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The excerpt represents the core issue or deciding factor on which you must meditate, and is drawn from The Crowd by Gustave le Bon: irritability, credulity, and simplicity. In their decision,
moreover, is to be traced the influence of the leaders of crowds
and the part played by the factors we have enumerated:
affirmation, repetition, prestige, and contagion.
Let us examine by what methods electoral crowds are to be
persuaded. It will be easy to deduce their psychology from the
methods that are most successful.
It is of primary importance that the candidate should possess
prestige. Personal prestige can only be replaced by that
resulting from wealth. Talent and even genius are not elements
of success of serious importance.
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