![]() There is good reason to believe that the “groypers” are attempting to take advantage of the space afforded by Donald Trump’s framing of his own presidency and administration, dating back to his 2016 electoral campaign. Setting its most persistent sights on the reactionary conservative group Turning Point USA – an organization close to the Trump Administration – the effort is also aimed at driving a wedge between the Trump camp and such organizations. If the “alt-right” strategy most associated with Richard Spencer sought to pull disaffected reactionaries and misogynists outside the Republican Party into the white nationalist fold, the “groyper war” is aimed at pressing Donald Trump and Trump-backing conservatives to adopt the core issues and political framings of white nationalists in the lead-up to the 2020 election and beyond. Like the “alt-right” before it, the “groyper” mobilization is not a new social movement, but rather a flashpoint in the latest mainstreaming strategy deployed by white nationalists. Nick Fuentes, a prolific young YouTuber best known for his “America First” podcast, and Patrick Casey of the American Identity Movement (former Identity Evropa) joined league in late 2019 to kick-off the “Groyper Wars” – a mobilization seeking to push a base of conservatives and Trump supporters in a white nationalist direction. Due to legal and organizational problems, some white nationalist leaders, like Spencer, are still laying low.īut as 2020 begins, two activists who participated in the Unite the Right rally are attempting to rebrand white nationalists under a new banner of “groypers” – an attempt to unite “America First conservatives, Christians, anti-globalists and nationalists” – many of the same terms that have gained political ascendancy during the Trump presidency. In response to the stigma of recent violence and the accompanying bad press, the term Alt-Right was largely abandoned by movement leaders. As recriminations for the failure of the Unite the Right rally bounced throughout the dark corners of white nationalism, to the public the term Alt-Right became synonymous with murderous white nationalist rage. Post-Charlottesville scrutiny lead to websites taken down, participants losing their jobs, and serious internal movement friction. The event came to a deadly end when a white nationalist Unite the Right participant murdered a protestor by driving his car into a crowd of demonstrators.įollowing the murder of antifascist activist Heather Heyer on the streets of Charlottesville, the Alt-Right was thrust out of the faint torchlight glow into the blinding glare of the national spotlight. The next day, the “Unite the Right” rally brought together even more angry white nationalists, assault rifle-toting militia members, Confederate Battle flag wielding neo-confederates, and others to Charlottesville. On August 11, 2017, an unsanctioned, late-night march through the campus of the University of Virginia, saw a mass of a few hundred Tiki-torch-brandishing participants chant “Jews will not replace us!” and “white lives matter” as they encircled a Confederate monument. The intentionally nebulous term was meant to attract a wider swath of the far-right.Įfforts to rebrand white nationalists as the Alt-Right ended on the streets of Charlottesville. This report is about the new white nationalist marketing strategy known as “groyper.” It follows efforts of white nationalists to mainstream their movement led some leaders, like white nationalist millennial Richard Spencer, to re-cast themselves as the so-called Alt-Right (Alternative Right). Of these factors facilitating the growth of white nationalism, the ability to wield usable marketing strategies is among the most salient. Most importantly, white nationalists have employed several creative marketing strategies during this period. Their group was, of course, white people. According to a 2017 poll from Robert Wood Johnson Foundation, it found that 55% of non-Hispanic whites-more than half-told pollsters that discrimination against their group existed today. The anti-immigrant sentiment that has settled into a large swath of the primarily white population. The polarization of the population along political, geographic, religious and racial lines. This growth has been occasioned by a number of factors.
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