Natural Hate - The Utilisation of Nature Aesthetics by the Nordic Resistance Movement

Abstract

With the expansion of social media, aesthetics have emerged as a tool to inspire as well as curate identity and lifestyle online. Previous research has found that the mobilisation of aesthetics has been essential for gaining followers and curating a softer outward image to new audiences. This study aims to better understand how the far-right uses nature aesthetics to gain followers and visualise their collective and individual identities. It has been previously noted that radical groups use nature, warrior and lifestyle aesthetics. The main gap in research is how these
aesthetics are used to build inside and outside perceptions of the group. Therefore, this research aims to understand how the Nordic Resistance Movement uses aesthetic ideals to make their ideology more attractive on their media site Nordfront and thereby answer: How does the use of nature aesthetics contribute to NRM's framing of their collective identity? This is done through a thematic semiotic analysis of images and text from the various cultural articles on Nordfront. The theories of collective action frames and cultural memory is used to explain how aesthetics help the NRM form a coherent framing of their identity, ideology and lifestyles. The study shows four different yet coherent ways nature is used to frame their collective and individual identity and visualised lifestyle. These are, Nature as Sacred, Nature as a National Heritage, Nature as a Home, and Nature as Health. These utilisations of nature aesthetics help the NRM normalise
their ideology by blurring the lines between the extreme and the mainstream. The thesis gives a deeper understanding of how the NRM wish to be perceived and expands the knowledge on what methods the alt-right use to spread their ideology and expand their movement.

Popular Abstract

Far-right radicalisation is a global and growing phenomenon; therefore, it is important to understand what drives people to join violent groups. These movements have been marketing themselves through the use of beautiful pictures of flowers, mountains, farms and happy families. This marketing strategy has specifically used nature aesthetics to mainstream messages of hate and naturalise their ideology. But in what ways has nature been used to frame these groups’ identity and appeal?

To answer this, I have examined the Swedish Neo-Nazi group the Nordic Resistance Movement and how they use the nature aesthetic on their media-website Nordfront. This to understand how the NRM use nature as an aesthetical tool to frame the groups collective identities. As well as how these aesthetics help justify and maintain the NRMs ideological framing of the current problematic state of the world. A frame can be seen as a story, an interpretation of what has happened as well as explaining why it has played out in such a way. These frames also help
visualise in what direction to follow in the future. The NRM for example uses the frame of nature as our true home to promote how we as a society should go back to more traditional ways of living, both in a literal sense of moving to the countryside and farms. But also, in an ideological sense of affirming traditional gender roles and centralising the heteronormative family.

The study found that nature was used in different ways in order to attract a wider group of different types of people. The NRM capitalised on environmental protection, the idyllic countryside and nature spirituality to frame their ideology as the natural and moral choice. The various frames all point to the same core: that nature and tradition are good while the urban and modern are bad as they are not compatible with nature. Therefore, the flexible yet consistent nature aesthetic used by the NRM makes them attractive to a bigger audience with different
interests. This study contributes to the understanding of how nature imagery and aesthetics can be used to beautify and tone down extremist ideology as well as give followers of the far-right a clear understanding of their identity. This helps us further grasp how individuals are radicalised and could benefit the creation of anti-radicalisation practices.

• author: Svensson, Isabella
• supervisor: Erik Hannerz
• organization: Sociology
• course: CCRM20 20251
• year: 2025
• type: H2 - Master's Degree (Two Years)
• subject: Social Sciences
• keywords: Aesthetics, Nature, Collective identity, Collective action frames, Cultural memory
• language: English
• id: 9208891
• date added to LUP: 2025-08-11 13:28:14
• date last changed: 2025-08-11 13:28:14