Meme Rabbit Holes: Mapping Visual Citation in Conspiracy Theories

Meme Rabbit Holes: Mapping Visual Citation in Conspiracy Theories explores how conspiracy theories use memes as tools of citation, tracing how visuals and narratives are appropriated, transformed, and circulated. Memes are central to the digital ecology of misinformation, acting as visual hyperlinks that connect disparate ideas and weave them into compelling, if often misleading, narratives. By examining conspiracy memes, this project aims to uncover the mechanisms by which images and text are borrowed, remixed, and linked to larger ideological frameworks.

Using an interactive »rabbit hole« format, the project invites users to explore these connections by navigating through visual and textual elements. Each step deepens the exploration of how conspiracy theories cite historical imagery and cultural symbols to create a sense of legitimacy.

The web project is rooted in Braune’s research on evidential photography and conspiracy culture on Telegram and combines artistic and academic approaches. The final output will offer a critical, web-based platform where users can navigate through memes and their layered networks of citation. By unraveling these visual and textual connections, the work highlights how conspiracy theories proliferate and invites reflection on the broader impact of digital media on truth and evidence.

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