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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“Love takes off the masks that we fear we cannot live without and know we cannot live within. I use the word "love" here not merely in the personal sense but as a state of being, or a state of grace - not in the infantile American sense of being made happy but in the tough and universal sense of quest and daring and growth.” - James Baldwin