Dissenting narratives during the Covid-19 pandemicCommunication strategies behind the expressions of dissensus, conspiracy theories, and populist rhetoric

Resumen

The dissertation proposes a new way of understanding the expressions of dissent that are ubiquitous in new media and were particularly prominent during the pandemic caused by the SARS-CoV-2 virus. The texts that express dissensus and distrust toward political, economic, and medical authorities are referred to in the dissertation as dissenting narratives, whose main goal is to speak against the perceived center of power. Although these types of narratives are contested and often banned from online platforms, they persist and maintain their loyal following despite all the campaigns against them. The texts that merge claims akin to conspiracy theories and the rhetoric common to the new populist insurgencies in the West are analyzed qualitatively, with specific emphasis on the way they communicate political ideas and how they reflect long-term tendencies in culture. The data used to reach conclusions include: first, YouTube videos and videos on other streaming platforms; second, electronic books sold online; and third, YouTube comments. The authors of the texts are popular figures from the milieu of alternative knowledge who enjoyed great popularity at the time of the analysis; additionally, they are related to the Anglo-Saxon sphere of influence. The first important conclusion of the analysis is the significance of political sentiments. The dissenting narratives rely on a combination of two kinds of messages. First, the texts communicate dissatisfaction with socio-economic arrangements in a way that most people would agree with across political and demographic lines. At the same time, the narratives make claims that align strictly and resolutely with new right-wing populist movements, specifically in relation to sociocultural issues or global institutions. With these strategies of political communication, the narratives reach the widest possible audience. The second conclusion concerns the modes of expression that the narratives rely upon to attract large audiences; this point is related to the integration of cultural codes common to the society of late liberalism in the expressions of dissent. In that regard, the authors of the texts make arguments drawing from the authority of the individual, relying on language that incites fear or anxiety, and appealing to enjoyment (i.e., targeting nostalgic sentiments or providing entertaining content). In this way, the dissenting narratives, besides being political texts, function as products of popular culture and the entertainment industry.