Reprinted with permission from AlterNet.
The Daily Stormer is an online hub for racists, white nationalists, anti-Semites, neo-Nazis, and other assorted angry white men. It’s run by Andrew Anglin, who’s been in hiding for months avoiding an SPLC lawsuit charging stochastic terrorism against a Jewish woman in Montana. (Even underground, Anglin has managed to pull in a healthy sum in donations from supporters.) Among the confirmed readers of Anglin’s site are Dylann Roof, who in 2015 murdered nine black parishioners in a South Carolina church, and James Harris Jackson, who murdered a black man in New York City using a sword last March.
HuffPost writer Ashley Feinberg recently got a bit more insight behind the curtain of Anglin’s operation via the site’s 17-page style guide for contributing writers. The document lays out a few standard rules and protocols, from good HTML practices to proper grammar dictates, as well as a few rules that apply only to racist bloggers. The guide is packed with writerly advice on how to promote Anglin’s goals, which begin with expanding readership and end with an all-out race war. The key, per Anglin, is to maintain the site’s veneer of “non-ironic Nazism masquerading as ironic Nazism.”
Here are 12 of the most insane pieces of advice from the biggest neo-Nazi website on the internet.
1. Always blame the Jews.
Anglin writes that the Daily Stormer is “designed to spread the message of nationalism and anti-Semitism to the masses.” To that end, he notes that authors’ “prime directive” is singular: “Always Blame the Jews for Everything.”
“As Hitler says, people will become confused and disheartened if they feel there are multiple enemies. As such, all enemies should be combined into one enemy, which is the Jews. This is pretty much objectively true anyway, but we want to leave out any and all nuance. So no blaming Enlightenment thought, pathological altruism, technology/urbanization, etc. just blame Jews for everything.”
Anglin goes on to assert that Jews should be blamed “for the behavior of other nonwhites” as well as white women. “Women should be attacked, but there should always be mention that if it wasn’t for the Jews, they would be acting normally.”
2. Go easy on the swear words, heavy on the racial slurs.
Contributors are discouraged from “an overuse of profanity” which “can come across as goofy.” But Anglin recommends liberal use of racial epithets, and even offers a helpful list of specific “allowed and advisable” slurs.
•Paki (can be used for non-Pakistani Moslems, especially Arabs, because that’s funny)
Anglin adds that while the n-word is also cool, it “shouldn’t be used constantly.” Let spontaneity be your guide, he seems to suggest. Keep people guessing about what new and disgusting way you’ll express your racist self!
3. Demean women, gays, black folks and, of course, the Jews every chance you get.
Anglin shares that “[f]*ggots can be called all the words for f*ggot,” though scatological references are frowned upon. He gives a specific list of words recommended for describing women, and the word “woman” doesn’t appear on it once. Instead, it features “slut,” “whore,” “bitch,” “harlot,” “trollop,” “slag,” and “skag.”
This is yet another moment when Anglin slips in a reminder to writers to shoehorn in more anti-Semitism amidst the misogyny. “Whenever writing about women,” Anglin requests, “make sure to follow the prime directive and blame Jew feminism for their behavior.”
4. But also, be sure to keep things fun and funny so people want to join the…clan!
The most insidious aspect of Anglin’s style guide is its repeated insistence on a stealth recruitment strategy that relies on humor and lightheartedness to get young white readers excited about white nationalism. He repeatedly admonishes writers to cool it with the super angry racist diatribes that might scare newbies off. Instead, he suggests, authors should infuse their racism with lots of jokes, like the hipster racism of Vice circa 2003. (Ironically, in this same document, Anglin trashes Vice co-founder and hipster-racism aficionado Gavin McInnes as a “bottomless bucket of lulz.”)
“While racial slurs are allowed/recommended, not every reference to non-white should not be a slur and their use should be based on the tone of the article. Generally, when using racial slurs, it should come across as half-joking—like a racist joke that everyone laughs at because it’s true. This follows the generally light tone of the site.”
Here’s the key, though: “It should not come across as genuine raging vitriol. That is a turnoff to the overwhelming majority of people.”
Anglin reaffirms that the goal is to lure new readers, and potential new adherents to the alt-right’s racist agenda, above all. And the way to do that is by dressing the message up in internet memes and provocative jokes, and then to drive the (racist) point home over and over again.
“[T]hough we do mean to keep readers who are already in the know informed and entertained, it should always be considered that the target audience is people who are just becoming aware of this type of thinking,” Anglin writes. “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 by repeatedly reading the same points.”
You know how you can end up knowing the words to a song you hate if you hear it enough on the radio? Repetition works. And Anglin’s betting that his writers can beat the audience over the head with their message until it’s gotten inside their heads.
5. Again, avoid overt hatred, despite the fact that it’s precisely what you’re peddling.
“Most people are not comfortable with material that comes across as vitriolic, raging, non-ironic hatred,” Anglin restates in another section of the document. “The unindoctrinated should not be able to tell if we are joking or not. There should also be a conscious awareness of mocking stereotypes of hateful racists. I usually think of this as self deprecating humor—I am a racist making fun of stereotype of racists, because I don’t take myself super-seriously.”
