The paper provides a synthesis of the main journalistic genres discussed in specialized literature, attempting to highlight a new type of text that emerged in the Romanian press after 1990: the horoscope. Although present daily in both national and regional press, this genre is discussed very superficially in studies that address the typology of Romanian press texts. We will analyze the horoscope from a linguistic and stylistic perspective, emphasizing its particularities and structure. The paper aims to capture how astrological discourse has shaped the publics perception, both influencing and flattering it. It highlights the views of several key researchers in our subject area, who emphasize the power dynamics behind the astrological language in the press.

"Astrology uses ambiguous language to ensure that whatever happens, the prophecy will seem correct to its readers" (Adorno, 1994, p. 50).

Our analysis is based on a corpus of articles from the local regional press in Arad, covering the period from September 2023 to october 2024. During this period, we followed the daily horoscope column in the local press from Monday to Friday. Thats 20 appearances a month, for 13 months, over 200 texts. We noticed that the texts for one zodiac sign are rotated and used for another sign. This permutation is possible because the journalist responsible for page 2 of the newspaper doesnt want any hassle and doesnt have time to come up with new texts. After the economic crisis of 2008, when only one of the three Romanian-language daily newspapers in Arad remained in print, newsrooms reduced their staff, and journalists took on multiple roles, covering several areas (Neamțu, 2024, pp.17-33; Mohammad et al., 2023). In rotation, one of them is assigned to prepare page 2 of the newspaper, which, in addition to the daily cooking recipe, public institution schedules, banks, water meter readings, tax office hours, cinema schedules, etc., also includes the horoscope section (Upoma ASA, 2021; Neamțu, 2023a)

In our paper, we used both a qualitative and a quantitative analysis of discourse, focusing on understanding the language and style of this bizarre but widely read genre. We examined the nuances, tone, and overall quality of horoscope content. Through discourse analysis, we aimed to uncover patterns, inconsistencies, and potential formats for improving the text. For the quantitative analysis, we conducted content analysis, tracking the frequency of specific words and expressions in the horoscope section. 

Our combined qualitative and quantitative approach provides a comprehensive understanding of horoscope language dynamics. This is further supported by the personal experience of the studys author, who, between 1997 and 2007, was responsible for the horoscope section in the local newspaper Observator (Arad). Although subjective, personal experience can offer insights into how this section operates within Romanian daily press journalism. So, in addition to qualitative and quantitative analysis, the paper will dwell on astrological narratives using the authors journey in horoscope creation. This zodiacs voice, though subjective, offers the authors insights on writing horoscopes for a daily local newspaper. Although the analysis focuses on the discursive features of horoscopes in the Romanian press, the studys results may also be applicable to other countries, as this type of text proliferates in international media, attracting readers from all around the world.

Mysticism in modern journalism and interpreting the stars

The majority of the researched studies, and synthesized in a previous study (Neamțu, 2023b, pp.94-98), classify the genres of written press into several major types: informative genres (news or information about current events; reports or detailed articles that provide context and narrate events), opinion genres (editorials, opinion articles, commentaries, analyses), entertainment genres (interviews with personalities, reviews. Here we may include horoscopes too), investigative genres (which reveal irregularities, hidden facts from various fields), and specialized genres (such as cultural, sports, and economic journalism).

What we try to explain in this chapter is how horoscopes, as a form of astrological discourse, play a significant role in modern media and influence readers. From Ancient Greece, where people went to the temples of the gods to seek answers about their destiny, to todays horoscope, the journey has been long, but the curiosity remains the same. 

Pythia was the high priestess of the Temple of Apollo at Delphi, serving as the oracle who delivered prophecies inspired by Apollo. She is one of the most significant figures in ancient Greek religion and mythology. The Pythia would enter a trance-like state, often induced by vapors or gases from a fissure in the ground, which the ancient Greeks believed enabled her to channel divine messages from Apollo. Her cryptic responses were interpreted by priests, and people from all over the Greek world consulted her on matters ranging from personal decisions to major political and military strategies. The Pythias prophecies were particularly famous during the height of the Delphic Oracle (around the 7th century BCE to 4th century CE), and she was often consulted by leaders such as kings and city-states. The role of the Pythia was both religious and cultural, and her words carried great authority. This oracles influence diminished over time with the rise of Christianity, but she remains a potent symbol in discussions of prophecy, mysticism, and the intersection of religion and politics in ancient Greece.

We may say that the Pythia, at Delphi, delivered personalized prophecies based on divine inspiration from Apollo, similar to how modern horoscopes provide guidance based on astrological interpretations. Both the Pythia and horoscope writers seek to address personal or existential questions and provide insight into the future. The main difference lies in the methods: while the Pythia relied on divine intervention, modern horoscope writers pretend to use "astrological charts" and "celestial movements". So we may call the Pythia an early precursor to personalized divination practices, rather than the direct ancestor of horoscopes. The horoscopic tradition (Frawley, 2001) comes from a blend of Babylonian astrology and Hellenistic astrology, which developed long after the era of the Pythia. However, both reflect humanitys long-standing desire to seek guidance and answers from forces believed to be greater than themselves. 

