The Alt-Lite and Conservatism

As far as I can tell, OD was the first in the blogosphere to diagnose the existence of the Alt-Lite. In “The Case for Trump: Communication,” I called it “Nationalism Lite” and Fash The Nation followed up with the term Alt-Lite.

I had been mulling this topic over for years. Specifically, it stemmed from my observation of how black crime went from being a taboo subject covered by the Council of Conservative Citizens to a widely discussed topic all over the rightwing internet. It has become increasingly redundant to write about black crime because these stories were suddenly all over WorldNetDaily, The Daily Caller and UK Daily Mail. In the last year or so, you may have noticed that Infowars is covering black crime.

I’ve been reading conservative websites for 16 years now and there has been a noticeable change in how race was being covered. It started around the time of the Trayvon Martin case and escalated through Michael Brown in Ferguson. Suddenly, Drudge Report was covering flash mobs and polar bear hunting and Breitbart and The Daily Caller were writing about anti-White rhetoric. UK Daily Mail, which isn’t even a conservative site, has probably had the biggest impact because it has pushed black crime stories that once languished on the fringes harder than any other site that comes to mind.

The case of Infowars reveals the true nature of the Alt-Lite because it was so late to the game. Many of these other sites had starting more about black crime while Infowars was still condemning “the militarization of the police” in Ferguson. If you go on Twitter now though, you will find that Paul Joseph Watson is suddenly all over Islamic terrorism and black crime whether it was the torture of the White kid in Chicago or the shooting at the airport in Fort Lauderdale this morning.

I’ve been crystal clear since September that the Alt-Lite is an economy:

“Personally, I think it was a kind of California Gold Rush of clicks that caused it. These conservative websites discovered that we had steadily built up a huge online audience with an insatiable appetite for racial news. They figured out that they could go full tabloid, throw out the red meat, and monetize it. In the end, it was their pursuit of those sweet lucrative clicks which led these conservatives to erode the taboos around “racism.”

Imagine for a moment what it looks like from our perspective: you write for a pro-White website like the Council of Conservative Citizens, Amren, or VDARE, you have been labeled and stigmatized as a “extremist,” “notorious racist” and a “member of a hate group,” and when you wake up in the morning and look for the subject to write about, say, a refugee rapist, you realize that it is semi-pointless because UK Daily Mail or WorldNetDaily has already covered it. What is there left to do but link to the Breitbart story?

I mean … in a sense, I think it is great. From our perspective, it has been a poison pill for Conservatism, Inc. They’ve been throwing out those hunks of red meat for the base to generate those sweet clicks. They have fed the appetite of the “conservative base” by broadcasting our narrative. It has mutated as a result. It is not as interested in hearing about freedom and tax cuts as it used to be. Just look at the discussions you see on Free Republic these days. What exactly is objectionable about VDARE now?

All of this has led to the emergence and popularization of the “Alt-Lite.” It shouldn’t be confused with the Alt-Right because its origins are different. Whereas the Alt-Right evolved out of White Nationalism, the Alt-Lite is the spawn of the conservative clickbait websites like Breitbart and Daily Caller. These sites have been very selective in what they have picked up and placed in their cart at the Alt-Right shopping mall.

You will find themes like black crime, multiculturalism, terrorism, refugee resettlement, political correctness, illegal immigration, populism, nationalism, and protectionism. You won’t find explicit Neo-Nazism, Jewish Question awareness, race realism, ethnostates, eugenics, Neoreaction, Identitarianism, and so on. …”

When the White kid was tortured in Chicago, the Alt-Right and White Nationalists were viscerally outraged. They identified with the victim on racial grounds. You could probably say the same about your average White conservative.

The Alt-Lite brands, however, saw the torture of the White kid in Chicago through the prism of clicks, retweets, shares, engagement, impressions and pageviews. They’re making money off the story. In the words of Cernovich, “what’s my prize?” There’s a lot of money to be made in pushing viral stories on social media and even false angles on those stories because at the end of the day all clicks are created equal.

