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'.
