Why Conspiracy Theories Stir Our Darkest Emotions

by Jon Scaccia November 19, 2024

Imagine stumbling into a crowded online space where everyone believes they’ve uncovered a terrible truth that the rest of society denies. People gather here to swap stories, share frustrations, and discuss the threat they believe is lurking. For many, conspiracy theories provide comfort and an answer to the question of “why?”—even when these answers come with dark, unsettling ideas. But what happens when these beliefs fuel anger, disgust, and contempt, and even legitimize violence?

A new study examines how emotions like anger and contempt are expressed in conspiracy narratives on Parler, a social media platform known for its minimal content moderation. It reveals something powerful and urgent: certain emotions within these narratives can transform beliefs into violent actions. By examining these expressions, the study shows us how digital echo chambers intensify our emotions, making us feel not only understood but justified in our beliefs—and, in some cases, in our urge to act.

How Conspiracies Appeal to Our Need for Answers

Conspiracy theories arise from our human tendency to look for explanations in confusing or painful situations. When big events happen—like the pandemic—people want answers. Why did it happen? Who is responsible? In times of uncertainty, theories that provide simple explanations can feel like a lifeline. For example, it’s easier to think a powerful group is secretly controlling events than to face a chaotic world where random misfortunes can’t be easily explained. Conspiracy theories give people something to hold onto, an “enemy” to blame, and a clear narrative.

The Role of Emotion in Belief

So how do conspiracy narratives evolve from fringe beliefs to catalysts for real-world violence? The answer lies in the emotions that these theories provoke. In the study, researchers analyzed emotions like anger, contempt, and disgust within various conspiracy narratives. These aren’t random feelings; they’re powerful forces that drive actions.

Anger, for instance, often stems from feeling wronged. It can inspire someone to confront the perceived enemy or stand up against an injustice. Contempt is different—it involves looking down on someone or some group as worthless or inferior. And disgust goes a step further, as we feel compelled to eliminate whatever we find “contaminated.” Together, these emotions create a dangerous cocktail, pushing believers from suspicion to action.

Conspiracies in Online Communities: Fueling the Flames

In online spaces, conspiracy narratives aren’t just theories—they’re community touchstones. Platforms like Parler, which this study explored, provide a gathering place where people can share grievances, confirm each other’s suspicions, and find validation. These communities feed on shared anger and a sense of being oppressed by a powerful “outgroup.” Here, anger isn’t just encouraged; it’s celebrated.

Take, for instance, the antivaccine conspiracy. On platforms like Parler, users discuss fears about hidden harms of vaccines, blaming pharmaceutical companies and the government for allegedly using vaccines as a means of control. Posts are laced with words that express threat, hate, and paranoia. When people repeatedly encounter these messages, their anger turns into contempt and disgust for anyone associated with vaccines, including healthcare workers. This hostility fuels real-world actions, from harassment of healthcare providers to violent protests outside clinics.

When Emotion Becomes Action

As believers are continually exposed to narratives that encourage hostility, some start viewing violence as not just acceptable but necessary. One example from the study focuses on the “Great Replacement” conspiracy, which claims that white populations are being replaced by immigrants. This narrative is rooted in deep-seated anger and disgust, dehumanizing groups of people. When disgust sets in, people begin to see others as less human—an “enemy” whose removal becomes justified.

These online spaces also use what researchers call “violent talk.” This talk doesn’t just hint at violence—it legitimizes it, framing violence as a noble, necessary act against an oppressive force. And while not everyone who reads violent conspiracy theories will act on them, exposure to this kind of content weakens inhibitions against violence for some, pushing them closer to real-world actions.

How Do We Tackle This?

Understanding the role of emotion in conspiracy theories can help us take preventive steps. For instance, countering these narratives early with messages that address people’s grievances in a constructive way may reduce the appeal of violent rhetoric. Social platforms can play a role, too, by designing interventions that disrupt the echo chambers fueling anger and paranoia.

At the same time, educators, community leaders, and even families can make a difference by fostering critical thinking. When people understand how emotions like anger and contempt are manipulated, they’re more likely to question the narratives they encounter. Building emotional resilience can help individuals avoid falling into echo chambers that capitalize on fear and anger.

Join the Conversation

How can we better foster constructive dialogue in a world where extreme beliefs find echo chambers online? What role do you think education plays in countering the appeal of conspiracy theories?