Subjekt.no

[[File:TBR Sør Korea 17 (52051184552).jpg|thumb|right|165px|Danby Choi (left) in 2022]]
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{{cquote|[[Resett]] with art reviews|||Are Bøe Pedersen}}
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'''Subjekt.no''' (or '''Subjekt''') is a [[Norway|Norwegian]] [[alt-right]], pro-[[fascist]] and "[[Alt-right glossary#Woke|anti-woke]]" blog that presents itself as a "newspaper" focused on [[art]]. Subjekt hilariously claims to be "the leading cultural newspaper" of Norway and "your best friend in all matters of good taste,"<ref>[https://www.facebook.com/subjektno Self description of Subjekt.no]</ref> but is in reality the blog of Danby Choi, who is essentially the Norwegian [[Andy Ngo]]. Choi is an alt-right blogger and influencer, and a self-styled "chief editor" (of his own blog), who says he thinks [[Donald Trump]] is "cool." Hans Petter Sjøli of the mainstream newspaper ''VG'' described Choi as part of "the provocative and contrarian [[far right]],"<ref>Hans Petter Sjøli: [https://www.vg.no/nyheter/i/Gyqrrq/hans-petter-sjoeli-ytre-hoeyresiden-er-tidsaandens-flaggskip Det er Elon, Danby, Ole Asbjørn og Ödes tid nå], ''VG'', 5 january 2025</ref> while other journalists have called Subjekt "little more than a culture war blog" for "brainless Trump fanboys".<ref name=Traedal/>

Evan McLaren described Danby Choi as "the most visible and successful apologist for [[fascism]] and right-wing extremism" in Norway and Subjekt as "a laundering machine for vile right-wing ideas and behavior".<ref name=McLaren/> Andreas Bjørnbekk argued that Subjekt is "doing the bidding of American [[fascist]]s" and publishing disinformation and [[propaganda]].<ref name=lesrosetta/> In ''Filter Nyheter'', Harald S. Klungtveit argued that Subjekt and Danby Choi are actively whitewashing far-right extremism and fascism.<ref name=filternyheter/> The blog is often compared to [[Resett.no]] and publishes a steady stream of [[transphobia|transphobic]], [[racism|racist]], [[Holocaust denial|Holocaust-denying]], and [[Anti-vaccination movement|anti-vaccination]] writers, as well as complaints about "woke culture", "Pride ideology", and "[[identity politics]]." It has been described as "a 'cultural newspaper' which wallows in anti-woke rhetoric, transphobia, and outlandish conspiracy theories."<ref name=sod/> In 2025 Subjekt published a long rant that defended child murderer [[Anders Behring Breivik]], along with the usual concerns about "[[mainstream media]]", [[George Soros]], so-called "woke", and so on.<ref name=Vie/><ref name=filternyheter/> Some of its writers also contribute to websites such as [[Resett.no]] and [[Steigan.no]]. The blog's focus on transphobia and conspiratorial "anti-wokeism" has made it the main forum for far-right [[anti-gender]] populism and disinformation in Norway.

