Alt‐right

Abstract

In this entry, we review how existing studies conceptualize the US alt‐right. We then challenge explanations that describe the alt‐right as a new and distinct movement by explaining how the term represents a larger rhetorical strategy to rebrand white supremacy and related far‐right extremist elements. Rebranding conceals white supremacy's most controversial dimensions and helps adherents push extremist ideas, symbols, and practices toward the mainstream. For instance, rebranding has produced widespread confusion about alt‐right mobilization among both journalists and scholars, who tend to underemphasize continuity between the alt‐right and prior iterations of white supremacist mobilization. We conclude by discussing future directions for research on the alt‐right.