Understanding the roots of conspiracy theories.

Written by

Kevin Smith

We’ve all experienced it. That moment of shock, when a friend, coworker, or relative (hopefully a distant one) repeats a conspiracy theory with conviction. Next is an awkward pause that comes with the realization that challenging their belief would be futile. Why is it that people we think would know better buy into myths and misinformation? And why is setting them straight nearly impossible?

As cause champions, we know how many issues are plagued by misinformation, the unknowing spread of mistruths, and disinformation, the purposeful spread of falsehoods. Misinformation and disinformation yield a wicked cocktail, fueling stigma and conspiracy theories. Ubiquitous deceptions make addressing nearly any societal issue, homelessness, immigration, mental health, substance misuse, civil rights, reproductive health, you name it, that much more challenging.

For the time being, let’s set aside the hope of changing minds. That’s usually impossible anyway. But consider this. The need to hold onto pervasive false belief systems comes from fundamental instincts not only worth understanding, but even emulating. Research by social psychologist Dannagal Goldthwaite Young revealed three powerful motivations that drive people to embrace falsehoods: comprehension, control and community. So, let’s make sense of sense-making, and leverage that for good.

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1

Comprehension Chaos, complexity and unsettling events spark a need for a simplified understanding of the situation. Misinformation helps us make sense of difficult problems. The widely held misconceptions around COVID offer many examples. From its origin to vaccines to facemasks, the pandemic was a factory of disinformation whose cost can be measured in lives lost. Some people desperately needed a counternarrative to the following difficult truths. We don’t know how it started. We can’t explain why some people get sick while others don’t. And we don’t know which conflicting expert opinion to believe. All of this leads to some understandable straw grasping. And, telling someone who has embraced an inaccurate theory that they are wrong robs them of the peace that accompanies an explanation. Sadly, trying to dispel incorrect explanations only reinforces their necessity. What are the lessons for us? We’re often so focused on our intervention that we don’t slow down to explain how and why our program works. The people we are trying to help can benefit from understanding why our approach is structured the way it is. Take time to share your organization’s program design, history and guiding principles.

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2

Control We crave certainty and live in a very uncertain world. Think about people who are afraid of flying. The root of their fear is a lack of control. One way to quell flight anxiety is to introduce the pilot. Just seeing who is responsible reduces feelings of helplessness. Misinformation and conspiracy theories are appealing because they assign clear causes and culprits. What’s so maddening is that countering them makes you in on the ruse. How can this increase our impact? Where possible, give people a sense of agency by offering choices. If providing choices is impossible, as it is in the case of colorectal cancer screening, for example, do everything you can to make your intervention predictable. Colonoscopy patients have a consultative appointment with their gastroenterologist before the day of the procedure. Knowing what to expect helps. Think about how you can outline a clear path forward for those you are working to help.

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3

Community Conspiracy theories provide a sense of belonging and identity. Believing in an alternative narrative can unite individuals with shared views against a common enemy. This creates connection and solidarity. Changing one’s mind would move one from the ingroup to the outgroup. We’re all subject to intuitions from our hunter-gatherer past, when those who separated from the group didn’t survive long after the split. Can this benefit your cause? Absolutely. For years we’ve seen movements adopt the same community-building strategies that sports teams have. Ribbons pinned to a dress or lapel provide a way to wear your team’s colors. Remember the ubiquity of the Live Strong bracelet? Give thought to what outward signs of shared experiences your organization could adopt. I realize that an outwardly visible label isn’t appropriate for every issue. Yet most can find ways to build a sense of solidarity and support. Alcoholics Anonymous is a powerful example of providing privacy and belonging at the same time.

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All the positive emotions that come with alternate world views almost have me tempted to embrace a few. On a more serious note, after further examining the impulses behind false narratives, maybe I’ll have a better poker face the next time I hear one. Thanksgiving will be here before we know it.

Thanks for believing in good,

Kevin

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Kevin Smith, Principal   Kevin helps clients apply the principles of behavioral science to communications strategies that compel people to adopt life-changing behaviors. He has recently directed the largest statewide contraceptive access initiative in the US, resulting in a 44% reduction in the number of unwanted pregnancies.

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