Malfoid, a meme character with roots in online fandom and “incel imagery,” has become a visually appealing vehicle for ethnic nationalism, white supremacy, and conservative notions of purity, according to the source. Its use by government and political figures illustrates how internet subcultures, memes, and fictional worlds have moved into mainstream political communication—raising questions about whether officials understand the symbols they are amplifying or are deliberately using them to reach radicalized online audiences.
From internet mascot to political symbol
For radicalized young internet users, Malfoid offers a ready-made mascot for pop-culture-informed ethnic nationalism. The character is an updated version of the “boy girl” archetype for the digital age, with a dark, pop-culture aesthetic that can make it more appealing to the online fringe than traditional political propaganda. In this form, white supremacy and conservative purity ideals are packaged as a communal and visually attractive internet culture.
The use of fantasy and fiction by prominent right-wing figures to promote political ideas is not new. For years, J.R.R. Tolkien’s The Lord of the Rings has been repeatedly adopted by figures on the political right, including Peter Thiel and Elon Musk. The Trump administration has also normalized communicating with the public through memes. President Trump’s Truth Social feed regularly features AI-generated meme images, while government departments including the Department of Homeland Security have previously used memes and Tolkien’s work to downplay serious issues such as ICE raids.
After removing the Malfoid meme, the Department of Education continued to post on X, “There’s magic in learning,” alongside images referencing The Lord of the Rings and Avatar: The Last Airbender.
When niche symbols enter official communications
Leslie Harner, a communications professor at Baylor University, said modern politics is marked by “the collapse of boundaries between Internet subcultures and mainstream organizations.”
“Symbols that once circulated in niche online communities now appear regularly in political campaigns, government communications, and mainstream media coverage,” Harner said. She noted that memes may have greater influence than before, but warned that adopting a toxic internet culture makes the strategy dangerous.
Harner said the use of “incel imagery” raises difficult questions. “Are the agencies unaware of the cultural weight of this symbol, or do they believe these associations will help attract engagement from relevant audiences? Both possibilities are important,” she told WIRED. “If officials are unaware of the implications, it suggests a lack of cultural literacy or an inability to protect learners from harmful symbols. If they are, it begs the question why federal agencies would choose to amplify images tied to dehumanizing online discourse.”
In response to WIRED’s request for comment, the Department of Education quoted Albus Dumbledore from Harry Potter and the Deathly Hallows: “Of course it’s happening in your head, Harry. What makes you mean it’s not real?”
Politics as an algorithmic signal
By using Malfoid’s visual markers, the agency appears to maintain cultural alignment with a radicalized online base without triggering the scrutiny associated with more explicit political messaging. The imagery functions as an algorithmic wink, potentially signaling to the most extreme parts of the electorate that the institution shares their fundamental worldview.
The source argues that traditional political persuasion is giving way to aesthetic identity. Policy documents, detailed legislative agendas, and conventional campaign speeches may no longer engage young people as effectively as they once did. Political operatives understand that young voters have been trained by platforms such as TikTok and Wattpad to consume information through specific metaphors and visual identities rather than through a coherent, logically stated ideology.
In this view, the internet is no longer merely reflecting political reality. Political reality is increasingly enacting the internet’s metaphors—and the nation is willing to follow along.
Source: www.wired.com
