Abstract

I argue that popular understandings of white nationalist double speak strategies do not fully represent the practice of these strategies, and identify a linguistic tactic used by white nationalists that I call sugar-coating. Sugar-coating works by packing an otherwise unacceptable utterance together with some kind of reward, thereby promoting uptake. I contrast this with existing notions of double speak, such as figleaves (Saul 2017, 2021), dogwhistles (Haney-López 2014), and bullshit (Kenyon and Saul 2022). I argue that sugar-coating more accurately reflects the practice of white nationalist recruitment rhetoric, as described in the Daily Stormer Style Guide.