In very general terms, Democratic party voters want to have thoughtful solutions to the many problems in the country. They want these solutions to work, and to help as many people as possible. They often disagree on how to implement these solutions or which problem is most important. They require that politicians follow certain norms, and if they do not, they are tossed (Al Franken). A major source of discord is how the party should treat corporations - some in the party are happy to take corporate money and work on behalf of corporations. Others distrust corporations, and want to see them completely disengaged from the political process. Others want corporations eliminated entirely. The Democratic Party has to walk a fine line, and not piss off any of these disparate factions.
In fighting an election, most Democratic voters want to hear truthful, positive statements from their candidates. There is little tolerance among most for lying, or attacks (to a degree, some are “allowed”, but egregious lying or attacks are not). There is a sense of “fair play” and honour. Again, this is generally true. There are certainly exceptions, but there is a tendency to return to the mean - generally fair play. For some, this is called “spineless.”
Republican voters, on the other hand, value winning and strength first and foremost. Winning the game (and it is a game) is everything. They like simplistic solutions to complex problems - sometimes because they really don’t understand the complexity, and solutions that look at multiple points of view confuse them and make them feel stupid. Give them a simple soundbite every time. It really does not matter how you win, because the whole point is to win. Lies and attacks are OK with these voters. In fact, as we have seen recently, baseless attacks, name calling and juvenile language coming from the White House is celebrated. These voters like bullies. This is called “strength”.