Discourse in Media: the Unique Language of Horoscopes
Year: 2025
Type: conference-paper
Abstract: Horoscopes are one of the most persistent and intriguing genres in modern media discourse. Despite the rise of scientific skepticism and digital information, millions still turn daily to horoscopes for insight, guidance, and entertainment. This article examines the linguistic and discourse features that enable horoscopes to remain compelling. By focusing on lexical vagueness, modality, hedging, personalization, and metaphorical language, the paper highlights how horoscopes construct a persuasive yet universally applicable message. Practical examples and theoretical frameworks demonstrate how horoscopes balance ambiguity and reader engagement, functioning as a microcosm of popular media discourse.
Authors: Butaboev Samandar, Jalolova G.M
Language: English
Subfield: Philosophy
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6968637980
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