The alt-right's foothold into Gen-Z is frustrating and I can see from over here how they're doing it.
You've got a generation of young-adults who are learning to be adults for the first time and for so many of them it sucks. It sucks to be in your first shitty apartment where things break, and to have your first shitty car that needs maintenance, and to be working a low-paying service or retail job where you get berated all day and barely scrape by. And you go home and you have taxes to figure out and electric bills to figure out and a screen on your phone to rot into to destress.
And this is men and women, equally, in this spot. But the alt-right messaging gets to tailor their approach to gender.
And hey women, yes you working a shitty job for shitty pay, overwhelmed by financial responsibilities and car repairs, what if you actually didn't need to do ANY of that? You don't need to. And you don't need to feel guilty about it. (You're not quitting, you're not being lazy), you actually are just embracing the chance to be exactly who an ideal woman should be. You should actually be beautiful, and demure, and barefoot in a sunny kitchen, glowing, pregnant, hearing the joyful sounds of your children while you bake a roast for your wonderful husband (strong, protective, loves you, handles the finances, handles the jobs, handles all the things you hate). OUR ancestors (don't mind the dogwhistle) did this for GENERATIONS, and modern society has failed you instead!
It's offering to break women out of all the parts of their real life that suck, and do it in a way that promises they're actually being better, being more admirable, more moral, more respectable, more correct, can feel good about, can feel proud about, as a Woman as Feminine as Mother as Goddess.
And the thing being promised does not need to actually reflect reality. It's a fantasy. It is not real. For every "beautiful demure barefoot" day, you'd be having another one covered in shit changing diapers of screaming infants with screaming children while your husband ignores you because it's Women's Work (take pride!) But that doesn't matter. It just needs to sound better than the reality they're living.
Then the men are targeted too. And it's the same in that it's getting to them by appealing to pride in their gender, but the messaging is different. It's "those finances are hard but ACTUALLY you're leveling up, you're grinding, you're finance maxing." It's hard but it's the kind of hard that is a challenge you can WIN at, boast about, post about, prove your manliness. Knowing cars, knowing home repairs, knowing taxes, that's your MAN pride, and you are so elite, you are so sigma, you are the envy of everyone, you are a masculine man. Women love you. Women will defer to you. Strong, respected, moral, loyal, unshakeable. Unlike those pansy men (mind the homophobic dogwhistling) who will whimper and cry like girls. You are better.
The shitty retail job is actually humble beginnings because you're minmaxing your way to financial success (bitcoin, crypto, investments). You can sleep with any woman you want as long as you're confident, and then you'll find one who understands how smart and confident and strong and protective you are and she will defer to you as her man. She will birth your children and teach them good morals and you will make it. Our ancestors lived this way for generations (dogwhistle) and modern society took it from you.
And with that messaging it makes it clear who the enemy in all this is - modern society that has convinced women to torture themselves with high education and terrible jobs, turned them Ugly with Ugly opinions and bad hair and nasty attitudes, yelping about "rights" and "equality" (pitting them against men! TAKING things from men!) All the while, society has been trying to emasculate men--replace them with women, make them soft and emotional, make them gay, make them WEAK. We've been made WEAK.
The naive women hearing this go "I'm not ugly! I don't hate men! I DO hate my job and my finances. I've been tricked. I'm actually rebelling by declaring my goal is to get a Perfect (White) (Christian) moral husband who will make all our decisions and protect me and our children." (And when she's financially trapped in an abusive marriage...? When she's suicidal with PPD but her husband won't touch that because it's Woman Hysteria...? And when her husband leaves her for someone who was as hot as she was 20 years ago and now she's figuring out finances, health care, taxes, bank accounts for the first time in her life...?)
And the men go "They've been TAKING things from us for too long! It's time to be men again! It's time to take pride! I am strong and confident. I am in charge! I never show weakness!" (And when he's got a gun to his head due to the depression he's never been allowed to talk about as Women Feelings...? And when he's financially ruined from a crypto scheme that stroked his ego and robbed him blind...? And when he's dead from alcohol poisoning and none of his adult children notice because no one's spoken to 'Dad' in 15 years...?)
And it's so hard to fight because you're arguing against a fantasy. How do you disprove their fantasy? It's so hard to explain to them, hey you're working a shitty job where you have no future because the rich bastards took it all from you. And now you're doing their work for them. You hate society because of what they've done to it and now you're doing their work. Now you're targeting groups who've never done anything to harm you and the guys responsible are laughing to the bank. How do you explain? How do you disprove fantasy?
