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Conspiracy theories are no longer 'just content' – they’ve become products being sold online. The rise of so-called 'conspiracy entrepreneurs' (Birchall 2021) goes along with this commodification of conspiracy thinking today. Conspiracy entrepreneurs are not only influential opinion leaders and makers, but they find ways to profit from societal polarization and the accompanying decreased trust in institutions – they become multipliers for conspiracy theories to thrive, with significant consequences. Examples of conspiracy entrepreneurs such as Alex Jones in the US or Ken Jebsen in Germany have shown that these actors and their content not only find an audience but also a market. They sell claims that are deeply connected with their self-branding and are, at times, offered alongside actual products. But not all of them share the same success, and it is doubtful that financial interest is the sole driver for their endeavors.

In this seminar, we will explore the emerging phenomenon of 'conspiracy entrepreneurship' by, on the one hand, looking at the existing (and related) literature, and, on the other hand, by taking a closer look at empirical examples of conspiracy entrepreneurs that we may encounter online and in public discourse. What makes them conspiracy entrepreneurs? Is the term even useful? How can we approach this phenomenon?

The goal of this seminar is to establish a critical understanding of 'conspiracy entrepreneurship' and for students to engage in-depth with a case of their choosing. Together, we want to think about how we can better understand the phenomena we identify (and why this is relevant).

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