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Crowd manipulation is the intentional or unwitting use of techniques based on the principles of
crowd psychology Crowd psychology, also known as mob psychology, is a branch of social psychology. Social psychologists have developed several theories for explaining the ways in which the psychology of a crowd differs from and interacts with that of the individ ...
to engage, control, or influence the desires of a
crowd Generally speaking, a crowd is defined as a group of people that have gathered for a common purpose or intent such as at a Demonstration (people), demonstration, a Sport, sports event, or during looting (this is known as an acting crowd), or ...
in order to direct its behavior toward a specific action. This practice is common to
religion Religion is usually defined as a social- cultural system of designated behaviors and practices, morals, beliefs, worldviews, texts, sanctified places, prophecies, ethics, or organizations, that generally relates humanity to supernatural, ...
,
politics Politics (from , ) is the set of activities that are associated with making decisions in groups, or other forms of power relations among individuals, such as the distribution of resources or status. The branch of social science that studies ...
and
business Business is the practice of making one's living or making money by producing or Trade, buying and selling Product (business), products (such as goods and Service (economics), services). It is also "any activity or enterprise entered into for pr ...
and can facilitate the approval or disapproval or indifference to a person, policy, or product. The ethicality of crowd manipulation is commonly questioned. Crowd manipulation differs from
propaganda Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded ...
—although they may reinforce one another to produce a desired result. If propaganda is "the consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea or group", crowd manipulation is the relatively brief call to action once the seeds of propaganda (i.e. more specifically "pre-propaganda") are sown and the public is organized into a crowd. The propagandist appeals to the masses, even if compartmentalized, whereas the crowd-manipulator appeals to a segment of the masses assembled into a crowd (such as a
political demonstration A political demonstration is an action by a mass group or collection of groups of people in favor of a political or other cause or people partaking in a protest against a cause of concern; it often consists of walking in a mass march formati ...
or a
congregation A congregation is a large gathering of people, often for the purpose of worship. Congregation may also refer to: *Church (congregation), a Christian organization meeting in a particular place for worship *Congregation (Roman Curia), an administra ...
or a
camp meeting The camp meeting is a form of Protestant Christian religious service originating in England and Scotland as an evangelical event in association with the communion season. It was held for worship, preaching and communion on the American frontier d ...
) in real time. In situations such as a national emergency, however, a crowd manipulator may leverage
mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information ...
to address the masses in real time as if speaking to a crowd. Crowd manipulation differs from
crowd control Crowd control is a public security practice in which large crowds are managed in order to prevent the outbreak of crowd crushes, affray, fights involving drunk and disorderly people or riots. Crowd crushes in particular can cause many hundreds ...
, which serves a security function. Local authorities use crowd-control methods to contain and disperse crowds and to prevent and respond to unruly and unlawful acts such as
rioting A riot is a form of civil disorder commonly characterized by a group lashing out in a violent public disturbance against authority, property, or people. Riots typically involve destruction of property, public or private. The property targete ...
and
looting Looting is the act of stealing, or the taking of goods by force, typically in the midst of a military, political, or other social crisis, such as war, natural disasters (where law and civil enforcement are temporarily ineffective), or rioting. ...
.


