This is from a journalism journal article by Burton St. John III, and is absolutely fascinating.
The topic is Ivy Lee's (grandfather of Public Relations) idea behind ethical propaganda.
"'The modern age represents a period of transition and anarchy.' Le Bon (19th century French psychologist) believed that the ascendancy of the masses would be a new tyranny, and this was alarming because 'crowds are only powerful for destruction.' The hope for managing the public, he said, rested in the use of symbols. The individual who knows how to use words like 'liberty' and 'equality' can influence the crowd because 'reason and argument are incapable of combating' the visceral and emotional reactions that these words provoke."
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