The Crowd Part 8

The most recent example of what can be effected by a strong and continuous will is afforded us by the ill.u.s.trious man who separated the Eastern and Western worlds, and accomplished a task that during three thousand years had been attempted in vain by the greatest sovereigns. He failed later in an identical enterprise, but then had intervened old age, to which everything, even the will, succ.u.mbs.

When it is desired to show what may be done by mere strength of will, all that is necessary is to relate in detail the history of the difficulties that had to be surmounted in connection with the cutting of the Suez Ca.n.a.l. An ocular witness, Dr. Cazalis, has summed up in a few striking lines the entire story of this great work, recounted by its immortal author.

"From day to day, episode by episode, he told the stupendous story of the ca.n.a.l. He told of all he had had to vanquish, of the impossible he had made possible, of all the opposition he encountered, of the coalition against him, and the disappointments, the reverses, the defeats which had been unavailing to discourage or depress him. He recalled how England had combatted him, attacking him without cessation, how Egypt and France had hesitated, how the French Consul had been foremost in his opposition to the early stages of the work, and the nature of the opposition he had met with, the attempt to force his workmen to desert from thirst by refusing them fresh water; how the Minister of Marine and the engineers, all responsible men of experienced and scientific training, had naturally all been hostile, were all certain on scientific grounds that disaster was at hand, had calculated its coming, foretelling it for such a day and hour as an eclipse is foretold."

The book which relates the lives of all these great leaders would not contain many names, but these names have been bound up with the most important events in the history of civilisation.

2. THE MEANS OF ACTION OF THE LEADERS: AFFIRMATION, REPEt.i.tION, CONTAGION

When it is wanted to stir up a crowd for a short s.p.a.ce 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 circ.u.mstances, 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 princ.i.p.al of them are three in number and clearly defined--affirmation, repet.i.tion, 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 dest.i.tute 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 pus.h.i.+ng 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, repet.i.tion.

The thing affirmed comes by repet.i.tion to fix itself in the mind in such a way that it is accepted in the end as a demonstrated truth.

The influence of repet.i.tion 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 a.s.sertion, and we finish by believing it. To this circ.u.mstance is due the astonis.h.i.+ng power of advertis.e.m.e.nts. 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 cert.i.tude that such is the fact. When we have read a thousand times that Y's flour has cured the most ill.u.s.trious 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 repet.i.tion are alone powerful enough to combat each other.

When an affirmation has been sufficiently repeated and there is unanimity in this repet.i.tion--as has occurred in the case of certain famous financial undertakings rich enough to purchase every a.s.sistance-- 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. A panic 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 succ.u.mb 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.

Imitation is a necessity for him, provided always that the imitation is quite easy. It is this necessity that makes the influence of what is called fas.h.i.+on so powerful. Whether in the matter of opinions, ideas, literary manifestations, or merely of dress, how many persons are bold enough to run counter to the fas.h.i.+on? It is by examples not by arguments that crowds are guided. At every period there exists a small number of individualities which react upon the remainder and are imitated by the unconscious ma.s.s. It is needful however, that these individualities should not be in too p.r.o.nounced disagreement with received ideas. Were they so, to imitate them would be too difficult and their influence would be nil. For this very reason men who are too superior to their epoch are generally without influence upon it. The line of separation is too strongly marked. For the same reason too Europeans, in spite of all the advantages of their civilisation, have so insignificant an influence on Eastern people; they differ from them to too great an extent.

"The dual action of the past and of reciprocal imitation renders, in the long run, all the men of the same country and the same period so alike that even in the case of individuals who would seem destined to escape this double influence, such as philosophers, learned men, and men of letters, thought and style have a family air which enables the age to which they belong to be immediately recognised. It is not necessary to talk for long with an individual to attain to a thorough knowledge of what he reads, of his habitual occupations, and of the surroundings amid which he lives."[17]

[17] Gustave le Bon, "L'Homme et les Societes," vol. ii. p. 116.

1881.

Contagion is so powerful that it forces upon individuals not only certain opinions, but certain modes of feeling as well.

Contagion is the cause of the contempt in which, at a given period, certain works are held--the example of "Tannhauser" may be cited--which, a few years later, for the same reason are admired by those who were foremost in criticising them.

