Toward an Understanding of Centralized Intertextual Fortification: The Case of Commercially Oriented Qanon Content Creators

Abstract

In this research, we engaged in a cyber-archaeology of interactive media utilized by Qanon content creators to determine if the concept of diffused intertextual production was present in their work. Most of these content creators were engaged in commercial endeavors with their content. Through our research, we found a communicative strategy similar to diffused intertextual production was utilized by content creators in the Qanon community, but with key differences. We call this emergent strategy centralized intertextual fortification. Our analysis demonstrates that there were different kinds of content creators associated with the Qanon community: intertextual curators, interactive accumulators, and interactive confederates. The first two often “boost” one another and the newer confederates through the content that they produce. In addition, interactivity associated with the various social media and streaming platforms did not allow for followers to take part in the production process as in the case of diffused intertextual production. Instead, the user-to-user interactivity provided by followers of the content creators entailed praise, sharing of virtual objects, and expressions of ideology. Taken together, this centralized use of intertextuality and interactivity allows for these commercially oriented content creators to spread the Qanon intertext, as well as reinforce it through the interactivity of their followers.