Dr Ricky Green, conspiracy theory expert in the School of Psychology, explains why the ‘Conformity Gate’ theory gained momentum.
‘After the final episode of Stranger Things Season 5 aired, some fans became convinced that the ending was not the ‘real’ finale and that Netflix was secretly planning to release an alternative ending at a later date. Although this turned out to be false, the episode provides a clear illustration of how conspiracy-like beliefs emerge on social media.
Humans are natural pattern-seekers
Research on conspiracy beliefs consistently shows that people who are more prone to seeing patterns and connections in ambiguous information are also more likely to endorse conspiracy theories. Stranger Things is built around hidden clues, mysteries, and delayed revelations, which actively encourages this kind of pattern-seeking. As a result, ordinary production choices, narrative loose ends, or coincidences in Season 5 could be interpreted as intentional “signals” pointing to a hidden ending.
Existential threat shapes interpretation
Conspiracy beliefs are more likely to emerge in response to perceived existential threats. The Season 5 finale marked the definitive end of Stranger Things, with the story coming to a close. For many highly invested fans, this finality likely constituted an existential threat to the ongoing existence of a familiar and meaningful fictional universe. Interpreting the ending as incomplete or “false” allowed the story to remain open.
Familiar narratives made the claim feel plausible
People are aware that real conspiracies sometimes do occur and are only revealed after initial denial, such as Watergate. Similarly, audiences are also familiar with fictional storytelling devices, including hidden twists, alternative endings, or post-credit reveals. Because both real-world conspiracies and narrative misdirection exist as familiar possibilities, the idea of a secret Stranger Things finale likely felt plausible, even without strong supporting evidence.
Social media amplifies misinformation
Finally, online platforms allow ideas to spread, evolve, and gain credibility through repetition and agreement. As fans shared theories, added new “clues”, and saw others treat the idea as plausible, the belief likely became socially reinforced. What may have begun as individual speculation increasingly appeared to be a shared discovery supported by a growing community.
Overall, the final episode of Stranger Things shows that conspiracy-like beliefs do not require misinformation or malicious intent. They can emerge naturally from well-established psychological tendencies (pattern-seeking, meaning-making, existential threat, and social reinforcement) especially in online environments where speculation spreads quickly.’