The Weaponization of Memes: How Conspiracy Theories Thrive Online
The internet, a breeding ground for both humor and misinformation, has seen the humble meme evolve from a simple joke format to a powerful tool for propagating conspiracy theories. A recent study from the University of Bath delves into the dark side of meme culture, revealing how these seemingly innocuous images are strategically deployed within online conspiracy communities to solidify shared beliefs and spread disinformation. Researchers analyzed over 500 memes shared within two COVID-19 conspiracy theory groups on Reddit, uncovering the mechanisms by which they reinforce dangerous ideologies.
The study, published in Social Media + Society, focused on Reddit communities r/NoNewNormal and r/CoronavirusCirclejerk, active between 2020 and 2022. Researchers found that specific meme templates, like the emotionless "NPC Wojak" and the ambivalent "Drakeposting," were consistently used to communicate core themes of deception, delusion, and superiority. These themes portrayed authority figures as manipulative, mocked individuals accepting mainstream narratives, and positioned conspiracy believers as enlightened truth-seekers. This consistent messaging, coupled with the shareable nature of memes, creates a potent vector for the rapid dissemination of harmful beliefs.
The researchers observed a striking standardization of meme usage within these communities. Rather than expressions of individual creativity, memes functioned as shared symbols, akin to a universally understood stop sign. This standardization contributes to a sense of collective identity and reinforces the group’s distinct worldview. The humor embedded within these memes, often targeting perceived hypocrisy in mainstream narratives, serves as a powerful lure, attracting new members, some of whom may be unaware of the broader context or the potential harm they’re engaging with.
This weaponization of memes goes beyond simply reinforcing existing beliefs. The study found evidence of these communities adapting their memetic language to address new events, demonstrating the fluidity and adaptability of this form of communication. For instance, when the Russia-Ukraine conflict began, memes were deployed to frame the war as yet another orchestrated crisis, extending the conspiratorial lens beyond the pandemic. This adaptability highlights the potential for these communities to rapidly integrate new events into their existing narrative frameworks, further solidifying their worldview.
The implications of this research extend beyond the specific context of COVID-19 conspiracy theories. It underscores the broader potential for memes to be used as tools of misinformation and manipulation across a range of online communities. The shareable and easily digestible nature of memes allows them to bypass critical thinking, making them particularly effective in disseminating emotionally charged narratives. This study serves as a stark reminder that what we might dismiss as harmless online humor can have serious real-world consequences.
The study highlights the urgent need for greater awareness of the manipulative potential of memes. Recognizing the dual nature of these online artifacts – their capacity for both humor and harm – is crucial for navigating the complex landscape of online information. While dismissing every meme as a potential threat is unrealistic, developing a more discerning eye for the underlying messages and the context in which they are shared is crucial for responsible online engagement. This study provides valuable insights into the evolving tactics of online misinformation and offers a starting point for developing strategies to combat the spread of harmful ideologies through seemingly innocuous digital media.
Detailed Breakdown of the Research
Methodology: The study focused on two COVID-19 conspiracy subreddits: r/NoNewNormal and r/CoronavirusCirclejerk. Reddit was chosen due to its popularity and prevalence of conspiracy communities. Researchers analyzed 544 memes, identifying recurring templates and characters, and conducted content and thematic analysis to uncover the narratives and cultural themes they conveyed.
Results: Over half of the analyzed memes employed standardized templates or characters, with the "NPC Wojak" being the most prevalent. Three main cultural themes emerged: Deception (portraying authority figures as manipulative), Delusion (mocking those accepting mainstream narratives), and Superiority (positioning conspiracy believers as enlightened).
Limitations: The research focused on only two subreddits, limiting generalizability. Data collection from r/CoronavirusCirclejerk was restricted to top posts, hindering direct comparisons. Further research should explore the role of other digital elements like emojis and hashtags within these communities.
Discussion and Takeaways: Memes act as "cultural representations," stabilizing online conspiracy communities. They serve as standardized cultural resources, reinforcing shared beliefs and maintaining group cohesion. Understanding this dynamic is crucial as digital expression evolves.
Funding and Disclosures: The research was partially funded by the Engineering and Physical Sciences Research Council (EPSRC). Funders had no involvement in study design, execution, or publication.
Publication Information: The study, titled "Internet Memes as Stabilizers of Conspiracy Culture: A Cognitive Anthropological Analysis," was published in Social Media + Society (January-March 2025).
This expanded version provides a more comprehensive overview of the study’s methodology, findings, and implications. It maintains the six-paragraph structure while offering deeper insights into the research process and its significance.