Function and morality

The crowd manipulator engages, controls, or influences crowds without the use of physical force, although his goal may be to instigate the use of force ''by the crowd or by local authorities''. Prior to the
American War of Independence The American Revolutionary War (April 19, 1775 – September 3, 1783), also known as the Revolutionary War or American War of Independence, was a major war of the American Revolution. Widely considered as the war that secured the independence of t ...
,
Samuel Adams Samuel Adams ( – October 2, 1803) was an American statesman, political philosopher, and a Founding Father of the United States. He was a politician in colonial Massachusetts, a leader of the movement that became the American Revolution, and ...
provided Bostonians with "elaborate costumes, props, and musical instruments to lead protest songs in harborside demonstrations and parades through Boston's streets." If such crowds provoked British authorities to violence, as they did during the
Boston Massacre The Boston Massacre (known in Kingdom of Great Britain, Great Britain as the Incident on King Street) was a confrontation in Boston on March 5, 1770, in which a group of nine British soldiers shot five people out of a crowd of three or four hu ...
on March 5, 1770, Adams would write, produce, and disperse sensationalized accounts of the incidents to stir discontent and create unity among the American colonies. The American way of manipulation may be classified as a tool of
soft power In politics (and particularly in international politics), soft power is the ability to co-opt rather than coerce (contrast hard power). In other words, soft power involves shaping the preferences of others through appeal and attraction. A defin ...
, which is "the ability to get what you want through attraction rather than coercion or payments". Harvard professor
Joseph Nye Joseph Samuel Nye Jr. (born January 19, 1937) is an American political scientist. He and Robert Keohane co-founded the international relations theory of neoliberalism, which they developed in their 1977 book ''Power and Interdependence''. Togethe ...
coined the term in the 1980s, although he did not create the concept. The techniques used to win the minds of crowds were examined and developed notably by
Quintilian Marcus Fabius Quintilianus (; 35 – 100 AD) was a Roman educator and rhetorician from Hispania, widely referred to in medieval schools of rhetoric and in Renaissance writing. In English translation, he is usually referred to as Quintilia ...
in his training book, ''Institutio oratoria'' and by
Aristotle Aristotle (; grc-gre, Ἀριστοτέλης ''Aristotélēs'', ; 384–322 BC) was a Greek philosopher and polymath during the Classical period in Ancient Greece. Taught by Plato, he was the founder of the Peripatetic school of phil ...
in ''
Rhetoric Rhetoric () is the art of persuasion, which along with grammar and logic (or dialectic), is one of the three ancient arts of discourse. Rhetoric aims to study the techniques writers or speakers utilize to inform, persuade, or motivate parti ...
''. Known origins of crowd manipulation go as far back as the 5th century BC, where litigants in Syracuse sought to improve their persuasiveness in court. The verb "manipulate" can convey negativity, but it does not have to do so. According to ''Merriam Webster's Dictionary'', for example, to "manipulate" means "to control or play upon by artful, unfair, or insidious means especially to one's own advantage." This definition allows, then, for the artful and honest use of control for one's advantage. Moreover, the actions of a crowd need not be criminal in nature. Nineteenth-century social scientist
Gustave Le Bon Charles-Marie Gustave Le Bon (; 7 May 1841 – 13 December 1931) was a leading French polymath whose areas of interest included anthropology, psychology, sociology, medicine, invention, and physics. He is best known for his 1895 work '' The Crow ...
wrote:
Edward Bernays Edward Louis Bernays ( , ; November 22, 1891 − March 9, 1995) was an American theorist, considered a pioneer in the field of public relations and propaganda, and referred to in his obituary as "the father of public relations". His best-known ca ...
, the so-called "Father of Public Relations", believed that public manipulation was not only moral, but a necessity. He argued that "a small, invisible government who understands the mental processes and social patterns of the masses, rules public opinion by consent." This is necessary for the division of labor and to prevent chaos and confusion. "The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion", wrote Bernays. He also wrote, "We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized." Others argue that some techniques are not inherently evil, but instead are philosophically neutral vehicles. Lifelong political activist and former
Ronald Reagan Ronald Wilson Reagan ( ; February 6, 1911June 5, 2004) was an American politician, actor, and union leader who served as the 40th president of the United States from 1981 to 1989. He also served as the 33rd governor of California from 1967 ...
White House The White House is the official residence and workplace of the president of the United States. It is located at 1600 Pennsylvania Avenue NW in Washington, D.C., and has been the residence of every U.S. president since John Adams in 1800. ...
staffer Morton C. Blackwell explained in a speech titled, "People, Parties, and Power": In the social sciences, evolutionary psychologist
David M. Buss David Michael Buss (born April 14, 1953) is an American evolutionary psychologist at the University of Texas at Austin, researching human sex differences in mate selection. He is considered one of the founders of evolutionary psychology. Biog ...
and his colleagues use the "manipulation" more or less as a synonym for "influence" on how humans effect the behavior of other humans. In brief, manipulators with different ideologies can employ successfully the same techniques to achieve ends that may be good or bad. Crowd manipulation techniques offers individuals and groups a philosophically neutral means to maximize the effect of their messages. In order to manipulate a crowd, one should first understand what is needed by a crowd, as well as the principles that govern its behavior.


Crowds and their behavior

The word "crowd", according to ''Merriam-Webster's Dictionary'', refers to both "a large number of persons especially when collected together" (as in a crowded shopping mall) and "a group of people having something in common s in a habit, interest, or occupation" Philosopher G.A. Tawny defined a crowd as "a numerous collection of people who face a concrete situation together and are more or less aware of their bodily existence as a group. Their facing the situation together is due to common interests and the existence of common circumstances which give a single direction to their thoughts and actions." Tawney discussed in his work "The Nature of Crowds" two main types of crowds: In a 2001 study, the Institute for Non-Lethal Defense Studies at Pennsylvania State University defined a crowd more specifically as "a gathering of a multitude of individuals and small groups that have temporarily assembled. These small groups are usually friends, family members, or acquaintances." A crowd may display behavior that differs from the individuals who compose it. Several theories have emerged in the 19th century and early 20th century to explain this phenomenon. These collective works contribute to the "classic theory" of crowd psychology. In 1968, however, social scientist Dr. Carl Couch of the University of Liverpool refuted many of the stereotypes associated with crowd behavior as described by classic theory. His criticisms are supported widely in the psychology community but are still being incorporated as a "modern theory" into psychological texts. A modern model, based on the "individualistic" concept of crowd behavior developed by
Floyd Allport Floyd Henry Allport (August 22, 1890 – October 15, 1979) was an American psychologist who is often considered "the father of experimental social psychology", having played a key role in the creation of social psychology as a legitimate field of ...
in 1924, is the Elaborated Social Identity Model (ESIM).


