Anecdotally, I think people are voting for people who don't 'feel' like a politician. It doesn't so much matter what they're saying, more than they're addressing the specific issue that upsets you, and distancing themselves from "those in power". Politicians (in general) seem so far removed from everyday life, anyone promising to act for the everyman, and distancing themselves from 'establishment' is going to get some kind of traction. Add clever uses of technology into the mix and it gets pretty potent.