Regarding presidential campaigns: Why a part of the US electorate is non-zombie, is its ability - in principle - to denounce the bullshit coming from the campaign they support. Maga does not have this ability. They have the old loyalty system, renowned from middle ages and comparable cultures/times in history, which is what the Biden campaign is apparently aspiring towards lately.
When BS is hitting folks from all sides, then the perspective of the Pro-Bullshiters, who do this passionately for a living, might be worthy of consideration: