Conflict Over Conspiracy Theories: Face‐Work, Epistemic Identity, and the Structure of Interactions

Existing research on conspiracy theories rarely examines their impact on interaction or how these theories are perceived by non‐believers. We conducted in‐depth interviews with twenty non‐believers whose family members believed in the QAnon conspiracy theory. Using face‐work as the main framework, findings reveal the role of face in the structure of encounters between believers and non‐believers. Non‐believing participants experienced identity violations and responded to face‐threats through protective or defensive maneuvers; corrective processes, or aggressive uses of face. The study places conspiracy belief in social context, showing how epistemic identity is asserted in interactions, and demonstrating its relevance to our post‐truth era.