Media, popular culture and everyday life: a phenomenological study of the lived experience of users of astrology pages in social networks

The current research aims to study the meaning of the lived experience of users of astrology pages and rooms on the social networks Instagram and Clubhouse, seeking answers to two fundamental questions. First, why do users seek astrology solutions by following astrology pages and rooms on social networks, and second, what is the functional and ritual difference between this virtual astrology and its traditional forms. Therefore, an interpretive phenomenological method was used here to answer these questions. Accordingly, the data obtained from the interview process with users were analyzed using the Colaizzi’s framework. Finally, the research findings were categorized and explained in two parts, each of which addresses one dimension of the research problem. In the first part, the research findings showed that users use astrology for various reasons such as “demystifying the world and understanding the reality of life, reducing tension and achieving peace in life, dissatisfaction with life and changing its course, seeking motivation and hope in life, escaping loneliness and gaining empathy, gaining positive energy, social influences and harmony with others, entertainment and recreation.” In the second part; The findings of the research showed that virtual astrology has had three functional and ritual changes compared to traditional forms, these changes are "personalization and self-ritualization of astrology", "ritual entanglement" and "temporary and arbitrary integration".