From where does discontent against globalization originate? Current explanations emphasize material conditions and the emergence of globalization-skeptical parties. We argue that party-affiliated factions play a critical but underappreciated role. Such factions provide foundational support for elite appeals, acting entrepreneurially to construct new narratives that are later invoked by elites. We test this by studying a unique case: the “globalist” insult on Twitter. We find that “globalist” mentions co-occur with hashtags and terms associated with right-wing conspiracies, “alt-right” media figures, and Donald Trump. We further find that the most consistent correlate of the “globalist” insult is its use by the alt-right media organization Breitbart, not by traditional political elites or in response to changes in economic conditions. The results suggest that a conceptualization of political parties as organizers of political conflict, specifically ones that incorporate factions and non-elite entities like partisan media, helps make sense of anti-globalization political movements.
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