What Republicans always did better than Democrats was optimism. Their anti-apocaliptic, “you can do it!”, power-of-positivity stance was their most attractive quality that contrasted favorably with the Democrats’ tendency towards doom and gloom.
Since this election, this is no longer true. The gloominess of Trump’s acceptance speech was as bad as that of any environmentalist fanatic. And his “you are powerless without me as your Big Government” was very jarring for what was supposed to be a convention of people who believe in pulling themselves up.

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