“Watching astro on Instagram is a bit like a fake.
I don't necessarily understand everything, but it makes me laugh, especially when I see memes with Monica from
Friends
, a Virgin fan of household like me! ”says Marie, 41 years old. This marketing manager, who religiously follows the advice of Susan Miller, American astrology guru (see the Astrology Zone app), never misses a post on @astrotruc. On this Instagram account, one of the references of the genre, no literal predictions, but rather a pop and second degree recreation around the astrological signs. Like Marie, many of them follow on the social network accounts that use the codes of astrology to better divert them. A quick glance shows the scale of the phenomenon: @glossy_zodiac (5 million subscribers), @ groupe.astrologie (133,000 subscribers), @ astro.lya (237 K), @sisters_astrologie (105 K), @ signeastro.off (410 K)…
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Hundreds of accounts and content creators have embraced astrology as a new way to unite communities.
Each time the same recipe: astrological signs, ascendants, houses, their planets, but above all their stereotypes (superorganized Taurus, eccentric Aquarius, hyperambitious Capricorn, etc.), and jokes based on images from TV series , people news or
cartoons
.
And it is especially the younger generations, born with a smartphone in their cradle, who are hooking.
Bahia is 19 years old, and she would "never go to see a clairvoyant". However, she does not miss a story of her favorite astro accounts: “I watch them every day! I am Libra, and I recognize myself as serious in the profiles. I want to believe it! Before, I even looked at the compatibility with the signs of my friends, but that, I stopped. " Like Marie, Bahia tags her girlfriends or repost her favorite stories on her own account, as a way to talk about herself and start a conversation with her community. So exit the horoscope that we read to girlfriends in the women's magazine: Madame Soleil has changed her skin, she is now an “astro influencer”. She thus joins the club of the "witch 2.0", another very present figure on the networks, sort of feminist reactivation of the myth of the magician.
Astrology is like a metalanguage to say the same things as in literature.Maheva Stephan-Bugni
An era of change
Yesterday a little out of date, here is astrology that has become cool again. When Maheva Stephan-Bugni, 41, opened in 2018 her Instagram account dedicated to astro, @astrotruc (see below), it was almost "like a joke", she says. A part-time school teacher, she does not believe in astrology: “Since I was little, it is the power of symbolism that fascinates me. For me, astrology is like a metalanguage to say the same things as in literature, ultimately, to reflect on oneself and on the world. I use it as a narrative bias, a way to get to know each other better. " Passionate about philosophy and TV series (her references range from
Game of Thrones
to Heidegger), Maheva claims a form of reappropriation of astrology as “something which until then was stamped 'thing of good women'”.
Feminist, astrology?
One thing is certain, now bullied by Ariane Geffard (the powerful agent and editor of Mona Chollet and Titiou Lecoq), Maheva has all the cards in hand to become a publishing phenomenon.
Because, like the witches before them, these new astro-influencers whet appetites.
And some are clearly leading the way.
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Twelve Jewels for a Scorpion - David Yurman
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Twelve Jewels for a Scorpion - Violette Stehli
Twelve jewels for a scorpion - Jacquie Aiche
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At 28, Shera Kerienski is a middle heavyweight (@shera, see below).
Successful Youtuber, the refreshing Shera surfs all trends, her videos talk as much about the stars as about feminism or body positivism.
For one who defines herself as a "passionate autodidact", astrology is above all a "quest for oneself".
She continues: “It made me love my flaws and feel less alone.
To also understand my reactions in certain situations. ”
On her account, videos in which she stages herself and decodes the signs with humor and derision.
She adds: "I do not pretend to be an astrologer, I share my passion in all humility."
And his community activates the likes machine.
Astrology has made me love my flaws and feel less alone.Shera Kerienski
A desire to re-enchant the world
Thomas Zylberman, tendancer for the Carlin style office, observes with interest this change in astrology, which is also affecting fashion brands.
Some do not hesitate to draw heavily on zodiac imagery for their storytelling (such as Jacquemus, Vetements or Dior Joaillerie, which offers jewelry according to its solar sign).
"Here, we are no longer in the predictive, but in the" where am I in this world? "
We have entered the well-being society: we see it with everything related to the
healthy wellness
trend
.
It is now essential to learn to know and listen to one another, whereas this was previously frowned upon, ”he explains.
