Far-right embeds in daily life, selling identity through culture and goods

Far-right movements are strategically embedding themselves in everyday life, transforming cultural consumption into a pathway for political influence. This "metapolitics" approach prioritizes shifting societal mindsets and culture before enacting political change, according to a new analysis.

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People sometimes get closer to a particular worldview and identity without realizing they are being exposed to political messages.

These groups are not just about political rallies or street protests; they first draw people in through a sense of belonging and shared cultural experiences. They build connections through common emotions and identity, often without individuals realizing they are being exposed to extremist messages. This strategy leverages concepts like "affect" – the role of emotions in shaping worldviews and identities.

The far-right has effectively created its own market, selling lifestyles through products ranging from clothing and coffee to music and festivals. Brands like "European Brotherhood" offer merchandise with coded symbols, while slogans on t-shirts can carry messages of "white guilt zero" or "celebrate true diversity" with accompanying imagery like gas masks and crusader helmets. These shared symbols reinforce political affiliation and create a sense of camaraderie.

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Modern far-right groups have recognized that political change is possible when cultural change occurs first.

Digital technology accelerates this trend, with extremist content spreading through algorithms and recommendation systems. Messages often appear as jokes or cultural symbols, masking hateful ideologies and conspiracy theories. The article highlights the danger of these expressions becoming normalized through repeated exposure, weakening societal vigilance. It warns that when such ideologies escalate, they can dehumanize entire groups, justifying historical violence and oppression, as seen in historical examples like the Nazis' dehumanization of Jewish people and more recent rhetoric targeting migrants.

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This hierarchy and exclusivity, when extreme, can justify generations of violence through white supremacy, patriarchy, Christian supremacy, and compulsory heterosexuality, dehumanizing those considered inferior.