Memes may have a darker side in online communities, reinforcing the identity of groups that believe in conspiracy theories, according to a study published in Social Media + Society.
Researchers from the University of Bath’s School of Management discussed how sharing photos and videos that reinforce conspiracies can increase some people’s sense of tribalism. “We see from this study that memes play a significant role in reinforcing the culture of online conspiracy theorist communities. Members gravitate towards memes that validate their ‘conspiracist worldview,’ and these memes become an important part of their storytelling. Their simple, shareable format then enables the rapid spread of harmful beliefs,” said Emily Godwin from Bath’s Institute for Digital Security and Behaviour (IDSB).
Using data from Reddit, a hotspot for conspiracy theories, the team analysed over 500 memes across two subreddits about Covid-19 between 2020 and 2022: r/NoNewNormal (r/NNN), which Reddit banned in September 2021; and r/CoronavirusCirclejerk (r/CvCj). They categorised memes into three themes: ‘deception’ by authorities and conspirators; ‘delusion’ among the public; and ‘superiority’ of conspiracy believers who see themselves as committed to free thinking.
The team produced a list of the most common memes, most of them easily recognisable from social media: ‘NPC Wojak’ is at number 1 (a grey expressionless character who depicts a lack of agency), Drakeposting at number six (featuring Drake from his 2015 Hotline Bling music video to depict approval and disapproval), and ‘Distracted Boyfriend’ at number 10 (featuring a man walking with his girlfriend and turning back to look at another woman to depict choosing one option while being tempted by another).
“The broad themes create an overarching framework of understanding that guides members through conversations about collective concerns. Because of this, they act as a balm to disagreements that crop up, reducing the potential for fracture over minor differences. This cohesion allows dangerous ideologies to take root and flourish,” said Godwin.
“The humour of memes, typically based on the ridicule and mockery of hypocritical elites and the public, is likely a key driver in attracting new members to these groups, including people who may be unaware of the full context and impact of misinformation,” added Dr. Brit Davidson, Associate Professor of Analytics at IDSB.
More research into the changing landscape of digital expression is key to understanding how memes contribute to groups’ belief in conspiracy theories. Crucially, future research needs to consider how emojis, hashtags, online rituals, and community-specific jargon play a similar role.
Godwin, E., Davidson, B. I., Hill, T., & Joinson, A. (2025). Internet Memes as Stabilizers of Conspiracy Culture: A Cognitive Anthropological Analysis. Social Media + Society, 11(1). https://doi.org/10.1177/20563051241306421