Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok
This article investigates the intersection of identity, power, and knowledge production on U.S. ConspiracyTok, a genre of TikTok videos promoting conspiracy theories ranging from harmless speculation to harmful disinformation. Drawing on qualitative content analysis of 202 highly viewed videos, we e...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2025-07-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/20563051251357483 |
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| _version_ | 1849316993098842112 |
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| author | Alice Marwick Courtlyn Pippert Katherine Furl Elaine Schnabel |
| author_facet | Alice Marwick Courtlyn Pippert Katherine Furl Elaine Schnabel |
| author_sort | Alice Marwick |
| collection | DOAJ |
| description | This article investigates the intersection of identity, power, and knowledge production on U.S. ConspiracyTok, a genre of TikTok videos promoting conspiracy theories ranging from harmless speculation to harmful disinformation. Drawing on qualitative content analysis of 202 highly viewed videos, we examine how identity markers such as race and gender shape who is empowered or undermined in conspiratorial narratives, and how creators construct and circulate “evidence” to support their claims. We find that American ConspiracyTok is populated largely by young, non-White, and/or female creators who challenge the stereotype of the White, male conspiracy theorist. These creators interpellate audiences through visible identity markers, fostering a sense of intimacy and trust. Marginalized groups are often cast as victims, while institutions like science, government, and media are portrayed as villains. Creators construct legitimacy through visual media, personal anecdotes, deep lore, and remixing fictional and mainstream texts—engaging in a form of populist knowledge production within a generous epistemology that welcomes divergent truths and alternative worldviews. These practices blur the lines between entertainment and ideology, often mimicking academic, or journalistic knowledge production while rejecting institutional authority. While ConspiracyTok can serve as a form of standpoint epistemology that empowers minoritized creators and critiques systemic injustice, it can just as easily reinforce bias and spread disinformation. ConspiracyTok is a site of vernacular theorizing where epistemology and identity are deeply entangled, offering both a critique of mainstream power and a cautionary tale about the populist appeal of conspiratorial thinking. |
| format | Article |
| id | doaj-art-6f670c1ad0e94032b248e6566b82f2f2 |
| institution | Kabale University |
| issn | 2056-3051 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | Social Media + Society |
| spelling | doaj-art-6f670c1ad0e94032b248e6566b82f2f22025-08-20T03:51:24ZengSAGE PublishingSocial Media + Society2056-30512025-07-011110.1177/20563051251357483Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTokAlice Marwick0Courtlyn Pippert1Katherine Furl2Elaine Schnabel3The University of North Carolina at Chapel Hill, USAUniversity of South Carolina Aiken, USAUniversity of North Dakota, USAWeber State University, USAThis article investigates the intersection of identity, power, and knowledge production on U.S. ConspiracyTok, a genre of TikTok videos promoting conspiracy theories ranging from harmless speculation to harmful disinformation. Drawing on qualitative content analysis of 202 highly viewed videos, we examine how identity markers such as race and gender shape who is empowered or undermined in conspiratorial narratives, and how creators construct and circulate “evidence” to support their claims. We find that American ConspiracyTok is populated largely by young, non-White, and/or female creators who challenge the stereotype of the White, male conspiracy theorist. These creators interpellate audiences through visible identity markers, fostering a sense of intimacy and trust. Marginalized groups are often cast as victims, while institutions like science, government, and media are portrayed as villains. Creators construct legitimacy through visual media, personal anecdotes, deep lore, and remixing fictional and mainstream texts—engaging in a form of populist knowledge production within a generous epistemology that welcomes divergent truths and alternative worldviews. These practices blur the lines between entertainment and ideology, often mimicking academic, or journalistic knowledge production while rejecting institutional authority. While ConspiracyTok can serve as a form of standpoint epistemology that empowers minoritized creators and critiques systemic injustice, it can just as easily reinforce bias and spread disinformation. ConspiracyTok is a site of vernacular theorizing where epistemology and identity are deeply entangled, offering both a critique of mainstream power and a cautionary tale about the populist appeal of conspiratorial thinking.https://doi.org/10.1177/20563051251357483 |
| spellingShingle | Alice Marwick Courtlyn Pippert Katherine Furl Elaine Schnabel Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok Social Media + Society |
| title | Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok |
| title_full | Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok |
| title_fullStr | Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok |
| title_full_unstemmed | Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok |
| title_short | Shapeshifters and Starseeds: Populist Knowledge Production, Generous Epistemology, and Disinformation on U.S. Conspiracy TikTok |
| title_sort | shapeshifters and starseeds populist knowledge production generous epistemology and disinformation on u s conspiracy tiktok |
| url | https://doi.org/10.1177/20563051251357483 |
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