2.THE MEANS OF ACTION OF THE LEADERS: AFFIRMATION, REPETITION, CONTAGIONWhen it is wanted to stir up a crowd for a short space of time, to induce it to commit an act of any nature--to pillage a palace, or to die in defence of a stronghold or a barricade, for instance--the crowd must be acted upon by rapid suggestion, among which example is the most powerful in its effect.To attain this end, however, it is necessary that the crowd should have been previously prepared by certain circumstances, and, above all, that he who wishes to work upon it should possess the quality to be studied farther on, to which I give the name of prestige.
When, however, it is proposed to imbue the mind of a crowd with ideas and beliefs--with modern social theories, for instance--the leaders have recourse to different expedients.The principal of them are three in number and clearly defined--affirmation, repetition, and contagion.Their action is somewhat slow, but its effects, once produced, are very lasting.
Affirmation pure and simple, kept free of all reasoning and all proof, is one of the surest means of making an idea enter the mind of crowds.The conciser an affirmation is, the more destitute of every appearance of proof and demonstration, the more weight it carries.The religious books and the legal codes of all ages have always resorted to simple affirmation.
Statesmen called upon to defend a political cause, and commercial men pushing the sale of their products by means of advertising are acquainted with the value of affirmation.
Affirmation, however, has no real influence unless it be constantly repeated, and so far as possible in the same terms.
It was Napoleon, I believe, who said that there is only one figure in rhetoric of serious importance, namely, repetition.
The thing affirmed comes by repetition to fix itself in the mind in such a way that it is accepted in the end as a demonstrated truth.
The influence of repetition on crowds is comprehensible when the power is seen which it exercises on the most enlightened minds.
This power is due to the fact that the repeated statement is embedded in the long run in those profound regions of our unconscious selves in which the motives of our actions are forged.At the end of a certain time we have forgotten who is the author of the repeated assertion, and we finish by believing it.To this circumstance is due the astonishing power of advertisements.When we have read a hundred, a thousand, times that X's chocolate is the best, we imagine we have heard it said in many quarters, and we end by acquiring the certitude that such is the fact.When we have read a thousand times that Y's flour has cured the most illustrious persons of the most obstinate maladies, we are tempted at last to try it when suffering from an illness of a similar kind.If we always read in the same papers that A is an arrant scamp and B a most honest man we finish by being convinced that this is the truth, unless, indeed, we are given to reading another paper of the contrary opinion, in which the two qualifications are reversed.Affirmation and repetition are alone powerful enough to combat each other.
When an affirmation has been sufficiently repeated and there is unanimity in this repetition--as has occurred in the case of certain famous financial undertakings rich enough to purchase every assistance-- what is called a current of opinion is formed and the powerful mechanism of contagion intervenes.Ideas, sentiments, emotions, and beliefs possess in crowds a contagious power as intense as that of microbes.This phenomenon is very natural, since it is observed even in animals when they are together in number.Should a horse in a stable take to biting his manger the other horses in the stable will imitate him.Apanic that has seized on a few sheep will soon extend to the whole flock.In the case of men collected in a crowd all emotions are very rapidly contagious, which explains the suddenness of panics.Brain disorders, like madness, are themselves contagious.The frequency of madness among doctors who are specialists for the mad is notorious.Indeed, forms of madness have recently been cited--agoraphobia, for instance--which are communicable from men to animals.
For individuals to succumb to contagion their simultaneous presence on the same spot is not indispensable.The action of contagion may be felt from a distance under the influence of events which give all minds an individual trend and the characteristics peculiar to crowds.This is especially the case when men's minds have been prepared to undergo the influence in question by those remote factors of which I have made a study above.An example in point is the revolutionary movement of 1848, which, after breaking out in Paris, spread rapidly over a great part of Europe and shook a number of thrones.
Imitation, to which so much influence is attributed in social phenomena, is in reality a mere effect of contagion.Having shown its influence elsewhere, I shall confine myself to reproducing what I said on the subject fifteen years ago.My remarks have since been developed by other writers in recent publications.
"Man, like animals, has a natural tendency to imitation.
