Story highlights A Vice co-founder started the campaign

He tweeted, "We need to take ourselves down by lying on the ground and crying"

(CNN) Is it satire, or is it hate?

That seems to be the question behind the social media hashtag #TakeUsDown, which is being used (maybe) alternately to poke fun at the concept of white male privilege and to embrace it.

Vice co-founder Gavin McInnes started the campaign when he tweeted, "White people are a symbol of oppression and hatred. We need to take ourselves down by lying on the ground and crying."

White people are a symbol of oppression and hatred. We need to take ourselves down by lying on the ground and crying. — Gavin McInnes (@Gavin_McInnes) June 24, 2015

Cis, white, heteronormative males: please take pics of yourself face down and I'll show them on #TGMS #TakeUsDown — Gavin McInnes (@Gavin_McInnes) June 24, 2015

In a satirical video posted on You Tube, McInnes explains that he's been thinking about how "white people are a problem and how our history is the problem."

"The news here is that white people need to die," he says. "You need to check your privilege. You need to unpack your invisible backpack and shove it up your a**."