Proud to Be What? The Alternative for Germany and the #Stolzmonat Campaign

Over the past two decades, Germany has evolved from a European laggard to a leading country when it comes to LGBTIQ rights. Germany scores especially high when it comes to the laws, policies and practices that allow for full exercise of freedom of assembly, association and expression for LGBTIQ people. Still, in June 2023, the far-right #Stolzmonat campaign was launched on X as a counter movement against pride month by an online influencer. We investigate how the populist radical right Alternative for Germany (AfD) has engaged with, promoted, and framed the #Stolzmonat campaign on X from June 2023 to June 2025. We have analysed all available posts, including visual material from AfD members of the federal, regional, and European Parliament, as well as official party accounts. We find that the AfD reframes the meaning of ‘pride’ in three primary ways: as an electoral campaign mobilisation tool, as a way to showcase nativist historic pride, and a way to engage with non-parliamentary far-right activists. When LGBTIQ issues are brought up, it is done to dismiss the rainbow flag, so-called ‘gender madness’, and trans rights. We have also conducted a discourse network analysis (DNA) to illustrate how AfD politicians share different concepts of the meaning of pride/Stolz across time, different levels and geographical spaces. We argue that this is an example of a pariah party adopting a counter movement’s discourse. This matters because it enhances the visibility and legitimacy of a far-right social media campaign against LGBTIQ people and their rights.