For all of its bluster and bravado about a “new paradigm,” Thrive contributed very little to the conspiracy theory underground that was fundamentally new. All that was new was the packaging, which is a shiny object that can only hope to distract the masses for a limited time. Ancient aliens? Been around since 1968. Crop circles? Old news. Money conspiracies? Lyndon LaRouche was doing that in the 80s. “Global Domination Agenda”? Every Alex Jones radio show since 1998 has been about that. Far right-wing Libertarian political propaganda? Ron Paul was peddling that folderol in 2007; now, after two spectacularly embarrassing failures at running for president, he has (mercifully) been put out to pasture, and his sycophantic fan base is finally fading away.
Substantively, the only truly novel idea contributed by Thrive was the obsession with the “torus” shape. (Of course the idea existed long before, but had never been injected into the conspiracy underground before). This proved to be a non-starter among conspiracy theorists, who revel in gloom, apocalypse and disaster. If it can’t oppress you, take away your freedoms, abduct you, give you an anal probe or blow up the World Trade Center, conspiracy theorists probably won’t be interested in it. So scratch the “torus” idea.
Conceptually and structurally, Thrive did make a significant contribution—that being the continued meld of conspiracy theory ideology and New Age sensibility, a toxic mixture that some academic researchers are beginning to term “conspirituality.” Essentially, Thrive is a document evincing the embryonic creation of a new quasi-religious belief system. But this alone won’t sustain its popularity among conspiracy theorists. If Thrive does go down in history it will be because of its contribution to conspirituality, but this is not an accomplishment that conspiracy theorists can sink their teeth into, because most of them vehemently deny that their belief system even is religious in nature. So, appealing though conspirituality is on a subconscious level, that alone is not going to sustain interest in Thrive.
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