Depends on who you ask. Both sides demonize the other, but say they don't. Republicans are just much, much better at it. The ads and rhetoric are all designed to solicited emotional responses from the constituency, putting them in a very easy position to "Other" anyone who disagrees. If you can make your followers feel like they are disenfranchised then it's a simple matter to control them by promising to be the solution for their discontent.

Project 2025 also helped, since Democrats answered it with shock and horror instead of countering with their own improved version. Say what you will about the depravity contained within those pages, but Trump voters hold it up as "at least it's a plan" without having read it, much like their other beloved book, The Bible. Knowing that, it was quite easy for the Trump campaign to whip up support.

As much as I want to end with some pithy comment like "manipulation is a hell of drug," I can't. Half the country just got permission to put their ugly truths on display and they certainly did not disappoint. I have trouble laughing about that anymore.