Greg Johnson is trying to give the Alt-Lite a philosophical foundation:

“The Alt Light is defined by civic nationalism as opposed to racial nationalism. Whereas White Nationalists believe that true nationhood is defined by race and ethnicity, civic nationalists believe that a nation can be multiracial and multicultural but unified on the basis of common laws and values. It is, in short, a version of the “proposition nation.”

The Alt Light differs from the mainstream of proposition nation conservatives by opposing economic globalization and open borders in favor of nationalism, upholding the superiority of “Western” culture and values, and opposing feminism and political correctness. …”

Here’s how I would characterize the Alt-Lite:

First and foremost, the Alt-Lite are marketers who are driven by the economics of viral clickbait media. The brands aren’t particularly philosophical about what they do. We’re the ones who think in terms of ideas. Case in point, we’re the ones who coined the term “Alt-Lite” in order to distinguish them from other conservatives. We’re the ones who call them “civic nationalists.” They still don’t even know what they believe.

If the Alt-Lite brands are civic nationalists, why is their hallmark the business of trafficking in polarizing racial clickbait on social media? What are they even doing in our neighborhood of the internet? Blacks and Muslims should be our fellow Americans because the country doesn’t have any ethnic, cultural, racial or religious foundation. Cernovich is a brand, Gorilla Mindset, so he casually dispenses with *tolerance* (whether of women, different religions, different races) in order to create engagement.

It’s funny to watch the Alt-Lite throw around terms like “Western civilization” or “populism” which quite obviously mean completely different things to them. When they say “Western civilization,” they mean liberalism like other mainstream conservatives. When they say “populism,” they think that means “supporting Trump” or like Bill Mitchell being vaguely against the Republican establishment.

These people are not great thinkers. What kind of populist demands $10,000 as a “prize” to debate someone? What kind of populist talks about purging gammas? What kind of populist talks about losers who are “too poor for my time?” What kind of populist talks about himself as a brand? The #Deploraball controversy, which has devolved into the question of who’s in and who’s out, has already exposed the faux populism of the Alt-Lite.

If it was really about celebrating the victory of a popular movement, then it wouldn’t be disavowing the Alt-Right which was at the forefront of the “meme war” through the entire campaign. If MILO was really a populist, he wouldn’t care whether or not he is “the star” of the event. It wouldn’t be an issue in the first place because “populism” is about empowering the people, not catering to elite sensibilities.

What does the Alt-Lite believe? They are critical of Muslims, but adamant that Jews shall not be criticized. They dislike Neo-Nazis and White Nationalists who are fringe characters. Like mainstream conservatives, they are critical of SJWs and political correctness and feminism. They believe we should accept people of all races, religions and backgrounds. This isn’t really that different from what we are accustomed to calling mainstream conservatism. What’s different here is that the Alt-Lite brands, unlike other conservatives who share the same worldview, aren’t particularly good at being civic nationalists.

When I look at these people, a few things stand out to me: they’re more conspiratorial, they’re more commercially motivated, they’re more accepting of homosexuality and there is definitely a streak of avant garde cultural libertarianism to them. The Alt-Lite brands enjoy being edgy, but they don’t want to be too edgy. If they veer too far from the mainstream, there could be an unacceptable social, political and economic cost.

Economically, the Alt-Lite brands are primarily retailers of viral clickbait on social media. Psychologically, they are both conservative and libertarian in that they are attracted to attention whoring and controversy, but they simultaneously don’t want to be seen as too controversial by the media. Ideologically, they tend to hold standard conservative and libertarian beliefs, but this aspect of them is a distant third because it isn’t what is really driving them and can be seen in how they aren’t particularly knowledgeable about anything outside of their specialization in marketing.

The Alt-Lite brands are conservative and libertarians, but they noticeably lack the ideological rigidity of the #TruCons and the Randroids. Their addiction to sweet clicks and engagement is why they are throwing out the hunks of racial red meat to their audience. From our perspective, that makes them very useful and it is why they aren’t going anywhere even after all of this fighting. It’s also why in the end they are destined to lose control of their followers as the brands are already finding out.

When White racial consciousness is sufficiently aroused, it isn’t going to care about brands anymore. The people who are developing an appetite for racial material will go searching for stronger stuff and a more coherent worldview.

