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    “The Golden One,” a Metapolitical Influencer

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    Metapolitics in the discourse of “The Golden One” — or Marcus Follin, online fitness guru, entrepreneur and far-right YouTube personality — is dissimilar to the notion of metapolitics as expressed by Alain de Benoist. De Benoist’s metapolitics was grounded “in an ideological critique of the left and an methodological critique of the right.” It was a way to rethink the ideas and strategies of the true right — the conservative revolutionary right and to bring them into the 20th century.

    For Benoist, any “metapolitical action attempts, beyond political divisions and through a new synthesis, to renew a transversal mode of thought and, ultimately, to study all areas of knowledge in order to propose a coherent worldview.” First and foremost, metapolitics was about the production of theory and distancing oneself from violent activist groups. Secondly, it was about normalizing those ideas in order to fuel political change.

    Guillaume Faye, “The Golden One” and the Metapolitical Warrior

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    The Golden One’s version of metapolitics is not about highbrow intellectual theory or a new theoretical synthesis discussed in books and journals. The Golden One is emblematic of a new type of metapolitics — a metapoltics 2.0 — that is clearly intertwined with the digital infrastructures and digital culture. The Golden One is, in essence, a metapolitical influencer. What is Important to understand is that he does not just reproduce the ideas of others. This would entail that he is a neutral intermediary. By using digital media for metapolitical goals, Follin is producing new ideas, assembling existing concepts and repackaging them while communicating them to a new niche audience.

    Strategic Intimac

    The key to understanding his impact is analyzing his communication in the tradition of social media influencers. Just like most influencers, The Golden One not only produces a clear-cut persona but also mobilizes strategic authenticity and strategic intimacy to bind his audience. The difference is that his personal life is used in the service of metapolitical goals. After his first video in which he discussed what becoming a father meant to him, a whole series followed that touched on subjects like the war on fatherhood or how to raise daughters. Through those seemingly personal videos, The Golden One is promoting the traditional values and pan-European worldview that can be found in the works of Guillaume Faye, albeit in a different form.

    Like all influencers, The Golden One has crafted his own brand. He has created a very specific public persona — a sort of modern-day pastiche of a Nordic Viking-slash-bodybuilder — which he uses for metapolitical and economic goals. He combines fitness, nutrition and training videos with content dedicated to politics, far-right books and activists. He gets paid to give lectures, uses Patreon to get monthly funding (at the moment, he has over 750 patrons who donate each month). Follin also has his own clothing line, Legio Gloria, which he wears in his YouTube videos. He even has his own nutrition line. The Golden One’s success is not only metapolitical — it is also a small business venture.

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    The Golden One’s brand finances his metapolitics and vice versa. Through his online presence and his influencer technics, he manages to inspire far-right activists and youth around the world. It is in this uptake that we can assess the meaning of his work. One of those viewers and fans is the “Son of Europe.” The Son of Europe is a member of the far-right Flemish identitarian movement Schild & Vrienden. In a YouTube video titled “How I got red pilled” (the Son of Europe published the video in 2018 but has deactivated his account after Schild & Vrienden was exposed in a documentary as an extreme right, racist and anti-Semitic movement), he explained that finding The Golden One was a “pivotal moment” in his red-pilling process. He not only “started watching, binge watching actually, the Golden One’s videos,” but also started to exercise more and “go the gym more,” “doing research and also started reading more.” It is thus through the self-help, fitness and, eventually, the purely political content offered by The Golden One that the Son of Europe crafted his identity, set up an Instagram account and became politically active in the Flemish identitarian movement.

    Community Challenge

    The Golden One’s “Wild Hunt Challenge” would prove to be very influential in shaping the Son of Europe. It was as a result of this challenge “aimed at reinforcing positive behaviors in young men” that the Son of Europe created his Instagram account. The Golden One challenged young men to train at least five days a week, stop watching porn or at least masturbating to porn because he wanted them to be “aggressive and disciplined.” This is non-negotiable if you want to be part of his “legionnaires.” He also urged his followers to read an article every day and to post “a glorious picture of yourself … in the most epic place you know” and “upload it to Instagram with the tag #legiogloria.”

