Note: Behind the green door is a post about my experiments with time travel and a series of daily travelogues about my time in Motown for AFPAC, which was much more interesting than I expected. Subscribe here or here.
Symbolism is one of the aspects of all politics, regardless of political system, which tends to get missed by political people. This is especially true of those we call the right, who are often deep in the weeds of ideology or theory. They are like experts on paint who are more concerned with the type of paint used by the great artist than the actual painting he created and its larger meaning. You see this with the reaction to the Nick Fuentes movement that just had its big party this past weekend.
Since he started to gain a following, critics have struggled to find a good way to attack him, as they often get tangled up in the symbolism. He became a national figure during the 2016 MAGA movement, but shot to the top with the 2020 election, where he toured the country holding rallies in the “stop the steal” days. He would gather up young fans and give speeches via bullhorn outside of state capitols. It was reminiscent of the radical protests of the 1960’s and 1970’s.
That was the point, more than the actual content of the protests. It is a form of guerilla marketing in which the counter to the well-financed and carefully choregraphed messaging from the regime is the apparently organic rejection of that message and the people behind the messaging. In other words, the point was not what they were saying at these events. The whole point of the event was to tell the world they exist, despite the mass propaganda from the regime.
This has always had another function for Fuentes. It tells the disaffected youth that there is a place they can go to be with other likeminded people. They see these things happening on their preferred platforms. They get talked up in the online spaces these young people frequent and most importantly, they get criticized by the sorts of people who make good foils for Fuentes. Like all good political animals, Fuentes tends to attract the sorts of critics he needs to make his points.
It is important to note that it has been a long time since someone has come along with the skill of Fuentes in terms of generating excitement. There is an electricity around his events that you never see at other political events. He understands his audience because in reality, Fuentes is his audience. He is trying to create the sort of excitement he and they learned about in history class. He is building a youth movement that mirrors what he thinks it was like in the Reagan or Kennedy years.
This is why the marketing of Nick Fuentes and American First looks like it is put together by profession marketing people. He and his entourage arrive at their impromptu rallies wearing the American First gear, which you can buy at the AF store and the crowd always has the same look at feel. He is always surrounded by guys holding up their mobile device who are surrounded by young men in blue blazers chanting the familiar chants that have become a defining feature of this thing.
While it looks like great marketing, it is genuinely organic. Much has been said about the fact that this generation is the first to be socialized online, but they are also the first generation to be saturated in and socialized by marketing. To old people, the thoroughly commercialized culture of today feels alien and weird. To the young people raised in it, it feels normal. It is simply a habit of mind. The people you see at a Fuentes rally are just falling into the role that fits them best.
In a way, it is as if life has become a video game. They play the character that they feel comfortable playing. Instead of being the barbarian character in the online game, they are the guy holding the cell phone up next to Nick. The archers fall into the role of standing in the back yelling the familiar slogans at Nick. Of course, there are the Leroy Jenkins characters at these things. That would be the black guy dressed as Playa Maga or the has-been grifters like David Duke.
This is what trips up his “right-wing” critics. They see the assorted kooks and weirdos that turn up at these events and then fashion an argument against Fuentes and his followers that often reduces to petty jealousy. Fuentes is doing what many of them said was impossible, mostly because they lacked the skill and courage to try and do the things that Fuentes is doing in terms of public demonstration. Calling Fuentes a grifter is a way to feel good about losing.
When you talk to the people at a Fuentes event, and in Detroit they were everywhere Saturday evening, they will tell you that people like Sneako are not really part of the movement but something like the court jester. They lack the sophistication to explain it, but they sense that the point of these colorful characters is to decorate the public face of the movement as something like an inside joke. The critics do not get it, which is why they are not in it.
Therein lies the genuine problem for this thing. It is like everything else in the modern mass media age in that it is just a thing you do until the next thing comes along. It is why Fuentes has had to keep shifting the focus and changing the characters in what is more like a long running reality television show than a political movement. Every season you get a new character and some new issues. It is not that it is a grift or he is not serious, but rather this is what this generation thinks is serious.
Another way to think of it is the films from twenty years ago where the walls between virtual reality and reality break down and you have a character from the digital world enter the real world or vice versa. This is what is happening for a generation raised on mass media, mass marketing within the context of virtual reality where the worst thing that can happen to you is your character dies. The politics of this generation are the politics of the internet, not the meat space.
Politics as professional wrestling is fun for the twenty-somethings who are naturally drawn to it, but in time they will have to have real lives. You see this transition in some of the older young people who are now working and on their own. Standing outside a Nick rally yelling those slogans feels foolish to them. That is the most likely way this thing unfolds over the next few years. The youthful excitement and superficiality will give way to more mature and serious politics.
This raises the question of the expiry date for Nick Fuentes. All pop stars who court the youth audience run into the same problem. There comes a point where their act goes from opportunistic to weird. They get too old for their market. Fuentes looks like he is a teenager, so he has time, but at some point, he will have to follow his older audience into a more mature form of politics. The question that remains unasked and unanswered is whether he will lead them or follow them.
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