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Today, radio and television talk shows, podcasts, blogs, and, of course, social media are part of a new media ecosystem that has rendered the voicing of one’s experiences so easy and powerful as to turn it into an appealing tool for the right as well as the left. Figures such as Richard Spencer, for instance, have adopted the playful, confessional style of online influencers everywhere. Since Spencer coined the euphemistic term in 2008, the “alt-right” has come to shelter white nationalists, anti-Semites, radical misogynists, and neo-Nazis. What holds the movement together in the public eye is its savvy use of social media. Over the past two years, scholars at the Data & Society Research Institute, an independent think tank in New York, have been tracking the rise of the alt-right online. In a series of reports, they have revealed a world in which the kinds of men who chanted “Jews will not replace us!” in Charlottesville, Virginia, present themselves in the bright, first-person style of online makeup instructors. They aim to be read as whole people—witty, warm, and authentically themselves.