I love this post by David Banks on Cyborgology:
the future Millennial fascist will need to employ a highly adaptive messaging system enabled by what Zeynep Tufekci has called “computational politics”.
Computational politics allows political leaders to portray themselves very differently depending on whom they are talking to. By using finelytuned algorithms fed by enormous databases of our past decisions, leaders will find a way to promise exactly what matters to you. Hitler may have been limited to a single message of strength but future fascist will be capable of deploying multiple messages of softer and more comforting propaganda. Instead of a single, one-size-fits-all message of brute strength, cupcake fascism will find what makes you feel comforted.
Cupcake fascism augmented by computational politics is not just different wrapping on the same rhetorical structure. It dispenses with the unitary collective all together and asks you to embrace a juiced up but well-worn brand of uniquely American individualism. It can offer the palliatives of a Tumblr featuring hot drinks on cold nights in a safe and clean home. It can serve up promises of new applications for masculine discipline, courage, and strength even as war and industry are increasingly automated. It can make up a hundred more emotionally evocative messages that all end in a promise that theses promises can be real if this single candidate is elected.