Among conspiracy theories, tinfoil hatters and rabbit holes

Conspiracy theories about UFO visits and space lizards wanting to take over the world might seem a bit silly and quite harmless, and they partly lose credibility due to their sheer implausibility. But they can hold unexpected depths.

– A well-established term for conspiracy theories is ‘rabbit holes’”, explains historian of ideas and media researcher Andreas Jahrehorn Önnerfors. “The entrance to a rabbit hole is small, but the underground tunnels are many and winding. The symbolism comes from the book Alice's Adventures in Wonderland, where a white rabbit lures the main character down into Wonderland, and one thing leads to another, with everything becoming increasingly surreal.

Anyone can fall

When the coronavirus pandemic began in 2020, it became clear that just about anyone could fall down one of these rabbit holes. The holes can vary in how serious they are, but Andreas still wants to stress the risks.

One of the most powerful conspiracy theories during the pandemic was the hijacked hashtag #SaveTheChildren, merging bizarre ideas about satanism and paedophilia with criticism of the measures taken to stop the spread of the coronavirus. Ruling elites were accused of extracting the substance adrenochrome from the blood of kidnapped children, and vaccination was portrayed as a form of cruel abuse.

The campaign known as the LVU campaign, where Swedish authorities were alleged to be stealing Muslim children to sell them on, also gained, and still retains, widespread traction.

– The LVU campaign reflects one of history’s most recycled conspiracy theories: that of stolen children. Back in the 19th century, the rumour was that the Freemasons were stealing Swedish kids and then handing them over to ‘the Turk’. As recently as last autumn, Polish parents claimed that their children were being snatched by Western welfare states to be sold to gay men.

Olof Palme and the Estonia ferry disaster

In Sweden, it is primarily traumatic events like the murder of Olof Palme in 1986 and the sinking of the M/S Estonia ferry in 1994 that have set off the conspiracy theory mill. Countless alternative theories have been put forward to explain what “really” happened and who the blame can be pinned on.

Beyond all the silliness, there are often much more serious threats lurking, even though they might not be that easy to spot and navigate. It is the underlying mindset that might make someone who buys into conspiracies move on to the next level.

The most dangerous theories are the ones that set out to dehumanise, according to Andreas. One example is the Great Replacementtheories that really took off after the terrorist attack in Christchurch, New Zealand in 2019. The idea behind is that the people have been betrayed by a secret elite who want to replace the “real people” with others, and who sow division to maintain their power.

– This is a clear gateway into new cult-like environments, both online and in real life. If that gateway opens, it can contribute to radicalisation and violent extremism, where the ultimate threat is violence against other people.

Journalist support

Since 2022, Andreas has been the project manager for Faktajouren at the Fojo Media Institute, a resource that helps journalists with issues like disinformation, misinformation, and information influence.

He sees significant overlaps between disinformation, conspiracy theories, and the hate and threats directed at journalists. Anyone writing about contentious topics like wolves, wind power, and vaccines has to reckon with conspiratorial hatred in the comments sections, often from anonymous online trolls.

– At the same time, conspiracy theories draw readers in because they have entertainment value and a scandalous appeal. Who doesn’t want to read about the stereotypical tinfoil hatter who thinks the Earth is flat, that vaccines contain microchips, and that condensation trails from aeroplanes are actually ‘chemtrails’ – deliberate releases of dangerous chemicals?

Projecting blame and demanding accountability

However, ridiculing conspiracy theorists is a dangerously simplistic approach, according to Andreas. Increasing polarisation, groupthink, and militant activism threaten to undermine an open democratic society. Research helps us understand the mechanisms and appeal of conspiracy theories.

– Conspiracy theories often come from the bottom up, as a way to vent dashed hopes, project blame, and demand accountability. Norwegian journalist Øyvind Strømmen therefore suggests the term ‘conspiracy accusations’ to highlight that they aren’t theories but primarily aim to assert someone else’s guilt. So, these kinds of psychological mechanisms can partly explain why people tend to believe in conspiracy theories.

The area is still relatively uncharted territory. Many researchers and practicians aim to develop strategies to counteract the damaging impact of conspiracy theories on public discourse and, by extension, on democracy. Often, the focus has been on teaching source criticism as part of media and information literacy, which involves being able to question most things circulating in digital information flows. But being able to understand the difference between what is true and what is false is only one aspect.

– More important than source criticism is trust in information. An information landscape becomes particularly vulnerable in a multicultural society where trust in information is linked to both language and cultural community. It’s important that we share a common ground; we need to get there somehow. Until then, we need to treat all material as manipulated until proven otherwise.