For many years, republicans have demonized the democratic party. The underlying idea has been that America is essentially conservative – not liberal. It is essential capitalist – not socialist. And this has worked pretty well for them.
But it is starting to come apart. It is coming apart because a different narrative is emerging. The republicans are the negative party. The democrats are the positive party. In other words, the policies take a back seat to the attitude.
BTW, this is a 180-degree reversal from the Regan years. Reagan won because he stressed the positive aspects of his message. But since then, republicans have lost that smile. And Trump symbolizes this more than anyone. On the other hand, Mitch McConnell wins no awards for positivity either.
It will be interesting to see how this plays out. But I do see a trend developing.