Swiping through the stars: Exploring identity and intimacy through astrology sensemaking on Douyin

Abstract

Astrology on social media has emerged as an important influence in shaping personal self-concepts and relationships. Building on the sensemaking theory, this study employs semi-structured interviews to explore how individuals make sense of astrology short videos on Douyin to navigate identity and intimacy. Findings illustrate how individuals interpret these videos to construct an “Imagined Self” that merges collective meanings with personal interpretations. Douyin acts as a “Holy Technology,” enabling algorithmic interactions that reinforce spiritual narratives. In addition, the regulated nature of astrology content on Douyin prompts users to demonstrate agency in creatively negotiating and adapting astrological meanings within China’s unique sociopolitical context. This research advances sensemaking theory by demonstrating its applicability to the digitally mediated construction of identity and intimacy, contributing to our understanding of digital spirituality.