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'Hard White' explains how the mainstreaming of white nationalism occurred, pointing to two major shifts in the movement. First, Barack Obama's presidential tenure, along with increases in minority representation, fostered white anxiety about Muslims, Latinx immigrants, and black Americans. At the same time, white nationalist leaders shifted their focus and resources from protest to electoral politics, and the text traces the evolution of the movement's political forays from David Duke to the American Freedom Party, the Tea Party, and, finally, the emergence of the Alt-Right.

"This book analyzes data from a variety of sources to understand the mainstreaming of racism today. The book puts this research in a historical context. Today with issues of globalization, immigration and demographic diversification achieving greater public salience, racism is more likely to manifest itself more in the form of a generalized ethnocentrism that expresses "outgroup hostility" toward a diverse set of groups, including Latinos and Muslims as well as African Americans. Both changes in structure and agency have facilitated the mainstreaming of racism today. Changes in the "political opportunity structure," as witnessed by the rise of the Tea Party Movement, facilitated the mainstreaming of white extremists into the Republican Party and lay the basis for an electoral politics focused on giving voice to white people more generally acting on their outgroup hostility. Changes in the political structure were matched by the appearance of a charismatic leader in the person of Donald Trump who made great use of a transformed media landscape to stoke white people's outgroup hostility. Trump won the presidency most strategically deploying his demagoguery to mobilize white non-voters in swing states, with the end result greatly accelerating the mainstreaming racism and placing it at the center of policymaking in the White House. With the extensive empirical evidence provided, this book documents how the mainstreaming of racism today began before Trump started to run for the presidency but then increased under his leadership and it likely to be a troubling presence in U.S. politics for some time to come. The findings provided create the basis for suggestions on how to push racism back to the margins of American politics"--