5 min 7 mths

Many determine the value of a dissident brand by its quantity and not quality. Actually, most do. It signifies normal human behaviour; those who encounter an empty restaurant are more likely to dine in a full establishment.

We assume, by an ill-informed instinct, that higher numbers equal better quality. That’s just the way we were squeezed out. Of course, this applies across the board, and social media users will generally choose a platform that boasts big numbers and avoid those with scant user bases.

Yet, if we applied this rule to films, we would assume that a Hollywood blockbuster is a better production than a curiously classified ‘high-concept’ movie; that is, a niche-market film, or a flick that does not enjoy the confidence of the big studios. We find this true when using social media to promote Nationalism.

The same rule of ‘stupid sees, stupid joins’  because of an attitude of ‘big is better’ applies. People are stupid. That is an unpopular fact, but given there is safety in numbers, the stupid people are safe from taking offence at our misanthropic observation.

An onus occurs on the controllers of businesses, etc., to focus on what their research proves popular and discard the unpopular. Again, this principle applies to social media and to supposedly dissident brands. We have seen it time and again; oh, we get a higher level of approval (likes for instance) if we do this, but not when we say that, so we will discourage all discussion that impinges on our growth. And so on… This has relevance in particular to uncomfortable truths.

A good business will keep an eye on the competition, especially if it is overtaking the market. They will study that business for indicators of its better success and, depending upon whether or not its CEOs are smart, follow suit. This is not the same on social media. While not a hard-and-fast rule, those using such mediums tend to generate an insular world in which all-else is blacked out for the absolutism of the internal mindset. Thought is determined by the habits of the algorithms used by social media corporations to disperse content and advertising.

Worse, those who establish online fiefdoms for themselves become prisoners of those digital palaces with their virtual bars, lest they lose the illusion of importance that such followings bestow. We are not having a go at any group or organisation, but at the social media reality that governs the relationship between the message and the prospective receiver. We have spent years using the very models that we now say are obsolete.

It is not only that the big-tech corporations so absolutely control the flow, or that the audiences tend to the young, the foolish, and the crazy—yet, we cite all these as the lamentable consumers drawn to our Platonic well—it is the condition of the online base, subject as it is to its attendant nature.

What struck us Nationalists was how receptive the community was to the December 2021 election campaign for an Australia First candidate in western Sydney. So fierce was the party’s campaign, so universal was the candidate, that whispers about the concerns of the major parties filtered back. The result of that election is now being tested by the party due to iffy circumstances, noted errors, and questionable associations.

Political subterfuge aside, the reception to the Nationalist policies eclipsed anything we witnessed in the online statistics. And so it should be, since Nationalism, to transfer itself from the abstract to the real, must go where the reality is, and not confine itself to the domain of the abstraction.

An online community eventually conforms, and by doing so, it shrinks. It may shrink to a big number, but it drives members away. In the real world, one must deal with real people. Online, one entertains personas. If the result is to impact the real world, then social media, while only ever a means-to-end, has become the end of itself.

Nationalism can no longer retreat to the digiverse and expect to thrive—instead, it must go where it can thrive. After all, the sword is mightier than the keyboard.