From Aryan Goddess to Pentagon Psyop

The alt-right has gained an unprecedented voice and visibility in the US since the 2016 presidential campaign of Donald Trump. Maximizing their impact through the media and various online platforms, they have engaged in fresh approaches and innovative strategies. This study investigates their representational practices employed in cultural appropriation through which they attempt to channel into global cultural phenomena deep-rooted in American and British (popular) culture in the hopes of broadening their public presence and social impact. Drawing primarily on theorizations with regard to practices of cultural appropriation and strategies of alt-right representation, the study takes a closer look at the alt-right appropriation of Taylor Swift and proposes a model for the logic and strategies employed à la the alt-right.