Aim/purpose – The COVID-19 pandemic generated a new communication universe with numerous actors, including conspiracy theory (CT) promoters who spread skepticism about the authenticity of the pandemic and the necessity of health emergency regulations. This study explores the dissemination of COVID-19 conspiracy theories in Canada to create a model for verifying conspiracy theories, especially in the context of decision making.
Design/methodology/approach – The study was transdisciplinary and it was composed of an empirical and a conceptual part. The first part used analysis of websites and social media, observation with participation for data collection, and standard content analysis for data analysis. The conceptual part used a philosophical inquiry and a framework on heuristics in decision making.
Findings – The empirical part of the study established three types of conspiracy theory promoters and labeled these as Conspiracy Theory Mill, Busy Gunman, and Hyper Relay. The conceptual part of the study created a model for CT verification. The study extends conceptualizing of conspiracy theories by characterizing them as narratives based on arbitrary ontological assumptions, epistemic naïveté and flaws, and contorted and biased logic. These narratives represent a form of folkish storytelling and entertainment, which become dangerous in the state of a public health emergency.
Research implications/limitations – The study has implications for research on conspiracy theories and for the theory of decision making. The study’s insight into the Canadian conspiracy theory landscape is limited by the types of social contexts studied.
The model for verifying a conspiracy theory, which the study developed, is still incipient in character and needs further validation. The model can be used in decision-making theory.
Originality/value/contribution – The study confirms the literature on conspiracy theories originating in the areas of psychology and cultural studies. Beyond just exhibiting characteristics reported in the literature, the discovered three types of conspiracy theory promoters may advance the corresponding typology research. The model for verifying a conspiracy theory may contribute to research on the nature of conspiratorial content as well as to decision-making theory. Practically, the three promoter types and the verification model can be used as part of a blueprint for identifying and controlling conspiracy theories. Decision-makers at large may benefit, including those in health institutions, government, business as well as lay people.
| Jun 30, 2022