From an ancient practice to a mainstream cultural product in mass media, astrology once considered a serious science, is transitioned into popular culture. In the 20th century, horoscopes began appearing in newspapers and magazines. In Romania, the horoscope began to appear regularly only after the Revolution against the communist regime in 1989, when the press was liberalized and began to adopt text types from Western journalism. In the communist press, articles embraced rigid language, praising the Communist Party and its achievements, and never presented horoscopes to the working people. The horoscope was seen as an invention of the hollow Western world, which focused on luck and reading the stars, while in reality, the Party promoted a different message: that through hard work, all Romanians would succeed in building communism. The messages from the press during communism were that, by following the guidance of the countrys leader and the party, through serious, consistent work, only then could we all build a communist society. The stars had no place in this equation. Orders were clear, party-aligned, and executed blindly, without any astrological consultations or comments. In fact, only writers were allowed to make references to the sun or stars, and their language was passed off as poetic license. Moreover, the beloved communist leader, Nicolae Ceaușescu, was often associated with the sun.

John Frawleys, (2001, 2002) and Günther Oestmanns works, (2005) explore why astrology endured in the public sphere and remains influential in modern media and plays an important part in the everyday life of a reader. Frawley is convinced that "today we have an astrology, which has been dissolved into a psychological discipline - instead of an astrology about real peoples lives and fates. Any modern astrological reading can be reduced to «You are important. People do not fully understand you. Your vices are quite endearing, really»". Frawley stands for a "traditional astrology", which are still practiced in horary astrology and Vedic astrology. In chapter 3 of his study, Frawley, (2001, p.164) critiques modern astrologys emphasis on comfort rather than accuracy. 

"The guiding rule of all modern astrology is that the astrologer must never, ever say anything that might possibly discomfort the client. Having the undivided and uncritical attention of another person for an hour is no doubt pleasant enough; but if that is really all that astrology can offer, it is hard to understand, why it has for so long occupied some prominent a place in intellectual life of cultures across the globe, accepted and practiced by minds of uncommon power and subtlety" (Frawley, 2001).

Despite the rise of scientific rationalism, Frawley argued that astrology has persisted, particularly in popular culture, which he attributes to "its deep-rooted human appeal". For him, astrology offers something beyond the material that is an insight into cosmic order,  human destiny or personality. He presents astrology not as a "deterministic practice" but as a "symbolic language" that connects celestial movements with our entire human experience.

Günther Oestmann, H. Darrel Rutkin and Kocku von Stuckrad, (2005) edited a collection of essays that analyzes astrologys role in shaping public discourse in the media. His book provides insight into the historical context of astrology and its transition into mass communication. As Frawleys works, Oestmann et al. (pp.183-206) saw astrology as an important instrument in decision-making processes, especially among rulers, politicians, scholars who saw, for example, health and astrology interconnected in the Renaissance. Theodor Adorno, (1994) critiques astrology and its entire role in popular culture. His essay "The Stars Down to Earth" dwells on how horoscopes shape public opinion, making it a great resource for understanding the psychological manipulation in astrological discourse.

"The astrological ideology encourages individuals to adapt to the social order by attributing their misfortunes to stars rather than systemic problems, thus fostering passive conformity" (Adorno, 1994, p. 60).

Adornos critical essays analyze how astrology column are able "to shape" the readersmind and thus appeal to irrationality in mass culture.

"The language of horoscopes, far from being merely innocent entertainment, manipulates its readers into accepting passive roles and discourages critical reflection on social realities" (Adorno, 1994, p. 75).

According to Adorno, astrologys modern appeal stems from a desire for psychological comfort in an increasingly alienated and rationalized world under late capitalism: 

"Astrologys popularity in modern society can be attributed to a need for psychological reassurance in the face of increasing alienation and rationalization of life under late capitalism" (Adorno, 1994, p. 85).

Stephen Arroyo, (1975) also sees astrology and the alignment of planets for each astrological sign as influencing specific behavior patterns associated with each zodiac sign and explains everything using a psychological perspective: "The ultimate goal of astrology is self-knowledge and attunement with the forces of life, and it is through this self-knowledge that we become free to fulfill our highest potentials" (p. 103).

Thus, knowledge of the zodiac signs would lead us to a better understanding of each persons psychology, helping individuals to develop their character and achieve personal self-discovery.

"In counseling work, astrology is not used to predict events or even to analyze personality in the usual sense, but rather to help people become more conscious of their energies and how they are likely to express them in certain life situations" (Arroyo, 1975, p. 33).

Using the four elements from the zodiac signs, fire, earth, air, and water, and their involvement in our human behavior, from fire-passion and enthusiasm to earthy practicality-stability the astrological elements tend to "describe basic energy modes of human existence: Fire represents intuitive, spontaneous expression; Earth is practical and stable; Air is mental and social; Water is emotional and feeling-oriented"(Arroyo, 1975, p. 22).

Arroyos belief is toward an astrology that is able to focus on individuals to achieve greater self-awareness based on a deeper understanding of their various challenges.