"People want to spare themselves a space that is not rational, cold and Cartesian: this is a civilizational need, there is a real desire to re-enchant the world, to find a place for the marvelous" , continues Thomas Zylberman.
In short, a form of tailor-made mysticism and expression of his personality, in keeping with this society of the individual who is ours.
To listen: the editorial podcast
A marketing thread?
At a time when perfumes are "degenerating", for example, what could be better than offering fragrances according to your zodiac sign? It exists with swimsuits, like those of influencer Noholita, available in twelve colors: “Cancer, you are sentimental, creative, intuitive, but also gentle, wise, simple, clairvoyant… Element, water; planet, Moon; White colour." A marketing string like any other, which allows you to feel in line with your personality. Because, as Shera says, "each birth chart is a bit of a spiritual identity card for each individual." This need for esoteric sprinkling is not new, but it is accelerating in our hyperconnected worlds, in which the great monotheistic religions are in decline. The ethnologist Dominique Camus, who has written extensively on popular myths, thinks,As for him, that “this return to favor of astrology is explained first of all by the fact… that it never completely left! We always do a horoscope in the same way, it has been codified for millennia. Only the uses have changed. ” In short, with social networks, astro has simply become a pop and playful reading grid of life. But what does Jupiter think?
Each horoscope is a bit of a spiritual identity card for each individual.Shera Kerienski
The most pro
The codes:
face to face.
At 48, Sophie already had a busy life before she trained in astrology at the Faculty of Astrological Studies in London (she was PR at Clarins).
Now, this yoga fan lives off her passion for the stars, between the island of Sifnos, in Greece, and Amsterdam.
It offers consultations by Zoom to all its international clients.
The mantra:
marked by her study of Alan Leo, who transformed Nostradamus-style astrology into so-called "humanist" astrology, Sophie defines herself as an "astrophile".
Her bonus:
on Instagram, she performs her “astroblablas” every two weeks to see “the highlights of the month”.
She also sends every Sunday, by WhatsApp, an astral bulletin to 2,000 subscribers.
The most classic
The codes: a
real neo-seeker, Julia, 24, produces a taroscope every week on her Instagram account.
Pastel colors and romantic imagery required.
The fans are asking for more.
The mantra:
"Swipe to see the advice of the angels!"
Her bonus:
Julia had her first flash at 20.
Very Cartesian, she ends up discovering that her own aunt has always had talents as a medium.
Like a good pro, she offers face-to-face and video consultations alongside her Insta taroscopes.
She has even participated in clairvoyance evenings organized by brands like Gucci or Converse.
The most influential
The codes:
straightforwardness and closeness for one who is one of the most powerful influencers of the genre.
With more than 1.4 million subscribers, the young woman, who also speaks of body positivism in her posts, has recently taken a leap of astrology.
She regales her community with “astral climates” and sketches on signs with her #sherastrology.
The mantra:
"With Mercury in retrograde, it was not madness!"
Her bonus:
like any self-respecting influencer, she has just released her personal development
book, Astro book, the guide to getting better in your life
, Éditions Hugo Image.
The most literary
The codes:
created in 2020, this original account promises to combine astrology and literature.
There are memes that bring Fran Lebowitz, Toni Morrison and Alexandre Dumas together.
Spiritual and referenced.
The mantra:
"Astrology is magic in the best sense of the word."
Her bonus:
the author, Marion, is an English teacher at the university.
"I wanted to make my students want to read feminist and Afro-feminist authors, and astrology is like literature: characters and a story."
The most "LOL"
The codes:
on her Instagram account launched in 2018, author Maheva Stephan-Bugni treats her followers (such as Clara Luciani or Caroline de Maigret) with her astro-humorous memes and images from well-known series or films. She doesn't believe in astrology, her thing is more "astro-philosophy", or how to use astrology as a "poetic and narrative" language.
The mantra:
"Do not believe in astrology. I'm Sagittarius, and Sagittarians are skeptical. ” She borrowed this quote from Arthur C. Clarke, science fiction author and co-writer of
2001: A Space Odyssey.
His bonus:
his latest book,
Astrotruc. Decipher your horoscope with pop culture!
, Éditions Marabout, is a literary and philosophical wandering (she quotes Spinoza) on the stars.
Infinitely shifted.
The personal development antiguide.
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