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First they came for Pepe: How “ironic” Nazism is taking over the internet

Over the last year, various internet subcultures have embraced Nazi iconography while simultaneously claiming to hold no Nazi beliefs. Why?

There is a scene in Roman Polanski’s critically-acclaimed World War Two film The Pianist in which the Jewish protagonist, played by Adrien Brody, puts on a German soldier’s coat to keep warm.

“Don’t shoot!” he tells the Polish troops who have come to liberate Warsaw. “I’m Polish!” A soldier, realising his mistake, lowers his gun. With disdain on his face, he asks: “Why the fucking coat?”

The chilly hero might not have been acting unreasonably, but neither was the soldier. It's safe to say that in normal circumstances, "Nazi coat" can be used as shorthand for "Nazi person". I found myself asking a similar question last month when I interviewed a “Nazi furry”. The furry (ie. person who dresses as an animal, often for sexual reasons) likes to wear a red armband reminiscent of those worn by the Nazi party. “It’s just a piece of cloth,” he said at the time, insisting he held no far-right views. Then why not choose another piece of cloth? I wondered to myself.

This furry is just one of hundreds of people online who flaunt the iconography of National Socialism whilst denying they hold any Nazi views. If that doesn’t make sense, it shouldn’t. “Ironic” Nazism, “satirical” Nazism, and “just joking” Nazism have taken over the internet. Who is behind it, what are they doing, and how did it begin?

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Unfortunately, it is probably Hillary Clinton’s fault. In September 2016, the presidential hopeful’s website declared popular internet meme Pepe the Frog to be a white supremacist symbol. If we ignore that this has now become a self-fulfilling prophecy (racists embraced Pepe after the Anti-Defamation League chimed in and officially declared the meme a hate symbol), this was a frankly ridiculous assertion.

“We've won folks... My God ...We've won,” read a post on r/TheDonald – the Reddit hub for Donald Trump supporters – after the news. They didn't hold back with their disdain. “This makes her look absolutely retarded to anyone young enough to be on the internet,” read the top comment. Why? White supremacists were undoubtedly already using the meme – many on the notoriously politically incorrect 4Chan board /pol/ had emblazoned the frog with swastikas. So why wasn’t it, in turn, a white supremacist symbol?

The answer to this is irony. Layers and layers of it slathered with thick, glutinous nonsense that form a Bruce Bogtrotter’s cake that is impossible to digest. You and I are what 4Chan would pejoratively call “normies”, i.e. normal people. We can’t possibly hope to understand the difference between someone on 4Chan who holds sincere Nazi beliefs and someone who is shouting “Death to all Jews” for the keks (see glossary), like a toddler who has just learnt the word “poo”.

This doesn’t normally matter – we can just ignore them – but Clinton’s post gave them the legitimacy and media attention that they craved.

It also, I would argue, set off a new internet trend. Angry at liberals labelling everything (most notably, the alt-right) “Nazis”, fringe internet communities decided to fight back. The logic – if it can be called that – went like this:

“Let’s dress like Nazis and act like Nazis so that liberals call us Nazis when we’re not! That will show just how stupid these liberals are!”

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“The press, the media, does not deserve to have a consistent picture of reality presented to them.”

These are the words of Qu Qu, a man in his late twenties who considers himself the leader of the “alt furry” movement, who is speaking to me over Twitter. Alt furries are furries who have embraced far-right messages and Nazi iconography on the social network. Some wear armbands, others write erotic Nazi literature, some tweet anti-Semitic jokes. When I spoke to some last month, I was shocked when only one of them actually admitted to holding Nazi views. Many claimed they were being “ironic” or fighting back at what they consider to be left-wing intolerance.

“If the press becomes obsessed with a moral panic, such as the one about the resurgence of National Socialism, it is the duty of every subculture to feed that paranoia until its absurdity becomes plain for all to see.”

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Earlier this week, the king of this logic died.

PewDiePie – the most subscribed content creator on YouTube – was dropped by Disney after the Wall Street Journal exposed an array of anti-Semitic comments in his videos. In the past, he has spoken out against the media for misrepresenting his “jokes”, but this time he wrote a blog post in which he admitted: “I understand that these jokes were ultimately offensive.” What changed?

What changed is that PewDiePie was confronted with a reality that anti-hate campaigners have long since known to be true. After his anti-Semitic videos, PewDiePie was embraced by the neo-Nazi website The Daily Stormer, which is now calling itself “The world’s #1 PewDiePie Fansite.” PewDiePie has learnt a truth that many of the “just joking” brigade frequently try to deny – that satire, irony, and jokes can validate and legitimise hate speech in a way that helps it to spread.

