People are looking for simple answers. The notion of family values fits in with the rugged individualism that is part of U.S. culture.
People feel threatened by immigrants and by affirmative action.
Right now the national ideology is that individuals are responsible for their own development. We celebrate individuals who are making it, not social institutions that are making it. Critics say they encourage a habit of dependency and stifle initiative. I'm not against revamping the welfare system. Anybody who's able to work should work.