More than Memes: A Multimodal Topic Modeling Approach to Conspiracy Theories on Telegram

Abstract

To address the increasing prevalence of (audio)visual data on social media, and to capture the evolving and dynamic nature of this communication, researchers have begun to explore the potential of unsupervised approaches for analyzing multimodal online content. However, existing research often neglects visual content beyond memes, and in addition lacks methods to compare topic models across modalities. Our study addresses these gaps by applying multimodal topic modeling for analyzing conspiracy theories in German-language Telegram channels. We use BERTopic with CLIP for the analysis of textual and visual data in a corpus of ∼40,000 Telegram messages posted in October 2023 in 571 German-language Telegram channels known for disseminating conspiracy theories. Through this data set, we provide insights into unimodal and multimodal topic models by analyzing the symmetry and intersections of topics across modalities. We demonstrate the variety of textual and visual content shared in the channels discovered through the topic modeling, and propose a conceptual framework for the analysis of textual and visual discursive strategies in the communication of conspiracy theories. We apply the framework in a case study of the topic group Israel Gaza.