Classic theory

French philosopher and historian
Hippolyte Taine Hippolyte Adolphe Taine (, 21 April 1828 – 5 March 1893) was a French historian, critic and philosopher. He was the chief theoretical influence on French naturalism, a major proponent of sociological positivism and one of the first practition ...
provided in the wake of the Franco Prussian War of 1871 the first modern account of crowd psychology.
Gustave Le Bon Charles-Marie Gustave Le Bon (; 7 May 1841 – 13 December 1931) was a leading French polymath whose areas of interest included anthropology, psychology, sociology, medicine, invention, and physics. He is best known for his 1895 work '' The Crow ...
developed this framework in his 1895 book, ''Psychologie des Foules''. He proposed that French crowds during the 19th century were essentially excitable, irrational mobs easily influenced by wrongdoers. He postulated that the heterogeneous elements which make up this type of crowd essentially form a new being, a chemical reaction of sorts in which the crowd's properties change. He wrote: He also wrote: Le Bon observed several characteristics of what he called the "organized" or "psychological" crowd, including: # submergence or the disappearance of a conscious personality and the appearance of an unconscious personality (aka "mental unity"). This process is aided by sentiments of invincible power and anonymity which allow one to yield to instincts which he would have kept under restraint (i.e. Individuality is weakened and the unconscious "gains the upper hand"); # contagion ("In a crowd every sentiment and act is contagious, and contagious to such a degree that an individual readily sacrifices his personal interest to the collective interest."); and # suggestibility as the result of a hypnotic state. "All feelings and thoughts are bent in the direction determined by the hypnotizer" and the crowd tends to turn these thoughts into acts. In sum, the classic theory contends that: * " rowdsare unified masses whose behaviors can be categorized as active, expressive, acquisitive or hostile." * "
rowd ''Rowd'' (, ''Sunshine'') is a 2012 Indian Assamese romantic film directed by Gautam Baruah, with a screenplay by Ashim Krishna, Rupam Dutta, and Chirantan Mahanta, and produced by Mousumi Bordoloi. It stars Utpal Das, Diganta Hazarika, Moonmi ...
participants regiven to spontaneity, irrationality, loss of self-control, and a sense of anonymity."


Modern theory

Critics of the classic theory contend that it is seriously flawed in that it decontextualises crowd behavior, lacks sustainable empirical support, is biased, and ignores the influence of policing measures on the behavior of the crowd. In 1968, Dr. Carl J. Couch examined and refuted many classic-theory stereotypes in his article, "Collective Behavior: An Examination of Some Stereotypes." Since then, other social scientists have validated much of his critique. Knowledge from these studies of crowd psychology indicate that: * "Crowds are not homogeneous entities" but are composed "of a minority of individuals and a majority of small groups of people who are acquainted with one another." * "Crowd participants are
either ''Either/Or'' is an influential book by philosopher Søren Kierkegaard. Either/Or and related terms may also refer to: * ''Either/Or'' (book), a novel by Elif Batuman * ''Either/Or'' (album), music by Elliott Smith * ''Either/Or'' (TV series), a ...
unanimous in their motivation" nor to one another. Participants "seldom act in unison, and if they do, that action does not last long." * "Crowds do not cripple individual cognition" and "are not uniquely distinguished by violence or disorderly actions." * "Individual attitudes and personality characteristics", as well as "socioeconomic, demographic and political variables are poor predictors of riot intensity and individual participation." According to the aforementioned 2001 study conducted by Penn State University's Institute for Non-Lethal Defense Technologies, crowds undergo a process that has a "beginning, middle, and ending phase." Specifically: * The assembling process ** This phase includes the temporary assembly of individuals for a specific amount of time. Evidence suggests that assembly occurs most frequently by means of an "organized mobilization method" but can also occur by "impromptu process" such as word of mouth by non-official organizers. * The temporary gathering ** In this phase, individuals are assembled and participate in both individual and "collective actions." Rarely do all individuals in a crowd participate, and those who do participate do so by choice. Participation furthermore appears to vary based on the type and purpose of the gathering, with religious services experiencing "greater participation" (i.e. 80–90%). * The dispersing process ** In the final phase, the crowd's participants disperse from a "common location" to "one or more alternate locations." A "riot" occurs when "one or more individuals within a gathering engage in violence against person or property." According to U.S. and European research data from 1830 to 1930 and from the 1960 to the present, "less than 10 percent of protest demonstrations have involved violence against person or property", with the "celebration riot" as the most frequent type of riot in the United States.


Elaborated social identity model (ESIM)

A modern model has also been developed by Steve Reicher, John Drury, and Clifford Stott which contrasts significantly from the "classic theory" of crowd behavior. According to Clifford Stott of the University of Leeds: Stott's final point differs from the "submergence" quality of crowds proposed by Le Bon, in which the individual's consciousness gives way to the unconsciousness of the crowd. ESIM also considers the effect of policing on the behavior of the crowd. It warns that "the indiscriminate use of force would create a redefined sense of unity in the crowd in terms of the illegitimacy of and opposition to the actions of the police." This could essentially draw the crowd into conflict despite the initial hesitancy of the individuals in the crowd.


Planning and technique

Crowd manipulation involves several elements, including: context analysis, site selection, propaganda, authority, and delivery.


