This is more about the shifting of media platforms from mass broadcast to targeted messaging to tiny slices of demographics. It's not unique to the right, alth

This is more about the shifting of media platforms from mass broadcast to targeted messaging to tiny slices of demographics. It's not unique to the right, although the right wing messaging is simpler and more broadly applicable. Progressives in recent years like to characterize everything as discriminatory. Every issue from arresting criminals, to awarding contracts to schooling is delivered through that lens. The reactionary message is a variant of the effective Bill Clinton style "I feel your pain", with the prescription that you need more pain to get to some nebulous future where your problems go away. The difference is that the progressive message is delivered to the slice of demographic and resonates mostly there. The reactionary message is broadly appealing to everyone's anxiety -- even people who dislike MAGA often identify with the problems identified. It about the delivery. The best example of this is the much-maligned (in the right wing space) 1619 project. Nobody actually reads books, so the soundbites matter, and by tying the work to the relatively narrow racial component in those soundbites, it weaponized the topic for racists. Those MAGA white guys need to have the irony shoved in their face. That the same class of rich aristocrats who pushed their indentured servant ancestors to the periphery of civilization, then conscripted them for the freedom to own other humans to suppress their wages, and that they have more in common with the decendents of slaves than some land barons. But that didn't happen, and the messaging picked up and hammered by the right is: "Those" people (pick your villain) want to steal your heritage and hate everything that is America. Obviously, that resonates with alot of people.