Demystifying Astrological Content on Social Media Platforms: A Thematic Analytical Approach

Kirti Munaria; Kumar Pramod; Pandey; Ram Pandey

doi:10.65301/ijcd.2025.15.3.4.11

Articles Vol. 15 Issue 3 & 4 Jan - June 2025

DOI 10.65301/ijcd.2025.15.3.4.11

Demystifying Astrological Content on Social Media Platforms: A Thematic Analytical Approach

Authors

Galgotias University Greater Noida School of Media and Communication Studies Galgotias University Greater Noida School of Media and Communication Studies Galgotias University Greater Noida Galgotias University Greater Noida

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194 Downloads

Published 2025-06-30

Abstract

This research paper is an attempt towards comparing the popular astrological content on Instagram and YouTube Shorts and exploring the nature of contents covered at greater depth. The astrological contents have gained a lot of traction in recent times due to multiple factors at work. The people's narcissistic tendencies have been on the rise ever since the advent of social media. This has led to a greater self-consciousness and a sense of self-important. People now are interested in knowing more about themselves albeit at a very shallow level. The desire is not to immerse deeply into one self, rather the focus is on having access to quick and easy information based on how a person born on a specific date or born in a particular month would behave and would be perceived by the others. This tendency of the people clubbed with the very innate nature of the short reel-based platforms subsequently results in a plethora of content and equal number of content consumers. Looking into its commercial aspect, astrological contents on the digital platforms in India has seen a logarithmic growth in the past few years. According to some studies, the global Astrology App market size is valued at USD 3856.06 million in 2024 and will continue to rise during the forecast period at a CAGR of 16.82%, reaching USD 9800.41 million by 2031. Hence, to explore nature of content on the two popular short reel-based platform, thematic analysis was done on 385 social media posts of popular astrologers. The study employed a thematic approach of qualitative analysis to explore the deeper layers of the contents. For the purpose of the study, the content was categorized primarily into the nature of astrological science displayed and aspect of life being talked about. Further upon the exploration of the content, other sub-categories were developed. The findings showed a tilt towards a specific type of content.

Keywords

Astrological Content Short Reels Instagram YouTube Shorts Thematic Analysis

References

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Kirti Munaria, Kumar Pramod, Pandey, Ram Pandey . (2025). Demystifying Astrological Content on Social Media Platforms: A Thematic Analytical Approach. International Journal of Communication Development , 15(1).

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International Journal of Communication Development

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ISSN 2231-2498

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[1] Astrology, T. (2023, December 7). What is Vedic Astrology? The Times of India.

[2] https://timesofindia.indiatimes.com/astrology/news/what-is-vedic-astrology/articleshow/105812821.cms

[3] Bhandari, A., & Bimo, S. (2022, January). Why’s Everyone on TikTok Now? The Algorithmized Self and the Future of Self-Making on Social Media. Social Media + Society, 8(1), 205630512210862.

[4] https://doi.org/10.1177/20563051221086241

[5] Bozzola, E., Spina, G., Agostiniani, R., Barni, S., Russo, R., Scarpato, E., Di Mauro, A., Di Stefano, A. V., Caruso, C., Corsello, G., & Staiano, A. (2022, August 12). The Use of Social Media in Children and Adolescents: Scoping Review on the Potential Risks. International Journal of Environmental Research and Public Health, 19(16), 9960.

[6] https://doi.org/10.3390/ijerph19169960

[7] Braun, V., & Clarke, V. (2022). Thematic Analysis: A Practical Guide. QMiP Bulletin, 1(33), 46–50.

[8] https://doi.org/10.53841/bpsqmip.2022.1.33.46

[9] Braun, V., & Clarke, V. (2022, February). Conceptual and design thinking for thematic analysis. Qualitative Psychology, 9(1), 3–26.

[10] https://doi.org/10.1037/qup0000196

[11] Chyi, H. I., & McCombs, M. (2004). Media Salience and the Process of Framing: Coverage of the Columbine School Shootings. Journalism & Mass Communication Quarterly, 81(1), 22–35.

