The rider on a white horse in Revelation

The rider on a white horse appears twice in Revelation.  John saw a white horse with a rider who had a bow and a crown.  This rider had one purpose, to conquer.  Who is the rider of the horse?  Why is the horse white?  Some believe this rider to be Jesus or a forceful ideology.  Others think of him as the antichrist.  However, later in Revelation, the good guy, Jesus Christ, was riding on a white horse.  Good guys ride white horses and bad guys ride black horses, just like the old cowboys with white hats and black hats for bad guys.  Do you like white horses?

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