On Normies


The greatest challenge facing our movement is none other than the obstinance of the vast horde of normies, people who are basic, apolitical in that they will not consider the impact of something beyond their daily lives, and derive most of their worldview unthinkingly from what is fed to them through ((((the media)))). This lethargy, indifference, contentment, and at times fear that characterizes normies is a crucial component in explaining the long tenure of the occupation government—they have bought into its memes. While there are numerous political challenges and enemies that our policies and paradigms point to, it cannot be emphasized enough that he who holds imperium over the normies will rule the world. No ideology can afford to reject components of reality. Normie lives matter, for better or worse.

Rejecting the world around us and all its normies in lieu of a superior vision is intoxicating. The satisfaction for some is two-fold in that they both know the truth and know that others do not. The elitism that derives from having understood the gnosis of post-modern world—that those who discard the present and past have no future, that technological progress masks societal rot, that an unmoored and libertine community is a dying one, and that the lie of equality is built on an ancient blood hatred—ironically blinds many to the reality of how power is configured in society. If that sounded dense and pretentious, it’s because it is. This is the same attitude held by many neo-convectionaries and larpers, who having arrived at their position believe it is a complete one and that their task is to lie in waiting as a shadow intelligentsia or aristocracy, one that holds a strong contempt for the masses and awaits its role as the future elite. The idea of non-elite outreach, of marketing the message, of engaging in the vernacular, the vulgar, and the popular, is seen as a waste of energy and unbecoming. To simplify is to debase. The unenlightened are simply dead weight from this pervasive perspective, normies be damned.

It almost goes without saying that the wisest people are not always the people in charge. Equally obvious but often overlooked as well is that the wise are not the only members of society either. How do they get to the helm of the ship of state with so many human obstacles? That is truly the perennial question.

Enter the loathsome, reviled, and hated normie. He stands, or rather sits, in solidarity with the status quo, even when uncomfortable with it. He doesn’t get your complicated explanation as to why things suck, or worse, is repulsed by it and sees you as the problem. He thinks you’re too extreme. He consistently falls short of putting all the pieces together, infuriatingly close. He holds beliefs that are clearly irreconcilable but doesn’t care. He routinely engages in presentism. He is at most of your family gatherings. He works the same shift you do. He steals your parking spot. He takes up a seat and a half on the train. He takes comfort in consensus. He is a source imperialist and a NAxALT zealot in a debate. He’d rather watch sportsball or Netflix than keep an eye on his government. His views are degenerate if taken to their logical conclusion. He will consume mental garbage at a rate that would make you oven yourself. He fills you with the ire of 33 screaming frogs.

The support—or more accurately, acquiescence—of normies has been a longstanding pillar of functional governments around the world. We know from history that normies have followed different values systems, or norms, in the past. Very different norms. In fact, once you get normies to adopt norms and then set up institutions to remind them, reward them, and reify these norms to them, normies become quite attached to their norms. It makes for a stable society when elite opinions and normie opinions find common ground. But modernity has greatly accelerated the both  rate of norm acquisition and the variety of competing norms. It has provided new tools for injecting norms and forced norms to compete with one another in ways they had never had to before. This is a challenge that must be met if we are to succeed.

What can be done can be undone, for it is the nature of the normie to conform, but that requires the creation and dissemination of a new value model or paradigm to conform to. One can see some Guillaume Faye’s archaeofuturism here in that we need primordial solutions to present problems, one of which is the normie question. We need to create a new values system based on known but rejected truths. This is precisely where the metapolitics of meme warfare come into play. The goal of meme warfare is quite simply to control the normies. To be able to influence what they see and think, to give them a worldview that they cannot build from their lived experiences alone.

The trve right tends to venerate the past, but the methods of the past need to updated for the present. Memes are the propaganda of the 21st century. They must be tailored to the passions and tastes of the audience and presented in the language they understand, whether it is the mockery of public figures and politicians, a poignant image macro with a caustic captioned commentary on a current event,  well-packaged hatefacts that connect with a recent outrage, photoshops of anime girls in Trump hats, or misanthropic amphibian iconography.


A vintage meme.


A fresh rare meme.