The opinions and beliefs of crowds are specially propagated by contagion, but never by reasoning. The conceptions at present rife among the working cla.s.ses have been acquired at the public-house as the result of affirmation, repet.i.tion, and contagion, and indeed the mode of creation of the beliefs of crowds of every age has scarcely been different. Renan justly inst.i.tutes a comparison between the first founders of Christianity and "the socialist working men spreading their ideas from public-house to public-house"; while Voltaire had already observed in connection with the Christian religion that "for more than a hundred years it was only embraced by the vilest riff-raff."

It will be noted that in cases a.n.a.logous to those I have just cited, contagion, after having been at work among the popular cla.s.ses, has spread to the higher cla.s.ses of society. This is what we see happening at the present day with regard to the socialist doctrines which are beginning to be held by those who will yet be their first victims. Contagion is so powerful a force that even the sentiment of personal interest disappears under its action.

This is the explanation of the fact that every opinion adopted by the populace always ends in implanting itself with great vigour in the highest social strata, however obvious be the absurdity of the triumphant opinion. This reaction of the lower upon the higher social cla.s.ses is the more curious, owing to the circ.u.mstance that the beliefs of the crowd always have their origin to a greater or less extent in some higher idea, which has often remained without influence in the sphere in which it was evolved. Leaders and agitators, subjugated by this higher idea, take hold of it, distort it and create a sect which distorts it afresh, and then propagates it amongst the ma.s.ses, who carry the process of deformation still further. Become a popular truth the idea returns, as it were, to its source and exerts an influence on the upper cla.s.ses of a nation. In the long run it is intelligence that shapes the destiny of the world, but very indirectly. The philosophers who evolve ideas have long since returned to dust, when, as the result of the process I have just described, the fruit of their reflection ends by triumphing.

3. PRESTIGE

Great power is given to ideas propagated by affirmation, repet.i.tion, and contagion by the circ.u.mstance that they acquire in time that mysterious force known as prestige.

Whatever has been a ruling power in the world, whether it be ideas or men, has in the main enforced its authority by means of that irresistible force expressed by the word "prestige." The term is one whose meaning is grasped by everybody, but the word is employed in ways too different for it to be easy to define it.

Prestige may involve such sentiments as admiration or fear.

Occasionally even these sentiments are its basis, but it can perfectly well exist without them. The greatest measure of prestige is possessed by the dead, by beings, that is, of whom we do not stand in fear--by Alexander, Caesar, Mahomet, and Buddha, for example. On the other hand, there are fictive beings whom we do not admire--the monstrous divinities of the subterranean temples of India, for instance--but who strike us nevertheless as endowed with a great prestige.

Prestige in reality is a sort of domination exercised on our mind by an individual, a work, or an idea. This domination entirely paralyses our critical faculty, and fills our soul with astonishment and respect. The sentiment provoked is inexplicable, like all sentiments, but it would appear to be of the same kind as the fascination to which a magnetised person is subjected. Prestige is the mainspring of all authority. Neither G.o.ds, kings, nor women have ever reigned without it.

The various kinds of prestige may be grouped under two princ.i.p.al heads: acquired prestige and personal prestige. Acquired prestige is that resulting from name, fortune, and reputation.

It may be independent of personal prestige. Personal prestige, on the contrary, is something essentially peculiar to the individual; it may coexist with reputation, glory, and fortune, or be strengthened by them, but it is perfectly capable of existing in their absence.

Acquired or artificial prestige is much the most common. The mere fact that an individual occupies a certain position, possesses a certain fortune, or bears certain t.i.tles, endows him with prestige, however slight his own personal worth. A soldier in uniform, a judge in his robes, always enjoys prestige. Pascal has very properly noted the necessity for judges of robes and wigs. Without them they would be stripped of half their authority. The most unbending socialist is always somewhat impressed by the sight of a prince or a marquis; and the a.s.sumption of such t.i.tles makes the robbing of tradesmen an easy matter.[18]

[18] The influence of t.i.tles, decorations, and uniforms on crowds is to be traced in all countries, even in those in which the sentiment of personal independence is the most strongly developed. I quote in this connection a curious pa.s.sage from a recent book of travel, on the prestige enjoyed in England by great persons.

"I had observed, under various circ.u.mstances, the peculiar sort of intoxication produced in the most reasonable Englishmen by the contact or sight of an English peer.

"Provided his fortune enables him to keep up his rank, he is sure of their affection in advance, and brought into contact with him they are so enchanted as to put up with anything at his hands.

