I’d rather respond quickly rather than research and provide citations, but I’ve read plenty on #2 that argues that’s bad tactics with the Dems. As a group they just don’t respond to fear based political messaging in the way that righties do.
It’s unfortunate that the GOP elites have just nailed it when it comes to creating a platform that keeps their core constituents highly engaged. We can argue that the Dems need to play rougher on the margins but let’s be honest, the failure on the Dem side isn’t because of messaging, it’s because they are just fucking terrible at playing the long game. The small, subtle surrender in the rural areas begat state house losses. The attempt to mollify their most socially progressive members alienated center right seniors, further compounding the loss in the rural areas and sparsely populated states and they keep pounding the table yelling “demographics will save us!” while the GOP knee caps them on voting rights.
If you want to turn that around, you don’t do it by becoming opposite to Republicans but more righteous, you figure out how to win marginal elections in swing districts, groom state candidates that offer more than membership in a minority group, and grass roots the shit out of everything. It’s labor intensive and expensive but unfortunately your voters don’t drink Fox-style Koolaid and you’ll have to actually work for their vote.