Divining the Social Order: Class,Gender,and Magazine Astrology Columns

Abstract

This content analysis compares the astrological advice offered in magazines targeted at working- and middle-class women. Readers' social class was a far better predictor than readers' zodiac sign of the nature of astrological advice offered. Working-class horoscopes were less likely than middle-class horoscopes to advise readers to travel and spend money. Working-class horoscopes were less likely than middle-class horoscopes to predict career-related advances and positive interactions with family, friends, and lovers. Readers of both classes were commonly advised to nurture others, be patient and cooperative, and avoid confrontations rather than assert themselves, but middle-class readers were encouraged more frequently than working-class readers to expect some autonomy.