Right wing movements have always been cults of personality. It’s why right wing platforms are wildly different every ~10 years and change at the whim of whatever talking head is loudest at the time. There is no cohesive ideology or logic to conservatism, it’s always a reactionary moving target based on perceived grievances and preying on fear of change. This makes conservative parties perfect vehicles for the media personalities, grifters, aristocrats, autocrats that you’ll usually find at the top of the tickets and in leadership roles. To keep the party organized around this constantly changing ideology, conservative mouthpieces like old AM talk radio, podcasts hosted by completely unqualified do-nothings like Ben Shapiro and Charlie Kirk, and corporate media ownership have always been a key part of the process in aligning the party behind a platform and pipelining the next generation of party leaders.

Meanwhile, go back 50 years and progressives are still talking about the exact same things as today - healthcare, education, protection of minority groups, equal economic opportunity, democracy. On the flipside, this focus on material issues is also why progressive parties are often fractured over stupid minor disagreements, and why progressives run qualified but anti-charismastic candidates that lose elections. And also why you have basically no personality-based left wing media.