Danielle D'Souza Gill is a famous right-wing influencer with an audience of over two million. In this short factsheet, you will find some basic information about this prominent figure. This supports a file consisting of various works regarding her.
Gill is a widely known figure in the American Far-right. Her biggest audience is on Facebook where 2.586.613 accounts follow her. On Instagram, this number is 287.000. Lastly, on Twitter, she has 140.300 followers. Her main channel is Facebook which is logical considering her large following on the site. She uses these channels to spread and build far-right ideology and institutions. As you can read in our articles, Gill does this by creating and sharing far-right content and platforms. Moreover, she is connected to other actors on the far right such as her family members Brandon Gill and Dinesh D'Souza. Another known associate of Gill's is ex-US President Trump. She was involved with his presidential campaigns and marched as part of the organization "Women for Trump".
Danielle D'Souza Gill's media landscape
In addition to her influencer status, Gill has also become an author and media persona. She has written various books such as the anti-abortion rights book The Choice: The Abortion Divide in America and YGod: An Intelligent Discussion on the Relevance of Faith. Furthermore, she hosts a podcast/TV news-style program called Counterculture in which she interviews far-right personas such as her husband Brandon Gill. She also makes appearances on her father's podcast, The Dinesh D'Souza Podcast. This is all monetized through the sale of merchandise in the form of books, clothing, and other paraphernalia.
If we analyze the picture above we see how Gill uses her influencer status to spread far-right discourses. We see that Gill’s merchandise line is called Americana. In this, she connects her person and products with a distinctly American form of nationalism. This is emphasized by the sub-title of the brand. This is By Danielle. By not only connecting the brand to her person and last name but referring to herself with her first name she makes the brand appear even more personal. In this all Gill constructs her identity and by extension, the identity of those who follow her and buy her merchandise as American with national identity as a very salient factor. Moreover, the T-shirt she wears on this page is reminiscent of recurring fashion trends from the 1980s. The colors and logo that are on the T-shirt remind us of the retro trend that has gained popularity in the last few years. On this T-shirt, we see a text with the word Mar-o-Lago on it, which famously is the home base of former president Donald Trump. We thus see how Gill utilizes her influencer status to connect her person and her followers on a rather personal level to far-right actors and discourses. In this case, these pertain to American nationalism and pro-Trump ideas.
In addition to all this, we must address two relevant actors to help understand Gill in context. DDG Media LLC is responsible for her Facebook page. They seem to be the mind behind much of what Gill does. On its homepage, this company states its goal to be "Uplifting Media for the Conservative Revolution". In their mission statement which can be found above, we can see links to far-right discourses through identifications with American nationalism, and expressions of desire for freedom on various fronts. Abbson LLC is another partner of Gill. This company proclaims to be "a creative partner to important people and brands all across the country". These include Ted Cruz and Liz Wheeler among other far-right actors. They provide media advisement and services such as "a premium podcast creative company" called Soundfront. In this all, we can see how Gill is a cog in a larger machine attempting to help spread far-right ideology.
Family connections in the US Far-Right
Gill is married to investment banker and founder of the DC Enquirer, Brandon Gill. D'Souza Gill herself is also a stakeholder in said publication. As one would expect many of her posts hence also link to this newspaper. This media source is considered by many to be located on the right of the political spectrum.
Her father, Dinesh D'Souza, is the man behind the (in)famous documentary 2000 Mules which attempts to prove claims of election fraud in the 2020 US presidential elections. He also hosts a podcast that frequently features on his daughter's social network pages. She also frequently features on said podcast. Moreover, Dinesh D'Souza is an author. One of his recent works is United States of Socialism: Who's Behind It. Why It's Evil. How to Stop It. Gill's mother who divorced her father in 2012 is also politically active. She was already involved with the Reagan white house. We can thus see that Gill's whole family is involved in right-wing politics.
It has been noted that Gill's activity on her various platforms can look somewhat chaotic. In past years and months, it seemed like a lot of money was spent on promoting her posts. This has slightly decreased in recent months. To be precise, in January 2022 she launched twenty different paid ads on Facebook that cost anywhere between one-hundred and thirty-thousand dollars. This followed a process similar to A-B testing where similar but varying ads were put out and the best-performing aspects were repeated. In January of 2023, she is yet to launch an advertisement. Such information was obtained through her Facebook ad library. Below you will also find a screen recording of this page.
The relevance of this finding cannot be understated. If we look at the individual ads we see that they perform a mix of pro-Trump far-right discourses and anti-democratic party/left discourses. In the demographics descriptions of the latest advertisement posted, we note that it was mostly shown to elderly men. Geographically many of these people were located in swing states such as Florida, Georgia, Pennsylvania, Ohio, and North Carolina. This tells us something about the audience she has obtained and attempts to reach. The subject matter of many of her posts makes the seeking of such an audience logical, especially if the goal is to influence political results such as national elections.
In this light, we must also address the emphasis on far-right new sources and platforms such as Rumble and the DC Enquirer that we found on Gill’s social media pages. Links to such platforms are what most of her posts consist of. Gill and her Husband both are associated with these platforms. The success of these sources, especially the DC Enquirer, can be seen in relation to Gill’s influencer status that helps her promote them. Put together with the funding and targeting that take place on her social media pages, we clearly see a distinct and purposeful attempt to help far-right ideas spread politically and culturally.
Furthermore, right before the midterm election in the USA last November, Gill's amount of posts per day peaked. This has decreased since. Specifically, the platforms of Twitter and Instagram seem to get less attention in recent months. They were posted regularly at one point, but now seem relegated to sporadic attention. Some weeks she does not even post on them at all. In this all we could be seeing a shift to new platforms and refocusing. Putting all these actions together reveals a rather professional form of strategy in her media outings. Specifically, the amount of money that was spent and the networked strategies that were used in spending it are particularly notable.
So what can we say about Danielle D'Souza Gill?
Gill is a well-connected and funded far-right influencer who is part of a larger group of right-wing individuals and institutions that interact regularly. She is part of a social group that she promotes on her various outlets. She uses these outlets in various ways and seemingly builds connections between various far-right institutions. To discover more about how she uses these outlets and what types of uptake this generates, read our file about this relevant right-wing influencer.