The idea we can combat conspiracy theorists with facts is an illusion. We view the audiences of conspiracy influencers like Alex Jones as naïve and in need of educating: if only they could see the facts, they’d see the error of their ways. But the world of conspiracy, far from abandoning facts and reason, has claimed them stylistically as their own. Challenging the facts is not enough. We need a whole new mythology surrounding truth and truth-seeking. Writes Sun-ha Hong.