In 1900 a chap named Gustav Le Bon wrote a seminal work aptly entitled The Crowd.
It's a discourse on the behavior of crowds. His insights into electoral processes are particularly interesting because he posits that crowd behavior is driven by images and not by rational thought or argument.
Essentially when the individual becomes part of a crowd he loses his ability to think as an individual.
"The liberals can understand everything but people who don't understand them."
Lenny Bruce
"The cleverest of all, in my opinion, is the man who calls himself a fool at least once a month."
Dostoevsky
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