Marketing in the post-truth era: From the consumption of false beliefs to regulatory action – The case of fantastic archaeology

The marketplace of beliefs is undergoing a profound transformation. Scientific theories are increasingly being eclipsed by unconventional narratives that resonate powerfully across social media and digital platforms. Many academic institutions have been profoundly challenged by these developments. Within this shifting epistemic landscape, marketing can assume a new and critical role: developing effective communication strategies, in collaboration with scientists, to counter the spread of false theories. Archaeology provides a particularly revealing case. As a discipline, it faces the rapid proliferation of alternative theories that attract massive audiences. The objective of this study is to examine the foundational drivers of the consumption of such alternative narratives in order to formulate practical recommendations. The findings indicate that the practice of "fantastic archaeology" constitutes both a cultural and a countercultural project. Its defining features – drawing on punk aesthetics, fandom logics, and conspiratorial worldviews – call for a fundamental rethinking of scientific communication.