From
Geoffrey Nunberg: "...But it was Ronald Reagan who decisively transformed the language of political debate. Earlier Republicans had opposed big government because it was big; Reagan opposed it because it was government. And he drove his views home with jaunty aphorisms. "A government bureau is the nearest thing to eternal life we'll ever see on this earth." "The nine most terrifying words in the English language are, "I'm from the government and I'm here to help." (Actually, the Democrat Ed Muskie was the first politician to use that line, but Reagan had a way of making these things his own.)
But Reagan's real contribution was to shrink the cast of characters to a simple opposition between government and “the people.” Big business was eliminated from the political landscape, absorbed into "the market," where everyone was free to shop around for the ripest tomatoes. You could no longer ask the question, "Whose side is government on?" -- government simply was the other side.