Instagram Aesthetics and the Spread of QAnon Conspiracy Theories

Instagram Aesthetics and QAnon Conspiracy Theories

Introduction

• The article explores how QAnon conspiracy theories are being repackaged and spread through Instagram's domestic aesthetics.

The Case of Jalynn Schroeder

• Jalynn Schroeder, a Utah-based influencer with over 50,000 followers, subtly promotes QAnon through hashtags like WWG1WGA ("Where we go one, we go all").
• QAnon posits that President Donald Trump is battling the "deep state" and a pedophile ring involving high-profile figures.
• QAnon is an evolution of Pizzagate, which led to a man attacking a pizza restaurant in 2016 based on false claims of a pedophilia ring.
• Schroeder shares her QAnon beliefs in stories and captions, alongside typical influencer content like manicures and mommy-and-me outfits.
• She initially dismissed QAnon as "crazy" but later embraced it after researching child-trafficking claims, stating, "I’ve never felt more peace."

QAnon's Spread on Instagram

• Instagram, known for aspiration and luxury, has become a platform for paranoid thinking.
• Influencers mix distrust of the media and religious gratitude toward QAnon with sponsored posts.
• Concerns about child trafficking, a genuine issue, often draw people in, but QAnon weaponizes it with wild claims.
• The Wayfair conspiracy theory, alleging the site was a middleman for child trafficking, gained traction among Instagram influencers focused on domestic and consumer culture.
• The account @little.miss.patriot, a "truth seeker" and "digital soldier," uses a Millennial-oriented pastel color palette to share complex conspiracy theories.

The Aesthetics of Conspiracy

• QAnon content on Instagram lacks the typical visual cues associated with conspiracy theories, like blurry photos and annotations.
• Instead, it presents a warm, glamorous facade that draws people into the rabbit hole.

Influencer Responses

• Many influencers posting or commenting about QAnon were hostile or unresponsive to inquiries.
• Some expressed distrust of the media, a core tenet of QAnon.
• Those who responded were concerned about child trafficking but lacked extensive knowledge of QAnon or its proponents.
• Lana Michele believes any help in spreading awareness about child trafficking is useful, even from QAnon followers.
• Claire Thibault learned about child trafficking from fashion and lifestyle influencers and is disturbed by it but unaware of QAnon and Pizzagate.
• Ashley Houston supports others' right to express themselves online, even if they post about conspiracy theories.
• Michelle Merenda uses hashtags like #QAnon, #pedogate, and #Pizzagate to find information about child trafficking, despite knowing they are conspiracy theories.

Instagram's Role

• Facebook removed some QAnon content in May, but conspiracism still thrives on Instagram, especially in private groups.
• Instagram offers two pathways for discovering QAnon: hashtag searches and the recommendations algorithm.
• Instagram claims to be constantly reviewing policies to ensure safety.
• QAnon has become part of Instagram's mainstream culture, with enthusiastic supporters and a spirit of digital evangelism.
• Nearly 2 million Instagram posts include the hashtag #WWG1WGA, and over 800,000 use #TheGreatAwakening.

The Social-Media Cheat Code

• QAnon's digital community is a "social-media cheat code" for influencers, offering a large and adoring audience.
• Influencers are shifting towards more "authentic" content, discussing challenges and personal issues.
• Trust built on domestic matters may extend to trust on darker, more political issues.

Feminine-Coded Aesthetics

• The aesthetics used evoke a "very recognizable," feminine-coded style that is both aspirational and relatable.
• Influencers aim to be more relatable than mainstream media, presenting something authentic and trustworthy.
• This relatability can launder disinformation and dangerous ideas.

The Illusion of Choice

• Instagram shows users exactly what they want to see, creating a habitual space for seeking happiness and presenting a pleasing form of daily life.
• Instagram is "women’s work," demanding skills in presenting as lovely, desirable, and safe.
• These appearances make the platform valuable for spreading dangerous conspiracy theories.
• The platform operates on its interpretation of beautiful surfaces, paying less attention to the content's message.

Mainstream Dissemination

• Disinformation and conspiracy theories are disseminated by popular accounts with mainstream aesthetics, not just fringe spaces.
• Some individuals create Instagram accounts free of extremist rhetoric, focusing on dreamy content like vacation photos.
• They then draw followers to platforms like YouTube, where they share personal stories that promote white-nationalist causes and conspiracy theories.

Normalizing Conspiracy Theories

• Attaching conspiracy theories to a covetable, beautiful aesthetic normalizes them, making Instagram particularly effective for their spread.
• It's hard to determine what is orchestrated versus genuine on Instagram, but the effect is consistent regardless.

Personal Impact

• The author reflects on being drawn to an account (@indyblue_) with an appealing aesthetic that masks conspiracy theories.
• The author's training to see cool clothes and personal brands as intrinsically good is challenged.
• The curated nature of Instagram feeds raises questions about trust and the influence of chosen images.

Conclusion

• The intersection of Instagram aesthetics and QAnon highlights the platform's potential for spreading disinformation in a subtle and appealing way, blurring the lines between aspiration, authenticity, and conspiracy.