The Rebel Yell: On YouTube's Burlesque Traditionalists and Their Alt-Right Audiences.

Background: This article examines how the rhetorical style of the "alt-right" builds a political audience through a study of the Rebel, a Canadian YouTube news channel. Analysis: This study analyzes the rhetoric of two hosts on the Rebel, Lauren Southern and Gavin McInnes, and finds their style marked by the use of the vernacular slang associated with subcultural communities of the alt-right. Conclusion and implications: The unique rhetorical style on display points to microcelebrity culture and techniques as a key to the proliferation of the alt-right. [ABSTRACT FROM AUTHOR]