In 2012 the New Scientist published an article by Alison George on the work of psychologist Jonathan Haidt entitled Why we need to be righteous (New Scientist 3 March 2012)

The topic concerned the tribal world of US politics, where each group is obsessed with its rightness. Although it was published over 13 years ago its message is as relevant today as ever it was. Haidt stated that

Gingrich is very skilled at manipulating moral sentiments. He understands visceral morality. In the 1990s, he came up with a list of words Republicans should use when talking about Democrats, including “dirty”, “sleazy”, “cheating”. ….In fact for the past 30 or 40 years the Republicans have known how to talk to push buttons.

In answer to the question ‘Are Democrats less skilled at pushing buttons?’ Haidt replied

Democrats talk about programmes like social security or Medicare but it’s not clear to most voters what Democrats’ core moral values are.

This button-pushing has continued into the present with right wingers shouting “Stop the immigrants”, “Save our country”, “No more refugees”, Build the wall”, “Stop the boats”

Haidt implies that there is a need for Democrats to be less nuanced in their messages and learn how to push core value buttons.