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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.

Facebook has faced growing criticism regarding its handling of hateful user-generated content(UGC) with research revealing how the platform can foster both covert and overt racism. Thisresearch has tended to focus on racist content while relying on abstract references to the generallogics of social media platforms. In this article we consider how Facebook shapes the production ofracist discourse in more concrete ways by integrating a concern for the platform’s architecturesand affordances within a broader analysis of the immigration-related discussions of a largeSwedish Facebook group. We combine a quantitative topic modeling of a large data set of thegroup’s UGC with a qualitative critical discourse analysis (CDA) of a sample of that data set. Ourfindings show how Facebook enables and influences various discursive strategies of identificationand persuasion—within which covert and overt racist discourses are embedded—through pro-cesses of cybertyping, role-playing, crowdsourcing and (counter-)reaction.

Using a combination of descriptive statistics, sentiment analysis and close readings of a collection of 74,336 Swedish tweets, this article explores the platform usage patterns of users who are influential in a Swedish far-right discourse on Twitter and how these users help to (re)produce far-right discourse. Specifically, it focuses on their use of platform functions and on language use. The analysis shows that influential users have a narrow focus in terms of the content they post and how they profile themselves. They are highly active, have more followers and produce more original content than other users. Surprisingly, while previous research has found that emotionally charged tweets are retweeted more and that highly popular and influential Twitter users tend to express more emotion while tweeting, influential users in this dataset often posted far-right content concealed as neutral, factual statements. This use of seemingly neutral language creates an inclusive far-right context, lets influential users evade responsibility for their content as well as facilitates more overtly hateful interpretations.

The study presented in this article explores the processes through which influence takes shape in eclectic online forums with few vanity metrics. Using a dataset of 7.5 million posts in the large Swedish online discussion forum Flashback, it explores who becomes influential, their strategies for appealing to the community, and others’ support of them. While it has been known that Flashback hosts far-right users and content, the current study shows that these sentiments are not fringe or obscure, but instead seemingly widely supported and influential in the forum. It illustrates that the influential users - those who are supported and acknowledged by others as important - exclusively and continuously expressed far-right ideas and displayed an embeddedness within the far-right, as well as in the forum’s culture. The study finds that despite few visible markers, many users learned to recognize influential users and their far-right content as worthy of support. In the absence of built-in functions, some users engaged in manual “liking” and “sharing” of influential users’ content via their replies, acknowledging it as a way to legitimize them. At the same time, the analysis showcased how a lack of vanity metrics countered potential echo chamber effects in the forum as disliked users - advocating progressive gender and immigration ideas - were unintentionally amplified by those who attempted to silence them. The article also discusses the role of Flashback as a platform in the proliferation of hate.