I have a number of kind, well-meaning, “Never Trump” friends who tell me I’m painting with too broad a brush when I characterize the MAGA movement as racist to its core. These nice people (granted, lots nicer than me) are loathe to attribute Trumpism simply to hatred of those “Others”–Blacks, Jews, Muslims, immigrants (ok, Brown immigrants–not those from Norway or Canada), LGBTQ+ folks, and those detested “libruls.”
Sorry, but after coming across a recent news item from the Guardian, I rest my case. The headline really tells the story: “Anti-woke’ dog food and pro-America lipstick: US sees rise in rightwing stores.”
Mammoth Nation and Public Square are among the most prominent in the movement, both offering an Amazon-esque service, but stocking only goods which they claim are made by companies which have “conservative values”. Mammoth Nation makes its values clear on the homepage of its website: “Join Mammoth Nation to fight against Radical Left agendas,” booms a message, with the company claiming to stock only “brands who align with your beliefs”.
“When all of this wokeness started to happen and cancel culture, and then you start to see these companies stand up and say, ‘We’re not supporting this conservative or this Christian value any more,’ and just really lines in sand were starting to get drawn,” Drew Berquist, the national spokesperson for Mammoth Nation, told The Need to Know Morning Show, a North Dakota-based rightwing radio show, in December.
“And a lot of people were trying to figure out: OK, well, who are the good companies? Who are the companies that share our values, that support our constitution, support our troops or, you know, our Christian values as a country.”
Evidently, the Right’s “Christian values” are limited to “anti-woke” commitments. PublicSquare – which touts itself as Amazon for the right wing– claims to list products from more than 70,000 businesses. Unlike Amazon, however, PublicSquare’s merchants tout their allegiance to Republican causes, including opposition to abortion and an ahistorical version of the Constitution.
Evidently, efforts by companies to embrace diversity and inclusiveness–Target carrying Pride merchandise, Bud Light collaborating with Dylan Mulvaney (a trans media personality) – enraged rightwing consumers, creating a market for companies like Mammoth Nation and PublicSquare.
The Daily Wire, a conservative news outlet, launched a range of razors in 2022, after the company’s CEO deemed a rival razor brand to have “canceled” conservatives. The publication has since branched out into chocolate, soap, floor cleaner and, earlier this year, “manly green vitamin capsules”.
“Do you want to buy your men’s health products from a company that partners with drag queens and supports radical organizations that push gender procedures on children?” the Daily Wire asked readers in an article announcing the multivitamin – which at their launch cost 10 times more than Centrum-branded multivitamins.
According to the Guardian, most of these efforts have thus far failed to show a profit.
What they have shown, however, is the real motivation behind right-wing attacks on “woke culture.” Not that anyone paying attention will be shocked, or even surprised.
The word “woke” originally meant “awareness”–awareness of social injustices. The term has been co-opted by the Right, and become shorthand for a raft of cultural changes that enrage MAGA folks: efforts to be inclusive, efforts to combat racism, applications of the Equal Protection clause of the Fourteenth Amendment, even mainstream Christian teachings about loving one’s neighbors and welcoming the stranger–in other words, for the America that a majority of citizens want to inhabit. “Woke” is thus the antithesis of White Christian male dominance and superiority, and a favorite epithet of a MAGA movement that is reactionary, racist and misogynistic.
My kinder and gentler friends insist that it is unfair to paint the entire MAGA movement as racist. I think the fairness of that accusation depends upon how one defines MAGA–whether it includes the small Elon Musk and Vivek Ramaswamy wing of the party. We are now seeing that it doesn’t (despite Musk’s own neo-Nazi sympathies), and I’m willing to concede that there is a faction of uber-wealthy “bros”–mostly Silicon Valley techies– whose motives for supporting a mentally-ill felon are purely financial and transactional. (The incompatibility of that faction with Trump’s GOP/MAGA base is currently playing out in real time.)
Non-bro MAGA Americans are replaying the Civil War, albeit thus far with less bloodshed. They are unwilling to share the civic table with those “Others” they insist cannot be “real Americans.” The war against “woke” is a contemporary battle for White “Christian” Supremacy.
It’s an ugly, embarrassing reality, but let’s call it what it is…..
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