I don't understand how the american media can portray this Richard Spencer character as being the "leader" of the "alt-right"... The alt-right that is a catch-a

I don't understand how the american media can portray this Richard Spencer character as being the "leader" of the "alt-right"... The alt-right that is a catch-all label for any individual who doesn't fit into either "conservative" or "liberal". All over the right-wing sites and forums there is threads like "Literally who is this guy?". Only place where he actually has a following is at TRS.biz, which is a shitfest full of shills who often raid other sites - No one really likes TRS anywhere, not even on 4chan.