==Role in the culture war==
Despite the stated focus on art and good taste, a large amount of the content consists of articles complaining about "[[Alt-right glossary#Woke|woke culture]]" and "[[identity politics]]". The website is published by Danby Choi, a blogger and self-styled journalist who is pretty much the Norwegian [[Andy Ngo]]. According to an article in leading daily ''{{wpl|Dagens Næringsliv}}'', Choi's critics have accused him of being "a [[transphobia|transphobe]], [[racism|racist]] and [[fascism|fascist]]."<ref name=dn>"[https://www.dn.no/d2/medier/kultur/cancel-kultur/subjekt/danby-chois-kritikere-mener-han-er-transfob-rasist-og-fascist-noe-vrenger-seg-i-meg-i-mote-med-moralisme/2-1-1180916 Danby Chois kritikere mener han er transfob, rasist og fascist]" [Danby Choi's critics believe he is a transphobe, racist and fascist], ''{{wpl|Dagens Næringsliv}}'', 28 April 2022</ref> The website has published articles attacking [[LGBT rights|LGBT+ rights]], articles ridiculing allegations of [[rape]] and sexual abuse, and articles by prominent anti-immigration activists and [[Antisemitism|anti-semite]]s; for example the Norwegian humanist and skeptic {{wpl|Didrik Søderlind}}, an advisor at the {{wpl|Norwegian Humanist Association}}, has noted that "Subjekt has become a platform of the group surrounding Hans Olav Brendberg. They believe it is reasonable to ask whether [[Jews]] are a 'state within the state.'"<ref>[https://web.archive.org/web/20220317055317/https://twitter.com/DidrikSoderlind/status/1504334959473053698 Subjekt gjør seg til talerør for miljøet rundt Hans Olav Brendberg. Her kan vi for eksempel lære at det er rimelig å si at jødene er en "stat i staten"] [Subjekt has become a platform of the group surrounding Hans Olav Brendberg. They believe it is reasonable to ask whether Jews are a "state within the state"] by Didrik Søderlind (10:52 PM - 16 Mar 2022) ''Twitter'' (archived from March 17, 2022).</ref>

Are Bøe Pedersen, an assistant professor at the {{wpl|University of Bergen||,}} described Subjekt in 2021 as "[[Resett]] with art reviews"<ref>Are Bøe Pedersen (2021). "[https://web.archive.org/web/20211130114345/https://twitter.com/Zealuu/status/1465088658965512195 At de nå er Resett med kunstanmeldelser var verdens mest forutsigbare utvikling]" [That they have become Resett with art reviews was the world's most predictable development] by @Zealuu (2:42 PM - 28 Nov 2021) ''Twitter'' (archived from November 30, 2021).</ref> while Didrik Søderlind at the Norwegian Humanist Association described the website in an interview with ''{{wpl|Dagens Næringsliv}}'' as "[[Resett]] for former students at Westerdals" (a private media and communications college with a less than stellar academic reputation).<ref name=dn /> Søderlind has also compared Subjekt to other Norwegian [[far-right]], [[conspiracy theorist]] and "anti-woke" websites such as [[Document.no]] and {{wpl|Pål_Steigan#Steigan.no|Steigan|.}}<ref>[https://web.archive.org/web/20220506094728/https://twitter.com/DidrikSoderlind/status/1522513197185523715 Det ER et segment som vil være interessert i det Subjekt som Choi og co legger opp til, men det segmentet har allerede Resett, Steigan, Document, Sivilisasjonen og en haug enda mer obskure "alternative medier"] by Didrik Søderlind ({{wpl|Norwegian Humanist Association}}) (2:46 AM - 6 May 2022) ''Twitter'' (archived from May 6, 2022).</ref> After Subjekt published an article insinuating that Jews are a "state within the state," Søderlind wrote that the website is worse than openly neo-Nazi outlets such as [[Nordfront]] and Frihetskamp,<ref>Didrik Søderlind ({{wpl|Norwegian Humanist Association}}) (2022). [https://twitter.com/DidrikSoderlind/status/1504351302503047176 Slåttavik er nemlig så drøy at de organiserte nazistene holder ham på avstand]</ref> and he later clarified that he believes Subjekt is "worse than Resett."<ref>[https://web.archive.org/web/20220506071347/https://twitter.com/DidrikSoderlind/status/1522469191508447232 Aha. Men jeg mener jo ikke det. Jeg mener Subjekt er verre enn Resett] by Didrik Søderlind (11:51 PM - 5 May 2022) ''Twitter'' (archived from May 6, 2022).</ref>

The Norwegian humanist and skeptic {{wpl|Gunnar Tjomlid}} has noted that Subjekt has published [[Anti-vaccination movement|anti-vaccination disinformation]], [[transphobia]] and articles by [[Holocaust denial|Holocaust deniers]], falsely portraying it merely as a matter of [[freedom of speech]] and without any regard for the minorities the website incites hatred against.<ref>{{wpl|Gunnar Tjomlid}} (25 July 2022). [https://tjomlid.com/2022/07/25/nar-kampen-for-ytringsfrihet-forer-til-mindre-ytringsfrihet/ Når kampen for «ytringsfrihet» fører til mindre ytringsfrihet]</ref>

