So says the stars: A textual analysis of Glamour, Essence and Teen Vogue horoscopes

•Textual analysis of horoscope entries from three women’s magazines.•Horoscope entries focus on love, money, and career.•Horoscopes reinforce gender stereotypes.•Stereotypes associated with race and age shape horoscope entries.

SynopsisThis study examines horoscopes published in three women's magazines: Essence, Glamour, and Teen Vogue, a magazine for teenage girls. Leaving out race and age, the target demographics of all three magazines are very similar. In this textual analysis of more than 400 individual horoscope entries, three dominant themes emerged: love, money and work. Stereotypes associated with race and age—more than zodiac signs—shape the fate of those who read and believe in what horoscopes predict.