FROM FRINGE TO MAINSTREAM: QANON NARRATIVES IN CENTRAL EUROPEAN DIGITAL SPACES

Abstract

The paper analyses the spread of QAnon adjacent conspiracy narratives in Czech and Slovak speaking digital spaces, with focus on influencers communities on social media (TikTok, Instagram). Based on case study of a two specific narratives about COVID-19 and the anti-covid vaccines, it proposes a 5-step structure of how conspiracy content moves from a) English to non-English speaking contexts online and b) accross platforms, from fringe to mainstream spaces. It focuses on the role of influencers and digital opinion leaders in mainstreaming fringe political content and analyses how both political and lifestyle influencers adopt the role of cultural translators in the process. The paper is based on mixed method approach, combining digital ethnography and ethnographic content analysis.