Schleier, Vera Izabella; (2024) 'Mass Psychosis' - How a self-help YouTube video misrepresents science and spreads Covid-19 conspiracy theories. Masters thesis (M.Phil), UCL (University College London).

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Abstract

My thesis applies Multimodal Critical Discourse Analysis to a popular self-help video containing allusions to conspiratorial narratives of the Covid-19 pandemic. The video revolves around the topic of ‘mass psychosis’ which it links to the rise of totalitarianism, a central theme of New World Order conspiracy theories. I draw on literature investigating the motivations for belief in and promotion of conspiracy theories, the consequences of conspiracy belief, the role of social media in their spread, ideologies which have been linked to them and features of the conspiracy theory and self-help genres. The video was transcribed, and screenshots of the accompanying illustrations and artworks were taken. My analysis, centring around the use and misuse of scientific sources and other superficial features of academic writing such as the use of scientific terminology and a graph, as well as the representation of the elite, public figures, general public and nonconformists, was informed by insights from Multimodal Critical Discourse Analysis, intertextuality and pragmatics. Vagueness, presuppositions, dogwhistles and figurative framing devices, such as metaphor and hyperbole were also highlighted as allowing the content creators to create a wider appeal for their video even outside extremist circles and a degree of deniability for its controversial content, as well as contributing to its persuasive potential. The video’s ingroup and outgroup representations appeared to add to its persuasive effect by encouraging viewers to identify with the positively described ingroup of nonconformists while distancing themselves from outgroups. The video’s blending of the genres of conspiracy theory and self-help and its implications for the mainstreaming of conspiracy theories were discussed. Finally, the video’s potential effects were examined, including effects on crisis response compliance, distrust of governments, science and media, contribution to intergroup conflicts and the stigma around mental illness and potential contribution to the maintenance of the status quo.

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