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[–] Gottmituns 0 points 1 point (+1|-0) ago 

It's always been a word they used to control the narrative. Commander Rockwell coined the term white nationalist, and that fit just fine, but the media had to find a way to make it sound more "sinister". It's similar to the term "neo-nazi" the only people I've ever heard call themselves that were people like Anglin being tongue in cheek about it. National socialist, sure, but only an idiot would seriously actually call themselves a neo-nazi.