Context analysis

History suggests that the socioeconomic and political context and location influence dramatically the potential for crowd manipulation. Such time periods in America included: * Prelude to the
American Revolution The American Revolution was an ideological and political revolution that occurred in British America between 1765 and 1791. The Americans in the Thirteen Colonies formed independent states that defeated the British in the American Revolut ...
(1763–1775), when Britain imposed heavy taxes and various restrictions upon its thirteen North American colonies; *
Roaring Twenties The Roaring Twenties, sometimes stylized as Roaring '20s, refers to the 1920s decade in music and fashion, as it happened in Western society and Western culture. It was a period of economic prosperity with a distinctive cultural edge in the U ...
(1920–1929), when the advent of mass production made it possible for everyday citizens to purchase previously considered luxury items at affordable prices. Businesses that utilized assembly-line manufacturing were challenged to sell large numbers of identical products;Curtis. * The
Great Depression The Great Depression (19291939) was an economic shock that impacted most countries across the world. It was a period of economic depression that became evident after a major fall in stock prices in the United States. The economic contagio ...
(1929–1939), when a devastating stock market crash disrupted the American economy, caused widespread unemployment; and * The
Cold War The Cold War is a term commonly used to refer to a period of geopolitical tension between the United States and the Soviet Union and their respective allies, the Western Bloc and the Eastern Bloc. The term '' cold war'' is used because the ...
(1945–1989), when Americans faced the threat of nuclear war and participated in the
Korean War , date = {{Ubl, 25 June 1950 – 27 July 1953 (''de facto'')({{Age in years, months, weeks and days, month1=6, day1=25, year1=1950, month2=7, day2=27, year2=1953), 25 June 1950 – present (''de jure'')({{Age in years, months, weeks a ...
, the greatly unpopular
Vietnam War The Vietnam War (also known by #Names, other names) was a conflict in Vietnam, Laos, and Cambodia from 1 November 1955 to the fall of Saigon on 30 April 1975. It was the second of the Indochina Wars and was officially fought between North Vie ...
, the
Civil Rights Movement The civil rights movement was a nonviolent social and political movement and campaign from 1954 to 1968 in the United States to abolish legalized institutional Racial segregation in the United States, racial segregation, Racial discrimination ...
, the
Cuban Missile Crisis The Cuban Missile Crisis, also known as the October Crisis (of 1962) ( es, Crisis de Octubre) in Cuba, the Caribbean Crisis () in Russia, or the Missile Scare, was a 35-day (16 October – 20 November 1962) confrontation between the United S ...
. Internationally, time periods conducive to crowd manipulation included the Interwar Period (i.e. following the collapse of the Austria-Hungarian, Russian, Ottoman, and German empires) and Post-World War II (i.e. decolonization and collapse of the British, German, French, and Japanese empires). The prelude to the collapse of the
Soviet Union The Soviet Union,. officially the Union of Soviet Socialist Republics. (USSR),. was a transcontinental country that spanned much of Eurasia from 1922 to 1991. A flagship communist state, it was nominally a federal union of fifteen national ...
provided ample opportunity for messages of encouragement. The
Solidarity Movement Solidarity ( pl, „Solidarność”, ), full name Independent Self-Governing Trade Union "Solidarity" (, abbreviated ''NSZZ „Solidarność”'' ), is a Polish trade union founded in August 1980 at the Lenin Shipyard in Gdańsk, Poland. Subseq ...
began in the 1970s thanks in part to leaders like
Lech Walesa Lech may refer to: People * Lech (name), a name of Polish origin * Lech, Czech, and Rus, Lech, the legendary founder of Poland * Lech (Bohemian prince) Products and organizations * Lech (beer), Polish beer produced by Kompania Piwowarska, in Po ...
and
U.S. Information Agency The United States Information Agency (USIA), which operated from 1953 to 1999, was a United States agency devoted to " public diplomacy". In 1999, prior to the reorganization of intelligence agencies by President George W. Bush, President Bill ...
programming. In 1987, U.S. President
Ronald Reagan Ronald Wilson Reagan ( ; February 6, 1911June 5, 2004) was an American politician, actor, and union leader who served as the 40th president of the United States from 1981 to 1989. He also served as the 33rd governor of California from 1967 ...
capitalized on the sentiments of the West Berliners as well as the freedom-starved East Berliners to demand that
General Secretary of the Communist Party of the Soviet Union A general officer is an officer of high rank in the armies, and in some nations' air forces, space forces, and marines or naval infantry. In some usages the term "general officer" refers to a rank above colonel."general, adj. and n.". OED O ...
Mikhail Gorbachev Mikhail Sergeyevich Gorbachev (2 March 1931 – 30 August 2022) was a Soviet politician who served as the 8th and final leader of the Soviet Union from 1985 to dissolution of the Soviet Union, the country's dissolution in 1991. He served a ...
"tear down" the
Berlin Wall The Berlin Wall (german: Berliner Mauer, ) was a guarded concrete barrier that encircled West Berlin from 1961 to 1989, separating it from East Berlin and East Germany (GDR). Construction of the Berlin Wall was commenced by the government ...
. During the 2008 presidential elections, candidate
Barack Obama Barack Hussein Obama II ( ; born August 4, 1961) is an American politician who served as the 44th president of the United States from 2009 to 2017. A member of the Democratic Party, Obama was the first African-American president of the U ...
capitalized on the sentiments of many American voters frustrated predominantly by the recent economic downturn and the continuing wars in
Iraq Iraq,; ku, عێراق, translit=Êraq officially the Republic of Iraq, '; ku, کۆماری عێراق, translit=Komarî Êraq is a country in Western Asia. It is bordered by Turkey to Iraq–Turkey border, the north, Iran to Iran–Iraq ...
and
Afghanistan Afghanistan, officially the Islamic Emirate of Afghanistan,; prs, امارت اسلامی افغانستان is a landlocked country located at the crossroads of Central Asia and South Asia. Referred to as the Heart of Asia, it is bordere ...
. His simple messages of "Hope", "Change", and "Yes We Can" were adopted quickly and chanted by his supporters during his political rallies. Historical context and events may also encourage unruly behavior. Such examples include the: * 1968 Columbia, SC Civil Rights Protest; * 1992 London Poll Tax Protest; and * 1992 L.A. Riots (sparked by the acquittal of police officers involved in the assault of
Rodney King Rodney Glen King (April 2, 1965June 17, 2012) was an African American man who was a victim of police brutality. On March 3, 1991, he was beaten by Los Angeles Police Department (LAPD) officers during his arrest after a pursuit for driving whi ...
). In order to capitalize fully upon historical context, it is essential to conduct a thorough audience analysis to understand the desires, fears, concerns, and biases of the target crowd. This may be done through scientific studies, focus groups, and polls. It is also imperative to differentiate between a crowd and a mob to gauge the magnitude crowd manipulation should be used to. A
United Nations The United Nations (UN) is an intergovernmental organization whose stated purposes are to maintain international peace and international security, security, develop friendly relations among nations, achieve international cooperation, and be ...
training guide on crowd control states that "a crowd is a lawful gathering of people, who are organized disciplined and have an objective. A mob is a crowd who have gone out of control because of various and powerful influences, such as racial tension or revenge."


