Rumors and Conspiracy Theories in Bulgarian Social Media During COVID-19 Pandemic

This study examines the socio-psychological phenomenon of rumors during the global pandemic of 2020-2022, focusing on the case of Bulgaria. Messages from a closed online group (254 participants) with a thematic profile related to traditional remedies were analyzed. Content analysis revealed the most prevalent beliefs about the COVID-19 pandemic, such as “10% of vaccinated individuals will die within 5 years” and “the pandemic is aimed at destroying small businesses,” among others. It is argued that rumors and conspiracy theories thrive during times of social crisis and uncertainty. Moreover, it is highlighted that individuals often tend to hold onto false beliefs even when presented with evidence that contradicts them. The study concludes that four factors play a significant role in maintaining misconceptions: (1) the need to reduce stress, (2) low levels of education, (3) cultural memory and traumatic past experiences that shape present judgments, and (4) the phenomenon of mental schemas, making it harder for individuals to change their established beliefs and opinions. These four factors contribute to people’s resistance to accepting new information that contradicts their familiar mental schemas. By providing accurate information and facilitating open discussions about existing misconceptions, communication specialists can help counter conspiracy theories that undermine the efforts of governments and public institutions.