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In:Conspiracy Theory Discourses
Edited by Massimiliano Demata, Virginia Zorzi and Angela Zottola
[Discourse Approaches to Politics, Society and Culture 98] 2022
► pp. 365–392

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Chapter 16
Collective identities in the online self-representation of conspiracy theorists

The cases of climate change denial, ‘Deep State’ and ‘Big Pharma’

 | University of Bergamo
Published online: 1 December 2022
DOI logo with link
https://doi.org/10.1075/dapsac.98.16zor
Abstract
A possible explanation for the success of conspiracy theories among some people is that the amount, accuracy and reliability of information is often not what appeals most to an audience. Indeed, conspiracy theory endorsement may be favoured by the opportunity it offers people to identify with a set of values and self-images, as well as to feel part of a wider community of like-minded people. This makes identity an essential element for the dissemination of conspiracy theories. This chapter focuses on the linguistic construction of the identity of conspiracy theory supporters’ groups in six online articles promoting conspiracist content by applying Koller’s (2012) model for the analysis of collective identities. Results highlight a variety of strategies across and within conspiracy theories, as well as a convergence towards notions of individuality, humanity and intellectual and moral superiority which conspiracist groups attribute to themselves.
Article outline
  • 1.Introduction
  • 2.Conspiracy theories and the importance of group identity
  • 3.Collective identities
  • 4.Text collection criteria
    • 4.1Topics
    • 4.2Sources
    • 4.3Article collection
  • 5.Method of analysis
  • 6.Results and discussion
    • 6.1Preliminary quantitative analysis
    • 6.2Qualitative analysis
      • 6.2.1Articles supporting climate change denial
      • 6.2.2Articles on the Deep State
      • 6.2.3Articles on Big Pharma
  • 7.Conclusion
  • Notes
  • References
References (36)
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