Their marketing and propaganda is what I'm trying to get at. I.e. liberals sell themselves as level headed and internally, relatively, progressive while the other side of the face screams for global war and murder

They both want war, Democrats and republicans, but republicans sell themselves with a bull shit internal culture war thing, which will die out and can't really be effectively exported outside the US, while the Democrats will say to you that they want to kill and justify it with a million different mental gymnastics, which seems to be a more effective strategy so far as popular approval goes