This is ultimately a battle for the morals of this country. It is about right and wrong.
Most people like to think of themselves as moral people, and while white supremacy runs deeper than the average person realizes, most people would not identify as Nazis or white supremacists.
In a battle for morals, imagery and messaging is everything. If we lose the PR battle, even if we are ultimately on the right side of justice, we may give the alt-right ammunition they desperately need. And if we don’t provide them with that ammunition, their movement will struggle to gain momentum.
When you see images from nonviolent movements confronting forces of injustice, the images are very clear which side is on the right side of justice. When you see images of the alt-right confronting Antifa, that’s not so clear.