New research from the University of Bath reveals that online influencers can mobilise followers and legitimise harmful behaviours without ever issuing explicit instructions, offering fresh insight into how digital platforms shape public attitudes, emotions and decision‑making.
The researchers found that far‑right influencer Tommy Robinson (whose real name is Stephen Yaxley-Lennon) used his Telegram channel to comment on ongoing events and legitimise violence during the anti-immigration protests and riots of 30 July to 7 August 2024 without ever giving direct instructions, allowing him to maintain plausible deniability.
The researchers, publishing in the British Journal of Social Psychology , show that Robinson acted not as an organiser issuing commands, but as an online opinion leader who shaped how followers interpreted events.
Dr Darja Wischerath , from the University’s Institute of Digital Security and Behaviour (IDSB), said: “We found no direct orders to riot. Instead, Robinson used emotional appeals and conspiracy narratives to set up a worldview where violence felt like a natural, even necessary response. There was a consistent pattern of messages that heightened anger, fear and mistrust.
“This research shines a light on the subtle but extremely powerful ways online figures can mobilise unrest. As digital platforms evolve, understanding these mechanisms is crucial for protecting public safety and democratic discourse.”
The study , which analysed more than 230 messages and 156 multimedia posts from Robinson’s public Telegram channel over the ten days surrounding the riots, provides the first in‑depth look at how online personalities can inflame real‑world unrest through subtle narrative framing rather than direct instructions.
The researchers identified several key tactics used to frame events and normalise participating in protests: reframing protesters as “the concerned British public”; amplifying emotions around child safety and national pride; portraying the government, police and media as betrayers; and blaming government inaction for the riots, claiming authorities had “pushed the British too far.”
The researchers describe this as ‘indirect mobilisation’: influencers create the emotional and moral conditions that make violent action appear justified, without ever instructing anyone to carry it out.
Telegram’s one‑way broadcast feature means subscribers see a steady stream of posts without debate or correction. The researchers say this creates an environment in which a single narrative can dominate.
“When there’s no challenge or discussion, messages and their impact accumulate,” said co-author Dr Olivia Brown , Associate Professor in Digital Futures and Deputy Director of the IDSB. “It becomes easier for a particular interpretation of events to feel obvious, shared, urgent and requiring of action.
“Much of the content is what’s referred to as ‘lawful but awful’. None of Robinson’s posts individually breach current UK speech laws or platform rules. It’s the cumulative effect of dozens of messages, videos, and conspiracy theories that build a narrative that engenders violence.”
The study urges officials and platforms to pay more attention to the broader narrative environment surrounding major events, not just explicit instructions.
The researchers also warn that influencers like Robinson are part of a wider “alternative influence network”, where dozens of far‑right personalities reinforce one another’s messaging across different platforms.
Influencers can leverage parasocial relationships, the sense that followers “know” them personally, to build trust and authority far more effectively than traditional political leaders.
This, they argue, creates a challenge for regulators attempting to balance free expression with public safety, particularly as people consume more information through personalised feeds and broadcast‑style channels.
Indirect Mobilisation and Violence Legitimation through Influencers on Alternative Platforms, is published at : https://bpspsychub.onlinelibrary.wiley.com/doi/10.1111/bjso.70079
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British Journal of Social Psychology
Data/statistical analysis
People
Indirect Mobilisation and Violence Legitimation through Influencers on Alternative Platforms
3-Apr-2026