-themed articles flourish.
This isn’t the first moment โหราศาสตร์ had and it won’t be the last. The practice has been in existence in a variety of forms for hundreds of years. More recently, the New Age movement of the 1960s and ’70s was included 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 has been said to move in to the Aquarius sign.)
Within the decades involving the New Age boom and now, while astrology certainly didn’t disappear-you might still regularly find horoscopes within the back pages of magazines-it “went back to being a bit more within the background,” says Chani Nicholas, an astrologer situated in L . A .. “Then there’s something that’s happened in the last five-years that’s given it an edginess, a relevance with this time and place, that it hasn’t had for a good 35 years. Millennials have got it and run by using it.”
Many people I spoke to for this particular piece said they had a sense that the stigma mounted on astrology, while it still exists, had receded as the practice has grabbed a foothold in online culture, particularly for young people.
“Over earlier times a couple of years, we’ve really seen a reframing of brand new Age practices, greatly 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 a normal horoscope post on the site got 150 percent more traffic in 2017 than the year before.
In certain ways, astrology is perfectly designed for the net 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 simple primer: Astrology is not a science; there’s no evidence that one’s zodiac sign actually correlates to personality. Nevertheless the system features its own kind of logic. Astrology ascribes meaning for the placement of molzct sun, the moon, and also 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 upon where sun was on your own birthday. However the placement from the moon and all the other planets during the time and location of your own birth adds additional shades towards the picture of you painted by your “birth chart.”
“The kids these days along with their memes are like the perfect context for astrology.” What โหราศาสตร์ are supposed to do is give you information regarding what the planets are doing at this time, and in the future, and exactly how all of that affects each sign. “Think in the planets being a party,” explains Susan Miller, the popular astrologer who founded the Astrology Zone website. “You may have three people talking together, two might be over in the corner arguing, Venus and Mars might be kissing the other person. I need to make sensation of those conversations which can be happening each month to suit your needs.”