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Memes spread conspiracy theories by uniting online groups, shows new research
Study reveals how memes in online communities reinforce the collective identity of conspiracy theorists.
Shared photos and videos that reinforce a ‘conspiracist worldview’ have a role in building a sense of tribalism and collective opinion within online conspiracy theorist communities, according to researchers from the University of Bath’s School of Management. Godwin, who is in the final year of her PhD on the communication of conspiracy theories online, and a Senior Research Associate at the University of Bristol, said: “The broad themes create an overarching framework of understanding that guides members through conversations about collective concerns. Dr Brit Davidson, Associate Professor of Analytics at IDSB and co-author, said: “The humour of memes, typically based on the ridicule and mockery of hypocritical elites and the public, is likely a key driver in attracting new members to these groups, including people who may be unaware of the full context and impact of misinformation.”
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