Newt Gingrich opened this era. His talking points in the late '80s took everyone by surprise, including most republicans. All non-conservative positions had to be called spoeific words, like "leftist" and "anti-american" and "god-hating" etc etc etc. He got rid of GOP congressmen who wouldn't play his hardball.
And I just think it's terrible to blame Carville (who is a total jerk) equally with the rightwing nutcases who acccused the Clintons of murder, rape, theft, arson, treason, espionage, etc. These weren't college-campus nuts, they were inside the beltway nuts. some of them were elected officials.
I hope history remembers that despite Clinton's many failings, he was severely hindered by the unheard-of personal warfare directed against him.
There are several book-length apologies written by former GOP activists already, and there will be plenty more.