January 27 is International Holocaust Remembrance Day, and this year an ad-hoc German collective called Laut Gegen Nazis (Loud Against Nazis) staged an intriguing protest against the Nazi Party of Germany, or the National Democratic Party of Germany, as they style themselves (Nationaldemokratische Partei Deutschlands, NPD), by using the innocuous tools of Facebook to call attention to the damnable persistence of Nazi ideology in Germany.
Laut Gegen Nazis called it a “Like Attack”—they encouraged liberal opponents of fascist ideas to flood the NPD’s Facebook page by “liking” it and also by posting, as a comment, a link to a liberal-friendly image such as “Rassismus tötet!” (Racism kills!) or a rainbow version of the Nazi logo. In addition users were urged to adopt one of those very same images as their personal icons for the day (as they would obviously be seen on the NPD’s page itself).
The slogan for the day was “Wir überfremden die NPD!”—which clever phrase requires a bit of unpacking. The German word überfremden is not a common one; it appears to be a bit of neo-Nazi jargon, and it means to be overrun by foreigners—such sentiments are surely discernable enough in the U.S. and U.K. as well. The genius of the slogan lies in the fact that Laut Gegen Nazis was proposing to do just that to the NPD’s Facebook page—overrun it with outside elements.
As the Das Kraftfuttermischwerk blog pointed out, the project had the distinct drawback of having to oblige users, however briefly, to “like” such an odious entity as the NPD in order to function. But a sizable number of people appeared not to mind that particular taint, anyway.
In the end, the NPD admins presumably had to work a little harder to maintain their page (it appears that many of the comments were scrubbed, although as of this writing—1/29—a few more recent comments could be seen on NPD’s website), and who knows how many minds, if any, were changed. But it remains a pretty clever implementation of social media to land a collective political point.