This history takes more than can be said in a single comment but it was a number of intentional campaigns starting around the 1950s.
In the US, after the radical republicans and proto-communists fled europe in 1848, they came to the US and helped form the republican party which led to a civil war which was fundamentally about worker's rights. After that there were decades of skirmishes and unionization pushes that are celebrated everywhere but in the US (such as May Day). There were radical anarchist and socialist led efforts that brought about the 8 hour day, minimum wage, and weekends through armed violent struggle.
Clergy went from left wing to right wing, rural people went from bomb throwing anarchists to flag waving conservatives, the american spirit that led to the Burlington, Haymarket, and Railroad strikes, Battle of Virden Mines, Pullman Strike, Colorado labor wars, blair mountain, Harlan county war, all of these were redirected - redirected to scapegoats; women, government, gays, immigrants.
It looks so weird as an outsider because it's a manufactured flip. The fundamental culture didn't change, it's just that propagandists can communicate their lies faster and more convincingly than those who constrain themselves to material reality.
Scammers win because they're trying to convince, while honest people are trying to have integrity.
In the US, after the radical republicans and proto-communists fled europe in 1848, they came to the US and helped form the republican party which led to a civil war which was fundamentally about worker's rights. After that there were decades of skirmishes and unionization pushes that are celebrated everywhere but in the US (such as May Day). There were radical anarchist and socialist led efforts that brought about the 8 hour day, minimum wage, and weekends through armed violent struggle.
This led to the professionalization of police (example: https://en.wikipedia.org/wiki/Coal_and_Iron_Police) and the earliest propaganda outfits which came out of WW1.
Anyway, fast forward to after the war, the right wanted to not deal with that for another 100 years so they got to work on trying to flip the script. (for example, https://en.wikipedia.org/wiki/Foundation_for_Economic_Educat...)
Clergy went from left wing to right wing, rural people went from bomb throwing anarchists to flag waving conservatives, the american spirit that led to the Burlington, Haymarket, and Railroad strikes, Battle of Virden Mines, Pullman Strike, Colorado labor wars, blair mountain, Harlan county war, all of these were redirected - redirected to scapegoats; women, government, gays, immigrants.
For instance, modern country music came from folk music, which had a bunch of left wing songs (such as https://www.youtube.com/watch?v=VzvH5UZVQU8 or pre-ww2 folk singers like https://en.wikipedia.org/wiki/Joe_Hill_(activist) ). It was re-invented, intentionally, as troop-worshipping, flag waving super-patriotism.
It looks so weird as an outsider because it's a manufactured flip. The fundamental culture didn't change, it's just that propagandists can communicate their lies faster and more convincingly than those who constrain themselves to material reality.
Scammers win because they're trying to convince, while honest people are trying to have integrity.