The Everything Cult: Multiphrenic Faith and the QAnon Movement
This article undertakes an analysis of QAnon marketing and metaphysics through a holistic lens of mediatization theory and medium theory. It proposes a means of understanding the movement as an example of mediatization in the sense of a social environment in which behavior comes to resemble the logi...
Main Author: | |
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Format: | Electronic Article |
Language: | English |
Check availability: | HBZ Gateway |
Journals Online & Print: | |
Fernleihe: | Fernleihe für die Fachinformationsdienste |
Published: |
Brill
2022
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In: |
Journal of religion, media and digital culture
Year: 2022, Volume: 11, Issue: 1, Pages: 12-32 |
Standardized Subjects / Keyword chains: | B
QAnon conspiracy theory
/ Quasi-religion
/ New media
/ Marketing
/ Group dynamics
|
IxTheo Classification: | AD Sociology of religion; religious policy AE Psychology of religion AZ New religious movements NBL Doctrine of Predestination NBQ Eschatology NCA Ethics RJ Mission; missiology ZG Media studies; Digital media; Communication studies |
Further subjects: | B
Conspiracy
B Extremism B Digital Media B Religion B QAnon conspiracy theory B Marketing |
Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
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520 | |a This article undertakes an analysis of QAnon marketing and metaphysics through a holistic lens of mediatization theory and medium theory. It proposes a means of understanding the movement as an example of mediatization in the sense of a social environment in which behavior comes to resemble the logic of the media, and mediatization in the sense of an institution—that is, the Q movement as a media entity operating as a social agent in the world at large. It will be argued that the specific character of these mediatizations comes about partly—and perhaps largely—as a consequence of the technical affordances of key digital platforms through which QAnon conspiracy culture spreads. The marketing of the QAnon faith-brand is both strategic and decentralized. It comes about as both the result of conscious planning by key figures within the movement and the emergent consequence of countless would-be marketers’ efforts (both true believers and cynics). The speed, anonymity, and ephemerality of the 8chan and 8kun imageboards favor the cryptic, rapid-fire messages which characterized Q’s writing. The collective anonymity and anonymous collectivity fostered by the design and engineering of online messageboards like 8chan and 8kun () likewise fostered a social environment of mass anonymous exegesis. Simultaneously, the entrepreneurial design and engineering (and ideology) of social media platforms intersect with this anonymous collectivity to produce a class of “Q-fluencers,” individuals who market the QAnon conspiracy theory, its politics and metaphysics, as a lifestyle brand—and who market themselves as Q-based brand-personalities. Through this analysis, this article aims to shed light on the socio-technical conditions out of which Q arose and to critique the assumptions of digital ideology which produce technologies and use-behaviors amenable to extremist swindles such as QAnon. | ||
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STA | 0 | 0 | |a Group dynamics,Social groups,Marketing,New media,Digital media,QAnon conspiracy theory,Quasi-religion,Parareligious movement,Ersatz religion,Religion,Religion in literature,Religions,Religion |
STB | 0 | 0 | |a Dynamique de groupe,Marketing,Mercatique,Mercatique,Marketing,Nouveaux médias,Religion de substitution,Religion,Religions,Religion |
STC | 0 | 0 | |a Dinámica grupal,Marketing,Nuevos medios digitales,Religión sustituta,Religión,Religión,Religión |
STD | 0 | 0 | |a Dinamica di gruppo,Marketing,Nuovi media,Media digitali,Media digitali,Religione sostitutiva,Religione,Religione,Religione |
STE | 0 | 0 | |a 准宗教,类宗教,宗教,宗教,巿场营销,营销,巿场营销,新媒体,群体动力学 |
STF | 0 | 0 | |a 准宗教,類宗教,宗教,宗教,巿場營銷,營銷,巿場行銷,新媒體,群體動力學 |
STG | 0 | 0 | |a Dinâmica grupal,Marketing,Novos meios digitais,Religião substituta,Religião,Religião |
STH | 0 | 0 | |a Динамика группы,Замещение религии,Маркетинг,Новые медиа,Религия,Религия (мотив) |
STI | 0 | 0 | |a Δυναμική της ομάδας,Θρησκεία,Θρησκεία (μοτίβο),Μάρκετινγκ,Marketing,Νέα Μέσα,Ψηφιακά Μέσα,Υποκατάστατο της θρησκείας |
SUB | |a REL | ||
SYE | 0 | 0 | |a Religion,Mystik,Mythologie , Absatzwirtschaft,Konsumgütermarketing,Marketingpolitik,Verbrauchsgütermarketing,Absatzpolitik,Absatzplanung,Verkaufsplanung,Absatzwirtschaft,Konsumgütermarketing,Marketingpolitik,Verbrauchsgut,Verbrauchsgütermarketing,Absatzpolitik,Absatzplanung,Verkaufsplanung |
SYG | 0 | 0 | |a Ersatzreligion,Verkappte Religion,Quasireligion , Digitale Medien , Absatzwirtschaft,Konsumgütermarketing,Marketingpolitik,Verbrauchsgütermarketing,Absatzpolitik,Absatzplanung,Verkaufsplanung,Absatzwirtschaft,Konsumgütermarketing,Marketingpolitik,Verbrauchsgut,Verbrauchsgütermarketing,Absatzpolitik,Absatzplanung,Verkaufsplanung , Gruppe,Gruppenprozess |