Site selection

Where a crowd assembles also provides opportunities to manipulate thoughts, feelings, and emotions. Location, weather, lighting, sound, and even the shape of an arena all influence a crowd's willingness to participate. Symbolic and tangible backdrops like the
Brandenburg Gate The Brandenburg Gate (german: Brandenburger Tor ) is an 18th-century neoclassical monument in Berlin, built on the orders of Prussian king Frederick William II after restoring the Orangist power by suppressing the Dutch popular unrest. One ...
, used by Presidents
John F. Kennedy John Fitzgerald Kennedy (May 29, 1917 – November 22, 1963), often referred to by his initials JFK and the nickname Jack, was an American politician who served as the 35th president of the United States from 1961 until his assassination ...
,
Ronald Reagan Ronald Wilson Reagan ( ; February 6, 1911June 5, 2004) was an American politician, actor, and union leader who served as the 40th president of the United States from 1981 to 1989. He also served as the 33rd governor of California from 1967 ...
, and
Bill Clinton William Jefferson Clinton ( né Blythe III; born August 19, 1946) is an American politician who served as the 42nd president of the United States from 1993 to 2001. He previously served as governor of Arkansas from 1979 to 1981 and agai ...
in 1963, 1987, and 1994, respectively, can evoke emotions before the crowd manipulator opens his or her mouth to speak.
George W. Bush George Walker Bush (born July 6, 1946) is an American politician who served as the 43rd president of the United States from 2001 to 2009. A member of the Republican Party, Bush family, and son of the 41st president George H. W. Bush, he ...
's "Bullhorn Address" at
Ground Zero In relation to nuclear explosions and other large bombs, ground zero (also called surface zero) is the point on the Earth's surface closest to a detonation. In the case of an explosion above the ground, ''ground zero'' is the point on the ground ...
following the 2001 terrorist attack on the
World Trade Center World Trade Centers are sites recognized by the World Trade Centers Association. World Trade Center may refer to: Buildings * List of World Trade Centers * World Trade Center (2001–present), a building complex that includes five skyscrapers, a ...
is another example of how venue can amplify a message. In response to a rescue worker's shout, "I can't hear you", President Bush shouted back, "I can hear you! I can hear you! The rest of the world hears you! And the people—and the people who knocked these buildings down will hear all of us soon!" The crowd erupted in cheers and patriotic chants.


Propaganda

The crowd manipulator and the propagandist may work together to achieve greater results than they would individually. According to Edward Bernays, the propagandist must prepare his target group to think about and anticipate a message before it is delivered. Messages themselves must be tested in advance since a message that is ineffective is worse than no message at all.Bernays, 52. Social scientist
Jacques Ellul Jacques Ellul (; ; January 6, 1912 – May 19, 1994) was a French philosopher, sociologist, lay theologian, and professor who was a noted Christian anarchist. Ellul was a longtime Professor of History and the Sociology of Institutions on t ...
called this sort of activity "pre-propaganda", and it is essential if the main message is to be effective. Ellul wrote in ''Propaganda: The Formation of Men's Attitudes'': In
Jacques Ellul Jacques Ellul (; ; January 6, 1912 – May 19, 1994) was a French philosopher, sociologist, lay theologian, and professor who was a noted Christian anarchist. Ellul was a longtime Professor of History and the Sociology of Institutions on t ...
's book, Propaganda: The Formation of Men's Attitudes, it states that sociological propaganda can be compared to plowing, direct propaganda to sowing; you cannot do the one without doing the other first. Sociological propaganda is a phenomenon where a society seeks to integrate the maximum number of individuals into itself by unifying its members' behavior according to a pattern, spreading its style of life abroad, and thus imposing itself on other groups. Essentially sociological propaganda aims to increase conformity with the environment that is of a collective nature by developing compliance with or defense of the established order through long term penetration and progressive adaptation by using all social currents. The propaganda element is the way of life with which the individual is permeated and then the individual begins to express it in film, writing, or art without realizing it. This involuntary behavior creates an expansion of society through advertising, the movies, education, and magazines. "The entire group, consciously or not, expresses itself in this fashion; and to indicate, secondly that its influence aims much more at an entire style of life." This type of propaganda is not deliberate but springs up spontaneously or unwittingly within a culture or nation. This propaganda reinforces the individual's way of life and represents this way of life as best. Sociological propaganda creates an indisputable criterion for the individual to make judgments of good and evil according to the order of the individual's way of life. Sociological propaganda does not result in action, however, it can prepare the ground for direct propaganda. From then on, the individual in the clutches of such sociological propaganda believes that those who live this way are on the side of the angels, and those who don't are bad. Bernays expedited this process by identifying and contracting those who most influence public opinion (key experts, celebrities, existing supporters, interlacing groups, etc.). After the mind of the crowd is plowed and the seeds of propaganda are sown, a crowd manipulator may prepare to harvest his crop.


