| Abstract: | In the mid-1990s in Hungary, astrology publications and horoscopes—along with porn and evangelical literature—were among the Western cultural forms once restricted or banned by the socialist state that were enjoying enormous popular interest. Rather than examine astrology as a religious belief or superstitious practice, I approach it as a particular genre of self-transformation, often regarded as harmless and entertaining but nonetheless having efficacious potential. Drawing on numerous examples from print publications, interviews with professional practitioners and informal discussions, this article makes two observations: first, that readers of horoscopes looked to the divinatory capacity of horoscopes to assist them in making decisions and navigating the uncertain context of the 1990s; second, that as a genre able to shape and constrain subjectivity, horoscopes were instrumental in affecting transformations of normative character, moral codes and worldview from a localist, state-socialist cosmology to one more in accord with the demands (and enticements) of a global, neoliberal capitalist order. |
