A half-baked thought:
Back when I was a lad 'freedom' seemed the preserve of the 'left', the 'alternative'. Freedom from stupifying conservative social mores, freedom to dress how you want, be who you want, say what you want, have sex with who you want, take what drugs you want.
We wanna be free, we wanna be free to do what we wanna do
And we wanna get loaded and we wanna have a good time
A lot of young people were drawn to 'alternative' culture, to left leaning politics by the do what you wanna do ethos, the social liberalism (even if class based politics was often absent).
Thirty or forty years later social liberalism is dominant. Young liberal/soft left types I know are all about identity politics, using the right language, you should say this, you can't say that. They can appear to people outside of their bubble po-faced and censorious. The right are now the ones going on about freedom; the freedom to offend, to attack 'wokeness', to react against social liberalism. They've taken the language of freedom that used to be underpinned by ideas of peace, love, unity & respect and use the same arguments, only underpinned by aggression, hate, division & contempt.
The right promote the idea that they are the alternative, that they are about doing what you wanna do. Liberals have struggled with this, reacting to 'free speech' reactionary provocations with 'you can't say that' or serious faced lectures which do nothing to disprove notions that they're killjoys telling people what to think. The right have tried, with some success, to claim the concept of 'freedom' for themselves.
I think Alex Jones' popularity has been built on this kind of don't tell me what to say freedom of thought - freedom from the constraints of decency or reality; opposed to and a reaction against the socially liberal consensus, which neo-liberal states have adopted in a top down way.
Like I say, this is a half-baked thought and I'm not really sure where I'm going with this, but the last few pages of this thread have made it pop into my brain...