When Steve Bannon was announced as Chief Strategist to the White House, the headlines read fairly similarly.

Bannon leaves his job at Breitbart, a 'news' website which peddles white nationalist views to the mainstream, to become the new campaign strategist.

He'll be keen to emphasise the sway of the 'alt-right' movement in the mainstream, no doubt.

However, people suggest we shouldn't be referring to this movement as 'alt-right', saying the label normalises fascism.

The counterpoint to be made here is that if you start banning language then 'free speech liberals' on the right wing are unlikely to listen to anything you have to say - which is what many say got us into this whole Trump mess.

The counterpoint to that is that you are knowingly letting fascism rebrand itself. It's tricky.