They pre digest and select information and feed those to the reptilian layers of their audiences' brains rather than present detailed information so that people can make decisions by themselves.
That's why most of their messaging is driven by fear: fear of other countries, fear of other people with different skin colour, fear of being replaced, fear of their women marrying or mating with minorities, fear of their jobs going away to other people.
Still with all their fear, right wingers prefer to listen to someone who pre-digests information for them rather than thinking by themselve, as long as that person's messaging is in sync with their fears, as long as their brains confirms the thoughts that are analoguous to their fears.
That is why the right wing has such an assortment of people with vastly different abilities. The range goes from Donald Trump (self-proclaimed stable genius, also Emperor-with-no clothes), Dave Rubin (Stokes fear for Koch money), Kellyanne Conway (everything for money), Fox "News" hosts (money money money and white like me or trying to be), Candace Owens (black but gimme da money and I'll say anything against my people), Alex Jones (just plain crazy but gets his money selling bone broth), to Jordan Peterson (education is evil but I'm an intellectual) or Steve Bannon (Schemes like Codfix).
These people appeal to right wing audiences because they think they are a diverse group and thus have concensus amongst a broad swath of society while the only thing that they really have in common is hate.
In reality the USA has always been right wing to some degree, but now that part of American culture just like the rest is spreading to other countries because of measures such as the spread of poverty, cuts to government services, cuts to education, offshoring and their governments just having zero plans for the benefit of local populations in the near of far future.