I grew up in the bible belt, in the south, in a recently rural farming community that was urbanizing so quickly that it was in the top ten fastest growing counties in the country for a decade.
I went to school with a bunch of self proclaimed rednecks who plastered the confederate battle flag on everything. They were fond of the phrase "heritage, not hate" which they used to mean "I want to use the symbolism of hatred, while being free from consequences."
These guys, usually, didn't know much about the history of the army who's battle flag they loved, and were, as a rule, pretty horrifically racist in ways big and small.
So when I see the rails chucklefuck talking about "Heritage is our duty" I just see the smiling face of the violent bigots that beat me and my friends for "race mixing."
And when I see him say "you're somebody now" ... I guess that's it's own post.
So the whole deal for the modern right, for capitalism in general, is to isolate people from one another, alienate them, make them afraid of non-existent enemies, and the groom them for service.
When DHH says "you're somebody now" he is saying.
"You're special, because you didn't get tricked by progressives"
"You could be someone, if you joined us"
"If you're against us, you're nobody"
It's both the recruitment mechanism that powers the right wing recruiting machine and a common technique for other kinds of abuse.