Collective identities in the online self-representation of conspiracy theorists. The cases of climate change denial, ‘Deep State’ and ‘Big Pharma’

A possible explanation for the success of conspiracy theories among some people is that the amount, accuracy and reliability of information is often not what appeals most to an audience. Indeed, conspiracy theory endorsement may be favoured by the opportunity it offers people to identify with a set of values and self-images, as well as to feel part of a wider community of like-minded people. This makes identity an essential element for the dissemination of conspiracy theories. This chapter focuses on the linguistic construction of the identity of conspiracy theory supporters’ groups in six online articles promoting conspiracist content by applying Koller’s (2012) model for the analysis of collective identities. Results highlight a variety of strategies across and within conspiracy theories, as well as a convergence towards notions of individuality, humanity and intellectual and moral superiority which conspiracist groups attribute to themselves.