Its leaders claim to oppose racism, though the Anti-Defamation League says the group “has participated in white supremacist events all over the country.” On its website, a swastika armband goes for $20.

If the Charlottesville rally came as a shock, with hundreds of white Americans marching in support of ideologies many have long considered too vile, dangerous or stupid to enter the political mainstream, it obscured the fact that some in the small, loosely defined alt-right movement are hoping to make those ideas seem less than shocking for the “normies,” or normal people, that its sympathizers have tended to mock online.

And to go from mocking to wooing, the movement will be looking to make use of people like the Hovaters and their trappings of normie life — their fondness for National Public Radio, their four cats, their bridal registry.

“We need to have more families. We need to be able to just be normal,” said Matthew Heimbach, the leader of the Traditionalist Worker Party, in a podcast conversation with Mr. Hovater. Why, he asked self-mockingly, were so many followers “abnormal”?

Mr. Hovater replied: “I mean honestly, it takes people with, like, sort of an odd view of life, at first, to come this way. Because most people are pacified really easy, you know. Like, here’s some money, here’s a nice TV, go watch your sports, you know?”

He added: “The fact that we’re seeing more and more normal people come is because things have gotten so bad. And if they keep getting worse, we’ll keep getting more, just, normal people.”

Flattening the Edges

Mr. Hovater’s face is narrow and punctuated with sharply peaked eyebrows, like a pair of air quotes, and he tends to deliver his favorite adjective, “edgy,” with a flat affect and maximum sarcastic intent. It is a sort of implicit running assertion that the edges of acceptable American political discourse — edges set by previous generations, like the one that fought the Nazis — are laughable.