Category: branding

Branding the Alt Right

Talk is cheap.

I’ve made it clear I’m no fan of the Alt Right and believe identifying White nationalism with the Alt Right is is a mistake. Maybe I’m wrong, but that’s my opinion.

But let’s take a step back and look at the situation from the position of those people who believe the Alt Right is important and should be identified specifically with White nationalism.

At Counter-Currents, one of those people makes the argument that the Alt Right is a brand, not merely an idea, and that brand needs to be seized and controlled, with undesirables purged.

Very well.  I agree that the Alt Right is a brand.  Question: whose brand is it?

The brand of the Jew Gottfried, who is no White nationalist?  Well, we’ll be told that it really was Richard Spencer, a White nationalist, who popularized the Alt Right brand.  Very well. But Spencer chose to appear at the press conference with a HBD self-declared “yellow supremacist” and a self-declared “civic nationalist.”  So the Spencerian brand of the Alt Right is hardly as exclusive as some hardcore WNs desire.

The answer to that I presume would be that neither Gottfried nor Spencer nor anyone else has any inherent right to the brand.  The brand will belong to that group that has the strength, will, and ability to seize control of it and resist attempts at co-option   The “might makes right” argument, so to speak. Thus, regardless of who invented or popularized the term “Alternative Right” or “Alt Right” that brand will belong to victors in the struggle for Alt Right brand identity.

My answer to this argument consists of four words: then go do it.

Talk is cheap.  If you want to control the Alt Right brand you must not only claim it for yourselves, but you must ruthlessly purge and denounce those to your left who themselves want to control the brand.  It will be necessary to critique those ideological opponents, deconstruct them, draw a distinct line between you and them.  Who exactly is actually doing that?

It is telling that I – a person who openly rejects the Alt Right label – am the only person on the “Far-Right” I know of who consistently and vigorously critiques HBD yellow supremacism, Jew-friendly race realism, civic nationalism, big tent rightism, and all the rest of those memes that the hardcore WNs allegedly want to distinguish themselves from.  It’s strange then that only someone not identified with the Alt Right is actually doing those things that the champions of WN Alt Right branding should be doing.

Why this inaction?  One could think of three possibilities (more may exist):

1. These folks actually agree with at least some of the memes they pretend to oppose. Many in Der Movement have a soft spot for HBD, although that leads to the Judeophilia (and Asiaphilia) that they allegedly reject. Those who support such memes are themselves the very types they wish to purge.

2. They don’t know how to effectively make the arguments.  It would be disturbing if people could not articulate the reasons why they disagree with the fundamental positions of their opponents. Even if true, this shouldn’t be an obstacle.  I have for years discussed and explained reasons for opposing HBD and civic nationalism.  If Der Movement requires a more acceptable source of arguments, then crack open a copy of On Genetic Interests.  The entire work is an argument against civic nationalism (among other ideologies), and section 4H addresses the HBD argument.

3. The most likely reason I think is moral weakness.  These people just don’t want to “burn bridges,” they don’t want to “offend” rightist personages, the pleasant personal relations they may have with some of these people are considered more important than doing the right thing, casual “friendships” are put above the well being of the”movement” and of the race.  Well folks, if you are too timid and too “bourgeoisie” to purge those you’ve “broken bread” with, people you’ve had causal interactions with, then what kind of “political soldier” are you?  How are you going to deal with the “rough and tumble” of racial-cultural politics if you blush and get weak in the knees at the thought of standing up to HBDers and civic nationalists?  Do you think Hitler personally enjoyed the Rohm affair? If casual ties of friendship are more important to you than the existence of the White race, then please go off and pick pansies or something, and certainly don’t preach to anyone else what should or should not be done.