Book 2: The Opinions and Beliefs of Crowds
Chapter 3: The Leaders of Crowds and Their Means of Persuasion
Gustave Le Bon
§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 practical account.
§1. THE LEADERS OF CROWDS.
As soon as a certain number of living beings are gathered together, whether they be animals or men, they place themselves instinctively under the authority of a chief.
In the case of human crowds the chief is often nothing more than a ringleader or agitator, but as such he plays a considerable part. His will is the nucleus around which the opinions of the crowd are grouped and attain to identity. He constitutes the first element towards the organisation of heterogeneous crowds, and paves the way for their organisation in sects; in the meantime he directs them. A crowd is a servile flock that is incapable of ever doing without a master.
The leader has most often started as one of the led. He has himself been hypnotised by the idea, whose apostle he has since become. It has taken possession of him to such a degree that everything outside it vanishes, and that every contrary opinion appears to him an error or a superstition. An example in point is Robespierre, hypnotised by the philosophical ideas of Rousseau, and employing the methods of the Inquisition to propagate them.
The leaders we speak of are more frequently men of action than thinkers. They are not gifted with keen foresight, nor could they be, as this quality generally conduces to doubt and inactivity. They are especially recruited from the ranks of those morbidly nervous, excitable, half-deranged persons who are bordering on madness. However absurd may be the idea they uphold or the goal they pursue, their convictions are so strong that all reasoning is lost upon them. Con-
( 114) -tempt and persecution do not affect them, or only serve to excite them the more. They sacrifice their personal interest, their family--everything. The very instinct of self-preservation is entirely obliterated in them, and so much so that often the only recompense they solicit is that of martyrdom. The intensity of their faith gives great power of suggestion to their words. The multitude is always ready to listen to the strong-willed man, who knows how to impose himself upon it. Men gathered in a crowd lose all force of will, and turn instinctively to the person who possesses the quality they lack.
Nations have never lacked leaders, but all of the latter have by no means been animated by those strong convictions proper to apostles. These leaders are often subtle rhetoricians, seeking only their own personal interest, and endeavouring to persuade by flattering base instincts. The influence they can assert in this manner may be very great, but it is always ephemeral. The men of ardent convictions who have stirred the soul of crowds, the Peter the Hermits, the Luthers, the Savonarolas, the men of the French Revolution, have only exercised their fascination after having been themselves fascinated first of all by a creed. They are then able to call up in the souls of their fellows that formidable force known as faith, which renders a man the absolute slave of his dream.
The arousing of faith--whether religious, political,
( 115) or social, whether faith in a work, in a person, or an idea--has always been the function of the great leaders of crowds, and it is on this account that their influence is always very great. Of all the forces at the disposal of humanity, faith has always been one of the most tremendous, and the gospel rightly attributes to it the power of moving mountains. To endow a man with faith is to multiply his strength tenfold. The great events of history have been brought about by obscure believers, who have had little beyond their faith in their favour. It is not by the aid of the learned or of philosophers, and still less of sceptics, that have been built up the great religions which have swayed the world, or the vast empires which have spread from one hemisphere to the other.
In the cases just cited, however, we are dealing with great leaders, and they are so few in number that history can easily reckon them up. They form the summit of a continuous series, which extends from these powerful masters of men down to the workman who, in the smoky atmosphere of an inn, slowly fascinates his comrades by ceaselessly drumming into their ears a few set phrases, whose purport he scarcely comprehends, but the application of which, according to him, must surely bring about the realisation of all dreams and of every hope.
In every social sphere, from the highest to the lowest, as soon as a man ceases to be isolated he
( 116) speedily falls under the influence of a leader. The majority of men, especially among the masses, do not possess clear and reasoned ideas on any subject whatever outside their own speciality. The leader serves them as guide. It is just possible that he may be replaced, though very inefficiently, by the periodical publications which manufacture opinions for their readers and supply them with ready- made phrases which dispense them of the trouble of reasoning.
The leaders of crowds wield a very despotic authority, and this despotism indeed is a condition of their obtaining a following. It has often been remarked how easily they extort obedience, although without any means of backing up their authority, from the most turbulent section of the working classes. They fix the hours of labour and the rate of wages, and they decree strikes, which are begun and ended at the hour they ordain.
At the present day these leaders and agitators tend more and more to usurp the place of the public authorities in proportion as the latter allow themselves to be called in question and shorn of their strength. The tyranny of these new masters has for result that the crowds obey them much more docilely than they have obeyed any government. If in consequence of some accident or other the leaders should be removed from the scene the crowd returns to its original state
( 117) of a collectivity without cohesion or force of resistance. During the last strike of the Parisian omnibus employes the arrest of the two leaders who were directing it was at once sufficient to bring it to an end. It is the need not of liberty but of servitude that is always predominant in the soul of crowds. They are so bent on obedience that they instinctively submit to whoever declares himself their master.
