There are legit issues, and wedge issues aren’t necessarily bullshit.
But the right-wing playbook is the same everywhere, frame these issues in a way to maximize fear and link that fear to nostalgia of a better past. In the US guns are big. In Russia there’s an appeal to the bygone Soviet era where all Russian speakers were under one flag.
In the US, the gun argument is the most transparent. Gun marketers evoke (mostly bullshit) memories of how great great grandpa fed the family shooting turkeys with his flintlock, then fought some redcoats for freedom. Then they hard pivot to why you need a concealed carry pistol to stop wild Mexicans from raping your daughter. It’s a really effective argument because it links the gun, crime, immigration, abortion, etc. Then after you spend this money, the liberals are gonna take your guns, so buy more.
The more moderate side is a different kind of coalition driven by different goals and ideas. Black and Hispanic voters are socially conservative, and don’t care about LGBT issues. Progressive voters care about everything, but the get out the vote machines are more moderate.