Conspiracy theories are appearing more frequently in public discourse, due in part to their providing fodder for social media platforms. Researchers are showing greater interest in conspiracies and conspiracy theories because they are impacting people’s lives. There was a 180% increase in published work involving conspiracy theories from 2019 to 2020. Consider how conspiracies and conspiracy theories affected public health choices during the COVID-19 pandemic. This chapter explores the relationship between conspiracy theories, crises, and the scandalization of crises. The analysis is driven by recent reviews of conspiracy theory research that finds people are motivated to believe conspiracy theories for two main reasons. The first reason is a need to make sense and feel safe in one’s environment. The second reason relates to social identity and the need to feel your identified community is superior to others. These two belief motivations, along with crisis communication as account giving, can explain the value and appeal of conspiracy theories to organizations-in-crisis and stakeholder-experiencing-crises. Moreover, we can illuminate how conspiracy theories help to scandalize a crisis.

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The Utility of Conspiracy Theories in Crises: Choosing a New Reality

  • W. Timothy Coombs

摘要

Conspiracy theories are appearing more frequently in public discourse, due in part to their providing fodder for social media platforms. Researchers are showing greater interest in conspiracies and conspiracy theories because they are impacting people’s lives. There was a 180% increase in published work involving conspiracy theories from 2019 to 2020. Consider how conspiracies and conspiracy theories affected public health choices during the COVID-19 pandemic. This chapter explores the relationship between conspiracy theories, crises, and the scandalization of crises. The analysis is driven by recent reviews of conspiracy theory research that finds people are motivated to believe conspiracy theories for two main reasons. The first reason is a need to make sense and feel safe in one’s environment. The second reason relates to social identity and the need to feel your identified community is superior to others. These two belief motivations, along with crisis communication as account giving, can explain the value and appeal of conspiracy theories to organizations-in-crisis and stakeholder-experiencing-crises. Moreover, we can illuminate how conspiracy theories help to scandalize a crisis.