The diffusion of conspiracy theories. Lessons from a qualitative study

In this paper I argue that the study of conspiracy theories can benefit from insights from the field of public opinion research and more specifically, opinion leadership and the diffusion of ideas. To illustrate this point, I draw from findings from a qualitative study of attitudes to crime control (Verfaillie, 2017). In that study I focused on how people inform themselves about crime control and on how they evaluate, interpret and integrate information. By examining how opinions are shaped and transform, by focusing on the process of opinion formation, we can develop a much better understanding of why (particular) conspiracy theories are preferred over other narratives, and are adopted and diffused.