What Do We Really Know About Social Media and Conspiracy Theories?

Social Media & Conspiracy Theories

Social media has become an integral part of everyday life and communication. While platforms like Facebook, Instagram, or WhatsApp provide us with a form of connection, we must acknowledge that they can function as powerful agents of division by serving as engines for spreading polarizing narratives and conspiracy theories.

As a doctoral student in media studies at Masaryk University and now a Fulbrighter at Penn State, I have been researching people’s beliefs in conspiracy theories for the past two years. Conversations about this topic often lead to the role of social media, which is both publicly debated and scientifically studied. Yet, despite the abundance of research, no systematic mapping of these findings has existed.

That is why my colleague Jakub Macek and I set out to explore the relationship between social media and conspiracies. After analyzing 91 academic studies spanning from January 2014 to August 2024, a brief summary could be: there is a lot we do not know. But we have started to piece together some important insights.

How we engage matters

One of the patterns we found is that people who use social media more frequently tend to believe in conspiracy theories more strongly. This might seem obvious at first glance—those who spend more time scrolling sooner or later come across some dubious claims. Social media algorithms, designed to keep us engaged, often promote sensational or emotionally charged content.

But it is more complicated than that.

How people engage on social media plays an important role. Active participation—like commenting or discussing—might actually reduce belief in conspiracies, particularly for individuals from socially deprived environments.

The specific platform also matters. Some of them, such as Facebook and YouTube, were more often mentioned among those used by people with stronger beliefs in conspiracies.

Trust and social dynamics are other important factors. Research shows that trust in posts shared by friends—rather than experts—on social media was linked to stronger conspiracy beliefs.

By the way, the last remark reminds us to think twice before sharing. Indeed, some of the analyzed studies also showed that learning to critically engage with social media and empowering communities’ social media literacy might help people resist these conspiracy beliefs.

In other words, while algorithms and social media platforms’ business models influence what we see, we still hold the power to make informed choices and foster meaningful change.

But wait, there's more...limitations

While we have uncovered some valuable insights, the research landscape itself has limitations.

First, much of the existing work focuses on populations in the United States. Over a third of the studies we analyzed were conducted there, with far fewer exploring other regions. This geographic bias limits the scope of the findings. Media systems, cultural norms, and levels of trust in institutions vary greatly across the world, and these factors likely shape how conspiracies spread online. To fully understand the issue, we need more global studies that reflect diverse contexts.

Unfortunately, it does not stop with the predominant focus on WEIRD (White, Educated, Industrialized, Rich, Democratic) populations.

There is an inconsistency in definitions and measurements of conspiracies. Some studies focus on specific theories, like claims about vaccine safety or faking Moon landing, while others look at broader mindsets—such as a general tendency to see events as results of malevolent plots of elites. These variations make it difficult to reliably compare results across studies and create a clear picture of the role social media plays.

What can we do?

So, what does all of this mean for us?

First, social media platforms must take responsibility for the content they amplify. They have the resources to combat misinformation and conspiracies and prevent the spread of harmful narratives, and we must hold them accountable.

Second, education remains a critical part of the solution, as it can empower people to navigate these digital spaces. By understanding why people share conspiracies—sometimes out of amusement or to provoke a reaction—educators can adopt nuanced approaches to fostering trust and resilience.

And finally, each of us can contribute to change. The next time you scroll through your feed and feel the urge to share, pause and ask: Where is this information coming from? Who benefits if I believe it?

If you are unsure, there are plenty of resources to consult.

By fostering critical engagement with social media, expanding research, and demanding accountability from social media platforms, we can create an online environment that informs rather than misleads. In a world where misinformation and conspiracies have proven to have real-world consequences, that is something worth striving for.

The study discussed in the text is currently under review.