the alt right movement is an attempt to incorporate the irony and humour and memes of "alternative"/underground culture with right wing politics
As Andrew Anglin from daily stormer wrote
"Some of the ways the movement presents itself can be confusing to the mainstream, given the level of irony involved. The amount of humor and vulgarity confuses people. The true nature of the movement, however, is serious and idealistic. We have in this new millennium an extremely nihilistic culture. From the point when I first became active in what has become the Alt-Right movement, it was my contention that in an age of nihilism, absolute idealism must be couched in irony in order to be taken seriously. This is because anyone who attempts to present himself as serious will immediately be viewed as the opposite through the jaded lens of our post-modern milieu."
Daily stormer is a popular white nationalist website due to it's comic ironic jocular tone compared to other white nationalist website. You get a lot of sarcastic ironic tone in his article. The site is definitely sincerely racist but it attempts to express it in a irreverent, ironic sarcastic, and attempted humorous tone