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The Great Enemy Of Any Attempt To Change Men's Habits Is Inertia. Civilization Is Limited By Intertia.

The Conscious And Intelligent Manipulation Of The Organised Habits And Opinions Of The Masses Is An Important Element In Democratic Society. Those Who Manipulate This Unseen Mechanism Of Society Constitute An Invisible Government Which Is The True Ruling Power Of Our Country.

No Serious Sociologist Any Longer Believes That The Voice Of The People Expresses Any Divine Or Specially Wise And Lofty Idea. 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. It Is Composed Of Inherited Prejudices And Symbols And Clichés And Verbal Formulas Supplied To Them By The Leaders.

Mass Production Is Only Profitable If Its Rhythm Can Be Maintained.. That Is, If It Can Continue To Sell Its Product In Steady Or Increasing Quantity. The Result Is That While, Under The Handicraft Or Small-unit System Of Production That Was Typical A Century Ago, Demand Created The Supply, Today Supply Must Actively Seek To Create Its Corresponding Demand.

As Civilization Has Become More Complex, And As The Need For Invisible Government Has Been Increasingly Demonstrated, The Technical Means Have Been Invented And Developed By Which Opinion May Be Regimented.