It's not new and I don't think it even necessarily started on the right, just that the left handles it more academically (ie. postmodern deconstructionism of all interactions as power and all reference to 'truth' as cryptic grabs for power) whereas those on the bumpkin portion of the right just have to hear 'be yourselves!' which they're more than happy to respond in kind with.
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"The individual has always had to struggle to keep from being overwhelmed by the tribe. To be your own man is a hard business. If you try it, you'll be lonely often, and sometimes frightened. But no price is too high to pay for the privelege of owning yourself" - Rudyard Kipling