The ‘Truther Playbook’: Tactics That Explain Vaccine Conspiracy Theorist RFK Jr’s Presidential Momentum
They do this by revealing alternative “facts” that contradict the official narrative, and that they claim have been concealed from the public. Some researchers refer to such information as “stigmatized”, meaning claims that are not accepted by mainstream institutions.
COVID truthers, as the name suggests, promise to expose, release and reveal the truth, which they claim has been censored by powerful, corrupt organizations.
Kennedy’s presidential bid exists in opposition to what he has described as “an incredibly sophisticated system of information control”. He refers to himself as a “truth teller”, and promises to establish an honest government that will earn back the trust of the public.
These techniques – promising identity and belonging, revealing “true” knowledge, providing meaning and purpose, as well as promising leadership and guidance – feature prominently in Kennedy’s 2024 presidential campaign.
3. Meaning and Purpose
COVID truthers provide their followers with meaning, offering a reason to believe in a greater purpose. This can take the form of New Age spirituality, suggesting that humanity is undergoing a “shift in consciousness”, or a more secular commitment to truth, freedom and justice.
Kennedy frequently deploys the language of social justice in his posts and newsletters, as a rallying call to unite his followers. Most of his early anti-vaccine messaging focused on protecting pregnant women and children from harmful ingredients in vaccines.
During the pandemic, Kennedy shifted to the topic of medical racism – situating the opposition to vaccine mandates in a broader civil rights agenda. He compared racial segregation to non-vaccination, or what he refers to as “the new apartheid”.
In a direct call to action, Kennedy’s newsletters invited followers to “unite to create a better world”, and reminded them of the importance of “seeking justice and spreading the truth”. He made explicit analogies to the civil rights movement, telling supporters: “We won a revolution before, we can win it again.”
Similar messaging appears in his presidential campaign, which calls on supporters to “join the movement”, “spread the word”, and “restore our rights”.
4. Leadership and Guidance
COVID truthers proffer order and security in a world that feels disorderly and insecure. They speak to the institutional distrust many people feel towards “the establishment”.
Kennedy’s campaign contrasts the power of corrupt government institutions, corporate cronyism and nefarious media elites with the powerlessness that the disenfranchised public feels. As a consequence, he positions himself as an incorruptible leader with the capacity to “clean up government”, restore civil liberties, and speak truth to power.
Why This Matters
The success of the truther playbook in spreading anti-vaccine discourse during the pandemic demonstrates the popular appeal of belief and emotion in the current political climate. Filings with charity regulators show that revenue for Kennedy’s organization more than doubled in 2020, to US$6.8 million.
In our current post-truth era, where opinions often triumph over facts, influencers and celebrities can achieve authority. By framing their opponents as corrupt and evil, and claiming to expose this corruption,COVID truthers can successfully encourage others to join their movement.
And, as Kennedy’s campaign is now demonstrating, these rhetorical techniques can be used to promote populist politics just as much as anti-vaccine content.
Stephanie Alice Baker is Senior Lecturer in Sociology, City, University of London. Chris Rojek is Professor of Sociology, City, University of London. Eugene McLaughlin is Professor of Criminology, City, University of London. This article is published courtesy of The Conversation.
