Memes spread conspiracy theories by uniting online groups, shows new research

A new study finds a sinister side to memes, pointing to their role in strengthening online communities 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.

The study breaks new ground by analysing the cultural role of memes in online conspiracy communities, published in the journal Social Media + Society.

PhD researcher Emily Godwin, from Bath’s Institute for Digital Security and Behaviour (IDSB), said: “We see from this study that memes play a significant role in reinforcing the culture of online conspiracy theorist communities. Members gravitate towards memes that validate their ‘conspiracist worldview’, and these memes become an important part of their storytelling. Their simple, shareable format then enables the rapid spread of harmful beliefs.”

Using data from Reddit, a widely used discussion platform and a hotspot for conspiracy theories, the researchers analysed 544 memes across two interconnected subreddits about Covid-19 between 2020 and 2022: r/NoNewNormal (r/NNN), which was banned by Reddit in September 2021; and r/CoronavirusCirclejerk (r/CvCj).

Memes were found to fall into three broad themes within the online conspiracy theory community: ‘deception’ by authorities and conspirators; ‘delusion’ among the public; and ‘superiority’ of conspiracy believers who see themselves as committed to ‘free thinking’.

The researchers compiled a list of the top recurring meme themes and characters, many recognisable from mainstream social media: ‘NPC Wojak’ is at number 1 (a grey expressionless ‘non-player character’ who depicts a lack of agency), Drakeposting at number six (featuring Drake from his 2015 Hotline Bling music video to depict approval and disapproval), and ‘Distracted Boyfriend’ at number 10 (featuring a man walking with his girlfriend and turning back to look at another woman to depict choosing one option while being tempted by or drawn to another).

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. Because of this, they act as a balm to disagreements that crop up, reducing the potential for fracture over minor differences. This cohesion allows dangerous ideologies to take root and flourish.”

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.”

The researchers say more research into the changing landscape of digital expression is crucial to understand how memes are tools not only for cultural spread and inventiveness but also for the stability of conspiracy theorist communities.

They say future research could consider how emojis, hashtags, online rituals, and community-specific jargon play a similar role.

The researchers are members of the University of Bath’s new Institute for Digital Security and Behaviour, which will launch on Wednesday 29 January, with a keynote by Government Chief Scientific Adviser, Professor Dame Angela McLean, on Securing the Future.

Internet Memes as Stabilisers of Conspiracy Culture: A Cognitive Anthropological Analysis, is published in the journal Social Media + Society at: https://journals.sagepub.com/doi/10.1177/20563051241306421