New research from Professor Manos Tsakiris, from the Department of Psychology reveals how candidates in U.S. presidential primary elections use distinct moral rhetoric on social media to appeal to voters.
The answer would surprise you, see The Righteous Mind for elaborations, but TL;DR while the US Republicans succeed at capturing morally more diverse population, especially (and ironically) the rural and working-class, the US Democrats still fail to cater to or even acknowledge foundations other than care, liberty and fairness.
Care and Fairness vs Sanctity, Authority and Loyalty.
Guess which appeals to which party.
Now guess which type of person prefers which rhetoric.
The answer would surprise you, see The Righteous Mind for elaborations, but TL;DR while the US Republicans succeed at capturing morally more diverse population, especially (and ironically) the rural and working-class, the US Democrats still fail to cater to or even acknowledge foundations other than care, liberty and fairness.