{"id":77989,"date":"2025-08-22T02:16:02","date_gmt":"2025-08-22T06:16:02","guid":{"rendered":"https:\/\/world.edu\/?p=77989"},"modified":"2025-08-22T02:16:12","modified_gmt":"2025-08-22T06:16:12","slug":"why-people-embrace-conspiracy-theories-its-about-community-not-gullibility","status":"publish","type":"post","link":"https:\/\/world.edu\/why-people-embrace-conspiracy-theories-its-about-community-not-gullibility\/","title":{"rendered":"Why people embrace conspiracy theories: it\u2019s about community, not gullibility"},"content":{"rendered":"

\"\"<\/p>\n

Psychologists have long considered how a tendency towards\u00a0irrational thinking<\/a>\u00a0or particular\u00a0personality traits<\/a>\u00a0might predict peoples\u2019 interest in conspiracies. Yet these individual factors do not explain the group processes through which conspiracy theorists are extending their influence and impact.<\/p>\n

Over five years, we sought out and got to know people on the cusp of becoming conspiracy theorists. And the results of our\u00a0new study<\/a>\u00a0show that a sense of community activism is attracting people to these ideas.<\/p>\n

Indeed, contrary to the stereotype of isolated keyboard warriors who have gone down the rabbit hole, conspiracy theorists are becoming organised, recruiting supporters, picketing vaccination centres and vandalising\u00a0telecommunication<\/a>\u00a0and traffic infrastructures.<\/p>\n

Our research examined the growing interest in conspiracy theories and how associated activism emerges. Immersive research with\u00a0conspiracy theorists is rare<\/a>. But revealing our status as researchers actually allowed us to build relationships with people, who shared insights into what motivates their involvement.<\/p>\n

In particular, we spoke to people about conspiracy theories concerning 5G technology, COVID-19,\u00a015-minute cities<\/a>\u00a0and\u00a0low-traffic neighbourhoods<\/a>. We also took part in online discussions and travelled the UK to sit in on public meetings and conferences. Ultimately, our insights revealed how people tend to follow a pathway from initial interest, to community engagement and potentially activism.<\/p>\n

Awakenings<\/strong><\/h4>\n

Belief in conspiracy theories is often initiated by\u00a0traumatic life events<\/a>. Job losses or the death of a loved one can trigger anger and suspicion towards public services, authority figures, and experts. This is especially so if people feel that the tragic or destructive events that affected them could have been averted. And these emotions can motivate a search for answers.<\/p>\n

When conspiracy theories claim to explain painful personal circumstances or wider fears over COVID-19, or climate change,\u00a0people can experience \u201cawakenings\u201d<\/a>. These are moments of insight during which people come to believe that the causes of their problems lie with secretive groups which control society.<\/p>\n

One person we spoke to described conspiracy theories as enabling him to \u201caccess the way the world really works\u2026 as if a light was switched on in my head and I could see things clearly\u201d.<\/p>\n

People rarely experience their awakening in isolation. In online\u00a0group chats<\/a>, people discover others with similar problems. In public meetings, beliefs in various theories are boosted by interactions where people discuss their suspicions over who is to blame for particular issues. In the process, these groups feed off their common emotions, building an atmosphere of energy and excitement.<\/p>\n

The loss of traditional meeting places such as\u00a0pubs<\/a>\u00a0and\u00a0high streets<\/a>, along with\u00a0high levels of loneliness<\/a>, may be driving people to look for new forms of connection and meaning.<\/p>\n

The people we spoke to expressed surprise at the social connections they had found through these communities. As one participant put it, \u201cthere\u2019s a lot of support out there for people who are doing their own research\u2026 there is always someone wanting to hear more, building on the work of others, giving each other support. There\u2019s a real buzz in this community.\u201d<\/p>\n