The humanist, skeptic, and biology professor {{wpl|:no:Øivind Bergh (havforsker)|Øivind Bergh}} noted that "Choi and his insignificant, but unbelievably self-congratulatory 'cultural journalists' are the new Resett."<ref>{{wpl|:no:Øivind Bergh (havforsker)|Øivind Bergh}} (2022). [https://web.archive.org/web/20220731013241/https://twitter.com/Essensielt_no/status/1549454302250471424 Jeg har formulert mitt generelle syn på Subjekt etter Ellingsen-gate. Choi og hans ubetydelige, men ufattelig selvhøytidelige «kulturjournalister» er det nye Resett]</ref> 

Green politician {{wpl|:no:Torkil Vederhus|Torkil Vederhus}} wrote that the website peddles falsehoods and "shamelessly milks the [[culture war]]."<ref>{{wpl|:no:Torkil Vederhus|Torkil Vederhus}} (2022). [http://web.archive.org/web/20220816144503/https://twitter.com/Torkil/status/1559489761756200961 Fact-checking of Subjekt]</ref>

Conservative historian {{wpl|:no:Bård Larsen|Bård Larsen|,}} affiliated with the free market think tank Civita, said in 2022 that he thought the website "is about to tip over into problematic terrain", as it "often happens with the most monomaniacal anti-wokeists".<ref name=dnprok>"[http://urn.nb.no/URN:NBN:no-nb_digavis_dagensnaeringsliv_null_null_20220429_133_98_1 Provokatøren]". In: {{wpl|Dagens Næringsliv}}, 29 April 2022, pp. 10–22.</ref><ref group=note>It bears repeating that [[Stopped clock|a ''conservative'' said this]].</ref>

In 2022 Subjekt extensively promoted an interview with a Norwegian anti-transgender activist by [[Tucker Carlson]]. In response, {{wpl|:no:Harald Klungtveit|Harald Klungtveit|,}} a journalist and expert on far-right extremism, said that Subjekt has become "a megaphone for American fascist television" and that the website "sucks up to the far right." Klungtveit also said that Choi is not a real journalist.<ref>[https://www.dagbladet.no/kultur/utloste-ellevill-redaktorkrangel/76691527 Utløste ellevill redaktørkrangel], ''{{wpl|Dagbladet}}'', 22 July 2022</ref> In 2023 Klungtveit said Subjekt and its editor are part of the "Norwegian [[alt-right]]."<ref>[https://inyheter.no/26/02/2023/redaktor-kaller-danby-choi-alt-right/ Redaktør kaller Danby Choi «alt-right»]</ref>

In August 2022, the Professional Committee of the Press (PFU) ruled, following a complaint by law professor and human rights scholar {{wpl|Mads Andenæs||,}} that Subjekt had violated press ethics in its articles about LGBT+ rights activist {{wpl|:no:Begard Reza|Begard Reza|.}}<ref>[https://journalisten.no/begard-reza-kortnytt-nettavisen/subjekt-felt-i-lukket-pfu-sak/532946  Subjekt felt i lukket PFU-sak] [PFU rules against Subjekt], ''Journalisten'', 1 September 2022</ref>

In 2023, cultural magazine ''{{wpl|:no:Natt&Dag|Natt&Dag}}'' described the blog's "debate editor" Mikkel Ihle Tande as "one of the eight most idiotic voices in the trans debate" who is responsible for "enthusiastic and unscrupulous wholesale importation of American culture war" to Norway and who "likely devours four to five dubious (originally: alt-right) Youtube videos daily."<ref>[https://nattogdag.no/2023/05/de-atte-mest-idiotiske-stemmene-i-transdebatten/ De åtte mest idiotiske stemmene i transdebatten] [The eight most idiotic voices in the trans debate]. ''{{wpl|:no:Natt&Dag|Natt&Dag}}'' 31 May 2023</ref>

