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El auge del horóscopo: ¿por qué ahora?

En plena era de la inteligencia artificial, la hiperconexión y la promesa de una vida explicada por datos, la magia ha vuelto a colarse por las grietas de la modernidad. «Espiritualidad líquida» (Debate, mayo de 2026), de Marta Sader, parte de una pregunta tan incómoda como reveladora: por qué tantas personas vuelven hoy la mirada hacia los ritos ancestrales, los médiums, los imanes curativos, el horóscopo o las nuevas creencias cósmicas cuando la evidencia científica parecía haber ganado la batalla del sentido. Con mirada escéptica, vocación científica y pulso narrativo, la periodista se adentra en el universo New Age 2.0 para explorar sus raíces emocionales, sociales y económicas. El resultado es un ensayo lúcido sobre el esoterismo pop, la precariedad vital, el desarrollo personal y la necesidad de consuelo en un mundo incierto. LENGUA publica a continuación un extracto del libro.

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su parte, los responsables de <span style=\\\"text-decoration: underline;\\\"><a href=\\\"https:\/\/www.instagram.com\/horoscoponegro\/\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\">@horoscoponegro<\/a><\/span>, una cuenta de Instagram con casi cuatro millones de seguidores entonces \u2014ahora, ambas han crecido\u2014, se dedican tambi\u00e9n a compartir memes con comportamientos aparentemente t\u00edpicos de cada uno de los signos solares. \u00abEmpezamos con la marca en agosto de 2012 lanzando nuestro primer tuit. 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Estos mensajes se reciben incluso de manera \u00abpersonalizada\u00bb varias veces al d\u00eda en apps de astrolog\u00eda de dise\u00f1o <em>cool,<\/em> como Co-Star o Nebula, que, tras introducir la fecha y el lugar de nacimiento, ofrecen predicciones generadas por inteligencia artificial teniendo en cuenta nuestros datos. Y hablando de datos, aqu\u00ed va otro: el mercado de las aplicaciones astrol\u00f3gicas alcanz\u00f3 los tres mil millones de d\u00f3lares en 2024, y se proyecta que llegue a los nueve mil millones en 2030. Aunque muchos consideren el hor\u00f3scopo como algo \u00abalternativo\u00bb, una especie de fe libre de dogmas y amos, es evidente que a las grandes corporaciones les interesa que creer sea visto como algo aceptado y masivo.\u00a0<\/p><p>Un ejemplo: me topo en Instagram con la publicaci\u00f3n de una profesora anglosajona que afirma que sentar a los ni\u00f1os de su clase teniendo en cuenta las afinidades de sus signos del Zodiaco funciona extremadamente bien. 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en este mundo fluctuante en el que nos encontramos atomizados tras nuestra propia pantalla, en el que la soledad es cada vez m\u00e1s rampante \u2014casi el 40% de las personas que sufren soledad no deseada son j\u00f3venes, una cifra que dobla a la de los mayores de 65 a\u00f1os\u2014, en el que cada uno de nosotros somos las m\u00e1s importantes estrellas de nuestro show particular, compartido instant\u00e1neamente con millones de desconocidos, \u00bfc\u00f3mo no engancharnos a una gu\u00eda sencilla que promete definirnos? \u00bfQue asegura decirnos, exactamente, c\u00f3mo somos? Ahora que es f\u00e1cil autodiagnosticarse con TDAH, autismo, depresi\u00f3n, TOC o cualquier otro trastorno tras pasarse diez minutos en redes sociales, en la que la terapia y el autoconocimiento se han convertido en pr\u00e1cticamente una ley, la astrolog\u00eda nos ayuda a definirnos. Una tarde, escuchando un p\u00f3dcast, me doy cuenta de que la artista Samantha Hudson lo explica a la perfecci\u00f3n: \u00abMe gusta el hor\u00f3scopo porque, aunque no creas en ello, siento que es una de las pocas excusas que tienes en una conversaci\u00f3n para hablar de aspectos m\u00e1s profundos de tu personalidad\u00bb. Si encima quienes conversan creen en ello, seguramente se d\u00e9 una complicidad instant\u00e1nea muy gratificante, un reconocimiento t\u00e1cito de qu\u00e9 clase de persona es el otro y de hasta qu\u00e9 punto nos parecemos en nuestra forma de ver el mundo.\u00a0<\/p><p>El hor\u00f3scopo nos narra. Nos dice: \u00abEres as\u00ed, as\u00ed y as\u00ed. 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class=\\\"MsoNormal\\\"><strong>OTROS\u00a0CONTENIDOS DE INTER\u00c9S:<\/strong><\/p><p><span style=\\\"text-decoration: underline;\\\"><a href=\\\"https:\/\/www.penguinlibros.com\/es\/revista-lengua\/entrevistas\/juan-esteban-constain-el-hijo-del-hombre-cristianismo\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\">Juan Esteban Consta\u00edn: \u00abEl fanatismo es la deshonra del mensaje cristiano\u00bb<\/a><\/span><\/p><p><span style=\\\"text-decoration: underline;\\\"><a href=\\\"https:\/\/www.penguinlibros.com\/es\/revista-lengua\/entrevistas\/pedro-garcia-cuartango-la-muerte-de-dios-fue-dictada-prematuramente\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\">Pedro Garc\u00eda Cuartango: \u00abLa muerte de Dios fue dictada prematuramente\u00bb<\/a><\/span><\/p><p><span style=\\\"text-decoration: underline;\\\"><a href=\\\"https:\/\/www.penguinlibros.com\/es\/revista-lengua\/no-ficcion\/pedro-garcia-cuartango-el-enigma-de-dios\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\">Cuando el mal 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5 minutos

