Social Media Astrology as Millennial Self-Help

Abstract

Western astrology as we know it is based on Ptolemy's Tetrabiblos, written in the 2nd century AD, and the astrology of today is usually watered down to horoscopes and sun sign astrology. However, many millennials are turning to astrology as a form of self-help as it is often free or fairly priced. Through profile analyses and a constant presence in the online field site, this project aims to show the astro community on social media and astrologers' content created for said community. Three major accounts will be examined- Milkstrology, a powerhouse online known for her pastel imagery and a cohesive brand spread across all platforms; Jakesastrology, whose drag threads and memes create a "relatable" page that keeps up his professional image; and Astrogrlz, a queer astrologer that makes sure their content is bountiful and accessible to all- financially and socially. The outcome of this study considers that astrology ultimately can be utilized in whatever ways the user sees fit- but for the most part the astro community seeks to help others help themselves.