The adoption of brands as an identity marker for hate groups has been extensively noted for decades. The use of specific brands, often covertly, allows hate groups to have identity markers without the social stigma ascribed to historical hate symbols. With high-profile events such as the ‘Unite the Right’ march in Charlottesville, hate groups have utilized media coverage to increase their visibility and, by extension, the brands that they have co-opted. Such unwanted associations for organizations are defined by this research as a hatejack, whereby an extremist group publicly presents linkage to a brand, typically to claim legitimacy by the association. The covert, hide-and-seek nature of the hatejack also allows extremist groups to identify with each other without public or legal scrutiny. The dangers of a hatejack have been exacerbated by two-way symmetrical models of public relations that focus on online and social media. Popular press books such as Brand Hijack seem to suggest that organizations would do well to cede ownership of their identity and allow the construction of brands by external publics. This emphasis, however, has allowed for hate groups to more readily adopt brands and publicly proclaim a connection to the organization that does not exist. This research examines cases of hatejacks in which brands become unwitting instruments of extremist groups and seeks to identify emerging and consistent themes across cases that merit further investigation by researchers and actions by practitioners.

中文翻译：

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仇恨显而易见：极端主义团体对品牌的仇恨

数十年来，人们广泛注意到采用品牌作为仇恨群体的身份标志。特定品牌的使用（通常是秘密的）允许仇恨团体拥有身份标记，而不会因历史仇恨符号而产生社会污名。通过在夏洛茨维尔举行的“团结起来”游行等备受瞩目的活动，仇恨团体已经利用媒体报道来提高他们的知名度，进而扩大他们选择的品牌。这项研究将对组织的这种不希望的关联定义为“帽子戏法”，极端主义组织借此公开表示与品牌的联系，通常要求该协会具有合法性。e客的秘密，捉迷藏的性质也使极端主义团体能够相互识别，而无需进行公共或法律审查。专注于在线和社交媒体的双向对称公共关系模型加剧了仇敌的危险。诸如Brand Hijack之类的热门新闻书籍似乎表明，组织应该做得更好，以放弃其身份的所有权，并允许外部公众构建品牌。但是，这种强调使仇恨团体更容易采用品牌，并公开宣布与该组织不存在联系。这项研究调查了那些使品牌成为极端主义团体不知情的工具的hat客案，并试图找出值得研究者进一步研究和从业者采取行动的案件中不断出现的一致主题。诸如Brand Hijack之类的热门新闻书籍似乎表明，组织应该做得更好，以放弃其身份的所有权，并允许外部公众构建品牌。但是，这种强调使仇恨团体更容易采用品牌，并公开宣布与该组织不存在联系。这项研究调查了那些使品牌成为极端主义团体不知情的工具的hat客案，并试图找出值得研究者进一步研究和从业者采取行动的案件中不断出现的一致主题。诸如Brand Hijack之类的热门新闻书籍似乎表明，组织应该做得更好，以放弃其身份的所有权，并允许外部公众构建品牌。但是，这种强调使仇恨团体更容易采用品牌，并公开宣布与该组织不存在联系。这项研究调查了那些使品牌成为极端主义团体不知情的工具的hat客案，并试图找出值得研究者进一步研究和从业者采取行动的案件中不断出现的一致主题。允许仇恨团体更容易采用品牌，并公开宣布与该组织不存在联系。这项研究调查了品牌成为极端主义团体不知情的工具的骗子案，并试图找出值得研究者进一步研究和从业者采取行动的新兴主题。允许仇恨团体更容易采用品牌，并公开宣布与该组织不存在联系。这项研究调查了那些使品牌成为极端主义团体不知情的工具的hat客案，并试图找出值得研究者进一步研究和从业者采取行动的案件中不断出现的一致主题。