Weeks ago, Hungarian Conservative reported on how Amelia—a supposed antagonist in an ‘extremist prevention’ online game commissioned by Hull City Council in the United Kingdom—went viral on right-wing internet platforms, with AI-generated videos, images, and other content flooding social media feeds. Now, the British mainstream media have found out about Amelia—and they are not happy about it.
British outlets The Guardian and LBC published strikingly similar articles about Amelia in recent days, both concluding that the purple-haired goth girl, who stands against mass migration and in favour of traditional British values and culture, is, in fact, racist and fuels hatred.
The Guardian introduces Amelia as a girl ‘who proudly carries a mini Union flag and appears to have a penchant for racism’, before lamenting the ‘plethora of increasingly sophisticated AI-generated iterations’ of her, including ‘real-life’ encounters between Amelia and movie characters, ‘accompanied by racist language and far-right messaging’.
Since her ‘birth’, Amelia has indeed become increasingly popular. From an average of around 500 posts a day when she was first introduced, the figure rose to roughly 10,000 daily posts starting on 15 January, when the meme broke through to international audiences. Amelia has since reached the highest levels of the right-wing internet ecosystem, even being reposted by Elon Musk himself.
Beyond videos and memes, an Amelia-themed cryptocurrency token has also emerged, further unsettling the progressive mainstream. In their coverage, both LBC and The Guardian cite Matteo Bergamini, founder and CEO of Shout Out UK—the political and media literacy training company that created the original game—who argues that what is happening amounts to the ‘monetization of hatred’.
Despite attempts to ‘cancel’—as ridiculous and absurd as that may sound—the meme, Amelia’s popularity continues to grow by the day. She is also no longer alone: Maria, Marianne, Anna-Marie, and numerous other counterparts have emerged, created to represent different countries, including Germany, France, and Canada, all grappling with the same problems as the United Kingdom—the coordinated influx of third-world migrants and political establishments unwilling to take action to protect their citizens.
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