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It's not a new thing, and while I don't think it can be easily distilled into a social media reply. I'll do my best.
This has been a 40-year process, beginning with Ronald Reagan and continuing incrementally with every president since, including Obama unironically. (Remember how he crushed Occupy and ignored Ferguson and legalized torture on New Years Day?) It's become stronger as people have become poorer and more willing to not give a shit about the quality of our country's leadership. Now every person not only has personal biases, but a computer in their pocket constantly telling them everything they think is correct and actively angering them. Hitler would have creamed himself at the thought of being able to dictate social media algorithms.
If people can't afford to feed their kids or see a doctor, they're not going to give a shit about fascism, and no matter who we elect, most people can't afford to see a doctor and adequately feed their kids.
It's going to be worse now than it had to be. In 2016 people were willing to punch Nazis. Now, you can render a Nazi salute twice, in the seat of government, in front of the entire Democratic leadership... and they will fucking clap and smile.
But Seig Heils? Even the most dense among them must know that blatant Nazism hurts their legitimacy in the eyes of the public, even among MAGATs
"hE wAs jUSt joKING 😡😡😡" -every magat ever
It’s funny, the posters over at r/conservative truly believe they aren’t nazis and say thing like why is the left so violent, you do anything and they call you a nazi etc etc.
Crazy they can’t see the wood for the trees. Maybe they should have a bit of introspection, like maybe look in to why everyone calls the leaders and followers nazis…
Ironic coming from the “sheeple” crowd.
It's always been there. Just now that people in power are the Nazis ppl can come out
Nazis are a symbol of power and authority for the far right the same way every international dictator has used hilters style of government to rule and oppress. They aspire to build a country similar to the one of the Nazis. Elements of this include: "christian" values, centralisation of power, uniting of the country, removal of "impures" (trans people).
Eugenics and the idea of a 'chosen' race is also powerful - you might be genetically destined for greatness, and the fact you have not achieved it is due to systematic oppression by a hidden conspiracy. People love that shit.
I think OP is asking why narratives around that theme keep coming back to the Nazi narrative, specifically. Why not another example of populist authoritarianism, unburdened by the systematic murder of millions of civilians? Why not invent a new narrative rooted in their own national history?
I think the answer to that is: creativity is hard. Once people have a successful first draft, they tend just to edit that draft rather than pitch it and come up with something completely new. People recognize any borrowed elements and return to the archetype. If you've every tried to write anything by committee or group project, you've probably seen people choose to edit a horrible first draft, retaining the same basic structure (however flawed) rather than start over. Committees where someone finds an existing, related text online, which then becomes an anchor for whatever the committee had planned to draft.
In short, Nazis serve as 'best practices' example for any new ethnic nationalist group by the simple fact of their existence.
Plenty of answers here but I don't think anyone has answered this part:
Surely they would have a much easier time pushing their rhetoric and establishing their agenda by keeping a purposeful distance from that sort of indefensible imagery and symbolism.
So here's my take ...
Musk did the sig heil as a fuck you to everyone that doesn't like him. That's it.
They just won the election by basically lying, ignoring, and playing for time. They can literally do whatever the fuck they like for the next n years with impunity.
Imagine if Harris had won and in her victory speech said something like "Don't worry Don, I'll make sure they give you diapers in jail." It would've been a low blow but we would've loved her for it because it's poking fun at the conservatives for no other reason than to stir them up.
I think there's another, longer conversation to be had about why racism (and by extension nazism) resonates with voters in 2025, but I'm too weary for that I think.
I think, at least for those in their ranks who are not (yet) convinced Nazis anyway, it's a similar principle to the mafia: the newly recruited opportunists have to publicly spout Nazi slogans to prove themselves - just as a soldier in the Cosa Nostra has to have committed a serious crime, many particularly serious ones, if he ever wants to become a "capo".
Like other criminal organizations, MAGA tries to protect itself from potential informants, I think. If you only recruit people who are unscrupulous enough to openly admit to this Nazi bullshit, there's less chance of someone having a conscience and making all their shady dealings public.
It's so weird to me that it's ketamine, incidentally. Like, maybe I'd understand it more if Musk was heavy into cocaine, but the biggest ket users I know basically just drop off the grid, wear the same cardigan for a year straight and boof crystals in their van with their polycule... Not this Nazi shit. It's so weird.
I wonder the same, my theory is that this gesture is used both as a loyalty test and a way to further polarize society.
Making this gesture draws clear lines in society: those who say it was fine, those who say it wasn't, those who don't take a stance (ie the media calling it a "controversial gesture" or similar). So Musk & al now have a clearer idea of who stand where. It also cleaves those "for" and those "against" further away, solidifying their base.
Another explanation is this is part of the normalization of extreme rethoric and symbols. I doubt he could have gotten away with it ten years ago; who knows what they'll be able to do and say in 2035?
Yet another possibility, he did it on a whim and the neo-nazis like Bannon are now seizing the opportunity. It's unclear how planned this was and how intentional the consequences were.
(And all might be true at once)
My theory is that they try to push the line on what is acceptable. For example, if you want something say you want 11 but what is acceptable is between 1 and 10. Then an 11 is not possible. But if you normalize 15 and keep pushing that, then 11 doesn't seem so unreasonable after a while.
I see this being done constantly. Say that your plan is to do something extreme (take Canada), everyone panics and then get what you actually wanted. If nobody reacts, do the extreme thing.
This is it, and we (in the west) have gone so far to the right that the richest man of the world, with a powerful position (formally) near government can do the Hitler salute and the established media just shrugs.
Doing the Hitler salute used to make you a pariah. Now, it's just a thing the extreme right does to 'provoke' (that word I saw used to describe Bannon's salute in a German newspaper title). In a couple of years, it is normal that the right does this, and the established media doesn't bat an eye anymore.
It's clear that you still can't trust established media to be a force against nazism. They'll start analysing the nazi takeover as nazi only when it's much too late, out of fear of not being 'neutral'.
They feel safe, that's why they salute now.
When the Hail Hydra comes out a little too early so they call it a speech impediment.
it's that first thing you said.
They want people to feel like rebels with a cause.
This is a good symbol to make a lot of people your enemies. Your ingroup can now rally against "the establishment".
It couldn't work before, because it made too many enemies for your small ingroup, but we've reached a tipping point where it is feasible to keep a thing going for a while.
Non-American here. My brother and dad STILL cling the the narrative of "He's autistic, he was excited." and nothing will disusde them from that.
What about steve bannons salute? He's neither autistic or excited?
Same with my partner's American family. They dont believe a word about what's happening. And if we can't turn the domestic terrorists in our homes back to reality what chance do we stand turning back the country.
if you think the right wing being filled with nazi is a new phenomenon, I've got a bridge to sell you
They were always Nazis. The more mainstream-seeming "alt-right" guys were just suit Nazis. They feel more comfortable coming out in the open now, even if it's still a bit draped in "doing it for lulz" deniability. I'm skeptical that they're fully aware that it'll hurt their legitimacy. They're dug in like ticks in their echo chamber, are constantly goading each into being more openly extreme, and celebrate the push back there.
Just a lack of Nazi hunters.
Where is Wonder Woman when you need her?
Turns out she’s a Nazi too. :(
I was referencing the Wonder Woman of the 70's TV series (Lynda Carter) who was always fighting against nazis.
We need Lieutenant Aldo Raine back on duty (Brad Pitt in Inglorious Basterds)