"The leader can guess the psychological wants and needs of those susceptible to his propaganda because he resembles them psychologically, and is distinguished from them by a capacity to express without inhibitions what is latent in them, rather than by any intrinsic superiority. The leaders are generally oral character types, with a compulsion to speak incessantly and to befool the others. The famous spell they exercise over their followers seems largely to depend on their orality: language itself, devoid of its rational significance, functions in a magical way and furthers those archaic regressions which reduce individuals to members of crowds.
Since this very quality of uninhibited but largely associative speech presupposes at least a temporary lack of ego control, it may well indicate weakness rather than strength. The fascist agitators' boasting of strength is indeed frequently accompanied by hints at such weakness, particularly when begging for monetary contributions - hints which, to be sure, are skillfully merged with the idea of strength itself. In order successfully to meet the unconscious dispositions of his audience, the agitator so to speak simply turns his own unconscious outward.
His particular character syndrome makes it possible for him to do exactly this, and experience has taught him consciously to exploit this faculty, to make rational use of his irrationality, similarly to the actor, or a certain type of journalist who knows how to sell their innervations and sensitivity. Without knowing it, he is thus able to speak and act in accord with psychological theory for the simple reason that the psychological theory is true. All he has to do in order to make the psychology of his audience click, is shrewdly to exploit his own psychology," - Theodor Adorno.
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