I think Blueswidow put her finger on it when she described
horoscopes as a bonding activity. People in general just love
to be told who and what they are - it's comforting. (As a grouch,
I hate people who think they can tell me anything about myself
a few minutes after meeting but this does tend to be an increasingly
common social strategy to elicit some sort of response.)
I have seen The Stars read out as a canteen ritual and men have
certainly joined in with mock reluctance, allowing their star-signs
to be wrenched from them. But the ritual does allow people to
go on to make personal remarks and express feelings that might
otherwise have been unsaid.
I have seen "serious" astrologers tear apart the whole notion of
newspaper summaries but they are just rolling their own logs.
Yet, I do have to admit that I am a typical Taurean. Honest.
Now cross my palm with serious money and I'll tell you anything
you want to hear.