    It was through these posts, said the Son of Europe, that a community was born. This community not only created transnational ties among far-right activists. It also functioned as a learning environment. The Sone of Europe claims in his video that it was in this Legio Gloria that he learned everything about “the domination of cultural Marxism” and “the domination of certain groups in the banking world.” He even concludes by saying that this “formed my ideology as it is up to today.” Even more, he took up the role of a “metapolitical warrior” and started posting videos and pictures on Instagram, Facebook and YouTube in the genre of The Golden One.

    The Golden One — as an influencer or micro-celebrity within the far-right niche — reentextualizes Faye’s discourse and brings it to a whole new audience. This new type of metapolitics in the digital age is not only about the circulation of ideas; it is also about digital literacy and digital culture. In order to stay integrated in this economy of virality and generate uptake, metapolitical influencers need to be media-literate. They need to develop specific strategies and make full use of the opportunities and algorithms offered by the different media to build an audience or a community. Not only is the knowledge of algorithmic imagination crucial to generating metapolitical impact in this digital ecology, but understanding and adjusting to the culture of the platform is at least as important.

    Guillaume Faye, “The Golden One” and the Metapolitical Legion

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    Metapolitics 2.0 is deeply weaved into the new media system. The impact and influence of The Golden One, and his role in the distribution of far-right ideology, cannot be reduced to his content alone. We have to understand it in relation to his online persona and also to the digital and algorithmic environments in which he uses his voice. Not only is the management of visibility but also avoiding non-visibility, as Taina Bucher stresses, a constant worry for all actors in this media system. Making yourself visible, drawing attention is of crucial importance for all ideological projects.

    The Golden One, in his long social media career, has proven a master at this game. On top of that, he was able to stay fully integrated into all major digital platforms — YouTube, Twitter, Instagram and Facebook — for almost a decade. Follin used all that those platforms have to offer and adopted classic influencer techniques to grow an audience, keep that audience hooked and build a community around him.

    The key to any contemporary metapolitical project is being and staying integrated with the culture of the platform and, more specifically, adjusting to its community rules. It is their integration in this new media ecology that allows actors to become so influential. Since the end of 2020, The Golden One has evidently struggled to stay integrated. His personal Instagram and Facebook accounts have been deleted. He is now using his existing mainstream accounts to make sure that his audience can move along to new platforms like GAB and Telegram.

    In ab attempt to keep himself on YouTube, he has announced to stop posting political videos on the platform. This desperate attempt to reinstate his Instagram and to maintain his YouTube presence shows us just how important mainstream digital media are for this metapolitical project.

    *[Fair Observer is a media partner of the Centre for Analysis of the Radical Right.]

    The views expressed in this article are the author’s own and do not necessarily reflect Fair Observer’s editorial policy. More

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      in World Politics

      Guillaume Faye, “The Golden One” and the Metapolitical Warrior

      by

      Within the global new right, Guillaume Faye is considered a genius and an intellectual prophet. After his death, the former figurehead of la nouvelle droite was praised as a visionary on social media by the former National Front leader Jean-Marie Le Pen; the co-founder of the Pro-Afrikaanse Aksiegroep Dan Roodt; Arktos publisher Daniel Friberg; Counter-Currents publisher Greg Johnson; the editor-in-chief of American Renaissance Jared Taylor; Martin Lichtmesz from Sezession; alt-right star Richard Spencer; the Dutch new-right movement Erkenbrand; several diverse Generation Identity accounts; and the de facto leader of the pan-European identitarian movement, Martin Sellner. They all commemorated his death, hailing him as a key intellectual of the “true right.”

