the story from nbc's matt bradley. [ all speak at once ] >> reporter: in a time of polarizing politics -- >> this is a president -- >> firing bob mueller -- >> reporter: -- dr. jordan peterson refuses to be pigeonholed. >> you're not going to decide what words i use. >> reporter: in the past two years, he's been adopted as a hero of the donald trump-loving alt-right. >> diversity, inclusivity, equity, all of those things together, in particular, make up a very toxic brew. >> reporter: he takes direct aim at the far left and says young men have been hurt by a society that overvalues political correctness and pushes them away from traditional male roles. his new book is already a bestseller. hundreds of thousands subscribe to his online speeches -- >> i'm not arguing about you. >> reporter: and his new speaking tour is selling out. >> it feels like a movement and i'm excited to be a part of it. >> i think he's dangerous because of the people he enables. >> reporter: journalist john semley has criticized peterson. >> is there an ideological similarity between jordan peterson and donald trump and his followers? >> i would say fundamentally, yes. they both belie