Conspiracy in the Making: The Role of Journalistic Strategies in the Formation of New Conspiracy Beliefs

Conspiracy theories often gain traction during crises, when verified information is limited, and public concern is high. During these critical moments, legacy media play an essential role, tasked with providing timely updates while also contextualizing the flood of information. Our study examines the early stages of conspiracy formation when conspiratorial claims begin to circulate. Through an online experiment with a representative Swiss-German sample (N = 1,969), we explore how different journalistic strategies in covering emerging conspiracy claims influence the initial development of conspiracy beliefs among the public. The findings reveal that strategic silence and assertive debunking are effective in curbing new conspiracy beliefs within the general population; however, these strategies can be less effective – and sometimes counterproductive – for individuals predisposed to conspiracy thinking or with low media trust. Based on these insights, we provide concrete, evidence-based recommendations for journalists, offering practical guidance on how to address emerging conspiracy theories while minimizing unintended endorsement.