Defining the 'alt-right': 'White power dressed up in a new outfit’

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The term “alt-right” has been thrown around almost casually since the election of Donald Trump, as an ambiguous way to describe anyone on the extreme right — the type of people we might assume wear “Make America Great Again” hats and avoid shopping at stores run by people wearing turbans.

Ayesha S. Chaudhry, Associate Professor of Islamic Studies and Gender Studies at the University of British Columbia, and says the term alt-right is really an issue of branding.