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Astrology in the Age of Uncertainty: Millennials who see no contradiction between using astrology
and believing in science are fuelling a resurgence of the practice.Backstory in this YouTube video of the huge article at The New Yorker
Astrology is currently enjoying a broad cultural acceptance that hasn’t been seen since the nineteen-seventies. The shift began with the advent of the personal computer, accelerated with the Internet, and has reached new speeds through social media. According to a 2017 Pew Research Center poll, almost thirty per cent of Americans believe in astrology. But, as the scholar Nicholas Campion, the author of “Astrology and Popular Religion in the Modern West,” has argued, the number of people who know their sun sign, consult their horoscope, or read about the sign of their romantic partner is much higher. “New spirituality is the new norm,” the trend-forecasting company WGSN declared two years ago, when it announced a report on millennials and spirituality that tracked such trends as full-moon parties and alternative therapies. Last year, the Times, in a piece entitled “How Astrology Took Over the Internet,” heralded “astrology’s return as a compelling content business as much as a traditional spiritual practice.” The Atlantic proclaimed, “Astrology is a meme.” As a meme, its life cycle has been unusually long. “My account, it was meant to be a fun thing for me to do on the side while I was a production assistant,” Courtney Perkins, who runs the Instagram account Not All Geminis, which has more than five hundred thousand followers, said. “Then it blew up and now it’s like—I don’t know. I didn’t mean for this to be . . . life.”
The first newspaper astrology column was commissioned in August, 1930, in the aftermath of the stock-market crash, for the British tabloid the Sunday Express. The occasion was Princess Margaret’s birth. “What the Stars Foretell for the New Princess” was so popular—and such a terrific distraction—that the paper made it a regular feature. After the financial collapse in 2008, Gordon, who runs a popular online astrology school, received calls from Wall Street bankers. “All of those structures that people had relied upon, 401(k)s and everything, started to fall apart,” she said. “That’s how a lot of people get into it. They’re, like, ‘What’s going on in my life? Nothing makes sense.’ ” Ten years later, more than retirement plans have fallen apart. “I think the 2016 election changed everything,” Colin Bedell, an astrologer whose online handle is Queer Cosmos, told me. “People were just, like, we need to come to some spiritual school of thought.” As Kelly put it, “In the Obama years, people liked astrology. In the Trump years, people need it.”
The market for astrology apps has changed dramatically in the past few years. In 2015, when Aliza Kelly was raising money for a short-lived astrology dating app called Align, she was mocked by prospective investors. (“Literally, this one guy wrote, ‘I usually wish people well, and in your case I don’t, because you’re defying science and the Enlightenment era,’ ” she told me.) Now venture capitalists, excited by a report from IBISWorld which found that Americans spend $2.2 billion annually on “mystical services” (including palmistry, tarot reading, etc.), are funnelling money into the area. Co-Star is backed by six million dollars. Since its launch, in 2017, it has been downloaded six million times. Eighty per cent of users are female, and their average age is twenty-four.
It’s a commonplace to say that in uncertain times people crave certainty. But what astrology offers isn’t certainty—it’s distance. Just as a person may find it easier to accept things about herself when she decides she was born that way, astrology makes it possible to see world events from a less reactive position. It posits that history is not a linear story of upward progress but instead moves in cycles, and that historical actors—the ones running amok all around us—are archetypes. Alarming, yes; villainous, perhaps; but familiar, legible.
The first newspaper astrology column was commissioned in August, 1930, in the aftermath of the stock-market crash, for the British tabloid the Sunday Express. The occasion was Princess Margaret’s birth. “What the Stars Foretell for the New Princess” was so popular—and such a terrific distraction—that the paper made it a regular feature. After the financial collapse in 2008, Gordon, who runs a popular online astrology school, received calls from Wall Street bankers. “All of those structures that people had relied upon, 401(k)s and everything, started to fall apart,” she said. “That’s how a lot of people get into it. They’re, like, ‘What’s going on in my life? Nothing makes sense.’ ” Ten years later, more than retirement plans have fallen apart. “I think the 2016 election changed everything,” Colin Bedell, an astrologer whose online handle is Queer Cosmos, told me. “People were just, like, we need to come to some spiritual school of thought.” As Kelly put it, “In the Obama years, people liked astrology. In the Trump years, people need it.”
The market for astrology apps has changed dramatically in the past few years. In 2015, when Aliza Kelly was raising money for a short-lived astrology dating app called Align, she was mocked by prospective investors. (“Literally, this one guy wrote, ‘I usually wish people well, and in your case I don’t, because you’re defying science and the Enlightenment era,’ ” she told me.) Now venture capitalists, excited by a report from IBISWorld which found that Americans spend $2.2 billion annually on “mystical services” (including palmistry, tarot reading, etc.), are funnelling money into the area. Co-Star is backed by six million dollars. Since its launch, in 2017, it has been downloaded six million times. Eighty per cent of users are female, and their average age is twenty-four.
It’s a commonplace to say that in uncertain times people crave certainty. But what astrology offers isn’t certainty—it’s distance. Just as a person may find it easier to accept things about herself when she decides she was born that way, astrology makes it possible to see world events from a less reactive position. It posits that history is not a linear story of upward progress but instead moves in cycles, and that historical actors—the ones running amok all around us—are archetypes. Alarming, yes; villainous, perhaps; but familiar, legible.
https://www.newyorker.com/magazine/2019/10/28/astrology-in-the-age-of-uncertainty?utm_campaign=aud-dev&utm_source=nl&utm_brand=tny&utm_mailing=TNY_Magazine_Daily_102119&utm_medium=email&bxid=5bea04ca2ddf9c72dc8aca1f&cndid=24484742&esrc=&mbid=&utm_term=TNY_Daily