Por  Marta Sader

El auge del horóscopo: ¿por qué ahora? Crédito: Getty Images.

Crédito: Getty Images.

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No es fácil saber cuánta gente cree en la astrología en España, pues no hay datos oficiales al respecto. Lo que sí es tangible es la cada vez mayor visibilidad de perfiles dedicados a ella en redes sociales y el aumento del espacio que se le otorga a artículos relacionados con los signos del Zodiaco en las librerías —o en las joyerías, o en las tiendas de ropa—. O, simplemente, su presencia cada vez mayor en las conversaciones —y decisiones— privadas y públicas. ¿Por qué ahora? 

En junio de 2023, escribí un artículo sobre el auge del horóscopo para elDiario.es en el que hablé con Charas Vegas, tras el perfil de memes astrológicos @charcastrology, con en torno a 85.000 seguidores en Instagram en ese momento. «Se cree que la astrología y este tipo de creencias arraigan en momentos de mucha incertidumbre, lo cual, ahora, se podría relacionar con la crisis del covid. Además, se ha sumado que en las redes sociales lo han sabido explotar muy bien, y a eso se le añade que los jóvenes se quieren desligar del catolicismo, y la astrología es una base de creencias también», argumentaba, haciendo alusión a ese clima de cambio y miedo que caracteriza la modernidad. Su perfil, creado por casualidad dos semanas antes de la cuarentena, creció muchísimo durante el encierro, como les sucedió a otros similares.

  • ¡En oferta!
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Por su parte, los responsables de @horoscoponegro, una cuenta de Instagram con casi cuatro millones de seguidores entonces —ahora, ambas han crecido—, se dedican también a compartir memes con comportamientos aparentemente típicos de cada uno de los signos solares. «Empezamos con la marca en agosto de 2012 lanzando nuestro primer tuit. Por aquel entonces, la astrología en general era muy poco accesible; la mayoría de la gente no entendía su mensaje, de dónde surgía y cuáles eran sus códigos. Lo que hicimos fue una interpretación del lenguaje astrológico para que llegara a todo el mundo, utilizando palabras y expresiones mucho más cercanas y comprensibles que las que existían en la astrología clásica», me explicaron desde la compañía, que ha diversificado sus contenidos en torno a este universo dando el salto también al mundo editorial. Sin duda, han sido uno de los artífices clave en España para convertir la astrología en una moda. 

El clima de incertidumbre a nivel mundial, que nos mantiene constantemente desconcertados; la falta de confianza en las instituciones, especialmente rampante tras la crisis del covid, y el individualismo hacia el que nos empuja el capitalismo, unido a una cultura del bienestar consumista que pretende tapar las carencias sociales con «momentos de autocuidado», conforman el ambiente ideal para que la astrología se convierta en una moda. 

En este mundo fluctuante en el que nos encontramos atomizados tras nuestra propia pantalla, en el que la soledad es cada vez más rampante, en el que cada uno de nosotros somos las más importantes estrellas de nuestro show particular, ¿cómo no engancharnos a una guía sencilla que promete definirnos?

