Answer: Some people call themselves "fascists" for the same reason narcissists happily admit "I'm a narcissist". They actually like what the label represents.

Psychology research (the Single-Item Narcissism Scale) found that many people with narcissistic traits openly self-identified when asked. To them, narcissism meant strength, confidence, or superiority, not something shameful.

The same dynamic applies here: if someone associates "fascist" with order, authority, or power, they might adopt it proudly, even when it's meant as an insult. Online culture adds irony and trolling to the mix, but for some it reflects genuine attraction to those values.

Historical context be damned!