Explore –Journal of Research
Peer Reviewed Journal
ISSN 2278–0297 (Print)
ISSN 2278–6414 (Online)
Vol. XVII, 2024
© Patna Women’s College, Patna, India
Astrology on Social Media: A study on Perception and Consumption among Youth in India
•Aprajita Pathak • Divya • Divya Priya
• Muskan Rai
Received : December, 2023
Accepted : January, 2024
Corresponding Author : Aprajita Pathak
Abstract: This research explores the enduring fascination with astrology in today’s society, particularly among Indian youth through social media. Despite a historical decline in the 17th century, astrology has experienced a resurgence, deeply embedding itself in Indian culture post-World War II.The study aims to uncover the factors influencing youth engagement with astrology on social media, analyzing its impact on decision making and lifestyle choices. Using a mixed-methods
approach, including questionnaires and interviews, the research focuses on popular platforms and forms of astrology content. With a sample size of 86 respondents aged 15-29, representing diverse demographics, the study illuminates evolving attitudes towards astrology’s validity in the digital age.
Keywords: Astrology, Social Media, Perception, Consumption, youth, India.
Aprajita Pathak
Assistant Professor, Dept. of Mass Communication (BMC), Patna Women’s College (Autonomous),
Bailey Road, Patna-800 001, Bihar, India E-mail:aprajitapathak138@gmail.com
Divya
BMC Ill year, Session: 2021-2024, Patna Women’s College (Autonomous), Patna University, Patna, Bihar, India
Divya Priya
BMC Ill year, Session: 2021-2024, Patna Women’s College (Autonomous), Patna University, Patna, Bihar, India
Muskan Rai
BMC Ill year, Session:2021-2024, Patna Women’s College (Autonomous), Patna University, Patna, Bihar, India
Introduction:
According to American Astronomical Society, ‘astrology’ is the belief that the positioning of the stars and planets affect the way events occur on earth. The ancient practice of interpreting celestial movements and their influence on human affairs, astrology has enjoyed a resurgence in popularity, particularly among youth in India. Fueled by the accessibility and interconnectivity of social media platforms, astrology has transcended its traditional boundaries, transforming into a vibrant online space for engagement, entertainment, and even personal empowerment. From daily horoscopes and compatibility quizzes to meme-able breakdowns of planetary alignments, social media has become a fertile ground for the consumption and perception of astrology among young Indians.
Historical Evolution: Historically, astrologers were consulted through ancient texts, but the advent of modern media has dynamically transformed its presence and dissemination. Deeply ingrained in Indian
