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Throughout the early 1960s, Rockwell further capitalized on the social upheavals of the civil rights era. His rallies and publications dug deeper into his hatred towards integration and civil rights leaders. In 1962, after the assault on Martin Luther King Jr. by one of his supporters, Rockwell's notoriety surged, and he was dubbed the "American Hitler" by various media outlets.
Notably, he coined the term "White Power" in direct response to the Black Power movement, positioning himself as a vocal opponent of racial equality while simultaneously attempting to unite neo-Nazi factions globally.