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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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View from Paisley: How the Conservatives are wooing Labour's Scottish heartlands

Not so long ago, Conservative activists in Paisley could expect doors slammed in their faces. A referendum has changed that.

Tony Lawler, a Labour activist, was recently knocking on doors in the Scottish town of Paisley, when he came across a disgruntled resident. “I’m really disappointed in Douglas Alexander,” the potential voter complained. “I haven’t seen him. He used to be in Morrisons.”

Douglas Alexander, of course, has gone. He was the longstanding Labour MP and onetime International Development secretary who lost his seat in 2015 to a 20-year-old rival, the Scottish National Party’s Mhairi Black. He does not plan to stand again. But when I visit Paisley, a short train ride from Glasgow, I find that memories of him linger on. 

Two years after Alexander’s defeat, I meet Lawler and other local Labour activists in Morrisons, where Alexander used to hold his surgeries. As checkouts beep and trolley wheels roll over linoleum, they point to an empty table in the corner of this hallowed ground: “He used to sit just there.”

In 2015, the SNP’s victory in this former manufacturing town seemed to epitomise the earthquake in Scottish politics. But as the Labour activists know too well, no political fortress is undefeatable. And in Paisley, the home of one of the oldest workers’ festivals in the world, the party with the most to gain is one that previously never dared to canvass in the high street – the Conservative party. 

The town the Brexiteers forgot

In 1988, the historian Sylvia Clarke reflected on Paisley’s lost industries, wondering what was next for the former weaving towns. “Paisley as a tourist centre?” she wondered, in Paisley: A History. “Paisley as a place for visitors to come to, rather than a send-out of goods and emigrants?” 

For all Paisley’s industrial decline, it’s a pretty place. The town is in the running for the 2021 City of Culture, and has the second biggest number of listed buildings after Edinburgh. When I visit in the middle of April, blossom floats on the trees, and a river meanders through a neighbourhood of old, stone houses. It takes a moment to notice weeds tightening their grasp on the window frames. When I try the door of the ancient Paisley Abbey, it’s locked.

Perhaps if Paisley had been located the other side of the border, in Sunderland or Northumbria, it would be voting Leave and flirting with Ukip. But in the most deprived areas here, Labour activists tell me the EU referendum tally was still almost 50-50, and overall the town voted Remain.

There is a view that Brexit is an English concern. “We haven’t picked up anything about the EU referendum,” says Lawler of his doorstep conversations. “What people are talking about is the independence referendum, Jeremy Corbyn and the kids’ ward.” Scotland’s health secretary, Shona Robison, is due to make a decision on whether the specialist ward should be moved to a large hospital in the First Minister’s Glasgow constituency, against the wishes of many Paisley residents. The hospital in question is nicknamed “the Death Star”.  

Another concern, reminiscent of small towns across the UK, is the decline of the high street. When I walk down the historical shopping area Causeyside Street, I find mother and daughter Kate and Linda Hancy packing up what remains of The Pattern Café and Gift Shop. The wallpaper is a glorious Paisley print, but the scented candles are in boxes and a spray soap bottle hangs from a chair. After two years of trying, they are closing down.  

“People just don’t have money to spend,” Kate says. “A lot of people have been on the same wage for more than five years.”

Linda chimes in: “The cost of living going up but wages aren’t the same. I work in a supermarket, and people come in and say ‘How did I spend this much money?’ A lot of people are paying by credit cards.”

The Hancys voted to remain in the UK, and the EU. Although they knew Alexander, they have never met Mhairi Black, and feel devolution, if anything, has made politicians less accountable. “Why are we picking 1,2,3,4,” demands Kate, referring to Holyrood's voting system, which rejected first past the post. “Why can’t we pick one like we used to?”

Without the EU to blame, the most obvious culprits for Paisley town centre’s decline are the out-of-town shopping centres, where cinemas are opening just as historical ones in town close their doors.

Gavin Simpson, owner of Feel the Groove, a new record shop, remembers the 1980s, when a new release would have shoppers queuing round the block. However, he believes the town is over the worst. (As we speak, a customer comes in to reserve such a record and cheerfully warns Gavin that “even if I ask for my money back, don’t give it to me.”)

One thriving business is the longstanding butchers, Wm Phelps. Manager James Peacock tells me it is down to the trustworthy Scottish produce, which is carefully tracked and labelled. But the business has also embraced globalisation.  After noticing a large number of South African customers, Peacock began selling boerewors and biltong.

