“We, the Conspiracy Theorists.” Symbolic Boundary Work in the “Great Reset” Debates Across Social Media Platforms

• In Event: Collective Behavior and Social Movements Section Roundtables
  In Refereed Roundtable (60 minute): Table 8: The Role of Digital Platforms in the Practice and Study of Movements: Global Cases

Abstract

Conspiracy theories spread rapidly on social media. A growing field of research examines how social media shape conspiracy narratives and cultures. However, this technological focus has overshadowed social media users’ own agency toward collective identity construction. This article examines how users in online conspiracy communities construct collective identities through symbolic boundary work. Focusing on discussions surrounding the "Great Reset" conspiracy theory, across six major social media platforms (Facebook, Instagram, Twitter/X, YouTube, Reddit, and TikTok), we use multi-modal discourse analysis to analyze 630 posts and their comments. Our findings reveal that users do symbolic boundary work by defining themselves as “critical thinkers,” reclaiming the label “conspiracy theorist,” and affectively transforming personal struggles into shared narratives, creating a shared identity in contrast to the "mainstream other." The study contributes to research on social media and conspiracy cultures by foregrounding identity over content, offering insight into how users build solidarity online.

Authors

• Kamile Grusauskaite, Yale University

• Matthias de Bondt, KU Leuven

• Lars de Wildt, University of Groningen

• Stef Aupers, Erasmus University