From the style guide of the Daily Stormer, a white supremacist news website. The guide, which was reportedly written by Andrew Anglin, the site’s founder and editor, was acquired in December by HuffPost.
The site is in many ways modeled off of successful liberal blogs such as Gawker. They have produced a great method to appeal to the same age demographic we want to appeal to.
The goal is to continually repeat the same points, over and over and over and over again. The reader is at first drawn in by curiosity or the naughty humor, and is slowly awakened to reality.
Packing our message inside existing cultural memes and humor can be viewed as a delivery method. Something like adding cherry flavor to children’s medicine.
We are covering very negative content, but as much effort as possible should be put into presenting a positive message. We should always claim we are winning and should celebrate any wins with extreme exaggeration. We play up ourselves. We overestimate our influence.
We mustn’t leave any room for nuance. Everything should be painted in black and white. The idea is that everyone on our side is 100 percent good and everyone who isn’t is 100 percent evil.
The melodramatic nature also increases entertainment value. This isn’t being dishonest. It is acknowledging the practical reality that people cannot handle having doubt in their minds.
The more hyperbole, the better. Even when a person can say to themselves, “This is ridiculous,” they are still affected on an emotional level. Whether they like it or not.
We should always be on the lookout for any opportunity to grab media attention. It’s all good. No matter what. The most obvious way to do this is to troll public figures and get them to whine about it. I keep thinking this will stop working eventually, but it never does.
We had a major media success when we claimed that Taylor Swift was our “Aryan Goddess.” The media was obsessed with this for a news cycle, and was writing articles about how Swift couldn’t possibly be a Nazi — giving actual explanations as to why not.
Most people are not comfortable with material that comes across as vitriolic, raging, nonironic hatred. The unindoctrinated should not be able to tell whether we are joking or not. There should be a conscious awareness of mocking stereotypes of hateful racists. I think of this as self-deprecating — I am a racist making fun of stereotypes of racists because I don’t take myself super-seriously. This is obviously a ploy.
There should be a conscious agenda to dehumanize the enemy, to the point where people are ready to laugh at their deaths. So it isn’t clear that we are doing this — as that would be a turnoff to most normal people — we rely on lulz.