La potencia viral de los mensajes astrológicos sencillos, asumibles y de estética atractiva compartidos en TikTok e Instagram tienen también mucho que ver. Estos mensajes se reciben incluso de manera «personalizada» varias veces al día en apps de astrología de diseño cool, como Co-Star o Nebula, que, tras introducir la fecha y el lugar de nacimiento, ofrecen predicciones generadas por inteligencia artificial teniendo en cuenta nuestros datos. Y hablando de datos, aquí va otro: el mercado de las aplicaciones astrológicas alcanzó los tres mil millones de dólares en 2024, y se proyecta que llegue a los nueve mil millones en 2030. Aunque muchos consideren el horóscopo como algo «alternativo», una especie de fe libre de dogmas y amos, es evidente que a las grandes corporaciones les interesa que creer sea visto como algo aceptado y masivo. 

Un ejemplo: me topo en Instagram con la publicación de una profesora anglosajona que afirma que sentar a los niños de su clase teniendo en cuenta las afinidades de sus signos del Zodiaco funciona extremadamente bien. La publicación tiene 151.000 «me gusta», con decenas de comentarios de perfiles que afirman ser profesoras diciendo que hacen lo mismo. Y de cientos de otros usuarios que opinan que es una idea buenísima, o que les encantaría que de pequeños se hubiese tenido eso en cuenta para organizar las clases.

El auge del horóscopo: ¿por qué ahora? Crédito: Getty Images.

Crédito: Getty Images.

Otro: leo en un artículo que una conocida escritora, una persona culta y respetada, responde a la pregunta del entrevistador con un «Es que soy virgo». Es un dato que, como vimos también aparece en los perfiles de citas: después de la información sobre lo que se busca en una relación, fue la característica más compartida en Tinder durante 2023 según el informe anual de la app, Year in Swipe. 

En un «mercado» tan complicado como el de las relaciones, el signo zodiacal promete darnos mucha información sobre cada uno de nuestros posibles matches, y sobre nuestra capacidad de llevarnos bien con ellos —hay también apps que calculan la compatibilidad entre dos personas según los datos de su carta astral—. Pese a ser seres racionales, hay innumerables razones irracionales por las que elegimos o descartamos una pareja, y ahora a estas se le suman hacerlo en función de la posición de las estrellas. O a su nula creencia en ellas, pues si la persona candidata dice «no creer en esas cosas» es fácil que se la tache de «aburrida», de «antigua» e, incluso, de «rígida» o «poco abierta de mente». 

El clima de incertidumbre a nivel mundial, la falta de confianza en las instituciones y el individualismo hacia el que nos empuja el capitalismo conforman el ambiente ideal para que la astrología se convierta en una moda. 

Así, en este mundo fluctuante en el que nos encontramos atomizados tras nuestra propia pantalla, en el que la soledad es cada vez más rampante —casi el 40% de las personas que sufren soledad no deseada son jóvenes, una cifra que dobla a la de los mayores de 65 años—, en el que cada uno de nosotros somos las más importantes estrellas de nuestro show particular, compartido instantáneamente con millones de desconocidos, ¿cómo no engancharnos a una guía sencilla que promete definirnos? ¿Que asegura decirnos, exactamente, cómo somos? Ahora que es fácil autodiagnosticarse con TDAH, autismo, depresión, TOC o cualquier otro trastorno tras pasarse diez minutos en redes sociales, en la que la terapia y el autoconocimiento se han convertido en prácticamente una ley, la astrología nos ayuda a definirnos. Una tarde, escuchando un pódcast, me doy cuenta de que la artista Samantha Hudson lo explica a la perfección: «Me gusta el horóscopo porque, aunque no creas en ello, siento que es una de las pocas excusas que tienes en una conversación para hablar de aspectos más profundos de tu personalidad». Si encima quienes conversan creen en ello, seguramente se dé una complicidad instantánea muy gratificante, un reconocimiento tácito de qué clase de persona es el otro y de hasta qué punto nos parecemos en nuestra forma de ver el mundo. 

El horóscopo nos narra. Nos dice: «Eres así, así y así. Y te ocurrirá esto, esto y esto otro». Es fácil dejarse mecer por el cálido arrullo de las afirmaciones. Las afirmaciones no nos obligan a cuestionarnos: las afirmaciones «son». ¿Por qué soy así? Porque los astros estaban en cierta posición cuando nací. No tengo culpa de mi carácter. La narración del horóscopo, profundamente emocional, nos exonera.

OTROS CONTENIDOS DE INTERÉS:

Juan Esteban Constaín: «El fanatismo es la deshonra del mensaje cristiano»

Pedro García Cuartango: «La muerte de Dios fue dictada prematuramente»

Cuando el mal irrumpe: guerras, desastres y el silencio de Dios

Catherine Nixey: «Lo llamativo de las versiones de Jesús no es que haya habido tantas, sino que solo haya prevalecido una»

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