I don't see one group controlling that narrative. I see a wide variety of groups uniting to reject one particular narrative/ideology that is widely agreed to be toxic
on its own terms; its loudest proponents explicitly call for genocide and war, and that is literally an incitement to violence against the many and various targets of their dislike.
I'd encourage you to check out material from groups like Life after Hate that specialize in deradicalization of former white nationalists to get their first-hand perspective on the psychology of fascism.
