"I just want to be the friendly face of national socialism" : The turn to civil discourse in the online media of the Nordic Resistance Movement

Abstract

This paper is based on a case study of the media narratives of the neo-Nazi organisation the Nordic Resistance Movement(NRM) which situates this particular actor within the broader landscape of violent extremism in Sweden today.[i] The empirical data consists of a strategic sample of the organisation's online content (including web-TV, feature articles, and podcasts) all produced by and for members of the NRM and all presented as 'culture' and categorised under labels such as 'entertainment', 'pleasure', 'humour' and 'satire'[ii]. Drawing on a qualitative content analysis informed by the conceptual horizon of narrative inquiry, the paper examines various cultural expressions of neo-Nazi ideology in the organisation's extensive repertoire of online media. Theoretically, it turns to the work of Miller-Idriss (2018) and Teitelbaum (2018) to bring centre stage the role of popular culture and entertainment in the construction of a meaningful narrative of community and belonging built around neo-Nazism in Sweden today. The paper demonstrates how the organisation with their efforts to boost the culture and entertainment-end of their media repertoire seek to add to the ordinariness and normalcy of neo-Nazi discourse and the banalisation and defusing of its underlying ideologies. Further, the analysis of the convergence between different genres, styles and content into new borderline discourses illustrate how contemporary extreme right movements are complicating the traditional binaries with which scholars have operated such as fascist versus liberal, totalitarian versus democratic and mainstream versus extremist.