THE LEADERS OF CROWDS AND THEIR MEANS OF PERSUASION1.THE LEADERS OF CROWDS.The instinctive need of all beings forming a crowd to obey a leader--The psychology of the leaders of crowds--They alone can endow crowds with faith and organise them--The leaders forcibly despotic--Classification of the leaders--The part played by the will.2.THE MEANS OFACTION OF THE LEADERS.Affirmation, repetition, contagion--The respective part of these different factors--The way in which contagion may spread from the lower to the upper classes in a society--A popular opinion soon becomes a general opinion.
3.PRESTIGE.Definition of prestige and classification of its different kinds--Acquired prestige and personal prestige--Various examples--The way in which prestige is destroyed.
We are now acquainted with the mental constitution of crowds, and we also know what are the motives capable of making an impression on their mind.It remains to investigate how these motives may be set in action, and by whom they may usefully be turned to practical account.
1.THE LEADERS OF CROWDS.
As soon as a certain number of living beings are gathered together, whether they be animals or men, they place themselves instinctively under the authority of a chief.
In the case of human crowds the chief is often nothing more than a ringleader or agitator, but as such he plays a considerable part.His will is the nucleus around which the opinions of the crowd are grouped and attain to identity.He constitutes the first element towards the organisation of heterogeneous crowds, and paves the way for their organisation in sects; in the meantime he directs them.A crowd is a servile flock that is incapable of ever doing without a master.
The leader has most often started as one of the led.He has himself been hypnotised by the idea, whose apostle he has since become.It has taken possession of him to such a degree that everything outside it vanishes, and that every contrary opinion appears to him an error or a superstition.An example in point is Robespierre, hypnotised by the philosophical ideas of Rousseau, and employing the methods of the Inquisition to propagate them.
The leaders we speak of are more frequently men of action than thinkers.They are not gifted with keen foresight, nor could they be, as this quality generally conduces to doubt and inactivity.They are especially recruited from the ranks of those morbidly nervous, excitable, half-deranged persons who are bordering on madness.However absurd may be the idea they uphold or the goal they pursue, their convictions are so strong that all reasoning is lost upon them.Contempt and persecution do not affect them, or only serve to excite them the more.They sacrifice their personal interest, their family--everything.The very instinct of self-preservation is entirely obliterated in them, and so much so that often the only recompense they solicit is that of martyrdom.The intensity of their faith gives great power of suggestion to their words.The multitude is always ready to listen to the strong-willed man, who knows how to impose himself upon it.Men gathered in a crowd lose all force of will, and turn instinctively to the person who possesses the quality they lack.
Nations have never lacked leaders, but all of the latter have by no means been animated by those strong convictions proper to apostles.These leaders are often subtle rhetoricians, seeking only their own personal interest, and endeavouring to persuade by flattering base instincts.The influence they can assert in this manner may be very great, but it is always ephemeral.The men of ardent convictions who have stirred the soul of crowds, the Peter the Hermits, the Luthers, the Savonarolas, the men of the French Revolution, have only exercised their fascination after having been themselves fascinated first of all by a creed.They are then able to call up in the souls of their fellows that formidable force known as faith, which renders a man the absolute slave of his dream.
The arousing of faith--whether religious, political, or social, whether faith in a work, in a person, or an idea--has always been the function of the great leaders of crowds, and it is on this account that their influence is always very great.Of all the forces at the disposal of humanity, faith has always been one of the most tremendous, and the gospel rightly attributes to it the power of moving mountains.To endow a man with faith is to multiply his strength tenfold.The great events of history have been brought about by obscure believers, who have had little beyond their faith in their favour.It is not by the aid of the learned or of philosophers, and still less of sceptics, that have been built up the great religions which have swayed the world, or the vast empires which have spread from one hemisphere to the other.
In the cases just cited, however, we are dealing with great leaders, and they are so few in number that history can easily reckon them up.They form the summit of a continuous series, which extends from these powerful masters of men down to the workman who, in the smoky atmosphere of an inn, slowly fascinates his comrades by ceaselessly drumming into their ears a few set phrases, whose purport he scarcely comprehends, but the application of which, according to him, must surely bring about the realisation of all dreams and of every hope.
In every social sphere, from the highest to the lowest, as soon as a man ceases to be isolated he speedily falls under the influence of a leader.The majority of men, especially among the masses, do not possess clear and reasoned ideas on any subject whatever outside their own speciality.The leader serves them as guide.It is just possible that he may be replaced, though very inefficiently, by the periodical publications which manufacture opinions for their readers and supply them with ready- made phrases which dispense them of the trouble of reasoning.