"The key to interpreting astrological symbols is to realize that they are not descriptive of static states or qualities, but rather they reflect dynamic, interactive energy patterns that are continually affecting the individual and are continually being altered by the individuals level of consciousness" (Arroyo, 1975, p. 3)

Astrological configurations dont directly cause events or emotions; instead, they represent "the essence, the quality of the moment" (Arroyo, 1975, p.45) and reveal the types of energies that are most prominent.

Nicky Falkof, (2005) a South African academic professor from Johannesburg, explains how narratives in the media help shape social anxieties and political fears. Falkov offers a general examination of why astrology continues to appeal to people. Psychological factors make astrology appealing and the presence in the media, under the form of daily horoscopes, is translated as a form of human desire for meaning and certainty, a path or guidance in everyday life. Horoscope is seen as a tool to give psychological comfort to the reader and a state of self-understanding, but also can be perceived as a tool for entertainment, amusement, and fun. Teun A. van Dijk, (2008) explores how language and power are intertwined and analyze the power dynamics behind astrological language in media. According to Dijk, language of the horoscope columns shapes people perceptions and may influence public beliefs/behaviors. The idea is that a horoscope may reinforce social norms or ideologies. Astrological discourse is seen as an example of how language can manipulate public beliefs and sentiments. Thus media play a crucial role in disseminating astrological content, and in influencing social norms among audiences by constructing a certain reality in public. 

Van Dijk saw in the horoscope a manipulative discourse

"Power involves control, namely by (members of) one group over (those of) other groups. Such control may pertain to action and cognition: that is, a powerful group may limit the freedom of action of others, but also influence their minds"(Van Dijk, 2008, p. 65).

Discursive power is often exercised and sustained through different forms of communication, like media, political rhetoric, and daily interactions. This subtle process enables dominant groups to instill their ideologies and preserve control without the need for explicit force.

"Discursive power is often enacted and reproduced through various genres of communication, such as media, political discourse, and everyday conversations. This subtle process allows dominant groups to impose their ideologies and maintain their control without overt coercion" (Van Dijk, 2008, p. 115).

Barthes, (1972) do not have a specific chapter dedicated entirely to horoscopes, he rather employs a semiotic theory to illustrate how zodiac signs act as signs that carry meaning within a cultural framework and are able to reflect societal beliefs and values. 

"By reading a horoscope, the individual is led to believe that their life can be predicted and controlled through the stars. This illusion of personal guidance feeds into a larger ideological system that seeks to maintain social order through submission to external forces" (p. 147).

Barthes mentions signs that play an important role in popular culture, signs that create and perpetuate myths and are used in everyday communication. 

"The horoscope, like other cultural forms, is a kind of modern myth. It simplifies and distorts reality, offering a personalized, yet generalized, interpretation of lifes events. In doing so, it helps perpetuate certain beliefs about fate and individual identity" (p. 143).

In his collection of essays, Barthes examines the connection of astrology to the construction of myths, arguing that the narratives surrounding zodiac signs contribute to a larger cultural mythology, influencing how people perceive themselves and their relationships. Zodiac signs are a mirror of the complexity of human experiences that try to find meaning in life using zodiac symbols as a tool or a guide through symbols. Willis and Curry, (2004), explore how astrology communicates meaning through metaphorical language and the historical context of astrology, seeing a rhetorical dimension in astrological discourse:

"In other words, science had first to destroy astrology - which it largely succeeded in doing, within the elite and mainstream opinion, albeit unevenly and incompletely. So for most scientists today (and this is where the mentality comes into play) contemporary astrology is a reminder, irritating at best and threatening at worst, of the failure of their collective mission of universal enlightenment, i.e. disenchantment. In other words - and this is entirely consistent with the emotional content of their reaction (it would tempting to say ‘irrational, if the abuse of that term wasnt one of their own favorite weapons) - astrology is scientific heresy" (Willis, Curry, 2004).

Paul Simpson, (1993) investigates the power of language to create ideologies and shape perspectives in the public sphere. His explanations can be applied to the way astrology is framed, where language discourse reinforces certain viewpoints in public and how they see the world around them, present and future. Tester, (1987) as well as Whitfield, (2001) introduce us into the history of Western astrology,  while Günther Oestmann, H. Darrel Rutkin, and Kocku von Stuckrad, (2005) collection of essays present also the way in which astrology may shape public opinion and identity in everyday life. 

In summary, what we understand from reading all these authors is that there is a way to craft the astrological text in order to build a platform of words to resonate with the readers. For didactic reasons, in horoscope discourse, we may identify: vagueness and ambiguity, metaphor and symbolism, second-person address to smooth the path to the readers heart, imperative sentences, and a narrative approach in constructionism the text so it can be easy to follow and pleasant to read. 

In the chapter "Art and Entertainment (Genres for Consumption)", Zafiu, (2001) views the horoscope as a text produced by an impersonal voice, an abstract entity and, precisely because of that, authoritative, often not identified by any signature: "intrusions of the first person in the text are extremely rare (sometimes depersonalized through the use of the plural we would therefore suggest...)" (Zafiu, 2001, pp.155-158).