The other referendum campaign

If Paisley has been spared the divisions of the EU referendum campaign, its “buddies” – as residents are known – are still reeling with the repercussions of an earlier referendum, that on Scotland in the UK. In 2014, the town voted for independence, although the county overall opted to stay in the UK. 

The town is home to a particularly brash strain of indyreffers, including the “Smith Commission burners”, three SNP councillors who gathered in front of the council headquarters to burn a copy of the report setting out new powers for Scotland. One of them, Mags MacLaren, went on to manage Black’s constituency office.

But if the Paisley independence movement has been well covered, less is known about its opposite - the rise of pro-unionism. 

Of the three mainstream parties opposed to independence, it is the Scottish Conservatives, with their unconventional leader Ruth Davidson, who have most effectively capitalised on the pro-union message. In the 2016 Scottish Parliament elections, the Tory Jackson Carlaw captured the West of Scotland constituency of Eastwood, which had been held by Labour since its creation. 

In Holyrood, the Scottish Tories benefit from proportional representation, which allows voters to choose a constituency MSP but also rank parties. 

According to Paul Masterton, the Tory candidate for East Renfrewshire, and the secretary of the Renfrewshire and Inverclyde Scottish Conservative Association, the Conservatives are now getting huge numbers of first preference votes, including in neighbourhoods like the suburb of Ralston, where both Black and Masterton are from. So who are these voters? Masterton describes them as “New Labour voters who were happy with Tony Blair and Gordon Brown but didn’t like Jeremy Corbyn and get tied up into knots by [Scottish Labour leader] Kezia Dugdale flipflopping on the union stance".

The 2016 election saw the Scottish Conservatives surge to second place in Scotland – a superb comeback for a party once ridiculed as being rarer than pandas. The next electoral test is the local council elections. In Paisley, even Labour activists acknowledged the Conservatives were likely to be the most notable winners.

“For a long time we simply didn’t go out in Paisley," says Masterton. "We were written off and we allowed ourselves to be written off.”

But the referendum has changed this. “What I found was that last May, people weren’t shutting the door in your face," he adds. "Once you started the conversation they were far more receptive to that.” 

Like the Labour activists, Masterton argues that the constitutional question matters more than Brexit. “When Theresa May said ‘now is not the time’, I think a lot of people across Paisley did a small quiet fist pump,” he says of a second independence referendum.  

Ironically, after the early election is called, the Scottish Conservatives do everything they can to mention the prospect. “Don't mention the 'i' word,” crows a recent press release about the “SNP indyref ban”. Davidson tweets: “Nicola doesn't want to stand on her record. She knows the country doesn't want her #indyref2.” A Panelbase survey commissioned by The Sunday Times Scotland published shortly after the early election was announced finds support for the Conservatives at Scotland at 33 per cent, 18 percentage points higher than in 2015. 

What you stand for

For now, Paisley remains a Scottish National Party stronghold. George Adams, the MSP with an office off the high street, proves elusive – Labour activists confirm his reputation as a hardworking local. Black’s aide turns down my request for an interview for similar reasons, but I bump into her that evening at a protest against cutting child tax credits in Glasgow’s George Square.

Black, an admirer of the left-wing Labour figure Tony Benn, once said she feels "it is the Labour party that left me". I ask her if she, like her Labour predecessor, holds surgeries in supermarkets. Black says she’d considered it, but given the sensitivity of some of the issues, such as benefit problems, she thought her constituents might appreciate a more private space. “The main thing that crosses the door in my offices is Universal Credit changes,” she explains. She says she has raised her concerns about the children’s ward.

As for the independence debate, she argues that the Scottish government have been “incredibly compromising” since Brexit, but adds: “A lot of folk want another chance at the question.”

Black is standing for re-election. With a majority of more than 5,000, and neither of her previous challengers in the running, she’s likely to keep her seat, even if buddies' discontent over local issues rumbles on. 

Still, as I have discovered, the 2014 referendum continues to reverberate in towns like Paisley. It has divided friends and neighbours on constitutional lines, galvanised new strains of politics, and brought a Labour heavyweight crashing down, with no appetite to return. 

The Tories believe their unionist message is enough to flip seats like East Renfrewshire, once Conservative, then Labour, and now an SNP marginal. As the SNP's shine wears off, could Paisley, with its long tradition of the left, one day follow? It no longer feels implausible. “The one thing about the Scottish Conservatives - and this is true whatever you like us or not,” says Masterton. “You know what we stand for.”

 

Julia Rampen is the digital news editor of the New Statesman (previously editor of The Staggers, The New Statesman's online rolling politics blog). She has also been deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines. 

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