Beyond the Cards: Exploring Youth Motives and Practices in Moscow’s Tarot Culture

International Journal of Cultural Studies. 2026.

Афанасьева П. А., Дайнеко А. Ю., Ефремова Ю. А., Мальнева А. А., Сергеева П. Д., Mikhaylova O.

This study uncovers why tarot has become an integral—and often surprising—part of everyday life for Moscow’s youth. Using a mixed-methods approach that combined content analysis of 15,530 YouTube comments with in-depth interviews of 21 young tarot users, we reveal that the allure of tarot stems less from magical beliefs and more from psychological, social, hedonistic, and aesthetic motives. The findings challenge stereotypes of ritualized esotericism: most youth view tarot as entertainment, a source of emotional comfort, and a way to foster community and self-understanding rather than a mystical or religious pursuit. Our analysis highlights the dominance of online tarot practices and spotlights the emergence of the aesthetic motive—a fascination with the ritual’s atmosphere and visual appeal, unique to the current generation. These insights expand existing theory and offer a nuanced view of how esoteric practices adapt to the digital age.

Keywords: Moscow, esotericism, youth culture, personal growth, aesthetic experience, social media, Tarot, Motives of consumption, Online practices, Entertainment