A new wave of websites, referred to as alternative technology (alt-tech) social media, are proliferating across the internet, characterised by far-right-centric content and the imitation of mainstream platform affordances. This study employs Netnography to examine the recruitment practices of four prominent alt-tech platforms: Gab, Parler, Truth Social, and Gettr, providing an in-depth comparative analysis of their homepages. To better understand these communicative dynamics, the article highlights the similarities and differences between the homepage content of these alt-tech platforms. The findings reveal the hate-filled paradigm collectively captivating their userbases while highlighting the distinct technocultures developed and promoted within each platform. By focusing on the technocultural interplay between the selected platforms and their communities, the study offers a compelling exploration of alt-tech social media environments, the particular needs and niches fulfilled by each space, and their place within the broader far-right ecosystem.
Jonathan Collins (Sat,) studied this question.
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