a theory of groyperfication

The author argues that groyperism appeals to young conservatives less because they are convinced by fascist ideas than because those ideas serve them economically, emotionally, psychologically and materially. Groyper content is a monetizable niche on platforms such as Kick, Rumble, Truth Social and X, and it offers young people community, affirmation, purpose and a sense of belonging. The piece says the critique of the online right by liberals and the left has failed because it treats the problem as one of messaging or policy rather than of ideas that do things for people. It also gives the example of Country Feels, a Wojak meme from 2013 whose national decorations matter less than the shared online subculture it signals.