1. 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 OF
ACTION 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
Next: THE LEADERS OF CROWDS.