For many people, conspiracy theories are not confined to fringe corners of the internet or heated political debates. New research suggests they appear quietly and unexpectedly in everyday conversations about work, health, family, and relationships, even when no one is asked about them directly. The findings were published in Social Forces.
The study analysed long life story interviews with a nationally representative group of Americans, exploring how people talked about their lives in their own words. Around one in ten interviewees mentioned conspiracy theories spontaneously, despite interviewers never raising the topic. This finding points to how deeply conspiracy culture has seeped into daily life, often without people actively seeking it out .
Rather than focusing on committed conspiracy believers, the researchers examined ordinary conversations. These included reflections on politics, media, health, religion, and personal relationships. Conspiracy theories surfaced as part of broader storytelling about life experiences, frustrations, and social change, not as standalone rants or ideological statements.
Crucially, most of this conspiracy talk did not involve endorsement. Many people expressed scepticism or outright frustration with conspiracy theories, particularly when describing how such ideas affected their families, friendships, or communities. Others mentioned conspiracies in a neutral way, acknowledging their presence without taking a clear position.
The COVID pandemic marked a turning point. During this period, mentions of conspiracy theories increased sharply, but largely because more people were pushing back against them. Rather than fuelling belief, heightened exposure appeared to prompt criticism, especially as false claims about vaccines and government control entered everyday conversation.
Health and relationships emerged as particularly sensitive areas. Some interviewees described tensions with friends or relatives who embraced conspiratorial views, leading to strained conversations or deliberate avoidance of certain topics. In these settings, conspiracy theories were less about abstract politics and more about emotional stress and social friction.
Political and media discussions also featured prominently. Here, conspiracy talk often reflected wider polarisation, with people expressing concern about misinformation, declining trust in news, and the difficulty of knowing what to believe. Even then, scepticism outweighed support, suggesting that exposure does not automatically translate into acceptance.
The researchers argue that conspiracy culture now operates as a background feature of social life. People encounter it through news coverage, social media, and conversations with others, sometimes against their will. As a result, conspiracy theories become something to be negotiated, challenged, or carefully sidestepped in daily interactions.
By focusing on unprompted talk rather than survey responses, the study offers a different perspective on how conspiracy theories matter. It suggests their real impact lies less in belief alone and more in how they shape conversations, relationships, and trust in public life.