“Pushing out anti-Semitic tropes has consequences in the real world,” says a spokesperson for anti-racism organisation Hope Not Hate. “PewDiePie may or may not believe this stuff himself, but he does need to understand that he has an effect on the world, and that racists and haters can sometimes act on the words and memes that are shared so readily on social channels, and – with soaring hate crime rates – already have.”

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Then they came for Trash Dove.

The head-banging purple pigeon is a Facebook sticker (a picture users can post in the social network’s comment sections) that went viral this week. In response, 4Chan started “Operation Nazi Bird”, a satirical campaign to turn the meme into a Nazi symbol. The aim was to trick the left.

This started to work when a self-described philosopher known as Quincy Frey wrote a satirical Medium post (which has since been removed after a copyright claim) declaring Trash Dove to be an “alt-right” symbol. When people began to fall for this, 4Chan won. Yet so too – as Hope Not Hate argue – did actual white supremacists.

“What started as irony will now actually spread and this will become a ‘Nazi hate’ symbol whether we like it or not,” Quincy Frey tells me. “The alt-righters from 4Chan work in a funny way; it always starts ironic but they seem to take irony to the next level and then these idiots become brainwashed… eventually their sickness will spread.”

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Which leaves us with a question that regrettably summarises today’s state of affairs: are ironic Nazis as dangerous as real Nazis?

Simon Johnson, the chief executive of the Jewish Leadership Council, seems to think so. “It is difficult to understand how people can use Holocaust language, imagery or comments and think that it is a joke,” he says. “The French comedian Dieudonne uses the Quenelle gesture and other supposedly humorous Holocaust imagery, as well as dressing cast members in concentration camp uniforms, as part of his act." The Quenelle gesture was an originally jokey gesture which has grown to be considered anti-Semitic after individuals posed in front of Jewish institutions holding the stance. In December 2013, French President François Hollande reacted to the gesture, saying: "We will fight against the sarcasm of those who purport to be humorists but are actually professional anti-Semites.”

Johnson agrees it is important to tackle this alleged comedy. "For many this demeans the Holocaust and would be considered anti-Semitism. Allowing these acts to continue perpetuates myths and often leads prejudice against the Jewish community.”

It is also important to note that many who claim to be “satirical” Nazis are simply hiding behind a thin veil of plausible deniability. The word “irony” – however incorrectly it’s being used – allows them to spread Nazi messages and iconography whilst denying culpability. It also leaves many on the left unsure where they stand. What’s more important: combatting hate speech or protecting free speech?

Kassie is a 31-year-old graduate student who reached out to me after being mocked for taking Trash Dove seriously as an alt-right symbol - proving that online trends can have real-world consequences. “My friend is liberal but thinks I'm overreacting and don't understand satire,” she tells me. “But I don't get why I have to call Nazi jokes satire.

“The most frustrating part is that my concern is immediately written off as stupid because I don't belong to the community. If we get past that part, then I'm overreacting or dumb because I don't get that it's ironic or I don't understand that it's a joke. But I get that on some level people are saying that it's a joke, and some are ‘just joking’ and I still think that a joke can be racist and misogynist and alt-right or whatever.

“I'm just left with feeling like I've fallen down a hole of ironic devils advocates who use that as an excuse to say ‘funny’ racist and misogynistic things.”

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When Prince Harry donned a Nazi uniform for a fancy dress party in 2005, no one thought he was actually a fan of Hitler. If ironic Nazis had emerged twelve years ago, they might have been given the same benefit of the doubt by being considered poor taste but not ultimately racist. Yet context is key. In an era when the President of the United States wants a registry of Muslim citizens, and fascism appears to be on the rise across Europe, no one who is “just joking” – not furries, YouTubers, or 4Channers – can be annoyed if the media labels them Nazis.

I do agree that fundamentally it is important to combat the left’s tendency to label everything right-wing “Nazi” or “racist”. Internet subcultures are not wrong to attempt to challenge this and other examples of left-wing extremes. Yet if this is what they really want, then one - very pressing - question remains. Why the fucking coat? 

Amelia Tait is a technology and digital culture writer at the New Statesman.

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When heritage becomes hate: why my home town of Charlottesville needs to address its complex past

After an invasion of white supremacists, we need to see what our history means today.

Watching a tragedy happening in slow motion, without any way to stop it - that’s how it has felt to be from Charlottesville, Virginia in the summer of 2017. A city that used to always get voted “happiest town in the USA” when I was growing up was the target this weekend of an ugly white supremacist movement whose roots spread far from the city.