The "Barnum effect" or the "Forer effect" in understanding horoscope discourse

Barnum effect discusses the psychological phenomenon where individuals believe vague and general statements are personally meaningful to them. Also known as the Forer effect, it is a psychological phenomenon where individuals believe vague, general statements about personality traits apply specifically to them, despite the same statements being applicable to a wide range of people. This effect is named after the famous showman P.T. Barnum, who was known for his ability to appeal to the masses. You have a great deal of unused potential is a phrase that can resonate with many people. Many astrological readings and horoscopes provide generalizations that individuals interpret as personal insights, capitalizing on the Barnum Effect. That is why many people find comfort and validity in astrology and other pseudosciences, highlighting the need for critical thinking when interpreting such information. This effect demonstrates how easily individuals can be influenced by vague or ambiguous statements. "The Barnum Effect occurs when we search a little too hard and find personal meaning in things that are general or neutral" (Resnick, 2023), explains Edward Ratush a Board board-certified psychiatrist and co-founder of SOHOMD. This phenomenon is also known as the Barnum bias and the Forer effect, due to being coined in 1948 by  Bertram R. Forer. In Forers Experiment, from a 1948 study by Bertram Forer, participants were given a personality test and subsequently received a generic profile that was supposedly tailored to them. Most participants rated the profile as highly accurate, demonstrating the effect of vague statements on self-perception. Various experiments have replicated Forers findings, showing that people often assign high-accuracy ratings to generalized personality descriptions. This effect persists across different contexts, including astrology and pseudoscientific personality assessments.

"Beyond astrology, people working in New Age professions, such as tarot card readers, magicians, and psychics, are notorious for employing the Barnum effect to convince customers of their predictions [...] awareness and skepticism are crucial to avoiding certain cognitive tricks. Even though you may enjoy checking your horoscope for fun, knowing about the Barnum effect can prevent you from believing it directly applies to you. Rather, you can move forward with your life by making informed decisions [...]" (Forer, 1949).

Horoscopes: A linguistic perspective. How horoscopes shape media language in print journalism

In the previous chapters, we explored what drives readers to seek out horoscopes. Now, we will turn our attention to the language itself, offering several insights into the structure of this text. Horoscope language often relies on strategies such as ambiguity and vagueness, using generalized statements that can easily apply to many readers while feeling personal. It also uses metaphorical and symbolic elements to suggest deeper meanings without being overly specific. The structure tends to follow a second-person narrative ("you" statements) to create a direct, intimate connection between the text and the reader. These features, combined with an easy-to-follow narrative flow, make the text both engaging and comforting to read. In terms of verbs we encounter modal verbs (might, could, may), and passive constructions that create a sense of possibility without making firm predictions. These verbs are frequently used to create a sense of potential. And to add a flexible, non-committal layer to the statements, thus allowing readers to project their own experiences onto the advice or forecast.

This could be a time when you may feel more creative than usual.

You might want to consider taking a break and reflecting on your recent choices. 

 You might find an unexpected opportunity at work this week.

Similarly, passive constructions are used to maintain a neutral, impersonal tone, implying that things happen without direct causality, which again leaves the prediction open-ended.

Certain emotions could be stirred this week, making you reflect on your relationships.

Plans might be changed at the last minute, but trust that things will work out.

A decision may be made for you, and it is up to you to adapt.

Flattering adjectives serves several purposes: encouragement and empowerment regarding the reader. By emphasizing positive traits, horoscopes provide motivation and encouragement to readers, helping them face challenges with a more optimistic outlook. Flattering descriptors remind readers their strengths and capabilities. This empowerment can lead to increased confidence in taking action in their lives. Adjectives are ideal for creating a feel-good atmosphere in texts like horoscopes, personal messages, or motivational content, as they help uplift the reader. 

Aquarius, a pleasant surprise is waiting for you.

Your brilliant mind is a source of endless joy for your family.

 His charismatic personality exudes effortless charisma.

Virgo have a radiant smile that lights up the day.

Libra exceptional talent is a testament to his exceptionality.

The remarkable achievement of Scorpio speaks volumes of your remarkability.

Cancer inspiring words filled the room with boundless inspiration.

The evening is filled with enchanting moments for Leo.

Graceful movements were a perfect display of Sagittarius effortless grace.

Your confident demeanor, Taurus, shows a deep inner confidence.

This week a touch of timeless elegance to the events in Scrpios life.

Libra vibrant personality will dominate the day.

Aries, you are absolutely gorgeous, today, your aura shines in the room. 

The impressive results of Pisces reflect a deep sense of understanding.

Scorpio, your sophisticated taste in art displays huge understanding of human interactions.

The discourse of horoscope may use some timeless proverbs to offer wisdom and guidance to readers:

Table 1: Discourse of horoscope may use some timeless proverbs to offer wisdom and guidance.

Using proverbs we are able to create a sense of intimacy, making readers feel personally understood and valued. Although the horoscope text should be part of a specialized language, with terms from the field of astrology, specific terms are not abundant in horoscope texts, where terms from the field of psychology prevail: optimism, balance, calm, sociability, anxiety, self-reflection, states of anguish, susceptibility, determination to accomplish something, sadness, etc. However, there are some generalities that apply to writing horoscopes, which create the illusion of a professional approach to the field. From personal experience and didactic reasons, we will see the key aspects around which the author of this study created this column in the local press. An important aspect: all the texts were 100% made up. 

