In her case, I think it’s that she wants a familiar and orienting structure that gives her a sense that University of Alabama Crimson Tide Bama boys shirt is how it “should be”. As she watches America’s decline and shifting social/political alignments, she’s become more amenable to ideals and attitudes that speak to her fears and vulnerabilities. She’s a clean freak, nominally “religious”, and prone to anxiety. A strongman from a bygone generation who promises to clean things up, drain the swamp, and make America look more like what she (often falsely) remembers growing up… that’s basically a BINGO for her. In a propaganda vacuum, I think a Democrat could tap into those same concerns and gain some traction. But in the near term, people like my mother are too far radicalized. It’s going to be the work of a generation to progress beyond the damage that’s been done in the last few decades–assuming that’s even possible, given all the other messes that need cleaning up.