These ringleaders and agitators may be divided into two clearly defined classes. The one includes the men who are energetic and possess, but only intermittently, much strength of will, the other the men, far rarer than the preceding, whose strength of will is enduring. The first mentioned are violent, brave, and audacious. They are more especially useful to direct a violent enterprise suddenly decided on, to carry the masses with them in spite of danger, and to transform into heroes the men who but yesterday were recruits. Men of this kind were Ney and Murat under the First Empire, and such a man in our own time was Garibaldi, a talentless but energetic adventurer who succeeded with a handful of men in laying hands on the ancient kingdom of Naples, defended though it was by a disciplined army.
Still, though the energy of leaders of this class is a force to be reckoned with, it is transitory, and scarcely outlasts the exciting cause that has brought it into play. When they have returned to their
( 118) ordinary course of life the heroes animated by energy of this description often evince, as was the case with those I have just cited, the most astonishing weakness of character. They seem incapable of reflection and of conducting themselves under the simplest circumstances, although they had been able to lead others. These men are leaders who cannot exercise their function except on the condition that they be led themselves and continually stimulated, that they have always as their beacon a man or an idea, that they follow a line of conduct clearly traced. The second category of leaders, that of men of enduring strength of will, have, in spite of a less brilliant aspect, a much more considerable influence. In this category are to be found the true founders of religions and great undertakings: St. Paul, Mahomet, Christopher Columbus, and de Lesseps, for example. Whether they be intelligent or narrow-minded is of no importance: the world belongs to them. The persistent will-force they possess is an immensely rare and immensely powerful faculty to which everything yields. What a strong and continuous will is capable of is not always properly appreciated. Nothing resists it; neither nature, gods, nor man.
The most recent example of what can be effected by a strong and continuous will is afforded us by the illustrious man who separated the Eastern and Western worlds, and accomplished a task that during three
( 119) 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, succumbs.
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 Canal. 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 canal. 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
( 120) 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, REPETITION, CONTAGION
When it is wanted to stir up a crowd for a short space 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 circumstances, 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 principal of them are three in number and clearly defined--affirmation, repetition, and contagion. Their action is somewhat slow, but its effects, once produced, are very lasting.
Affirmation pure and simple, kept free of all
( 121) 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 destitute 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 pushing 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, repetition. The thing affirmed comes by repetition to fix itself in the mind in such a way that it is accepted in the end as a demonstrated truth.
The influence of repetition 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 assertion, and we finish by believing it. To this circumstance is due the astonishing power of advertisements. When we have
( 122) 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 certitude that such is the fact. When we have read a thousand times that Y's flour has cured the most illustrious 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 repetition are alone powerful enough to combat each other.
When an affirmation has been sufficiently repeated and there is unanimity in this repetition--as has occurred in the case of certain famous financial undertakings rich enough to purchase every assistance-- 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
( 123) 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 succumb 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
( 124) occupations, and of the surroundings amid which he lives."
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 classes have been acquired at the public-house as the result of affirmation, repetition, and contagion, and indeed the mode of creation of the beliefs of crowds of every age has scarcely been different. Renan justly institutes 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 analogous to those I have just cited, contagion, after having been at work
(125) among the popular classes, has spread to the higher classes 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 classes is the more curious, owing to the circumstance 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 masses, 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 classes 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.
Great power is given to ideas propagated by affirmation, repetition, and contagion by the circumstance 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,
(127) 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 gods, kings, nor women have ever reigned without it.
The various kinds of prestige may be grouped under two principal 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 titles, 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 assumption of such titles makes the robbing of tradesmen an easy matter.
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 accumulated repetitions. History, literary and artistic history especially, being nothing more than the repetition of identical judgments, which nobody endeavours to verify, every one ends by repeating what he learnt at school, till there come to be names and things which nobody would venture to meddle with. For a modern reader the perusal of Homer
(130) results incontestably in immense boredom; but who would venture to say so? The Parthenon, in its present state, is a wretched ruin, utterly destitute 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 titles, 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
(131) endowment is more particularly due the position they attained. Gods, 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 illustrious, 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
(132) 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 Massena 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,
(133) and in such a degree that, though I fear neither God 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.
Davoust used to say, talking of Maret's devotion and of his own: "Had the Emperor said to us, `It is important in the interest of my policy that Paris should be destroyed without a single person leaving it or escaping,' Maret I am sure would have kept the secret, but he could not have abstained from compromising himself by seeing that his family got clear of the city.
(134) On the other hand, I, for fear of letting the truth leak out, would have let my wife and children stay."
It is necessary to bear in mind the astounding power exerted by fascination of this order to understand that marvellous return from the Isle of Elba, that lightning-like conquest of France by an isolated man confronted by all the organised forces of a great country that might have been supposed weary of his tyranny. He had merely to cast a look at the generals sent to lay hands on him, and who had sworn to accomplish their mission. All of them submitted without discussion.