Here are some expressions that may guide the local journalist in writing the horoscope, ultimately generalities, regarding this broad topic. This table highlights how horoscope language often blends psychological concepts to resonate more with readers, focusing less on the technical astrological jargon presented here. The major difficulty in writing a horoscope text lies in the challenge of addressing various, heterogeneous categories of readers simultaneously. How can one satisfy both the young people who access this column, and the retirees, the workers, and the intellectuals, all eager to know what the stars have in store for them today? This reflects the complexity of creating horoscope content that resonates with a diverse audience, spanning different age groups, social classes, and professions. We have to find common ground in writing, using general but engaging language to appeal to a wide range of readers. Here is what we created using all the details presented so far:

Table 2: Common ground in writing, using general language to appeal to a wide range of readers.

Analyzing the horoscope discourses we may conclude that this ambiguity used inside the text is the result of the generality of the astrological language in order to fit any type of personality and embrace a wide audience. That is why horoscopes avoid alienating a particular reader. 

The horoscope discourse aims to put readers in a good mood, to restore their optimism so they can start an excellent day. The absolute superlative is often used in these texts. Words such as: excellent, amazing, outstanding, fantastic, extraordinary, super, perfect, and superb are meant to restore readers optimism and infuse them with good energy throughout the day. The use of positive, uplifting language in horoscopes is to encourage optimism and perfect energy in readers, a key aspect of the genres appeal. 

It is recommended that you maintain a pragmatic approach toward your professional responsibilities. Efficiency and consistency are essential for ensuring the optimal outcome of tasks assigned to you. Collaboration with colleagues may prove advantageous.

Individuals are advised to engage in effective communication when addressing both personal and professional matters. The alignment of celestial bodies suggests that interactions conducted with clarity and purpose may yield positive outcomes.

According to astrological indicators, maintaining physical and mental balance should be a priority. Engaging in activities that contribute to personal well-being, such as moderate exercise or mindfulness practices, is advised. Prudence is recommended regarding financial decisions. Reviewing personal expenses and considering long-term financial strategies may contribute to stability in this area.

A particularity of horoscope discourse is the use of standard, sober language, with official-bureaucratic accents, precisely to create the illusion of being official and professional language. This highlights how horoscopes often adopt a formal tone to enhance their credibility and authority, making them appear more legitimate to readers. There are phrases that blend casual language, contemporary jargon, and astrological terminology, making them suitable and engaging for a broad audience: cosmic energy surge or a powerful influx of positive energy; manifesting vibes or  an outlook full of optimism in order to attract good, possitive things in your life; astrological influencers or the celestial bodies that are supposed to influence personal and collective behavior, likening them to social media influencers; retrograde reflection or retrograde period/Mercury retrograde, or a a time for introspection and reconsideration of past actions; chakra alignment or a moment of balancing ones energies in line with astrological signs; divine synchronicity or divine intervention and meaningful coincidences, in order to achieve universe aligning in ones favor; astro-compatibility or another point of view on traditional astrological compatibility, with a focus on relationship dynamics influenced by the signs; eclipse insights or solar/lunar eclipses effects, for a deeper understanding or everyday revelations; Feng Shui for your soul/mind or a mix of Eastern philosophy with Western self-help concepts. These phrases in horoscope discourse tend to suggest a holistic approach to emotional and spiritual wellness and effectively blend casual language to jargon and astrological terminology, in order to engage a broad audience. 

Zafiu, (2001, pp.155-158) observes a particular language feature of horoscopes, namely the embrace of a bombastic and metaphorical style borrowed from pulp novels, providing a few examples: temptation is near, and secret loves put your heart on the coals; intensified desires for change sweep through your zodiac like a storm; good cheer is the nectar of lovers. Examples like this capture the essence of horoscope discourse, towards metaphorical language, with an emphasize  on literary quality, philosophy and emotional appeal. Here are more examples created for local newspapers:

Before seeking a relationship, take time to understand yourself. Reflect on your values, interests, and what you genuinely desire in a partner. Self-awareness is key to forming healthy connections.

Being open to new experiences is crucial. Whether its trying out a new hobby or attending social events, stepping out of your comfort zone can lead to unexpected romantic encounters.

When interacting with potential partners, practice honest communication. Express your feelings, thoughts, and intentions clearly. This not only fosters trust but also attracts those who resonate with your true self.

If youre already in a relationship, invest time and effort into nurturing it. Plan regular date nights, engage in meaningful conversations, and express appreciation for your partner. Strong relationships require continuous care and attention.

Love is often a journey filled with ups and downs. Stay patient and trust that the right person will come along at the right time. Avoid rushing into relationships out of fear of being alone.

Allow yourself to be vulnerable with those you trust. Sharing your fears, hopes, and dreams can deepen emotional intimacy and strengthen your bonds.

Establish clear boundaries to protect your emotional well-being. Healthy relationships respect individual limits and foster mutual understanding. 

