| Summary: | This study aims to uncover how AltRight identity is produced by Richard Spencer in his speech. The selected speech by Richard Spencer, thought leader of the AltRight, serves as the data for this qualitative study. Aristotelian principles within social identity theory encompass the analysis framework. The speaker advocates consistent threats to the ingroup, stressing the need to protect white (white European) ethnicity power and control over resources, and elicits disgust at the outgroups. The speaker utilizes popular cultural references and internet jargon and satire to commercialize AltRight ideas. A key finding from this study is Richard Spencer utilizes zero sum scenarios between ethnic groups, group membership centering on ethnicity. The rhetorical tactics of Spencer serve to demonize those in the “outgroup” and accuse them of discrimination while promoting a positive image of the” ingroup”. The findings of this study are consistent with Social Identity Theory.
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