“Who sends them their instructions!?”
How about the Deep State and their higher ups? I’m betting Obama, Soros & Pelosi to name a few possibilities.
In many cases junior members of the group come up with 2 or 3 catchy phrases. They are then tested among a larger group with senior members of the group gravitating toward one finalist as the best for the larger audience.
“They” often consider WHO IS THE AUDIENCE? 1) Are we trying to unify our own troops? Or 2) create chaos and divisivness on the other side? or 3) something else.
When I moved to inner city Chicago in 1964 everything was attributed to ‘THEY’. My question was “Who is THEY?”
Current methods just build on what was done with the old techology. I remember many phone calls to coordinate citywide coalitions back in the 60s and 70s.
One thing not mentioned...but worth mentioning: Who you sleep with... or want to sleep with. You might be surprised how often that plays a significant role.