      Guillaume Faye, the “Golden One” and the Metapolitical Legion

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      “The Golden One” was one of those key figures of the new right who had praised Faye. The Golden One, or Marcus Follin, is a bodybuilder, online fitness guru, entrepreneur and a far-right YouTube personality. He started his YouTube channel in 2012 and has now amassed over 110K subscribers and over 12 million views. He has become one of the far-right influencers operating on a global scale. He has been invited to give lectures in the Netherlands for Erkenbrand, for Reconquista in Ukraine, Sweden’s the Scandza Forum, and has given collabs with many key figures and online shows in the far-right alternative influence networks like Millennial Woes or Red Ice TV.

      Why We Fight

      The condolence tweet was not the first time the blond Swedish YouTuber praised Faye. In 2015, Follin made a (now blocked) YouTube video praising Faye’s “Why we fight. Manifesto for a European Renaissance” as “one of the best books I have read.” The Golden One was certainly not the first or the only far-right figure who was inspired by and had praised the work. In 2017, Sellner published five videos on YouTube dedicated to this very book. (All videos were set on private after Sellner’s channel was reinstated after his ban in 2018).

      In those videos, he stressed the ideological and metapolitical importance of Faye. Metapolitics, Sellner argued, is a key concept for identitarians as they define themselves as a metapolitical movement. No wonder that Faye’s far-right publishing house Arktos pitches “Why We Fight” as “destined to become the key work for Twenty-first century identitarians.”

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      The Golden One recommends “Why We Fight” especially if you “are a beginner in the political or philosophical world or need ammunition to fight off or debate the leftists.” Note how he adopts metaphors of war in relation to the idea of political debate or philosophy. That is not a coincidence — “debate,” “philosophy” or “metapolitics” are not only used as synonyms, but his whole message argues that metapolitics is crucial in the fight for the future of Europe and the European people.

      These fighting metaphors also reflect the central motif in Faye’s book. Faye starts “Why We Fight” with the idea that “Europe today faces the greatest danger in her history, a danger threatening the very existence of her civilization. For she is at war and doesn’t know it.” Europe, and especially European culture, its people and identity are in danger of becoming extinct. This danger is brought upon us because our elites do not fight for their people and allow us to be colonized by migrants and, in particular, Muslims. The idea of the “great replacement” was already very much present in Faye’s earlier works.

      Even more, according to Faye, we should fight “for the cause of our own people’s destiny.” Faye describes the world in Schmittian terms as a struggle between ethnic peoples and civilizations for survival and domination. “The base of everything is biocultural identity and demographic renewal,” says Faye. The Golden One completely agrees: “Culture stems out of blood,” he says in the video.

      Biocultural Survival

      This fight for the survival of the biocultural identity of Europe or, in less metapolitical discourse, the European race, is, according to Faye, not only metapolitical. It is very much about the will to power, the will to become culturally, morally, economically and politically superior as a people. Faye’s stress on this struggle for dominance and superiority between Europeans and the Islamic colonizers is exactly the message that The Golden One puts forward on his channel. This idea, he says “resonates very well with the kind of aesthetics that I’m trying to portray with this channel, about strength and such virtues.”

      Just like Faye, Follin stresses the importance of the warrior virtues and halting what Faye calls “deviralization.” The Golden One sees himself as helping to construct a new legion of metapolitical warriors. In a lecture for the Ukrainian Azov movement and the ND-National Militia, The Golden One stressed the importance of combining real fighting and violence with the philosophical or the metapolitical. In essence, he calls for a fusion of metapolitics and the willingness to use violence in the idea of the “metapolitical soldier” or “metapolitical crusader.” In this lecture, he stressed that soldiers need to have a solid ideological worldview, while activists or politicians also need to be able to physically fight.

      This notion of the metapolitical crusader is central in the social media communication of The Golden One. All his online activity has been dedicated to the creation and education of that legion of far-right metapolitical crusaders.

      *[Fair Observer is a media partner of the Centre for Analysis of the Radical Right.]

      The views expressed in this article are the author’s own and do not necessarily reflect Fair Observer’s editorial policy. More