They may be seen to redden with pleasure at his approach, and if he speaks to them their suppressed joy increases their redness, and causes their eyes to gleam with unusual brilliance. Respect for n.o.bility is in their blood, so to speak, as with Spaniards the love of dancing, with Germans that of music, and with Frenchmen the liking for revolutions. Their pa.s.sion for horses and Shakespeare is less violent, the satisfaction and pride they derive from these sources a less integral part of their being.

There is a considerable sale for books dealing with the peerage, and go where one will they are to be found, like the Bible, in all hands."

The prestige of which I have just spoken is exercised by persons; side by side with it may be placed that exercised by opinions, literary and artistic works, &c. Prestige of the latter kind is most often merely the result of acc.u.mulated repet.i.tions.

History, literary and artistic history especially, being nothing more than the repet.i.tion of identical judgments, which n.o.body endeavours to verify, every one ends by repeating what he learnt at school, till there come to be names and things which n.o.body would venture to meddle with. For a modern reader the perusal of Homer results incontestably in immense boredom; but who would venture to say so? The Parthenon, in its present state, is a wretched ruin, utterly dest.i.tute of interest, but it is endowed with such prestige that it does not appear to us as it really is, but with all its accompaniment of historic memories. The special characteristic of prestige is to prevent us seeing things as they are and to entirely paralyse our judgment. Crowds always, and individuals as a rule, stand in need of ready-made opinions on all subjects. The popularity of these opinions is independent of the measure of truth or error they contain, and is solely regulated by their prestige.

I now come to personal prestige. Its nature is very different from that of artificial or acquired prestige, with which I have just been concerned. It is a faculty independent of all t.i.tles, of all authority, and possessed by a small number of persons whom it enables to exercise a veritably magnetic fascination on those around them, although they are socially their equals, and lack all ordinary means of domination. They force the acceptance of their ideas and sentiments on those about them, and they are obeyed as is the tamer of wild beasts by the animal that could easily devour him.

The great leaders of crowds, such as Buddha, Jesus, Mahomet, Joan of Arc, and Napoleon, have possessed this form of prestige in a high degree, and to this endowment is more particularly due the position they attained. G.o.ds, heroes, and dogmas win their way in the world of their own inward strength. They are not to be discussed: they disappear, indeed, as soon as discussed.

The great personages I have just cited were in possession of their power of fascination long before they became ill.u.s.trious, and would never have become so without it. It is evident, for instance, that Napoleon at the zenith of his glory enjoyed an immense prestige by the mere fact of his power, but he was already endowed in part with this prestige when he was without power and completely unknown. When, an obscure general, he was sent, thanks to influential protection, to command the army of Italy, he found himself among rough generals who were of a mind to give a hostile reception to the young intruder dispatched them by the Directory. From the very beginning, from the first interview, without the aid of speeches, gestures, or threats, at the first sight of the man who was to become great they were vanquished. Taine furnishes a curious account of this interview taken from contemporary memoirs.

"The generals of division, amongst others Augereau, a sort of swashbuckler, uncouth and heroic, proud of his height and his bravery, arrive at the staff quarters very badly disposed towards the little upstart dispatched them from Paris. On the strength of the description of him that has been given them, Augereau is inclined to be insolent and insubordinate; a favourite of Barras, a general who owes his rank to the events of Vendemiaire who has won his grade by street-fighting, who is looked upon as bearish, because he is always thinking in solitude, of poor aspect, and with the reputation of a mathematician and dreamer. They are introduced, and Bonaparte keeps them waiting. At last he appears, girt with his sword; he puts on his hat, explains the measures he has taken, gives his orders, and dismisses them.

Augereau has remained silent; it is only when he is outside that he regains his self-possession and is able to deliver himself of his customary oaths. He admits with Ma.s.sena that this little devil of a general has inspired him with awe; he cannot understand the ascendency by which from the very first he has felt himself overwhelmed."

Become a great man, his prestige increased in proportion as his glory grew, and came to be at least equal to that of a divinity in the eyes of those devoted to him. General Vandamme, a rough, typical soldier of the Revolution, even more brutal and energetic than Augereau, said of him to Marshal d'Arnano in 1815, as on one occasion they mounted together the stairs of the Tuileries: "That devil of a man exercises a fascination on me that I cannot explain even to myself, and in such a degree that, though I fear neither G.o.d nor devil, when I am in his presence I am ready to tremble like a child, and he could make me go through the eye of a needle to throw myself into the fire."

Napoleon exercised a like fascination on all who came into contact with him.[19]