We saw that horoscope writers frequently use engaging techniques, such as direct addresses in order to create a conversational tone, fostering a sense of intimacy

Dear reader, in this period, you have every chance to experience the level of intimacy and personal growth that makes you feel loved and seen. How do you define your own relationship standards? List them and analyze how they align with your desires. 

The use of frequent interrogative statements in horoscope discourse serves a significant purpose: it prompts readers to engage in introspection and self-reflection. This technique can lead to deeper personal insights and foster a sense of connection between the reader and the content. Here are some potential questions along with their possible impact. 

 

Table 3: Frequent interrogative statements in horoscope discourse serves a significant purpose.

Besides interrogatives, a stylistic feature of horoscope language is the frequent use of the imperative: be moderate, be responsible, be attentive, be kind to those around you, be positive, be happy! We may say that the structure of a longer text of horoscope is an ascending one: going from a negative to a positive vibe. That is if at the beginning dark clouds hover over the reader and things tend to go wrong, by the end of the horoscope reading - and the end of the day or week - the stars will smile upon them, and all the bad will turn into good. In horoscope discourse, the strategic use of flattering adjectives plays a crucial role in creating an uplifting and encouraging atmosphere for readers. This choice of language aims to boost readers self-confidence and provide a sense of positivity. Here are some examples of such adjectives that contribute to this tone: surprisingly clear mind, inspired choices, good direction, just attitude, dynamic energy, curious spirit, good mood, sensitive approach, warrior instincts, bright outcomes/day, hope and positive transformation,  etc. Thus, using flattering language in horoscopes enhances the overall experience, offering readers both comfort and inspiration. By focusing on positive attributes and outcomes, horoscope writers create a narrative that encourages self-reflection and personal growth. That is why we often find words such as: dare, confidence, control, continue, trust, being confident in your actions/words, make sure that ..., challenge yourself to a new adventure, move forward with new, valuable ideas.

 

Table 4: Captures the core idea for each zodiac and reflects the main themes and insights.

Using a range of metaphors the text is infused with symbolism and poetic descriptions to build the bridge between the reader and the abstract cosmic events: Mercury is retrograde, the moon is in a bad position, solar eclipse, Venus retrograde, etc. Here is a text created for local newspaper. The language encourages readers to reflect on their lives and embrace their unique paths. In summary, the table captures the core idea for each zodiac and reflects the main themes and insights that can guide individuals in their personal and emotional journeys today. The use of you in horoscopes or the second-person address is a tool to engages the reader directly and to create an atmosphere of intimacy and personal relevance. This narrative technique saw the person as a pawn of the cosmic forces. The horoscope seem directly applicable to his/her life. The imperative verb plays a similar role too.

Embrace your creativity and trust your instincts to unlock new opportunities!

Reflect on your foundation and be open to change as you explore new paths!

Engage in deep conversations; your words hold the power to inspire!

Nurture your home environment, allowing love and intuition to guide you!

Shine confidently and share your ideas; your warmth will attract others!

Reassess your resources with precision, focusing on what fosters abundance! 

Strive for balance between desires and responsibilities in your relationships!

Explore your emotions deeply, trusting that this journey will lead to transformation!

Seek out adventures that expand your horizons and attract kindred spirits!

Set ambitious goals and navigate challenges with determination and grace!

Share your innovative ideas, inviting collaboration and mutual growth!

Allow your imagination to flow freely, using creativity to reach new heights! 

As we understand till now, horoscopes frequently adopt a storytelling style, where the events of a persons life are framed as part of a larger cosmic narrative. This approach taps into readers desires for meaning and structure in their lives.

Navigating the cosmos: authors experiences in horoscope composition

Between 1997 and 2007, the author of this study was the head of the Culture section at the daily newspaper Observator (Arad) and was assigned to write the horoscope column for the daily newspaper she worked for. The management of the newly established paper believed that the horoscope fell under the culture category. It was the first time a local newspaper in Arad featured such a column. The newspapers director understood the horoscope column as a story, so it couldnt be written better than by those who reported on culture. The texts were produced daily, from Monday to Friday, and they were the most read in the newspaper. I remember receiving phone calls at the editorial office if, due to a lack of time, I copied the same horoscope written a few months earlier. Until the year 2006, the column was written by the editors from the culture section of the Observer newspaper, after which it was copied from the daily flow provided by the Mediafax Agency, which also had such a text in its Life section. The lengthy text received from the newspapers paid subscription to the news agency was divided over the five days of the week.

Currently, local and reginal publications in Arad, whether in print or online, do not have specialized personnel, such as astrologers, to create the horoscope. The editors either invent the texts themselves or copy them from other newspapers or magazines and publish them in their own outlets. This practice is widespread throughout the Romanian press. On the market, there are also public figures who claim to be astrologers or numerologists. These individuals are often invited on television, especially at the end or beginning of the year, to offer so-called predictions for the future. They claim to have paranormal powers, visions, and often their language is filled with psychological terms. With a solemn tone, they dictate generalities. Sick or gullible Romanians place their hopes in any good news. Often, these pseudo-celebrities have contact information on social media, open offices, or, for a fee, they connect via phone with those who want to know how their entire year will unfold. 

