Ironically the fact that he’s being referred to as a white nationalist is evidence that their efforts to redefine and normalize themselves have been working. “White Nationalist,” “Alt-Right,” and similar euphemisms are their own inventions to improve their PR and get people to stop calling them racists, white supremacists, and neo-nazis. They’ve spent the last 20 years trying to normalize it, and it seems like it’s been fairly successful.