He adds, “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.”
To put a very fine, super ugly point on it: “This is obviously a ploy and I actually do want to gas kikes. But that’s neither here nor there.”
6. Quote liberally from mainstream media sources to borrow their validity and authority.
Anglin urges writers to recycle “large parts” from articles in mainstream news outlets as a way to siphon legitimacy toward his own site. The idea is to do a good enough job of combining verifiable facts with nonsense racist propaganda that the two start to blend together.
“Being able to see the mainstream source quoted allows us to co-opt the perceived authority of the mainstream media,” Anglin writes, “and not look like one of those sites we are all probably familiar with where you are never certain if what they are saying has been confirmed.”
7. Note the media outlets covertly helping us do our dirty work.
While suggesting that writers find concise versions of real news stories to incorporate into their posts, Anglin notes that two news outlets seems to share a similar worldview.
“RT and Breitbart have the benefit of being closer to our own spin on many issues,” Anglin writes, “meaning….they are more likely to include points of interest.”
8. Take inspiration from—who else?—Adolf Hitler!
A quote from Anglin, without commentary: “The basic propaganda doctrine of the site is based on Hitler’s doctrine of war propaganda outlined in Mein Kampf, Volume I, Chapter VI. If you have not read this, please do so immediately.”
9. By all means, stir up the anger and rage of violent racist readers, but do it in a way that ensures we can feign innocence in court.
As he notes in a section titled “Violence,” Anglin is well aware that “It’s illegal to promote violence on the internet.” But as someone holding out hope that the U.S. will break out into a wide-scale race war, he’s dedicated to surreptitiously urging violent attacks by his racist followers en masse.
“If you’re writing about some enemy Jew/feminist/etc., link their social media accounts,” Anglin advises writers for his site. “Twitter especially. We’ve gotten press attention before when I didn’t even call for someone to be trolled but just linked them and people went and did it.”
He also suggests that “it’s totally important to normalize the acceptance of violence as an eventuality/inevitability.” So murderous racists like Dylann Roof and Anders Breivik are hailed as heroes using language so over-the-top it borders on comical.
“This is great because people think you must be joking,” Anglin cynically notes. “But there is a part of their brain that doesn’t think that…[E]ven when a person can say to themselves ‘this is ridiculous,’ they are still affected by it on an emotional level. Whether they like it or not.”
10. Use popular culture as a vehicle for the white nationalist message.
People like what they know, and so Anglin aims to replicate recognizable and widely known media to engage readers in a way they understand. Early on in the style guide, Anglin admits that the Daily Stormer “is in many ways modeled off of successful liberal blogs such as Gawker.” (Anglin has reportedly previously cited Vice and Infowars.) He recommends writers fill their posts with “pop culture gifs of the style that Buzzfeed uses.”
But beyond just mirroring cultural digital ephemera, Anglin suggests that writers subvert—or rather, “hijack”—popular memes to give them a racist twist.
“Cultural references and attachment of entertainment culture to Nazi concepts have the psychological purpose of removing it from the void of weirdness that it would naturally exist in, due to the way it has been dealt with by the culture thus far, and making it a part of the reader’s world. Through this method we are also able to use the existing culture to transmit our own ideas and agenda.”
The site got lots of attention when it dubbed Taylor Swift an “Aryan Goddess” and suggested the singer is “a secret Nazi.” (For the record, Swift tried to sue a blogger who essentially demanded she disavow the alt-right, at least until the ACLU intervened on the blogger’s behalf. Conversely, Swift has never threatened to sue an actual white nationalist for claiming she supports their cause.)
Anglin also notes he turned 50 Cent’s “In Da Club” into an anti-immigrant song, because racists are lazy, garbage culture vultures who steal black people’s stuff while complaining about the browning of America.
11. There’s no such thing as bad press.
Remember how stoked the alt-right was when presidential candidate Hillary Clinton gave a speech about how awful they were? That’s because you can’t shame a movement bereft of morals and principles from jump. Also, because the alt-right’s unofficial motto is “there’s no such thing as bad press.”
“We should always be on the lookout for any opportunity to grab media attention,” Anglin affirms. “It’s all good. No matter what.”
12. Even the payment system is a ‘jokey’ homage to Hitler.
Feinberg found that neo-Nazi hacker Andrew Auernheimer, who also serves as systems administrator for the Daily Stormer, recently shared this information with a group of prospective contributors: “[O]kay basically, it works like this, you can write articles, if we dont like them you can put them on your own blog or whatever, if we accept them for publication we will pay you $14.88.”
1488 is a popular number among white supremacists and other garden-variety racists. Fourteen is a reference to the “14 words,” a racist slogan favored by white nationalists and the like. Two eights—the eighth letter of the alphabet—stands for HH, as in Heil Hitler. (During the 2016 presidential election, a PBS docu-special happened to catch an enthusiastic Trump supporter’s gigantic “88” hand tattoo.)
Kali Holloway is a senior writer and the associate editor of media and culture at AlterNet.