Hate, I'm sorry to say, plays well with voters.
If you want to get political power one way to do it is to hate on a minority group. That way the majority will generally back you because they fear or mistrust those evil minorities. Its been working for a long time now. it worked for Hitler and it works for republicans. In fact many of the political tactics the republicans use echo the techniques employed by the Nazis:
-Controlling Mass media (as in fox news)
-Using Film and Cinema (as in "Obama's america")
-Mythologizing the party (as in republicans are the only true patriots)
-Demonizing Political opposition (Obama is Satan or ironically, Hitler)
-Exploiting myth, and religion (As in Romney is Jesus's choice)
-Exploiting Nationalism (As in if you want your country to do better vote Romney)
-The Big lie (As, "you might be rich one day so you should support us so your taxes aren't terrible when you are")
All of the above were propaganda techniques employed by the Nazis and now the republican party.
I'm not saying the Dems don't do it too, but they seem far less egregious about it.