It was a huge surprise when we won the lottery of Nazi flags, with our stupid old statues that have become icons of international fascism, with a park named after a distantly forgotten old man becoming a site of struggle for an attempted racist coup of the United States. Our first reaction is: they aren´t from here. Our second: make them go away. Our third: a realisation we need to examine the way that our own ways of life, which we thought so harmless, have inspired such horrible feelings in strangers.

Maybe for my African-American classmates at high school the statue of Confederate general Robert E Lee, and the park when it was still named after him rather than Emancipation Park, always meant violence. Pulling the statue down says no more about the historical Lee than tearing down Lenin in '89 says about socialism. We've been invaded by people pretending to protect us from invasion, and the symbols of our past will never matter as much as living people do.

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The invaders picked our town, probably, because Virginia was a confederate state, and was in fact where the southern gentry used to live. Lee exemplified this tradition. He was son of Lighthorse Harry Lee, a hero of the revolutionary war and governor of Virginia, and is a descendant of one of “Virginia’s first families,” the aristocratic Englishmen who emigrated to Virginia when it was a British colony. He is part of Charlottesville's heritage, and perhaps not even all that shameful a part. He opposed the secession of the confederacy, supported the reconstruction after the war, including giving rights to recently freed slaves. Not exactly woke, but for a confederate general, not as bad as some.

We were taught at Venable Elementary School that he fought only reluctantly, to defend his land, not slavery. In the version we learned, one would imagine Lee being very opposed to people from the Midwest coming to Virginia in cars with Ohio license plates to murder Virginians. Many non-racist Virginians, including quite a few friends, respect Lee deeply - the same is true in towns like New Orleans where other Lee statues are being taken down. Yet if once we could fool ourselves into thinking that the statue didn't represent hatred and racial hierarchies, we can't anymore. The discussion of local history has turned into one of national identity. The statue should be gone by Christmas. 

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The real hero of Charlottesville is the town’s founder, Thomas Jefferson, who was among the most enigmatic of the founding fathers, idealistic and hypocritical - a real American, in other words. His idea of the gentleman farmer is also part of our heritage. It was an alternative to Hamiltonian industrial capitalism, but lost out in the tustle to shape American history. Much like English contemporaries such as William Cobbett, Jefferson believed in a rural ideal, reading poetry by morning, farming by afternoon, playing the harpsichord by night. His thought is also present in our beautiful "academical village" of the University of Virginia which he also founded. It is one of UNESCO’s few world heritage sites in the United States, so I guess it is part fo the globe's heritage as well, and it is also where the white supremacists stomped around with their tiki torches.

It’s time for us to stop being romantic about Jefferson, too. The statue in our minds needs to come down. We can recognize the great parts of his work, of his thought, in Charlottesville today, but we can also recognise that he allowed himself to use violence to dominate others, that he owned slaves and raped them. And we can recognise that equivalent scenarios continue to play out today, and will continue to play out until we are willing to face the truth.

There can be no more excuses. It’s not about Jefferson, or Lee, after all. We use monuments, statues, heroes, to inspire ourselves. In the end, the “truth” about Jefferson or Lee is a matter of trivia and history. Today, for every white male in America, we need to deconstruct the parts of our identity built on the graves of others. It’s not easy.

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Jefferson's gentleman farmer was the forerunner of the people who populate the gentrified Charlottesville that exists today of expensive coffee-shops and celebrity-filled suburbs. This romantic idea, much like the lifestyles of the American and English elite today, seems to engender a lot of resentment from those who can only watch helplessly, and are often gentrified out. It’s not only immigrants or, in the United States, African-Americans, who are denied access to America's Williamsburgs and Charlottesvilles, London's Shoreditches and Oxfords. In Charlottesville, descendants of white sharecroppers and black slaves alike are unable to afford $15 glasses of local Virginia wine.

The paradox implicit in Jefferson’s beautiful idea is that in the end, it’s impossible to sustain this chilled-out and happy lifestyle without the labor being done by others, be they slaves, sharecroppers, or factory workers in China. If America is in trouble now, the conflict comes precisely from the fact that our universalist ideas of freedom, equality, and liberty correspond to an economy that is anything but universal. We actually did it, keep doing it, and unless we can use these ridiculous men dancing through our streets iin Halloween costumes as a funhouse mirror to make us see ourselves as we are, we’ll probably keep doing it.