[12] https://doi.org/10.1177/107769900408100103

[13] Collins Dictionary. (n.d.). Astrology. Retrieved May 4, 2024, from

[14] https://www.collinsdictionary.com/us/dictionary/english/astrology

[15] Duffy, B. E., & Meisner, C. (2022, July 23). Platform governance at the margins: Social media creators’ experiences with algorithmic (in)visibility. Media, Culture & Society, 45(2), 285–304.

[16] https://doi.org/10.1177/01634437221111923

[17] Dülberg, H. (2023). User Experiences Concerning the Impact of Spiritual Apps on Everyday Life. (Bachelor's thesis, University of Twente).

[18] Floyd, R. J. (2023). Understanding the Psychological Significance of Astrology in Millennial Women’s Lives. (Doctoral dissertation, Duquesne University).

[19] Hadjistavropoulos, H. D., Chadwick, C., Beck, C. D., Edmonds, M., Sundström, C., Edwards, W., Ouellette, D., Waldrop, J., Adlam, K., Bourgeault, L., & Nugent, M. (2021, December). Improving internet-delivered cognitive behaviour therapy for alcohol misuse: Patient perspectives following program completion. Internet Interventions, 26, 100474.

[20] https://doi.org/10.1016/j.invent.2021.100474

[21] Harper, D., & Thompson, A. R. (2011). Qualitative Research Methods in Mental Health and Psychotherapy. John Wiley & Sons.

[22] Junawan, H., & Laugu, N. (2020, September 12). Eksistensi Media Sosial, YouTube, Instagram dan Whatsapp Ditengah Pandemi Covid-19 Dikalangan Masyarakat Virtual Indonesia. Baitul ’Ulum: Jurnal Ilmu Perpustakaan Dan Informasi, 41–57.

[23] https://doi.org/10.30631/baitululum.v4i1.46

[24] Lucero-Montaño, A. (2012). Horkheimer and Adorno: Dialectic of Enlightenment. SSRN Electronic Journal.

[25] https://doi.org/10.2139/ssrn.2008943

[26] Moore, R. C. (2012). AS PREDICTED: Fact and improbability in news coverage of astrology. Journalism Studies, 13(3), 447–462.

[27] Online astrology: Presenting the digital solution. (2022, September 21). TPCI – Trade Promotion Council of India.

[28] https://www.indiabusinesstrade.in/blogs/online-astrology-presenting-the-digital-solution/

[29] Przydatek, J. (2023). Why do People Use Spiritual Mobile Applications? (Master's thesis, University of Twente).

[30] Sadana, M., & Sharma, D. (2021, April 8). How OTT platforms engage young consumers over traditional pay television service? Young Consumers.

[31] https://doi.org/10.1108/yc-10-2020-1231

[32] Sewell, K. M., & Ederer, R. (2023, May). Implementing a supervision model in community children’s mental health. Psychological Services, 20(2), 227–238.

[33] https://doi.org/10.1037/ser0000685

[34] Soroka, S. N., Stecula, D. A., & Wlezien, C. (2015). It’s (Change in) the (Future) Economy, Stupid. American Journal of Political Science, 59(2), 457–474.

[35] http://www.jstor.org/stable/24363577

[36] Tarsilla, M. (2014). Applied Thematic Analysis. Canadian Journal of Program Evaluation, 29(1), 141–143.

[37] https://doi.org/10.3138/cjpe.29.1.141

[38] The ultimate Social Media Presence guide you need in 2024 as per Astro: Numerology. TheDailyGuardian.

[39] https://thedailyguardian.com/the-ultimate-social-media-presence-guide-you-need-in-2024-as-per-astro-numerology/

[40] Vaismoradi, M., Turunen, H., & Bondas, T. (2013, March 11). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing & Health Sciences, 15(3), 398–405.

[41] https://doi.org/10.1111/nhs.12048