He is a white guy raised under apartheid who's throwing nazi salutes, overtly referencing nazi ideology and symbology, hiring white supremacist staff to work for him, promoting white supremacist content on a platform that he bought for that explicit purpose, and attending rallies in foreign countries to promote far-right ideology.

There's no room for reasonable discussion with anyone who can look at that and come to the conclusion that they're being "framed" as nazis. To be clear, I don't believe all of their voters are nazis, just those who decide to stick with the party in light of the overwhelming evidence.