Normalization of the Alt-Right: How perceived prevalence and acceptability of the Alt-Right is linked to public attitudes

The rise of far-right movements calls for greater understanding of how the public responds to such movements. In the context of the United States, we examined the role of normative beliefs about the Alt-Right in shaping public reactions toward the movement (three studies, total N = 1,379). Specifically, we examined how perceived prevalence (high descriptive norms) and acceptability (high injunctive norms) of the Alt-Right are linked to public attitudes toward that movement. We found limited evidence of a threat response-that is, perceived prevalence of the Alt-Right did not consistently predict more negative reactions toward it, such as fearing its potential harm to society. There was, however, more consistent evidence of a normalization response-that is, perceived acceptability of the Alt-Right predicted more positive reactions toward it, such as showing leniency toward their activities. These findings underscore the importance of far-right movements in possibly shaping normative standards in society, and how such norms are linked to public attitudes.