For whatever reason, Johnson cannot even consider that this is a purposeful development; that it is a feature, not a bug, of the “movement.” Even though there are people openly saying as much: “we have to drive away the ‘normies’ because they aren’t ‘hard-core’ enough.” “Pro-white isn’t enough we have to ‘go back’ to before the Enlightenment, or before the Reformation, or even before Christianity.” “The old intra-white ethnic hostilities must re-emerge.”
No matter how many times various groups are “caught” publishing Jews pretending to be “Nazis,” no matter how many times various groups are “caught” engaging in obvious subversion, and no matter how much “smoke” there is coming from certain personalities and “leaders,” he can’t quite come and out say “fire.”
Right-wing sectarianism is a self-marginalizing, self-defeating tendency, and it could not come at a worse time, for the historical moment has never been more receptive to white identity politics. More people are looking to us for answers than ever before. We must develop new platforms, spokesmen, and messages to try reach and convert every white group: every age group, every social class, every religion, every ethnic group, every interest group, every subculture — everyone. This is how white identity politics will attain complete cultural and political hegemony. But instead of outreach, the movement is turning inward.
he Alt Right “brand” was a White Nationalist entryist and outreach project from the very start. But the Alt Right worked best for White Nationalists by not being exclusively associated with White Nationalism. Normies would never try the Alt Right on for size if it were an exclusively White Nationalist movement, much less associated with people like Nazis and the KKK. The Left, of course, understands the power of such associations to freeze thought and action on the Right, which is why Leftists trot them out time and again.
Some White Nationalists, however, were more concerned with exerting control over a “brand” than outreach to the public. So they hit on the same tactic as the ADL, SPLC, and mainstream media: to chase people away from the Alt Right by associating it with Nazis and the KKK. The best example of this is the troll campaign against Steven Crowder, who made the mistake of calling himself Alt Right, and was rewarded with a storm of memes in which he was welcomed to the ranks of Nazi extremists. It was hilarious, vicious stuff, but completely self-defeating from the point of view of outreach and conversion.