Update: More on the origins of the term “Alt-Lite” which had been circulating around for longer than I thought:


  1. Afterthought asks :”What exactly is the alt right doing just now?”

    I respond:

    We’re trying to figure out what to do after we finally won something important.

    We’re so used to always losing and moaning that “the system” is fixed, nothing is really possible unless there is a total collapse of civilization and a zombie apocalyps, that we’re more than a bit confused on what to do after we won something huge.

    I’m trying to organize locally and find, train local leaders who are ~ 30 years old. We’re trying to run against Chicago from some still White metro Chicago burbs or small towns, or across the border in Indiana.

    I recommend others do the same or also work on promoting Alt Right media as an alternative to Lib Left, Jewish, Black, Cuckservative media maybe including Fox. If Fox News lets Ann Coulter back on, maybe we’ll give them a break, otherwise, we treat Fox News like Black on White hard core porn.

  2. I’m trying to do Alt Right, pro Southern activism through my Vanderbilt Alumni networks, it’s a very tough sell. Most of my Vandy alums like Vanderbilt being more and more

    The Harvard of the South.

    Vanderbilt now has a Lib Left, pro Black chancellor, he’s Jewish and was a former Lib Law professor at the University of Wisconsin Madison (not exactly a strong pro Southern Confederate place).

    My classmates like having Vanderbilt get high ratings in comparison with places like Yale. If some sports team is good, well White folks LOVE SEC Black football. We did have some PR problems when a group of mostly Black Vandy football players gang raped a White co-ed, but I’m getting e-mails from trusted alumni friends getting all excited that the Vanderbilt Golf team is rated #1.

    Go figure.

  3. Hunter, the Alt-Lite cucks over at Vox Day’s place are poking you with their little sticks.

  4. That’s ancient history.

    Working class Whites in the Midwest voted for Trump in virtually identical % as White working class folks in the South. The liars, paid prostitute leaders in the Southern Christian Zionist churches, Religious Wrong types tried to smear Donald Trump as a Northern Liberal with “New York values”.

    White Southerners liked/like a tough White guy from New York City who knows how to fight:

    Bad mexicans
    Bad Muslims
    Bad media Liars
    Bad cuckservatives

  5. Hollocaust– nothing more than a distraction of what is happening of the birthrates decline and replacement there of. History is litter with evidence of shipwrecks. So when he says i’m not racist, nor pro NSDAP, which was the foundation of preserving and acquire land mass for strength. We now have the opposite of boomerang affect.

  6. These people are not great thinkers. What kind of populist demands $10,000 as a “prize” to debate someone?

    When you get right down to it, the people in the Alt-Lite/Alt-West are pussies and faggots–literally!

    I have to laugh at the little Alt-Lite twerps issuing debate challenges. Here’s a better idea. Why don’t we organize some one-on-one boxing or fighting matches?

  7. Whitaker has been fighting them all his life and has said the same thing. Just when you think they’re dead…

    I really think it has nothing to do with idiocy, these cucks are paid a good living by the racial enemies of Whites. Replace the monetary rewards with money punishments for Treason against Whites and the cuck rats will disappear into the cracks.

  8. “Now OD is firmly in the Andrew “I am a disciple of Linder” Anglin swamp.”

    This website isn’t anything close to the views of Alex Linder or Andrew Anglin.

    And that shouldn’t be taken as a compliment.

  9. A multi-racial nation is an oxymoron. Makes about as much sense as a multi-racial Indian Nation. Civic Nationalists are retards that bow to Political Correctness, as defined by cultural Marxists.

  10. “I love it how these complete nobodies–people like Lauren Southern, Bill
    Mitchell, Tomi Loren (sp?)–pop up out of nowhere and are suddenly
    given massive support and are seen as authorities on the Alt-Right. I’d
    love to confront these motherfuckers in real life.”

    Ain’t that the truth. I know there are companies that specialize in getting you fake followers on Twitter, if you pay them enough.

