Jesse Helms and Arthur Finkelstein honed the stories and language over decades in NC. After 6 loses to Ford, Reagan won his first primary in NC, and the Dixiecrats Repubs controlled the GOP and the nation.
When AJ Fletcher started wral radio to advocate for his very conservative beliefs and hired Helms as a news reporter, he succeeded beyond his dreams, along the way using media, technology, big money, divisive issues, racism, and hate speech -- now our nightmares.
(Finkelstein is the real "brain", not Rove. Luntz and many others worked for and learned from him. Fink is Jewish from the Bronx, worked for Ayn Rand while a student, is credited with making liberal a slur, and directed the RW attacks on the poor, blacks, gays, women -- in 1996, he was outed as gay, living in MA with his partner and their two adopted children. F and his partner of 40 years married in 2005. ???!!! )
Social Security was seen as creating the welfare state, the first step leading to socialism and communism. ADC or welfare raised fears that the wrong people to have more children - blacks, Catholics...
These themes were used by the Dixiecrats in 1948, but it was the 1950 that defeated Senator Frank Porter Graham were all the pieces came together since the Rebellion of 1898.
The stereotypes, language, and most of the details were the same in the early 1950's and widely repeated. I remember hearing it before 1954. I can still hear "She's strutting around all dressed up, wearing a fur and all that jewelry. Acting all important, like she thinks she's the Queen!"
Attacks on Eleanor Roosevelt and Truman followed.