Functions of conversation: reflections on conspiracy theories

At a recent conference on metaphor, Andreas Musolff raised the important question about why people repeat and spread conspiracy theories – even totally absurd conspiracy theories. Recent thinking about the motivations for casual talk may shed some light on it. Robin Dunbar argued that language (conversation by means of talking or signing) arose initially as an expansion of primate grooming, a means of developing and solidifying allies (including but not exclusively friends.) Friendly touch releases endorphins, with a pleasurable and calming effect, thus increasing positive affect toward the groomer. Jean-Louis Dessalles (2014) objected that this account does not explain the complexity of language, or the prevalence of story-telling (around 40% of language use) and discussion (most of the remainder). Dessalles argued that, in a social context marked by social hierarchy and the potential for violence, effective language use is a means for demonstrating one’s own value as a friend. This adds to the pleasure of “grooming” five additional ways that conversation demonstrates one’s value as a companion and contribute to developing and strengthening friendships and alliances. Effective language use demonstrates: Ability to generate unexpectedness through narratives. Ability to generate emotion through narrative. Ability to recognize incongruencies. Ability to resolve incongruencies. Ready to share time, i.e companionship. The grooming function described by Dunbar implies a fifth characteristic: Ability to be entertaining – e.g. through humor, flattery, word-play, and so on. Among other phenomena, Dessalles’s ideas in particular seem applicable to the spread of gossip – and of conspiracy theories. Conspiracy theories demonstrate the first four characteristics: they are unexpected, they generate emotion, they center on incongruencies, and the provide a means of resolving those congruencies – however outlandish it may seem. Indeed, the more outlandish the conspiracy theory is, the more entertaining it is. Other well-known social psychological theories help to explain the persistence of conspiracy theories: Social proof, cognitive dissonance, motivated reasoning, selective attention.