"In our materialist approach, we look at ideas as populations or actors in the world, we examine the ecosystems to which they belong, their spread throughout a population, and the mechanisms by which they exclude other ideas, thereby maintaining certain power relations. The point is not to exclude interpretation and the evaluation of truth and falsity, but to recognize the way in which ideas have a reality, a material existence, of their own such that strategies must be developed for both weakening certain ideas and for promoting others and enabling the existence of others."
The conservative Republicans have known this for ages, how to not only frame their ideas but how to spread them like viruses with money. They know repetition is a significant key, and that the tv ad market is quite a pervasive and persuasive medium to reinforce their ideas. They often spread not just spin but outright lies, but that matters little to most attuned to tvs like zombies. For if a lie if repeated often enough it programs a stimulus-response behavior, even in 'smart' people.