Gabriele Cosentino

Media, Culture & Global Politics

From Pizzagate to the Great Replacement: The Globalization of Conspiracy Theories


(Image credit: Illustrated | antpk/iStock, New York State Sex Offender Registry via AP, File, AP Photo/ Evan Vucci, MARTIN BUREAU/AFP via Getty Images, UshakovD/iStock)

This chapter from my monograph Social Media and The Post-Truth World Order discusses the global circulation of conspiracy theories, with a special emphasis on fictional political narratives originating from Internet message boards and discussion forums.

Specifically, the focus of the analysis is on conspiracy theories alleging plots by global liberal elites or progressive movements, popular among White supremacists and far-right circles. The chapter attempts to trace a profile of the most popular conspiracy theories currently dominating the discourse among users of fringe spaces of the Internet, especially 4chan, 8chan and Reddit.

Such on-line conversations, often cloaked in ironic language, emerge from a subcultural milieu that has been conducive to acts of on-line harassment as well as of violence and terrorism. The 2016 Pizzagate conspiracy theory is presented as the blueprint for fictional political narratives growing out of the contributions of multiple authors in various world regions. 

The QAnon conspiracy theory, an offshoot of Pizzagate, is also presented as an open-ended collective narrative based on paranoid attitudes toward political institutions and establishments, typical of the current era of Internet driven populism and radical politics. The chapter also discusses how the conspiracy theories under examination functioned as outlets for the collective elaboration of unaddressed political scandals.

In the second part of the chapter, the ‘Great Replacement’ conspiracy theory is discussed as a narrative of victimization of people of White ethnicity, serving as an ideological framework for a growing wave of violent actions by White nationalists worldwide.

The on-line communications of White terrorists are brought under examination as they crystallize many aesthetic, cultural and ideological elements common to other on-line subcultures and movements mobilizing around claims of marginalization and dispossession. Memes and other elements of Internet popular culture are discussed as ideologically charged resources of on-line culture wars. Reference to post-truth theory is offered throughout the chapter to place the discussion of on-line conspiracy theories within the broader conceptual framework presented in the book’s introduction.

Full chapter:

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