Gustave Le Bon

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

The leaders we speak of are more frequently men of action than thinkers.

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

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

If in consequence of some accident or other the leaders should be removed from the scene the crowd returns to its original state of a collectivity without cohesion or force of resistance.

These men are leaders who cannot exercise their function except on the condition that they be led themselves and continually stimulated, that they have always as their beacon a man or an idea, that they follow a line of conduct clearly traced.

What a strong and continuous will is capable of is not always properly appreciated.

crowd must be acted upon by rapid suggestion, among which example is the most powerful in its effect.

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.

The religious books and the legal codes of all ages have always resorted to simple affirmation.