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Star gazing: why millennials are turning to astrology
23-12-2019, 06:46 AM
Post: #1
Star gazing: why millennials are turning to astrology
When people contact the women’s website Broadly, to ask why it runs horoscopes, as it has done since its launch in 2015, the UK editor Zing Tsjeng directs them to a video she uses as a catch-all response. It’s the figure skater Adam Rippon, discussing his unexpectedly good run at the Winter Olympics. A reporter asks him why he’s now skating better than ever before. He shrugs gently, with a glint of mischief in his eye, then says: “I can’t explain witchcraft.”

Many people over the age of 35 will have grown up with astrology as a form of light entertainment: big, cartoonish, campy personalities like Mystic Meg and Russell Grant, hidden away in the back pages of newspapers and women’s magazines, picking lucky numbers and promising the intervention of tall, dark, handsome strangers. But the women (and men) who Broadly speaks to may have a different grasp of astrology. That’s why traffic to the site’s horoscopes is growing so rapidly. At The Cut, a site focused on fashion and trends for a similar, millennial audience, staff say that a typical horoscope post got 150% more hits last year than in 2016.

There is a growing familiarity with the patterns and positions of the planets, and it’s not uncommon to hear people in their late teens and 20s talking about, say, “Mercury in retrograde” and “Saturn returns” with confidence and authority. They know that a “star sign” is a sun sign, and that for any half-decent attempt at a reading, you need to know your exact time and place of birth, so you can discuss, with equal reverence, the influence of your rising sign and moon sign, too.
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