Abstract
ABSTRACT This paper uses the Swedish, once neo-Nazi expression culture enricher (Swedish: kulturberikare) as a case study to explore how covert and coded far-right discourse is mainstreamed, over time and across websites. A sample of 2,336 uses of the expression between 1999 and 2020 were analysed using critical discourse analysis. The findings illustrate how the expression works like a ‘dog whistle’ by enabling users to discretely self-identify with an imagined in-group of discontent white ‘Swedes’, while simultaneously showing opposition to the priorities of a generalised ‘establishment’. It shows how the expression is circulated in settings ranging from mainstream to far-right, and particularly, it highlights the potential role of semi-radical settings to act as gateways between mainstream and far-right ideas. Finally, the analysis shows evolving, ever more covertly hateful uses of the expression over time, illustrating the adaptability of far-right language online more generally, as a means to evade unwanted exposure by the far-right.
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