  11. Mr. Wallace…

    This is all well and good, but the Jewish Question is why are those “jewish supremacists” such anti-white Supremacists and why do their avowed enemies desperately deny being genuine white Supremacists?

    The other question is the re-establishment of The Southern Monopoly?

    “When y’all goin’ start makin’ that suga again so the white boy ain’t poisoned by dem chemicals?”

  12. How can you be a White Supremacist and a White Separatist at the same time? Who are you going to be supreme to, if you want to live in a country only with other Whites?

    Racial supremacists can only exist in multi-racial societies. Uh oh…

  13. Exactly.

    I have no doubt that many of these cucks would actually fall into line and repeat our own talking points – verbatim – if there was cash in it.

  14. Ah, Yes. The Supremacist-Separatist conundrum that I know so well. I hate them and want to rule over them and flex and flaunt my “privilege” right in their faces; yet, I want nothing to do with them and would gladly give them their own piece of Earth and never come into contact with them if I had my way. I move away whenever I can, but they seem to follow me wherever I go.

  15. It’s like having to remind someone to tell you Happy Birthday.

    “Hey, it’s my birthday. Tell me Happy Birthday!”
    “Happy Birthday, dude!”

    Sure, they went through the motions, but no sincere emotions were involved getting them to that point. What happens when I don’t remind them?

  16. “I’m still not convinced that the White Genocide mantra is the best rallying point. ”

    It is not meant to rally around, it is meant to be USED. It is meant to undermine FAITH in the anti-White Religion, until that One True Religion crumbles.

    What BUGS are doing is not like collecting up-clicks on Facebook, nor getting votes for Civic Nationalists that want to turn all White countries into Brazils. It is an offensive process, not a defensive one.

    “I could probably work up a few compelling arguments that
    point to the fact that there are more White people alive today than 50
    years ago. ”

    Probably? Don’t be lazy man, try your questions at BUGS right now. They would be happy to deal with it.

    To answer your question, there are always more people at the beginning of genocides. Genocide is an 8 stage process. The last step is always denial.

    And if White Genocide isn’t happening, why are only White areas and countries chased down with diversity? Why is White Flight considered “a problem” by governments who expend all their resources to chase down escapees? Why all the anti-White propaganda on TV and in newspapers that is not considered racism, yet if it was done to any other racial group it would be? Etc, etc, etc….

    I’m sure Whitaker could deal with your question with a single line. Put it to him and he will post the answer on Twitter, then everyone can use it.

  17. Hah! Gavin McInnes won’t even say the word “White”. He did an interview with Emily Youcis and she asked him to repeat The 14 Words with her. When they get to White he replaces it with Western. So they start arguing over that and he refuses to say White, like its garlic to a vampire. The interview is on Youtube.

    This McInnes guy is bad news and anyone supporting him is highly suspect IMO.

  18. ‘Working class Whites in the Midwest voted for Trump in virtually identical % as White working class folks in the South.’

    I agree with you to a certain extent, Mr. Ellis, though, The Midwest split – many, instead, going to Mrs. Beezelbub.

    Still, there is a connection you seem to overlook ‘twixt The rural/smalltown Midwest and The rural/smalltown South – and that is The Bible.

    Also, I will point out to you that the southern parts of Illinois, Ohio, Indiana, Iowa, and, as well as the western parts of New York and Pennsylvania have an awful lot of Confederate minds, and, where that is not quite so – minds that are, now and then, willing to think about supporting our states’ rights point of view.

    People say it was about the economy. I think that is much more so for the North.

    For The South, however, this past election was mostly about states’ rights – putting up the wall to protect us from the democratick oblivion that comes with demographick displacement and Trump’s promise to appoint Scalias – who, in their turn, will strike down much of the last 50 years of unconstitutional judicial activism.

    No, I disagree that we, ‘liket a White guy from New York City’, as I know oh, so many, Southerners who had a hard time going to the polls for the New York part of that kind of guy – precisely because of that N.Y. city stuff..

    We did like the Ole Hickory qualities, however.

