I read a story the other day that the liberals lose the messaging war because they don't speak to people who feel their lives have lost purpose and that right wing populists do. Calling the MAGA crowd populists is generous. I think this article also referred to the fascists as populists. Anyway, rather than preaching actual hope, the Trumpers are actually uniting the disaffected around hate. So yes it's history all over again. It's very scary.