The crowd : $b A study of the popular mindLe Bon, Gustave
Science
The crowd : $b A study of the popular mind
Le Bon, Gustave
Crowds
Numerous are the words whose meaning has thus profoundly changed
from age to age--words which we can only arrive at understanding
in the sense in which they were formerly understood after a long
effort. It has been said with truth that much study is necessary
merely to arrive at conceiving what was signified to our great
grandfathers by such words as the "king" and the "royal family."
What, then, is likely to be the case with terms still more
complex?
Words, then, have only mobile and transitory significations which
change from age to age and people to people; and when we desire
to exert an influence by their means on the crowd what it is
requisite to know is the meaning given them by the crowd at a
given moment, and not the meaning which they formerly had or may
yet have for individuals of a different mental constitution.
Thus, when crowds have come, as the result of political upheavals
or changes of belief, to acquire a profound antipathy for the
images evoked by certain words, the first duty of the true
statesman is to change the words without, of course, laying hands
on the things themselves, the latter being too intimately bound
up with the inherited constitution to be transformed. The
judicious Tocqueville long ago made the remark that the work of
the consulate and the empire consisted more particularly in the
clothing with new words of the greater part of the institutions
of the past--that is to say, in replacing words evoking
disagreeable images in the imagination of the crowd by other
words of which the novelty prevented such evocations. The
"taille" or tallage has become the land tax; the "gabelle," the
tax on salt; the "aids," the indirect contributions and the
consolidated duties; the tax on trade companies and guilds, the
license, &c.
One of the most essential functions of statesmen consists, then,
in baptizing with popular or, at any rate, indifferent words
things the crowd cannot endure under their old names. The power
of words is so great that it suffices to designate in well-chosen
terms the most odious things to make them acceptable to crowds.
Taine justly observes that it was by invoking liberty and
fraternity--words very popular at the time-- that the Jacobins
were able "to install a despotism worthy of Dahomey, a tribunal
similar to that of the Inquisition, and to accomplish human
hecatombs akin to those of ancient Mexico." The art of those who
govern, as is the case with the art of advocates, consists above
all in the science of employing words. One of the greatest
difficulties of this art is, that in one and the same society the
same words most often have very different meanings for the
different social classes, who employ in appearance the same
words, but never speak the same language.
Public-domain text, read in full here on John Shaqi.
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