    To be clear – Donald Trump, before a campaign podium comes across like a pisst off good-ole-boy politician –

    Doubt me? – look at the brief clip of our last hero, below…

  19. Once you start collecting money you become subject to the Iron Law of Bureaucracy. You become less about the goals of the institution and more about preserving the institution itself.

    jerrypournelle dot com/reports/jerryp/iron.html

    But as Hunter points out, Alt-Light never had any goals other than extracting money from rubes. Sooo….

  20. That’s the downside, Mr. Jackson, and, certainly, I agree with you.

    Yet, there is a large upside; and, trusting to to see that I won’t belabour your time.

    Have a great evening!

  21. She’s Soros’ anti-feminist. She plays her reactionary role just as the feminists do. The fact that much of the feminist protest extremism is staged has been proven by participants’ own admission, and documented on Renegade Tribune.

  22. These folks really are all about making money. The proliferation of Alt-Liters means you can’t kill that commercial effort with a stick. Figure them out, avoid them, don’t quote them.

    I’ve been driving to some new places the last few weeks and have heard Alex Jones radio show. He’s very entertaining, like Limbaugh. Who knows what they believe? Limbaugh’s brother was an ardent Cruz supporter but is Limbaugh really ideological at all? They are talented entertainers. A less talented guy with a radio show and a TV show is Sean Hannity. He got badly burned some years back with the Abner Louima case in Brooklyn. The most improbable, outrageous allegation turned out to be true: That cop really did rape Louima with a broomstick and the other cops really did just sit there in the station and let it happen. I don’t think Hannity ever recovered from having been wrong about that case. That cop’s father was also a cop and a very specialized cop who was on the art forgery task force, of all things. I believe all the cops at the station were college grads. Go figure. Very frightening that a whole station of NYC cops were sadists.

    One difference between Alt Rite and “conservative” media: Alt-Riters are not going to get invested in the “issue” of supporting the police. Not against cops and cops get a certain presumption of being in the right but every case stands on its own.

  23. On a good day you might catch Vox not bragging about his IQ and his minions stroking his ego.

    It’s all about the brand for him. This is his way of making money. Same as those he promotes. A homosexual Jewish man who openly brags about sex with blacks men and a huckster who now sells blue pills.

    Vox is in it for the money, a carpet bagger.

  24. Cucks will criticize BLM and other non White anti-White groups. Then they will call you a Nazi or white supremacist for wanting homelands where you wouldn’t have to worry about such anti-White groups.

  25. I view all of these alt-lite characters as respectable conservatives Part II. They want us to think they’re “edgy” but they’re never edgy enough to discuss White Genocide.

  26. There never would have been a “civil rights” movement had it been entirely left up to blacks. They got a lot of (((outside))) help.

  27. Obviously you didn’t hear about the efforts of Booker T. Washington or W.E.B. Du Bois. Were you asleep in history class?

  28. So . . . the alt-right is the vanguard that, through its uncompromising commitment to principles instead of clicks and cash, pulls the alt-lite, conservatism, and some of the white population to greater opposition against white-hating racism.

  29. Exactly. It was the arch Anti-Semite, Henry Ford, whose corporation was the first integrate its workforce with Blacks during an era in which integrated shops were unheard of, because he figured out PDQ that a racially diverse workforce could never unify against him.

    We must remember that it was all White unions that successfully organized against the industrial barons of the Golden Age, because TPTB haven’t forgotten which is why they are at the forefront pushing so-called social justice on the White working classes.

    We desperately need another Bacon Rebellion, but I am afraid there is too much suspicion between the races to ever effect that. Divided and conquered.

  30. More like two special interests working at cross purposes to effect the same changes for different goals. Much like today. It’s the same class war disguised as a race war. The WASP elite of yesteryear wanted to undercut WASP working classes with cheap Eastern/Southern European/Catholic labor much like the elite of today are importing cheap Latino and Mestizo Catholics. The elite of yesterday and today don’t realize how their greed only enriches and empowers the Jews.

    My Polish grandparents immigrated to this country months before WASP working class unions were able to shut down immigration to a trickle which favored Protestant immigrants from Western European countries.