It has been described as "a 'cultural newspaper' which wallows in anti-woke rhetoric, transphobia, and outlandish conspiracy theories."<ref name=sod>[https://twitter.com/vonS0dergren/status/1828753389976691103 Heldigvis har vi "kulturavisen" Subjekt som rægger rundt med anti-woke, transfobi og elleville konspirasjonsteorier]</ref>

Choi has long attempted to embellish his Wikipedia biography, purportedly via sockpuppetry and with varying levels of success.<ref>[https://twitter.com/Saetre_Hanssen/status/1712440721137864735 Sikkert også helt tilfeldig at de fleste Wikipedia-editsene som hauser opp Subjekt og Danby Choi er skrevet av anonyme kontoer... som kun har redigert saker om Subjekt og Danby Choi.]</ref><ref>[https://twitter.com/AndreBirchman/status/1712442270568374521 Danby Choi bryr seg så lite den faktiske ytringsfriheten at han går gjennom Wikipedia med anonyme kontoer å fjerner negativ info om seg selv.]</ref>

In 2023, in yet another attempt to make himself relevant, Choi published a book titled ''Kanseller meg hvis du kan'' [Cancel me if you can]. The book is an entirely unoriginal rehash of the standard repertoire of the "anti-woke" alt-right, with himself as the tiresome focus of attention. In the book he devotes a whole chapter to complaints about his Wikipedia biography. The earnestness with which Choi lists what he views as his accomplishments, down to his bachelor's degree and club memberships, while lambasting his Wikipedia biography and its "woke" authors, inadvertently adds a layer of humor to the chapter. He also devotes a substantial amount of the book to defending a friend who was convicted of rape, while smearing the victims.<ref>[https://twitter.com/eivindtraedal/status/1721894671256044026 Eivind Trædal on the book]</ref> In a review of the book, Nazneen Khan-Østrem of the conservative newspaper ''{{wpl|Aftenposten}}'' wrote that Choi's ideas about "wokeism" are anchored on the US political right:
{{quotebox|In one of the world's most woke countries, Danby Choi sees cancellations everywhere. His supporters in the United States will probably be a little surprised (...) It's quite the allies Choi has with him in the war. Over time, Florida Governor Ron DeSantis has become the most famous anti-wokeist. Trump's former advisor Steve Bannon is also part of the gang. He praises Putin because he is anti-woke and Elon Musk. He has declared war against the woke virus. (...) Is it excessive to draw parallels to this far-right landscape when writing about Subjekt and Choi? Not really. What they have in common is the same nagging anxiety that 'someone' is out there to get them<ref>Nazneen Khan-Østrem (5 November 2023): "[https://www.aftenposten.no/meninger/kommentar/i/4okkLq/danby-chois-tolkning-av-woke-har-et-sterkt-ankerfeste-paa-usas-politiske-hoeyreside Danby Chois tolkning av woke har et sterkt ankerfeste på USAs politiske høyreside]", ''{{wpl|Aftenposten}}''</ref>}}

{{wpl|:no:Eivind Trædal|Eivind Trædal}} said on Choi's book: 

{{quotebox|Your [Choi's] analysis is superficial and rarely well-reasoned. You write poorly (frequently using words incorrectly), think quite poorly, and come across as a "one-trick pony" who provokes for the sake of provocation. As you know, I have thoroughly read your book, and it was not an enjoyable experience. It was weak and self-centered, with a distorted moral foundation.<ref name=Traedal/>}}

In November 2023, Danby Choi appeared in a video with a man convicted of child sexual abuse. In the video, Choi tells the man that "you have been cancelled" before patting the man on his back and encouragingly telling him he that "you'll get through this".<ref>[https://www.ba.no/slettet-video-etter-reaksjoner-overrasket-over-at-det-ble-sa-mye-oppstyr/s/5-8-2433638 Slettet video etter reaksjoner], ''{{wpl|Bergensavisen}}''</ref><ref>[https://www.vg.no/rampelys/i/JQ935m/danby-choi-i-video-med-overgrepsdoemt Danby Choi etter video med overgrepsdømt: − Jeg har utvist dårlig dømmekraft], ''Verdens Gang''</ref>

