“What’s Your Sign?” Why People Love to Hate Astrology

Tarot cards spread about. Credit: Erin-Leigh Hoffman '24

If you’re a member of the younger generation, you’ve likely heard similar sentiments about zodiac signs, horoscopes, tarot cards and crystals, which all have a place in modern pop culture. However, recent years have demonstrated a renewed popularity for the subject of astrology, accompanied by a newfound sense of hatred as well. With all the attention — good and bad — that astrology gets, many wonder how it manages to stay relevant and what makes it so divisive. 

While astrology is a force in modern pop culture, it remains an age-old practice with deep cultural roots in history. According to Encyclopedia Britannica, astrology was first developed in the ancient civilization of Mesopotamia around the third millennium B.C.E. and regarded as a real science with relevance to astronomy as it spread throughout Europe and Asia. It wasn’t until the Scientific Revolution of the 16th and 17th centuries that astrology was discarded due to its perceived lack of foundation in mathematics and physics. Beyond that, there is no solid evidence supporting zodiac signs as a determiner of personality, though studies have shown a correlation between character traits and birth season, as reported by the Washington Post. 

According to a 2021 survey by N26, 62% of Millenials and 63% of Gen Z reported their zodiac signs accurately represented their personalities. The overwhelming support of this pseudoscience has been reflected economically, with the global astrology industry being valued at a whopping $12.8 billion in 2021, with a projected escalation to $22.8 billion by 2031. Companies like CoStar, the trendy personalized horoscope app launched in 2017, profit off the fields of astrology and other mystical services. One is hard-pressed to interact with pop culture without being bombarded with different platforms utilizing astrology to capture audiences' attention, like Buzzfeed, Spotify and the numerous TikTok creators pushing astrological content and tarot readings.

Despite all the attention it garners, astrology remains much maligned in the eyes of the general public. These criticisms lie more within the use of astrology as a lifestyle guide, rather than a mere interest or hobby. Vice explains this phenomenon in an article, asking men from the U.K. if they would date astrology fans, garnering replies such as: "If it was a minor interest in their life, it wouldn't bother me. If it was a major thing? Nope.” This dislike has some logical basis, as using mystical forces such as zodiac signs and tarot readings to completely guide one’s life is exceedingly dangerous. 

Overusing astrology in one’s life can manifest in many harmful behaviors, such as being dependent on horoscopes and tarot readings for decision-making or using star sign archetypes to justify harmful behaviors or toxic personality traits. However, it’s important to keep in mind that some criticisms of astrology are caused by misogyny rather than actual concern. 

As reported by the New Yorker, those who engage with astrology content the most are usually young women, with 80% of CoStar users being female, with an average age of 24. While the field of astrology was pioneered by men in ancient civilizations, the modern use of astrology is seen as less masculine and more feminine. This shift to favor feminine energy has caused more women and LGBTQ+ individuals to be drawn to astrology, creating a new sense of community while inadvertently making it more difficult for men to engage with mystical content without being belittled by patriarchal values for surrendering their masculinity.

The intolerance surrounding femininity is a leading factor surrounding the hate towards astrology. Most cultures, especially those in the United States, have displayed an unsettling pattern of rejecting subjects favored by young women and girls. Romcoms and boy bands have been labeled as a low-brow culture for decades due to their primarily female fan base in a way that is blatantly motivated by misogyny, an article by LiveAbout said. Astrology seems to be the next victim of this trend, as the archetype of the “astrology girl” has already become the target of much scrutiny, as detailed in Vice’s article.

With all the negativity surrounding it, one must wonder what has drawn people into astrology. The question has many answers, one of which looms over nearly all of the latest pop culture: the pandemic. The mental health crisis that followed COVID-19’s reign on the world caused many people to become more involved in astrology and other divine practices. This is far from the first time in history when mystical forces have been used to cope with great tragedy. While astrology cannot provide the answer or outcomes to these tragedies, it can provide comfort. Tanya Ghahremani describes this in an NBC article, “In the midst of this physical, political and emotional turmoil, astrology offers us a sense of purpose.” 

Through its adaptability and capacity for comfort, many people, especially those from marginalized identities such as women, LGBTQ+, or BIPOC individuals, use astrology as a tool for self-introspection and exploration. While astrology was formerly seen as a method of fortune telling, the dawn of the Internet and its resources have allowed it to become more of a tool for learning about the self. People no longer seek out answers to love within their zodiac signs; instead, they hope to evaluate their sun, moon and rising signs to learn more about their traits and faults.

Behind the crystals, tarot cards and horoscope predictions, astrology provides great value not through scientific means, but rather through its ability to show people who they are inside. While the subject has suffered through centuries of scrutiny, the latest surge in popularity may allow for a redemption of sorts. Despite not being a traditional science, thousands subscribe to the teaching of astrology and keep it as a large fixture in their lives.