    The one difference from today is that the WASP elite fully expected and demanded that White Catholic ethnics learn English and assimilate as much as possible to the WASP culture. To that end my parents attended Polish Catholic school where they were taught to speak fluent English and other skills that would make them attractive to WASP employers.

    Our grandparents were all Catholic Poles, but the majority of our grandchildren are not. The first generation married other ethnic Catholics. and left their enclaves to move out to the Protestant suburbs. The second generation married Protestants Most of the third generation now attend nondenominational churches. Some are actually Protestant. The mother tongue is gone, the religion is gone, the only thing left is some family recipes.

    Ironically, it as the WASP working class that extended the power and influence of a WASP elite too stupid to recognize it, because their power and influence waned substantially with every initiative they took to undermine their working class with Immigration “reform” and civil rights and affirmative action.

    The Jews the WASP elite collaborated with did not rest until they pushed through an immigration “reform” plan that encouraged an open door police to aggressive invaders that will never assimilate to the founding population. Not only that but they discouraged the elite from pushing assimilation (English proficiency) the way they did with my family.

    Our WASP elite are too stupid to recognize how their fortunes (power, control, and influence) fell with that of the White working class. I guess they are too narcotized by cheap nannies and gardeners to worry much why there isn’t a single WASP on the Supreme Court (which is the most powerful branch in the country right now).

    There is a part of me that believes that there might be a segment of Jews that actually are pro-White, because any of the Non-White groups they have helped turn on them and throw them out once they get sufficiently empowered. I live in the Southwest and the Mestizos replace anyone else who isn’t Mestizo, whether they are Black, Asian, White or (((look White))) once they can find a Mestizo to vote for. It makes no difference how much that candidate panders to them or how hard that candidate worked for them in the past.

    So, I can see where Civic Nationalism with an implicit Pro-White subtext might appeal to people who (((look White))). And that is what I believe might be happening. I think the proof in the pudding is if the Trump is able to fill any future Supreme Court vacancies with WASP males.

  31. I would argue that a well argued 14 could work, 88 never will.

    I presume you’re not talking about David Lane’s 14 Words and 88 Precepts.

  32. The aim is sustained separation. Such is the only antidote to all-out degeneracy. So something like The Southern Monopoly springs forth.

    By what mechanism though?

    Obviously, an anti-zeitgeist mechanism.

    That would be white Supremacy.

  33. For the taboo on separation (secession) to be broken, objective (white) Supremacy must be re-established and then sustained.

    Amongst whites in North America, something like a three nation solution comes to mind.

    The Land of white Supremacy.

    The Liberated Cucklands.

    The Southern Monopoly.

  34. The true parasite is both humanly unaccountable and terminable without consent.

    So how to transcend the true parasites with a strict taboo on separation?

    Alt-rite… To Alt-West/Alt-white/Alt-lite… All three still anti-white Supremacy.

  35. The idea that Judaism stands for tolerance is one of the “Big Lies” of history. One only need look at Israel to see Jewish morality in action.

  36. When you think about it, it’s incredible that anyone could actually disagree with the 14 words. White people get to live on rather than die off and this is supposed to be objectionable?

  37. He cucked. He repudiated his views in some interview he gave. I doubt he actually believes his repudiation; he probably just views WN as a hopeless cause.

  38. Bullshit.

    Yeah, I’m sure using Alt-lite before anyone else to deride the exact same crowd in question is just a massive (((coincidence))). Yeah, I’m sure vivid memories of inventing it and using it strategically on Twitter and /pol/ so it’d catch on are just hallucinations.

    “That Hammer guy” “claims” to have invented it because I fucking DID invent it, idiot. That’s a fact. If it makes you sour then invent something yourself.

    It’s just appropriate Hunter turned out to be the one who gave me the credit because he actually gets it when so many others haven’t.

    Feel free to prove me wrong, man.

  39. Note that the alt-Liters are promoted on Twitter. While leading alt-Right accounts are banned. So that many of those who listened to alt-Right leaders will move to the alt-Lite voices, who also oppose immigration (except for Billy Michelle) and have high follower counts: “Hey, many people commenting here, I guess I’ll go here instead.” That’s how Twitter controls the opposition.

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