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They labelled themselves.

In 2010, the American white nationalist Richard B. Spencer launched The Alternative Right webzine. His "alternative right" was influenced by earlier forms of American white nationalism, as well as paleoconservatism, the Dark Enlightenment, and the Nouvelle Droite. His term was shortened to "alt-right" and popularised by far-right participants of /pol/, the politics board of web forum 4chan. 

I'm a short, pasty white, slightly but not badly out of shape guy who's only significant skills are playing games and breaking bits of my body accidentally. Do you think I could turn this into an act and make money?

F1 drivers have switched to Indy car racing and won a season immediately but no Indy car drivers have done the same to F1. What do you think the fundamental difference is and why is it (seemingly) easier to go one way than the other?