The “Unite the Right” rally that subsumed Charlottesville, Virginia in 2017 will be remembered for its haunting torch-lit rally, massive display of neo-Nazi and white nationalist paraphernalia, bloody riots, and murderous car attack. Despite extensive media coverage, a comprehensive, scholarly, synthetic study of the planning and execution of the Unite the Right (UtR) has yet to emerge. Drawing from a repository of 5,000 primary texts and digital artifacts and using the lens of symbolic interactionism and levels of analysis theory, this study details the event as manifested in three theatres: symbolically mediated, systems-technical, and physical. Three findings are discussed: first, the “event” was centrally organized as a simulacrum of a military campaign; second, the agitational propaganda and information warfare was extensive and designed to publicize, recruit, and terrorize; and third, the city of Charlottesville suffered two cyber-attacks timed for meaningful symbolic interaction with movement actors and public officials. Based on these three findings, the authors offer the term “immersive terrorism” to describe the extended, trans-mediated, multi-theatre nature of the UtR terror campaign.
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Blout et al. (2021) studied this question.