Authority

The manipulator may be an orator, a group, a musician, an athlete, or some other person who moves a crowd to the point of agreement before he makes a specific call to action. Aristotle believed that the ethos, or credibility, of the manipulator contributes to his persuasiveness. Prestige is a form of "domination exercised on our mind by an individual, a work, or an idea." The manipulator with great prestige paralyses the critical faculty of his crowd and commands respect and awe. Authority flows from prestige, which can be generated by "acquired prestige" (e.g. job title, uniform, judge's robe) and "personal prestige" (i.e. inner strength). Personal prestige is like that of the "tamer of a wild beast" who could easily devour him. Success is the most important factor affecting personal prestige. Le Bon wrote, "From the minute prestige is called into question, it ceases to be prestige." Thus, it would behoove the manipulator to prevent this discussion and to maintain a distance from the crowd lest his faults undermine his prestige.


Delivery

The manipulator's ability to sway a crowd depends especially on his or her visual, vocal, and verbal delivery. Winston Churchill and Adolf Hitler made personal commitments to become master
rhetoric Rhetoric () is the art of persuasion, which along with grammar and logic (or dialectic), is one of the three ancient arts of discourse. Rhetoric aims to study the techniques writers or speakers utilize to inform, persuade, or motivate parti ...
ians.


Churchill

At 22,
Winston Churchill Sir Winston Leonard Spencer Churchill (30 November 187424 January 1965) was a British statesman, soldier, and writer who served as Prime Minister of the United Kingdom twice, from 1940 to 1945 Winston Churchill in the Second World War, dur ...
documented his conclusions about speaking to crowds. He titled it "The Scaffolding of Rhetoric" and it outlined what he believed to be the essentials of any effective speech. Among these essentials are: * "Correctness of diction", or proper word choice to convey the exact meaning of the orator; * "Rhythm", or a speech's sound appeal through "long, rolling and sonorous" sentences; * "Accumulation of argument", or the orator's "rapid succession of waves of sound and vivid pictures" to bring the crowd to a thundering ascent; * "Analogy", or the linking of the unknown to the familiar; and * "Wild extravagance", or the use of expressions, however extreme, which embody the feelings of the orator and his audience.


Hitler

Adolf Hitler Adolf Hitler (; 20 April 188930 April 1945) was an Austrian-born German politician who was dictator of Nazi Germany, Germany from 1933 until Death of Adolf Hitler, his death in 1945. Adolf Hitler's rise to power, He rose to power as the le ...
believed he could apply the lessons of propaganda he learned painfully from the Allies during World War I and apply those lessons to benefit Germany thereafter. The following points offer helpful insight into his thinking behind his on-stage performances: * Appeal to the masses: " ropagandamust be addressed always and exclusively to the masses", rather than the "scientifically trained intelligentsia." * Target the emotions: " ropagandamust be aimed at the emotions and only to a very limited degree at the so-called intellect." * Keep your message simple: "It is a mistake to make propaganda many-sided…The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous." * Prepare your audience for the worst-case scenario: " reparethe individual soldier for the terrors of war, and thus elpto preserve him from disappointments. After this, the most terrible weapon that was used against him seemed only to confirm what his propagandists had told him; it likewise reinforced his faith in the truth of his government's assertions, while on the other hand it increased his rage and hatred against the vile enemy." * Make no half statements: "…emphasize the one right which it has set out to argue for. Its task is not to make an objective study of the truth, in so far as it favors the enemy, and then set it before the masses with academic fairness; its task is to serve our own right, always and unflinchingly." * Repeat your message constantly: " ropagandist techniquemust confine itself to a few points and repeat them over and over. Here, as so often in this world, persistence is the first and most important requirement for success." (
Gustave Le Bon Charles-Marie Gustave Le Bon (; 7 May 1841 – 13 December 1931) was a leading French polymath whose areas of interest included anthropology, psychology, sociology, medicine, invention, and physics. He is best known for his 1895 work '' The Crow ...
believed that messages that are affirmed and repeated are often perceived as truth and spread by means of contagion. "Man, like animals, has a natural tendency to imitation. Imitation is a necessity for him, provided always that the imitation is quite easy", wrote Le Bon. In his 1881 essay "L'Homme et Societes", he wrote "It is by examples not by arguments that crowds are guided." He stressed that in order to influence, one must not be too far removed his audience nor his example unattainable by them. If it is, his influence will be nil.) The
Nazi Party The Nazi Party, officially the National Socialist German Workers' Party (german: Nationalsozialistische Deutsche Arbeiterpartei or NSDAP), was a far-right politics, far-right political party in Germany active between 1920 and 1945 that crea ...
in Germany used propaganda to develop a
cult of personality A cult of personality, or a cult of the leader, Mudde, Cas and Kaltwasser, Cristóbal Rovira (2017) ''Populism: A Very Short Introduction''. New York: Oxford University Press. p. 63. is the result of an effort which is made to create an id ...
around Hitler. Historians such as
Ian Kershaw Sir Ian Kershaw (born 29 April 1943) is an English historian whose work has chiefly focused on the social history of 20th-century Germany. He is regarded by many as one of the world's leading experts on Adolf Hitler and Nazi Germany, and is pa ...
emphasise the psychological impact of Hitler's skill as an orator. Neil Kressel reports, "Overwhelmingly ... Germans speak with mystification of Hitler's 'hypnotic' appeal". Roger Gill states: "His moving speeches captured the minds and hearts of a vast number of the German people: he virtually hypnotized his audiences". Hitler was especially effective when he could absorb the feedback from a live audience, and listeners would also be caught up in the mounting enthusiasm. He looked for signs of fanatic devotion, stating that his ideas would then remain "like words received under an hypnotic influence."


