It's the divide and conquer rule.
Instead of having all groups united and fighting you, create division between groups between coloured people themselves and Gay's etc etc.
The underlying attempts of the right wing seem to work.
Keeping your own electorate skeered too, so they won't run away and keep you voted in against their own interests, more afraid of the lied to scares as their own good.
It helps to keep your electorate dumb, like homeschooling and restrictions in education does now today, attack the education system.
Be Anti science, helped by the big companies afraid their casino of pollution will be closed by intelligent people that realise we are fastly creating a polluted world where the weather and living conditions fast change.

Use the Bible, but only the parts that you can twist into your policy, forget the loving each other and taking care of each other parts.
Simple actually, I'm just surprised the number of USA peeps suck it up.