Why did horoscopes become a popular form of divination in mass societies?

Horoscopes have become a popular form of divination in modern mass societies primarily because they are uniquely suited for mass consumption. Unlike other mantic arts that may require personal consultation or deep study, horoscopes provide personalized advice and insights into individual fortune without the need for a direct interview between the practitioner and the client.1

In a mobile and competitive society, horoscopes address the anxieties of individuals by offering a sense of paternal support and self-reflection. Cultural critics have noted that newspaper astrology columns often employ rhetorical strategies and popular psychology to satisfy the longings of people who feel that an external agency might possess more knowledge about their lives and decisions than they do themselves.21

While often regarded as pseudoscience by the scientific community, astrology remains a persistent cultural phenomenon. It functions as a consultative institution that helps individuals navigate practical, everyday concerns, providing a sense of comfort or entertainment in an increasingly secularized world.234