The meme is all the more effective when it comes through a medium already familiar, or plays off an established trope or image. As we have learned from life under cultural marxism, anything is vulnerable to subversion, anything can be stolen out from underneath its cultural guardian and subject to distortion when seized by a dedicated opponent. Digital and pseudonymous media hugely amplify this power, as it weakens central control over memes. In this space, what matters most is having a compelling communicated reality and expressing it in a compact and sharable format, not author credentials. We can refine and ruminate on our ideas all we want, we can publish miles of text and treatise on them, but the potential audience only gets smaller as modern readers’ attention spans are brutally short. With memes, with deceptive simplicity and impactful presentation, you can convince almost anyone of almost anything. They just need an alignment of message and medium that feels real and relatable.

None of this is to say that elite buy-in does not matter—it does matter. But even that has its roots, at least partially, in control of the normies. Elites are powerful and influential not only out of a pure inherency, but also because of the power and influence they have over normies. In this context, elite buy-in is not just the cooperation of the institutionally powerful, but a means acquiring power over normies from a top-down angle. There is water at the bottom of the well, but you do need a bucket to reach it. The power elites have as elites—things like wealth, social networking, political connections, and status—and the power elites have from their control of the normies—the appearance of rule by consent, the ability to saturate normies with their own metapolitics en masse—are indeed related, but the distinction is meaningful. Elites have monetary assets that we would benefit hugely from, but a more intangible asset is their imperium over normies. You can try to disregard, disdain, and disengage normies, but in doing so risk losing a leg upon which to stand and support to mobilize. And if there is one thing the occupation government thrives on, it is normie support and collaboration. If we could change the set of memes normies believe about the world, it would change the world.

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21 Responses to On Normies

  1. devinconway says:

    Very well written. Looking forward to reading more of your work


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  3. Bar Tar says:

    Speaking of memes, I’ve got one for you: “Trueborn Americans”.

    Maybe you can get it into circulation. How many readers do you have, anyhow?


  4. Excellent piece. I’ve been cherry-picking from Debord for years regarding my thoughts on these matters, and have used the Situationist concept of “detournement” in all my media projests for thirty years. We can learn a little from the post-Marxist Marxists of the last half of the past century in their analysis of the “media” and its role in creating the paradigims that motivate, control, and reward normies… there are actually rules to that game that, once learned, are surprisingly easy to hijack for maximum impact. Memes are exactly that type of hijack- a familiar image is inverted/subverted in ways that immediately communicate/reveal, in a striking or humorous way, the truth of the hypocrisy, weakness, and predictable absurdity of the messages those images are intended to convey. This ridicule and/or inversion of the enemy’s pervasive and (once their language is learned) easily recognizable images of control is such an effective way of communicating complicated ideas with a simple image and slogan, using the enemy’s most effective means of control against them. This is an indispensable element in the war we are.fighting- if not the singularly most important.


  5. kerberos616 says:

    Reblogged this on Kerberos616.


  6. uellaunos says:

    I really appreciated this article. You’ve explained the matter well enough that I’ll have to revise my own thinking. I thank you for that.


  7. victorlahorie says:

    I feel like I want to say that your blog is getting literally fantabulous. All normie-speak aside, I gotta say this reminds me of a useful book: Propaganda: The Formation of Men’s Attitudes by Jacques Ellul. Memes are just one exhaust port opening to the normie heart, though. Pop cult also works miracles – I mean TV shows, movies, trash novels, music. These are the things that shape the normie mind because they impinge on him daily.

    Liked by 1 person

  8. Fenria says:

    Lots of truths in there. Sometimes you millennial kids surprise me with just how savvy and knowledgeable you are. Definitely, we must operate as a group that has dissemination of facts but not elite support on our side. Memes are a huge part of that. The meme has the power to suggest a certain context as fact, and at the same time, to mock all those who disregard it.


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  10. Joe Putnam says:

    This article is depressingly accurate. I have tried for years to talk to family and former coworkers about our out of control government and Jewish subversion. I have self-published two (fairly short) books, and started my own blog in May 2016. And yet, most of my family are hard core NORMIES. I have a small group of readers, but they were people already seeking truth, not normies who do not care. I am going to have to refine my approach, and perhaps reread Rockwell’s In Hoc Signo Vinces. Thanks for the article.


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