"Napoleon," writes the English General Wolseley, "lands in France almost alone, a fugitive from the small island of Elba which was his kingdom, and succeeded in a few weeks, without bloodshed, in upsetting all organised authority in France under its legitimate king; is it possible for the personal ascendency of a man to affirm itself in a more astonishing manner? But from the beginning to the end of this campaign, which was his last, how remarkable too is the ascendency he exercised over the Allies, obliging them to follow his initiative, and how near he came to crushing them!"
His prestige outlived him and continued to grow. It is his prestige that made an emperor of his obscure nephew. How powerful is his memory still is seen in
(135) the resurrection of his legend in progress at the present day. Ill-treat men as you will, massacre them by millions, be the cause of invasion upon invasion, all is permitted you if you possess prestige in a sufficient degree and the talent necessary to uphold it.
I have invoked, no doubt, in this case a quite exceptional example of prestige, but one it was useful to cite to make clear the genesis of great religions, great doctrines, and great empires. Were it not for the power exerted on the crowd by prestige, such growths would be incomprehensible.
Prestige, however, is not based solely on personal ascendency, military glory, and religious terror; it may have a more modest origin and still be considerable. Our century furnishes several examples. One of the most striking ones that posterity will recall from age to age will be supplied by the history of the illustrious man who modified the face of the globe and the commercial relations of the nations by separating two continents. He succeeded in his enterprise owing to his immense strength of will, but also owing to the fascination he exercised on those surrounding him. To overcome the unanimous opposition he met with, he had only to show himself. He would speak briefly, and in face of the charm he exerted his opponents became his friends. The English in particular strenuously opposed his scheme; he had only to put in an appearance in England to rally all suffrages. In
(136) later years, when he passed Southampton, the bells were rung on his passage; and at the present day a movement is on foot in England to raise a statue in his honour.
"Having vanquished whatever there is to vanquish, men and things, marshes, rocks, and sandy wastes," he had ceased to believe in obstacles, and wished to begin Suez over again at Panama. He began again with the same methods as of old; but he had aged, and, besides, the faith that moves mountains does not move them if they are too lofty. The mountains resisted, and the catastrophe that ensued destroyed the glittering aureole of glory that enveloped the hero. His life teaches how prestige can grow and how it can vanish. After rivalling in greatness the most famous heroes of history, he was lowered by the magistrates of his country to the ranks of the vilest criminals. When he died his coffin, unattended, traversed an indifferent crowd. Foreign sovereigns are alone in rendering homage to his memory as to that of one of the greatest men that history has known.
Still, the various examples that have just been cited represent extreme cases. To fix in detail the psychology of prestige, it would be necessary to place them
(138) at the extremity of a series, which would range from the founders of religions and empires to the private individual who endeavours to dazzle his neighbours by a new coat or a decoration.
Between the extreme limits of this series would find a place all the forms of prestige resulting from the different elements composing a civilisation--sciences, arts, literature, &c.--and it would be seen that prestige constitutes the fundamental element of persuasion. Consciously or not, the being, the idea, or the thing possessing prestige is immediately imitated in consequence of contagion, and forces an entire generation to adopt certain modes of feeling and of giving expression to its thought. This imitation, moreover, is, as a rule, unconscious, which accounts for the fact that it is perfect. The modern painters who copy the pale colouring and the stiff attitudes of some of the Primitives are scarcely alive to the source of their inspiration. They believe in their own sincerity, whereas, if an eminent master had not revived this form of art, people would have continued blind to all but its naive and inferior sides. Those artists who, after the manner of another illustrious master, inundate their canvasses with violet shades do not see in nature more violet than was detected there fifty years ago; but they are influenced, "suggestioned," by the personal and special impressions of a painter who, in spite of this eccentricity, was successful in
(139) acquiring great prestige. Similar examples might be brought forward in connection with all the elements of civilisation.
It is seen from what precedes that a number of factors may be concerned in the genesis of prestige; among them success was always one of the most important. Every successful man, every idea that forces itself into recognition, ceases, ipso facto, to be called in question. The proof that success is one of the principal stepping-stones to prestige is that the disappearance of the one is almost always followed by the disappearance of the other. The hero whom the crowd acclaimed yesterday is insulted to-day should he have been overtaken by failure. The reaction, indeed, will be the stronger in proportion as the prestige has been great. The crowd in this case considers the fallen hero as an equal, and takes its revenge for having bowed to a superiority whose existence it no longer admits. While Robespierre was causing the execution of his colleagues and of a great number of his contemporaries, he possessed an immense prestige. When the transposition of a few votes deprived him of power, he immediately lost his prestige, and the crowd followed him to the guillotine with the self-same imprecations with which shortly before it had pursued his victims. Believers always break the statues of their former gods with every symptom of fury.
Prestige lost by want of success disappears in a brief
(140) space of time. It can also be worn away, but more slowly by being subjected to discussion. This latter power, however, is exceedingly sure. From the moment prestige is called in question it ceases to be prestige. The gods and men who have kept their prestige for long have never tolerated discussion. For the crowd to admire, it must be kept at a distance.