I recall that when we started writing the horoscope column in 1997, the local newspaper was printed in color (which was a premiere in the local regional press in Arad, Romania), and my colleagues would come with notes writing down the zodiac signs of the director, the editor-in-chief, and their girlfriends or wives. Thus, I was supposed to write something nice for each of them. Some colleagues even provided me with details about their wives or girlfriends, with whom they wished to reconcile after arguments or intense family discussions, and wanted me to say something good about them. In other words, they wanted me to present them in a favorable light to their families. Some colleagues would give me details about their mothers-in-law and fathers-in-law. The entire process was quite entertaining, considering that all the texts were invented on the spot at that time.

At that time, I had the idea of inviting each zodiac sign to read a specific book or to watch a theater performance or a concert at the Philharmonic. These suggestions were included for each zodiac sign, in which I praised their organization, their way of perceiving things, and their understanding of the reactions of those around them. At other times, I would start from each zodiac signs ability to overcome difficulties, some with more confidence, while others went through an imminent phase of nerves, which would eventually be calmed thanks to their incredible qualities: empathy and understanding.

Heres a culturally infused horoscope, blending astrological insight with book recommendations and concert suggestions, designed to engage readers who enjoy both literature and music. What we try to propose was a horoscope that was able to offer cultural engagement, encouraging readers to not only reflect on their astrological traits but also expand their horizons through literature and music.

Aries, this week, your fiery energy is best complemented by deep thinking. Seek inspiration in Sapiens: A Brief History of Humankind by Yuval Noah Harari, its exploration of humanitys past will feed your curious nature. On the musical front, give your dynamism an outlet by attending a rock concert or an indie music show, where raw energy will resonate with your bold spirit. Your instincts will lead you to the front row!

Taurus, your grounded natucre craves beauty and comfort. Dive into Solenoid by Mircea Cărtărescu, a philosophical and surreal exploration of existence, dreams, and alternate realities, the boock is one of Cărtărescus most ambitious works. To nourish your soul further, consider a classical music concert, particularly one featuring the works of Debussy or Ravel. Their lush compositions will match your need for sensory indulgence.

Curiosity abounds, Gemini! Expand your mind with On Limit by Gabriel Liiceanu, a philosophical reflection on human boundaries, a deep exploration of the limits that define human existence. For a concert, find a jazz or blues night where the fluidity and improvisation will mirror your adaptable personality. The unpredictability of live jazz performances will keep you intellectually engaged.

Cancer, this week, indulge your emotional depth by curling up with The Moromete Family,  a classic of Romanian literature, this novel captures the struggles of a peasant family in a changing rural society. It delves into the complex dynamics of tradition, authority, and personal freedom in pre-communist Romania. A symphony orchestra concert, especially one featuring Mahler or Tchaikovsky, will help you connect with the richness of your inner world. Let the melodies envelop you in their emotional intensity.

Your vibrant spirit seeks to shine, Leo! Pick up The Forest of the Hanged by Liviu Rebreanu, a powerful anti-war novel, Rebreanus work reflects on guilt, conscience, and personal loyalty during World War I. This is a good week for attending a theater performance or a musical, where drama, lights, and applause align perfectly with your need for grandeur.

Virgo, your meticulous mind will find satisfaction in The Hatchet by Mihail Sadoveanu, this novel beautifully portrays the strength of a woman seeking justice for her murdered husband. It is also a deep dive into Romanian folklore, rural traditions, and the harsh realities of life in the Carpathian Mountains. For a concert experience, seek out a string quartet performance, the precision and harmony of chamber music align with your appreciation for detail and structure.

Harmony and balance are at the core of your being, Libra. This week, read The Architecture of Happiness by Alain de Botton, which explores how the spaces around us impact our well-being. As for music, a piano recital will resonate with your love for beauty and elegance. The clear, refined notes will provide the peace and symmetry you crave.

Scorpio, your intense and passionate nature will be drawn to The Picture of Dorian Gray by Oscar Wilde this week. The themes of duality, desire, and mystery will speak to your soul. A concert featuring electronic or experimental music will also captivate you its transformative sounds will match your taste for the deep and unconventional.

Always the explorer, Sagittarius, youll find adventure in the pages of The Book of Whispers by Varujan Vosganian. This novel is a lyrical portrayal of the Armenian genocide and its enduring effects on personal and collective memory. For your musical side, a world music festival or a folk concert will connect you with rhythms and melodies from across the globe. Let your mind and spirit soar!

 Ambition drives you, Capricorn, but this week, take a moment to reflect on long-term goals with Meditations by Marcus Aurelius. A collection of personal writings from a Roman emperor, this Stoic masterpiece offers practical wisdom on how to lead a life of virtue, resilience, and self-discipline. Or, prehaps you may prefere Pride and prejuduce by Jane Austin. It will provide all the structure and motivation you need. Musically, you might appreciate a ballet or opera performance, where discipline and artistry merge to create something timeless, just like your enduring determination.

Aquarius, innovative and forward-thinking, you will be fascinated by The Tao Te Ching by Laozi. This ancient text offers profound wisdom on how to live harmoniously with the Tao, the natural flow of the universe, focusing on simplicity, humility, and balance. For a concert, try something avant-garde, perhaps an electronic or ambient music experience, where experimentation thrives. Your progressive mind will be in its element.