Do your own research<\/strong><\/h4>\n

Conspiracy theories don\u2019t merely offer alternative explanations for events, they are resources for communities that provide identity, purpose and belonging. These benefits may explain why it is so difficult to talk people out of their beliefs in conspiracy theories.<\/p>\n

Indeed, when conspiracy communities generate common interpretations and shared emotions, conspiracy theories can resonate powerfully, making them seem\u00a0more real<\/a>\u00a0than they are.<\/p>\n

This effect is compounded by the way which conspiracy theories invite believers to build on ideas by \u201cdoing their own research\u201d. The internet serves as a\u00a0vast database<\/a>\u00a0where conspiracy theorists can discover articles, documents and scientific reports to support their claims.<\/p>\n

And despite the questionable quality of many such sources, contributing to conspiracy theories can provide a boost to people\u2019s self esteem, making them feel like experts and\u00a0heroic detectives<\/a>. A key aspect of these communities is how they empower members to contribute.<\/p>\n

Yet, beyond generating more theories, conspiracy communities are becoming organised networks for protest and activism. Given that conspiracy theories raise suspicion and anger over peoples\u2019 problems, and point the blame at particular targets, we found that believers can feel compelled to take part in protests.<\/p>\n

For example, some claim that the urban planning concept of\u00a015-minute cities<\/a>\u00a0is part of secretive government scheme to limit citizens\u2019 movement. Protesters against these and other efforts to improve urban environments are uniting under slogans such as \u201cstop the tyranny<\/a>\u201d.<\/p>\n

Who benefits?<\/strong><\/h4>\n

Activism based on conspiracy theories can come with serious risks. Many of those involved lose contact with family and friends. Increasingly, conspiracy activists are being\u00a0charged with crimes<\/a>. In 2024, an anti-vaccine conspiracy theorist was sentenced to prison for five years for encouraging violence against chief medical officer for England, Chris Whitty.<\/p>\n

Moreover, when conspiracy theorists take action without tested evidence, they may\u00a0misidentify targets<\/a>. This can result in harm to\u00a0innocent people<\/a>\u00a0and can undermine the very institutions needed to solve crimes.<\/p>\n

To be sure, instances of conspiracy and foul play by powerful figures and organisations\u00a0do happen<\/a>. You have to wonder how much energy then, is wasted fighting imaginary enemies while actual wrongdoing is overlooked.<\/p>\n

Perhaps the real winners here are the\u00a0conspiracy entrepreneurs<\/a>\u00a0\u2013 people who capitalise on conspiracy theories by creating content that heightens peoples\u2019 suspicions about problematic events. In the process, these people build attention and fame, while peddling products and services from books, merchandise and coaching, to vitamin pills and gadgets.<\/p>\n

Author Bios:<\/strong> Robin Canniford is Professor of Markets, Business, and Society at the University of Bath, Stephen Murphy is Assistant Professor in Marketing at Trinity College Dublin and Tim Hill is Associate Professor in Marketing also at the University of Bath<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Psychologists have long considered how a tendency towards\u00a0irrational thinking\u00a0or particular\u00a0personality traits\u00a0might predict peoples\u2019 interest in conspiracies. Yet these individual factors do not explain the group processes through which conspiracy theorists are extending their influence and impact. Over five years, we sought out and got to know people on the cusp of becoming conspiracy theorists. And […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[95],"tags":[12987],"coauthors":[11733],"class_list":["post-77989","post","type-post","status-publish","format-standard","hentry","category-lifestyle","tag-conspiracy-theories"],"acf":[],"yoast_head":"\nWhy people embrace conspiracy theories: it\u2019s about community, not gullibility - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/why-people-embrace-conspiracy-theories-its-about-community-not-gullibility\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Why people embrace conspiracy theories: it\u2019s about community, not gullibility - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Psychologists have long considered how a tendency towards\u00a0irrational thinking\u00a0or particular\u00a0personality traits\u00a0might predict peoples\u2019 interest in conspiracies. 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