Subjekt has been criticized for promoting culture war and milking controversy in a banal and dishonest way and primarily for economic gain, with Choi pocketing most of the public subsidies the blog receives himself.<ref>Mariken Lauvstad (6 January 2024). "[https://klassekampen.no/artikkel/2024-01-06/kongen-av-kulturkrig/W22a Kongen av kulturkrig]" [The king of culture war]</ref> Geir Magne Staurland, the editor of the cultural newspaper ''Natt&Dag'' (Night&Day), said that "they [Subjekt] are trying to squeeze everything into a worldview that revolves around Norway being threatened by a woke tyranny. With tabloid and banal stories, they create a perception of reality where one sees ghosts in broad daylight," and noted that Subjekt routinely publishes articles by "extremist anti-trans activists."<ref>[https://www.aftenposten.no/kultur/i/JQkOG7/nattdag-har-gjort-kritikk-av-subjekt-til-et-varemerke-de-ser-woke-spoekelser-paa-hoeylys-dag Natt&Dag har gjort kritikk av Subjekt til et varemerke: – De ser «woke»-spøkelser på høylys dag], ''Aftenposten'', 19 February 2024</ref>

In 2025 Subjekt published a long rant that defended [[Anders Behring Breivik]], along with concerns about "[[mainstream media]]", [[George Soros]], so-called "[[Alt-right glossary#Woke|woke]]", and so on.<ref name=Vie>Knut Jørgen Vie: "[https://agendamagasin.no/debatt/har-subjekt-nadd-bunnen/ Har Subjekt nådd bunnen?]", ''Agenda magasin''</ref> {{wpl|:no:Eivind Trædal|Eivind Trædal}} has said Subjekt is a "garbage blog" and that it is "incredibly embarrassing that this amoral poser [Choi] has been so uncritically cheered on in Norwegian public discourse."<ref>[https://bsky.app/profile/eivindtraedal.bsky.social/post/3liry4rcjls23 Subjekt er en søppelblogg] [Subjekt is a garbage blog]</ref>

In ''Filter Nyheter'', Harald S. Klungtveit argued that Subjekt and Danby Choi are actively whitewashing far-right extremism by defending Curtis Yarvin, a known Breivik sympathizer. He exposes how Yarvin openly celebrated Breivik’s massacre, yet Subjekt still rushed to frame him as an intellectual voice rather than a fascist ideologue. Klungtveit condemns Subjekt's long-standing pattern of ridiculing anti-fascists while downplaying the threats of authoritarianism, calling Choi’s approach a shallow contrarian act that enables dangerous ideologies. Instead of confronting the growing far-right influence, Subjekt positions itself as an apologist for fascist and anti-democratic forces.<ref name=filternyheter>Harald S. Klungtveit: [https://filternyheter.no/kommentar-subjekt-og-breivik-apologeten/ Breivik-apologeten, Subjekt og Danby Choi], Filter Nyheter, 2025</ref>

Andreas Bjørnbekk argued that "Subjekt's columnists and guest writers are doing the bidding of American fascists" and that the blog publishes disinformation and propaganda.<ref name=lesrosetta>[https://www.lesrosetta.no/subjekt-utgjor-en-giftpil-i-norsk-samfunnsdebatt/ Subjekt utgjør en giftpil i norsk samfunnsdebatt]</ref>

Choi has said he thinks [[Donald Trump]] is "cool."<ref>[https://www.aftenposten.no/norge/politikk/i/Vz5nWr/unge-norske-menn-som-herman-stoetter-trump-her-er-hvorfor Mange unge, norske menn ville stemt på Trump. Herman Winther er én av dem.]</ref>

Political commentator {{wpl|:no:Eivind Trædal|Eivind Trædal}} summarized Choi's shtick in this way:
{{quotebox|"Trump is super cool," that's how the perpetually contrarian and never interesting influencer Danby Choi sums up the news week. Over the past two years, Choi has executed what must be the most successful use of reverse psychology ever. "Cancel me if you can!" he shouted, and Norwegian media responded by carrying him on a golden throne into every conceivable debate platform and reality show. Haha, you won't fool us, Danby; we'll give you all the airtime you could ever dream of!

