The Growing Concern of Conspiracy Theories in Canada's Online Space

Conspiracy theories have become a persistent feature of online discourse in Canada, challenging public trust in institutions and shaping public opinion on critical issues like health, climate change, and elections. Recent data shows Canadians encountering these narratives more frequently on social media, where algorithms prioritize engaging content. This phenomenon raises questions about information integrity and its broader societal effects, particularly in a country known for high institutional trust.

While healthy skepticism encourages accountability, unfounded claims of elite collusion erode democratic foundations. The surge aligns with global trends but manifests uniquely in Canada through topics like government overreach and media bias. Understanding the sources and spread is essential for fostering informed dialogue.

Breakthrough Research from McGill University and University of Toronto

A pivotal study by the Media Ecosystem Observatory (MEO), a collaborative effort between McGill University and the University of Toronto, sheds light on this issue. Titled "Conspiratorial Claims and Institutional Distrust in Canada’s Online Ecosystem," the report analyzes the drivers behind conspiracy content. Led by researchers including Mathieu Lavigne, Ph.D., and Mika Desblancs-Patel, it combines massive social media data with national surveys to reveal patterns invisible to casual observation.

MEO's work underscores the role of academic research in dissecting digital threats, positioning Canadian universities as leaders in media studies. The findings highlight how a concentrated group amplifies narratives, informing strategies for platforms, policymakers, and educators.

Unpacking the Methodology: Data-Driven Insights

The study examined over 14 million social media posts from January 2023 to September 2025 across X (formerly Twitter), TikTok, Instagram, and Bluesky. Researchers used advanced tools like large language models (LLMs) for claim extraction, topic modeling with BERTopic, and named entity recognition to identify 69,201 posts supporting eight specific anti-institutional conspiracy theories.

Complementing this, a nationally representative survey of 1,459 Canadians (conducted October 30 to November 7, 2025) gauged awareness and belief levels, weighted by age, gender, and province. This dual approach—quantitative post analysis and qualitative belief assessment—provides robust evidence on supply and demand sides of conspiracy content.

• Platforms scraped via APIs and transcription for video content.
• Conspiracy identification via entailment models (e.g., Nemotron 49B) achieving high F1-scores.
• Demographic breakdowns for nuanced understanding.

Core Findings: Concentration Among Few Accounts

Just 100 highly active users generate nearly 70% of conspiratorial posts, 90% of views, and 86% of likes. This Pareto-like distribution shows how a tiny minority dominates Canada's online conspiracy ecosystem, with influencers responsible for 87% of posts, 89% of views, and 87% of likes.

News outlets contribute minimally (less than 1% of posts), with alternative media driving most engagement. Posts peak during crises, like 2023 wildfires or elections, linking multiple theories into interconnected webs (e.g., deep state and election fraud correlate at 0.7).

Social Media Influencers: The Primary Amplifiers

Social media influencers emerge as the engine of conspiracy theories Canada-wide. These accounts leverage platform incentives—likes, shares, views—to flood feeds with provocative content. Unlike traditional media, influencers bundle claims, creating echo chambers that reinforce distrust.

Examples include narratives on exaggerated health threats for control or schools pushing radical gender ideology. While specific handles aren't named to avoid amplification, their networks interconnect, boosting reach exponentially. This dynamic explains why awareness is high (29-63% across claims) despite low belief (8-21%).

For those pursuing careers in digital media analysis, opportunities abound at institutions like McGill—check higher ed jobs for research roles.

Platform Dynamics: X Dominates Conspiracy Spread

X accounts for 92% of posts and 70% of likes, making it the epicenter. TikTok excels in per-post impact (48% of top likes), while Instagram and Bluesky lag. Algorithmic prioritization of outrage sustains visibility, with billions of views for top claims like media-elite collusion (2.57 billion).

Frequent X users show highest awareness and belief, highlighting platform-specific risks.

Demographics of Belief: Who Engages Most?

Belief averages 0.91 out of 8 claims, with peaks at 21% for gender indoctrination and 16% for media collusion. Men (higher than women), ages 35-54 (peak belief), and X users endorse more. Younger adults (18-34) are aware but less believing; 55+ least engaged overall.

• Health exaggeration: 63% aware, 13% believe.
• Gender ideology: 54% aware, 21% believe.
• Election fraud: ~50% aware, 8-16% believe.

This pattern suggests stepping-stone effects from exposure to mistrust.

Societal Impacts: Beyond the Screen

Conspiracy theories Canada experiences include policy paralysis, like self-censoring on climate amid wildfire claims, and health setbacks (e.g., vaccine hesitancy). They distort perceptions—89% want climate action but think minorities do—fueling polarization.

In higher education, these narratives challenge campus discourse, research credibility, and student mental health amid disinformation. Universities like McGill counter via media literacy programs.

Links to Canadian Higher Education Challenges

McGill and U of T's MEO exemplifies how universities tackle disinformation. Yet, conspiracies target academia—claims of 'indoctrination' affect enrollment and funding. Research shows youth vulnerability, urging campuses to bolster critical thinking curricula.

Stakeholders: faculty develop tools; students engage via clubs; admins partner with tech. Case: uOttawa studies youth conspiracism, York U populism-social media links.

Expert Views and Proposed Solutions

"Conspiracies shift attention from constructive debates," says Lavigne. Recommendations: platform transparency (EU DSA-style), pre-bunking campaigns, government openness, creator inclusion.

Photo by Philip Yu on Unsplash

• Users: curate feeds, verify sources.
• Educators: integrate media literacy.
• Policymakers: mandate algorithm audits.

Future Outlook: Strengthening Canada's Information Ecosystem

With elections looming, proactive measures are key. Universities lead via research like MEO's, training future experts. Optimism lies in low belief rates—education can bridge gaps.

Explore Rate My Professor for courses on digital media; higher ed jobs at McGill/UofT; university jobs in policy. Higher ed career advice equips professionals against disinformation.