Neurotic Vox theorizes about the Alternative Right:
The alt-right is often dismissed as white supremacist Trump supporters with Twitter accounts, and they are certainly that. But spend some time talking to key players and reading the movement’s central texts, as I did, and you’ll find it’s more than a simple rebranding of the white nationalist movement. It’s the product of the intersection of a longstanding, long-marginalized part of the conservative movement with both the most high-minded and the basest elements of internet culture. It’s a mutated revival of a monster William F. Buckley thought he killed in the early 1990s, given new energy by the web.
In my view, this is totally wrong: the Alternative Right is an alternative to white nationalism as much as the Republicans.
The goal of the Alternative Right is to establish principles by which civilizations thrive, in contrast to the dying principles upon which we base our current time.
These include nationalism, naturally since all other options have failed, but also extend to many other options. In particular, the Alternative Right studies how the the common sense opinion of a population is replaced by that of its professional politicians.
A better way to view the Alternative Right: a recognition that liberal democracy has failed, and a searching for alternatives which are both not oppressive and not prone to decay like liberal democracy.
Of course the establishment wants it to be equated to white nationalism — they fear it!