This absurd overexposure has added zero value to Norwegian public discourse. Choi mostly has no new ideas to bring to the table, and his "cultural newspaper" is little more than a culture war blog that imports ideological baggage from the American right into Norway.

It has been good business for Choi, but bad for most others. We really don't need to cheer on brainless Trump fanboys on every channel. They can discredit themselves freely on their own platforms, with their freedom of speech intact. All the money and attention thrown at Choi goes directly into making Norway a slightly dumber country.<ref name=Traedal>{{wpl|:no:Eivind Trædal|Eivind Trædal}} (2025): "[https://www.facebook.com/eivindtraedal/posts/pfbid02zYYWTeys5MzN4FwpniR6utDAoo1orjrbEMxybfKziU6AfNxqqGAeATU5oKiPdnrYl 'Trump er dritfet']"</ref>}}

Evan McLaren described Danby Choi as "the most visible and successful apologist for fascism and right-wing extremism" in Norway and Subjekt as "a laundering machine for vile right-wing ideas and behavior".<ref name=McLaren>Evan McLaren (2025): "[https://evanramseymclaren.substack.com/p/quoted-in-morgenbladet-some-thoughts Some thoughts on fixing our free speech confusion]"</ref>

Writing in ''Agenda Magasin'', Andreas Bjørnbekk describes Subjekt as a "culture war newspaper" rather than a genuine cultural outlet, arguing that it consistently poisons public debate by platforming fascist apologia, defending Trump-style politics, and spreading disinformation. He highlights how both the blog's owner Danby Choi and its "debate editor" Mikkel Ihle Tande engage in deliberate mischaracterization and personal attacks, often targeting young and marginalized people advocating for equality, "or 'woke', as they at Subjekt so often call it." Bjørnbekk points to Tande's open admiration for Trump's assaults on diversity and equality initiatives, and his repetition of far-right conspiracy narratives, including those about [[COVID-19 pandemic|Covid-19]] and so-called "anti-white" discrimination. He also criticizes the blog's embrace of George Gooding, who repeatedly distorts truth and vilifies opponents. According to Bjørnbekk, Subjekt erodes the foundation for informed democratic discourse by presenting harmful fabrications as legitimate opinion, all while hiding behind a hollow defense of "free speech."<ref>Andreas Bjørnbekk (2025): "[https://agendamagasin.no/debatt/kulturkrigsavisen-subjekt/ Kulturkrigsavisen Subjekt]." ''Agenda magasin''.</ref>

==Salary controversy==
In 2021, the blog applied for and received public funding. The newspaper ''{{wpl|Dagens Næringsliv}}'' reported in 2022 that the blog's editor Danby Choi has given himself a salary of close to one million NOK, while the other writers receive "next to nothing." This had led to resentment and controversy among the staff.<ref name=dnprok />

==See also==
*[[Resett.no]]
*[[Document.no]]
*[[Steigan.no]]

==External links==
*{{wpl|:no:Subjekt (tidsskrift)|Wikipedia: Subjekt}}

==Notes==
{{reflist|group=note}}

==References==
{{reflist|2|80%}}

[[Category:Alt-right]]
[[Category:Conspiracy theorists]]
[[Category:Homophobia]]
[[Category:Internet]]
[[Category:Internet kooks]]
[[Category:Islamophobia]]
[[Category:Media]]
[[Category:Norway]]
[[Category:Racism]]
[[Category:Sexism]]
[[Category:Transphobia]]
[[Category:Webshites]]

Categories: Alt-right, Conspiracy theorists, Homophobia, Internet, Internet kooks, Islamophobia, Media, Norway, Racism, Sexism, Transphobia, Webshites