I resent Jefferson for his hypocrisy, because in truth, I would love it if America looked more like Charlottesville than the industrialized and nasty-looking Interstate 95 highway that leads up the East Coast, the aftermath of Hamiltonian industrial-revolution factory America. The New Jersey towns, the gas stations, what we contemptuously call “McMansions,” suburban Northern Virginia... none of it is really authentic enough. Parallel to the rich and ugly suburbs, are poor and ugly towns, the sort of places with unemployment and discounts on cereal that tastes like sugary trash in the supermarket.

The residents of these towns don’t hate the residents of more gentrified towns for our organic granola, they hate the world for the structures of oppression that they can’t escape, even as an international class, an educated class, a well-meaning class, escapes without even needing to. We coexisted in the same place but not the same set of opportunities, and we glided on to new and bigger worlds of possibility, ones denied to those of different class backgrounds, regardless of their ethnicity.

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Some of my African-American classmates at Charlottesville High School were likely descendants of Jefferson’s slaves, coming from poorer neighbourhoods and housing projects and taking "standard" level classes, with honors and AP classes for students whose parents worked in the University (very liberal, of course), a genteel place where every year, some kid wears blackface or a Nazi outfit to a party - as a joke, of course. While my classmates in AP and Honors classes got help from our teachers in applying to Ivy League schools, the general level classes saw black and white students who shared poorer backgrounds acting out to get attention from harried teachers. This was public school, but Charlottesville’s many excellent private schools, of course, didn’t even have the general level students at all.

Despite some southerners such as Lee supporting the post-war “reconstruction,” white resistance to racial equality led to a Jim Crow system that wasn’t much better than slavery, and an American South which dozed in sweaty decline while the rest of the country industrialised and modernized. From 1865 to 1965, not much happened in the South. True, there were intellectual movements like the Agrarians, whose 1920s manifesto “I’ll Take My Stand” I found one high school afternoon in the local bookstore, we had our Faulkners, our occasional geniuses. But as a society, it was stagnant. 

It was only when the civil rights movement began that the south began to actually rise again. UVa went from being a minor regional school to being a world-class one. Charlottesville went from being a mediocre gentleman’s club to a place that people of all backgrounds could make lives for themselves in the public service. And we, the public, gained so much - that’s why my family chose to live there.

I remember as a child strolling the beautiful downtown mall to go to dinner al fresco with my parents, my father pointed out a man in a turban; it was Satyendra Huja, a Sikh professor at the university who had planned the downtown mall, and made a useless street into one of the nicest places to congregate in town. In 2012, Huja became the mayor. I guess the former mayor of Charlottesville who single-handedly made Charlottesville one of the most charming towns in the country often gets told to “go home,” as if that's somewhere else.

Martin Luther King Jr.’s birthday is a national holiday in the United States, but in Virginia it used to be “Lee/King/Jackson” day, with two confederate officers added in just as a reminder. That’s not really our heritage, and as students, we were grateful for the day but always laughed at how immature it was that the powers that be needed to block out Dr. King’s achievements so much.

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Charlottesville is a southern town true to and even obsessed with our heritage - a place filled with museums, historians, bookstores - which wants to dissect that heritage to remove the parts of our forefathers (and mothers) lives that we can’t accept, like a sandwich that you open up, take the pickles out of, and then keep on eating. We love our heritage in Virginia. We read about it, celebrate it, live it every day. But heritage isn’t a static thing, fixed in time, and the walls between myth and history are thin. In fact, perhaps knowing about your heritage is the ultimate form of privilege. I doubt that either the descendants of slaves I went to high school  with, or the “redneck” (so-called because they got sunburned by working in the fields - “redneck” is a class slur) descendants of the illiterate sharecroppers of rural Maryland, do. 

What happened this weekend to Charlottesville could happen to any town as long as we those who are deprived of their history and who don’t feel at home in their hometown. But the Charlottesville I remember, and the one it is now, proves that you can go from war and conflict and institutionalised racism to one where people of all races and identities can coexist, for the most part, peacefully and happily. We can, if we try, honor Jefferson for his achievements without forgetting the slaves his beautiful buildings were built by. A “Memorial to Enslaved Laborers” is being built on the campus he founded.

For the first time, every one of my old friends is thinking about racism, white privilege, the origins of violence, and what we can do about it. We can honor Jefferson and General Lee’s memory best by trying to learn from their mistakes. Maybe, if it seems like we are able to solve these problems, I’ll have a child myself. I hope she goes to Venable Elementary School, and I’ll take her to Emancipation Park afterwards.