Applications


Politics

The political process provides ample opportunity to utilize crowd-manipulation techniques to foster support for candidates and policy. From campaign rallies to town-hall debates to declarations of war, statesmen have historically used crowd manipulation to convey their messages.
Public opinion polls An opinion poll, often simply referred to as a survey or a poll (although strictly a poll is an actual election) is a human research survey of public opinion from a particular sample. Opinion polls are usually designed to represent the opinions ...
, such as those conducted by the
Pew Research Center The Pew Research Center is a nonpartisan American think tank (referring to itself as a "fact tank") based in Washington, D.C. It provides information on social issues, public opinion, and demographic trends shaping the United States and the w ...
and '' www.RealClearPolitics.com'' provide statesmen and aspiring statesmen with approval ratings, and wedge issues.


Business

Ever since the advent of mass production, businesses and corporations have used crowd manipulation to sell their products.
Advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
serves as propaganda to prepare a future crowd to absorb and accept a particular message.
Edward Bernays Edward Louis Bernays ( , ; November 22, 1891 − March 9, 1995) was an American theorist, considered a pioneer in the field of public relations and propaganda, and referred to in his obituary as "the father of public relations". His best-known ca ...
believed that particular advertisements are more effective if they create an environment which encourages the purchase of certain products. Instead of marketing the features of a piano, sell prospective customers the idea of a music room. The
entertainment Entertainment is a form of activity that holds the attention and interest of an audience or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or events that have developed over thousa ...
industry makes exceptional use of crowd manipulation to excite fans and boost ticket sales. Not only does it promote assembly through the mass media, it also uses
rhetoric Rhetoric () is the art of persuasion, which along with grammar and logic (or dialectic), is one of the three ancient arts of discourse. Rhetoric aims to study the techniques writers or speakers utilize to inform, persuade, or motivate parti ...
al techniques to engage crowds, thereby enhancing their experience. At
Penn State University The Pennsylvania State University (Penn State or PSU) is a public state-related land-grant research university with campuses and facilities throughout Pennsylvania. Founded in 1855 as the Farmers' High School of Pennsylvania, Penn State became ...
University Park, for example, PSU Athletics uses the
Nittany Lion The Nittany Lion is the eastern mountain lion mascot of the athletic teams of the Pennsylvania State University: Penn State Nittany Lions. Created in 1907, the "Nittany" forename refers to the local Mount Nittany, which overlooks the university. ...
mascot to ignite crowds of more than 100,000 students, alumni, and other visitors to
Beaver Stadium Beaver Stadium is an outdoor college football stadium on the campus of Pennsylvania State University in University Park, Pennsylvania. It has been home to the Penn State Nittany Lions of the Big Ten Conference since 1960, though some parts of ...
. Among the techniques used are cues for one side of the stadium to chant "We are..." while the other side responds, "Penn State!" These and other chants make Beaver Stadium a formidable venue for visiting teams who struggle to call their plays because of the noise.
World Wrestling Entertainment World Wrestling Entertainment, Inc., d/b/a as WWE, is an American professional wrestling promotion. A global integrated media and entertainment company, WWE has also branched out into other fields, including film, American football, and vario ...
(WWE), formerly the World Wrestling Federation (WWF) employs crowd manipulation techniques to excite its crowds as well. It makes particular use of the polarizing personalities and prestige of its wrestlers to draw out the emotions of its audiences. The practice is similar to that of the ancient
Roman gladiators A gladiator ( la, gladiator, "swordsman", from , "sword") was an armed combatant who entertained audiences in the Roman Republic and Roman Empire in violent confrontations with other gladiators, wild animals, and condemned criminals. Some gla ...
, whose lives depended upon their ability to not only fight but also to win crowds. High levels of enthusiasm are maintained using lights, sounds, images, and crowd participation. According to
Hulk Hogan Terry Eugene Bollea (; born August 11, 1953), better known by his ring name Hulk Hogan, is an American retired professional wrestler. He is widely regarded as the most recognized wrestling star worldwide and the most popular wrestler of the 19 ...
in his autobiography, ''My Life Outside the Ring'', "You didn't have to be a great wrestler, you just had to draw the crowd into the match. You had to be totally aware, and really in the moment, and paying attention to the mood of the crowd."


