I think, in a way, the media is kind of empowering the "alt-right" by constantly referring to them as the "alt-right". It presents it as the little guy vs The Man, and I think that makes it much more palatable than "far right." Influential people who think the government is intentionally making gay frogs, that media needs to be under strict control, that climate change is a Chinese hoax, and that everything is us vs…
It's a little odd, since 99% of the time it's really just a euphemism for a particular kind of neo-nazi.
I generally vote for the Labour party, but that doesn't mean I and my fellow Labour voters (Corbyn aside) support Mao/Chavez/PolPot-style murdering of our enemies.