Date of Award

4-6-2026

Document Type

Thesis

First Advisor

Dr. Matt Meier

Second Advisor

Dr. Sharon Crary

Third Advisor

Dr. Jeff Dunn

Abstract

In order to better understand why people construct and perpetuate anti-COVID vaccine conspiracy theories, I perform a rhetorical analysis of some conspiracy theories widespread on social media during the height of the COVID vaccination effort. I begin with a literature review, highlighting the history and efficacy of vaccine technology, gathering characteristics and definitions of conspiracy theories, and reviewing the history of the anti-vaccine movement. Ultimately, I argue that anti-COVID vaccine conspiracy theorists understand vaccination as an attack on personal rights by the U.S. government, prompting the conspiracy theorists to establish an ideological institution rival to the U.S. government that would better protect those rights. To do so, I established that anti-COVID vaccine conspiracy theorists use social media to create an atypical counterpublic that seeks to usurp the U.S. government’s role as a hegemonic health authority. I further argue that anti-COVID vaccine conspiracy theorists strategically craft personae to establish themselves as health authorities, their audience as well-informed participants in vaccine discourse, and people outside their audience as weak-minded and deviant, justifying the conspiracy theorists’ bid to outcompete the U.S. government’s role in the information economy.

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