Pisces, this week, your dreamy nature will find solace in The Second Sex by Simone de Beauvoir. A groundbreaking feminist work, Beauvoir explores the historical oppression of women and the concept of womanhood, making it essential reading for gender studies and existential philosophy. A new age or acoustic concert will provide the peaceful, meditative atmosphere you seek. Let the music wash over you like gentle waves, allowing your imagination to drift.

The fact that the author of this study graduated in philology and was familiar with reading books, particularly works of fiction, allowed her to invent stories that were enjoyable to read. Because that was their main quality. I was producing nothing more and nothing less than literature in a hurry, fleeting literature. I realized that many readers turn to horoscopes for entertainment or real comfort, contributing to newspaper website traffic. 

During the golden age of Romanian print media, after 1990, when readers would line up to buy newspapers, eager to read a variety of content compared to the gray monotony of the communist era, people would call the editorial offices to complain that the horoscope for their zodiac sign that day was the same as the one from two weeks ago. The secretary was given the task of explaining that this was not due to any journalists negligence in copying old text, but because the planets had aligned the same way on that particular day. 

In Romania, the horoscope began to appear regularly only after the Revolution against the communist regime in 1989, when the press was liberalized and began to adopt text types from Western journalism. In the communist press, articles embraced rigid language, praising the Communist Party and its achievements, and never presented horoscopes to the working people. The horoscope was seen as an invention of the hollow Western world, which focused on luck and reading the stars, while in reality, the Party promoted a different message: that through hard work, all Romanians would succeed in building communism. In our study, we attempted to place the horoscope within the broader framework of other journalism genres, highlighting its linguistic and stylistic features within its distinct type of discourse. We outlined the main elements that define the style of the press, which also includes this type of discourse that, in Romania, gained momentum only after the 1990 Revolution, following the fall of the communist regime. Nowadays, we notice a proliferation of horoscopes in newspapers and magazines and the emergence of online astrology platforms and personalized astrology apps. In our paper, we saw how astrological discourse serves both an entertainment and psychological function in the media. The discourse of horoscopes might evolve in the future, a multitude of astrologers appearing in the public sphere, especially online. The studies of these individuals are uncertain. Most have studied astrology individually, as a passion alongside their day-to-day jobs, or have joined various gurus from the West, whom they met through online courses or even in China, India, or Indonesia. The Chinese horoscope, for example, is a type of discourse gaining ground month by month on online sites dedicated to the phenomenon, as well as on shows in Romanian audio-visual media. There is a fascination with Asian culture and feng shui, which is reflected in the growing number of media platforms covering this topic. The Romanian public is increasingly receptive to this type of media. Horoscopes and shows featuring astrologers, numerologists, and fortune-tellers are gaining larger audiences. As John Frawley (2001) observed, the astrology that is ubiquitous today is quite different from astrology as practiced throughout almost all of its long history. What remains, like a guiding thread throughout time, is peoples desire and curiosity to know what fate has in store for them, to amuse themselves by reading about their lives and reassuring themselves that today will go well. And in the days to come, their lives will experience a new beginning. Because, as we have seen from our analysis, the horoscope discourse is, above all, a flattering one. In an interview titled Dont Ask Too Little of Astrology!, conducted by journalist Tita Chiper (2004) with URANIA, whose legal name is Simona Vărzaru - an art history specialist, playwright, and astrologer - she emphasized that today, in the media, the term horoscope is used incorrectly. 

"What is published in newspapers is called predictions, meaning the anticipation of events. A horoscope, in fact, is the interpretation an astrologer gives to an individuals birth chart" (Chiper, 2004, p.349)

Research presented in our study suggests that positive predictions of the future or positive descriptions of ones personality traits are more readily accepted than negative ones. After all, people like to believe their future is looking bright. We see that almost anybody is susceptible to the Barnum effect. Because it is a part of our human nature to read meaning into vague predictions and statements. Analysing horoscope discourses we may conclude that this ambiguity used inside the text is the result of generality of the astrological language in order to fit any type of personality and embrace a wide audience. That is why horoscopes avoid alienating a particular reader. This emphasizes the use of positive, uplifting language in horoscopes to encourage optimism and positive energy in readers, a key aspect of the genres appeal. The strategic use of questions in horoscopes not only engages readers but also fosters a space for meaningful introspection. This technique enhances the horoscopes role as a source of guidance and personal development, allowing readers to reflect on their lives and relationships in a constructive way. The use of proverbs brings a sense of reflection, wisdom, and encouragement, which fits well in horoscope readings designed to offer advice or comfort. In essence, what emerges from reviewing authors who wrote about this subject is the understanding that astrological texts are skillfully constructed to create a framework of language that resonates deeply with readers. For teaching purposes, we may resume: the horoscope discourse reveals several key elements: the use of vagueness and ambiguity, the integration of metaphor and symbolism, direct second-person address to create a personal connection, the frequent use of the imperative, and a narrative structure that makes the text accessible and enjoyable to read. 

I acknowledge all of the authors involvement and works that I cited in my article. 

There is no conflict of interest in this manuscript.