Conspiracy theories have never been confined by geopolitical borders. In the digital age, social media and online forums amplify their reach, allowing far-right ideologies to spread and adapt across different national and cultural contexts. A recent study conducted by Xixuan Zhang, Joana Becker, Dr. Annett Heft, and Dr. Kilian Buehling examines this phenomenon by analyzing the transnational dissemination of the “Great Replacement” conspiracy theory, a narrative that falsely claims a secret plot to replace white, Christian populations through migration.
Why Are Conspiracy Theories So Adaptable Across Countries?
While conspiracy theories often emerge in specific historical and cultural contexts, their abstract nature allows them to be repurposed for different situations. Systemic conspiracy theories—those that allege a global elite controls world events—are particularly prone to cross-border adoption. The “Great Replacement” theory, for instance, accuses alleged global conspirators, such as Jewish people, “globalists,” or institutions like the UN and EU, of orchestrating demographic change.
Far-right actors worldwide promote and reshape these narratives by blending elements from various sources. As political events unfold, conspiracy theorists modify global stories to fit local contexts, making them more persuasive to national audiences.
How Does This Study Measure Transnational Spread?
To assess the international spread of the “Great Replacement” theory, the researchers analyzed over 2 million posts from Reddit and Twitter (now X), as well as thousands of articles from alternative media in Germany and the U.S. between 2011 and 2021. Their goal was to identify:
- Synchrony in Attention: Did discussions about the theory rise and fall simultaneously across countries?
- Shared Narrative Elements: Were there common themes and reference points that signaled cross-border ideological connections?
Findings reveal that discussions about the “Great Replacement” spiked at the same time in both English- and German-language spaces, indicating a strong transnational linkage. In some cases, English-language debates drove interest in German discussions, while in others, the reverse occurred. However, there were also country-specific peaks, showing how the theory is locally adapted.
The Bigger Picture: The Danger of Global Far-Right Narratives
This study highlights how conspiracy theories like the “Great Replacement” fuel far-right ideologies worldwide. While their core messages remain consistent, they are strategically adapted to local political and cultural conditions. The ability of these narratives to transcend borders makes them especially potent tools for radicalization and political mobilization.
As digital platforms continue to evolve, understanding how conspiracy theories spread and transform is crucial for combating misinformation and preventing the reinforcement of extremist ideologies on a global scale.
For the full analysis, read the original study Die Transnationalität rechtsextremer Verschwörungstheorien online und ihre länderspezifische Adaption, published in German.