This research explores the development of alt-right microcelebrities within the digital mainstream to highlight the emerging new repertoire of far-right radicalization in a fast-evolving digital...Show moreThis research explores the development of alt-right microcelebrities within the digital mainstream to highlight the emerging new repertoire of far-right radicalization in a fast-evolving digital ecosystem. This paper takes an ethnographic approach to analyzing a single established alt-right microcelebrity, Tim Gionet, known by his internet handle @BakedAlaska. This paper utilizes Senft’s theory of microcelebrity to explore 'How has Tim Gionet, a far-right personality established himself in the digital mainstream through the cultivation of a microcelebrity persona?'. Gionet cultivates unique identity markers to attract a broad audience, through methods of self-branding and marketing strategies. Furthermore, Gionet uses trolling, a digital, performative mocking technique, in his streams to attract attention from his audience, which is maintained through mechanisms of strategic intimacy. Therefore, Gionet is able to develop a para-social relationship with his audience using mechanisms of microcelebrity to establish himself as an influencer within the mainstream community of the Alt-Right.Show less