Flash mobs

A flash mob is a gathering of individuals, usually organized in advance through electronic means, that performs a specific, usually peculiar action and then disperses. These actions are often bizarre or comical—as in a massive
pillow fight A pillow fight is a common game mostly played by young children (but also by teens and adults) in which they engage in mock physical conflict, using pillows as weapons. Pillow fights often occur during children's sleepovers. Since pillows a ...
, ad-hoc musical, or synchronized dance. Bystanders are usually left in awe and/or shock. The concept of a flash mob is relatively new when compared to traditional forms of crowd manipulation. Bill Wasik, senior editor of ''
Harper's Magazine ''Harper's Magazine'' is a monthly magazine of literature, politics, culture, finance, and the arts. Launched in New York City in June 1850, it is the oldest continuously published monthly magazine in the U.S. (''Scientific American'' is older, b ...
'', is credited with the concept. He organized his first flash mob in a
Macy's Macy's (originally R. H. Macy & Co.) is an American chain of high-end department stores founded in 1858 by Rowland Hussey Macy. It became a division of the Cincinnati-based Federated Department Stores in 1994, through which it is affiliated wi ...
department store in 2003. The use of flash mobs as a tool of political warfare may take the form of a massive walkout during a political speech, the disruption of political rally, or even as a means to reorganize a crowd after it has been dispersed by crowd control. A first glance, a flash mob may appear to be the spontaneous undoing of crowd manipulation (i.e. the turning of a crowd against its manipulator). On September 8, 2009, for example, choreographer Michael Gracey organized—with the help of cell phones and approximately twenty instructors—a 20,000+-person flash mob to surprise
Oprah Winfrey Oprah Gail Winfrey (; born Orpah Gail Winfrey; January 29, 1954), or simply Oprah, is an American talk show host, television producer, actress, author, and philanthropist. She is best known for her talk show, ''The Oprah Winfrey Show'', br ...
during her 24th Season Kick-Off event. Following Oprah's introduction,
The Black Eyed Peas Black Eyed Peas (also known as The Black Eyed Peas) is an American musical group consisting of rappers will.i.am, apl.de.ap, Taboo. The group's line-up during the height of their popularity in the 2000s featured Fergie, who replaced Kim Hil ...
performed their musical hit "
I Gotta Feeling "I Gotta Feeling" is a song recorded by American group the Black Eyed Peas for their fifth studio album ''The E.N.D.'' (2009). It was written by the group members with the song's producers David Guetta and Frédéric Riesterer. The song was rel ...
". As the song progressed, the synchronized dance began with a single, female dancer up front and spread from person to person until the entire crowd became involved. A surprised and elated Oprah found that there was another crowd manipulator besides her and her musical guests at work. Gracey and others have been able to organize and manipulate such large crowds with the help of electronic devices and
social networks A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for an ...
. But one does not need to be a professional choreographer to conduct such an operation. On February 13, 2009, for example, a 22-year-old
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin M ...
user organized a flash mob which temporarily shut down London's
Liverpool Street station Liverpool Street station, also known as London Liverpool Street, is a central London railway terminus and connected London Underground station in the north-eastern corner of the City of London, in the ward of Bishopsgate Without. It is the t ...
.


See also


References


Further reading

* Alinsky, Saul. ''
Rules for Radicals ''Rules for Radicals: A Pragmatic Primer for Realistic Radicals'' is a 1971 book by community activist and writer Saul D. Alinsky about how to successfully run a movement for change. It was the last book written by Alinsky, and it was published ...
: A Practical Primer for Realistic Radicals''. Vintage Books, 1989. * Bernays, Edward L. ''Propaganda'', 1928. Republished 2004, by Ig Publishing, Brooklyn, NY, with foreword by Mark Crispin Miller. * Curtis, Adam. "The Century of the Self" (documentary). British Broadcasting Cooperation, 2002. * Ellul, Jacques. '' Propaganda: The Formation of Men's Attitudes''. Trans. Konrad Kellen & Jean Lerner. New York: Knopf, 1965. New York: Random House/ Vintage 1973 * Humes, James C. ''The Sir Winston Method: The Five Secrets of Speaking the Language of Leadership''. New York: HarperCollins Publishers, 1991. * Johnson, Paul. ''Modern Times: The World from the Twenties to the Nineties''. New York: HarperCollins Publishers, Inc., 2001. * Lasswell, Harold. ''Propaganda Technique in World War I''. Cambridge, MA: The M.I.T. Press, 1971. * Smith Jr., Paul A. ''On Political War''. Washington, DC: National Defense University Press, 1989. {{DEFAULTSORT:Crowd Manipulation * Social influence Articles containing video clips