Red‐pilled mama bears and enlightened power goddesses: Discursive constructions of feminine identities in a conspiracy theory space

Abstract

AbstractPrevious research into the gendered social identity work involved in conspiracy theories (CTs) has largely focused on expressions of masculinity. The present study investigates the employment and mobilization of feminine identities in online Covid‐19 conspiracy theory seminars through a critical discursive psychological perspective. The analysis finds three interpretative repertoires for representing the pandemic: the totalitarianism repertoire, the corrupt medical profession repertoire and the awakening repertoire. The most prominent feminine subject position constructed in relation to these repertoires is a maternal identity that functions as a category entitlement: mothers are represented as having a unique viewpoint on the purported pandemic conspiracy by virtue of their supposed inherent morality and concern for the welfare of children. Mothers are depicted as the cultural reproducers of the group, tasked with keeping the(ir) children safe from the influence of the conspiracy. Moreover, women are persuaded to take part in anti‐conspiracy action by drawing on notions of empowerment, self‐actualization, and sisterhood. These findings suggest that feminine identities, and maternal identities in particular, play a key role in the mobilizing power of CTs.