In recent years, social media platforms such as Twitter have removed users that espouse alt-right narratives of White nationalism and xenophobia from their platforms. This mass removal has caused alt-right users to migrate in droves to alternative social media sites, such as Gab. This migration reflects the “platform branding” of these social media platforms which dictates users’ choices of where to migrate based on the affordances and culture of a given site. Using heterogeneous engineering, this article analyzes the contextual history, language, and technological affordances of Twitter, Reddit, and Gab. The article finds that Twitter’s focus on politics and civil conversation is unhospitable to alt-right content. Reddit’s somewhat neutral positioning and decentralized moderation system make alt-right content possible but unpopular. Finally, Gab provides a haven to alt-right beliefs, constructing its platform around “free speech” and alt-right extremism. Platforms embody holistic brand images through contextual, linguistic, and technological features.
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