Astrology adapted to meme culture by turning zodiac signs into content brands

Evidence

Astrology also fit comfortably into a meme-driven culture, where, as Beck observed, its “symbols and shorthand are often baked into communication.” Each zodiac sign became its own meme, complete with its own buzzwords and traits. Millennial astrologers capitalized on a variety of formats to share their insights with a new, tech-savvy audience. Aliza Kelly, for example, served as an in-house astrologist for The Cut, wrote a column for Cosmopolitan, appeared on Drew Barrymore’s show, offered private online chart readings, hosted Soho House events, consulted for the astrology app Sanctuary, and recorded an astrology podcast. — W. David Marx, Blank Space, 606

Categorization

• XREF: This is a concrete instance of the omnivore monoculture — astrology flattened into interchangeable content consumed omnivorously across every platform, signaling nothing distinct.
• SEED: Could use Aliza Kelly’s career as the case study example in an essay arguing that woo-woo is hypercapitalism’s ideal labor force — the entrepreneur bundled every revenue stream into one personal brand.