The Collected Works of Dale Carnegie. Dale Carnegie

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СКАЧАТЬ a crowd by the preaching of the crusaders, and millions of the followers of the Prince of Peace rushed to the Holy Land to kill the heathen. Even the children started on a crusade against the Saracens. The mob-spirit was so strong that home affections and persuasion could not prevail against it and thousands of mere babes died in their attempts to reach and redeem the Sacred Sepulchre.

      In the early part of the eighteenth century the South Sea Company was formed in England. Britain became a speculative crowd. Stock in the South Sea Company rose from 128-1/2 points in January to 550 in May, and scored 1,000 in July. Five million shares were sold at this premium. Speculation ran riot. Hundreds of companies were organized. One was formed "for a wheel of perpetual motion." Another never troubled to give any reason at all for taking the cash of its subscribers—it merely announced that it was organized "for a design which will hereafter be promulgated." Owners began to sell, the mob caught the suggestion, a panic ensued, the South Sea Company stock fell 800 points in a few days, and more than a billion dollars evaporated in this era of frenzied speculation.

      The burning of the witches at Salem, the Klondike gold craze, and the forty-eight people who were killed by mobs in the United States in 1913, are examples familiar to us in America.

      The Crowd Must Have a Leader

      The leader of the crowd or mob is its determining factor. He becomes self-hynoptized with the idea that unifies its members, his enthusiasm is contagious—and so is theirs. The crowd acts as he suggests. The great mass of people do not have any very sharply-drawn conclusions on any subject outside of their own little spheres, but when they become a crowd they are perfectly willing to accept ready-made, hand-me-down opinions. They will follow a leader at all costs—in labor troubles they often follow a leader in preference to obeying their government, in war they will throw self-preservation to the bushes and follow a leader in the face of guns that fire fourteen times a second. The mob becomes shorn of will-power and blindly obedient to its dictator. The Russian Government, recognizing the menace of the crowd-mind to its autocracy, formerly prohibited public gatherings. History is full of similar instances.

      How the Crowd is Created

      Today the crowd is as real a factor in our socialized life as are magnates and monopolies. It is too complex a problem merely to damn or praise it—it must be reckoned with, and mastered. The present problem is how to get the most and the best out of the crowd-spirit, and the public speaker finds this to be peculiarly his own question. His influence is multiplied if he can only transmute his audience into a crowd. His affirmations must be their conclusions.

      This can be accomplished by unifying the minds and needs of the audience and arousing their emotions. Their feelings, not their reason, must be played upon—it is "up to" him to do this nobly. Argument has its place on the platform, but even its potencies must subserve the speaker's plan of attack to win possession of his audience.

      Reread the chapter on "Feeling and Enthusiasm." It is impossible to make an audience a crowd without appealing to their emotions. Can you imagine the average group becoming a crowd while hearing a lecture on Dry Fly Fishing, or on Egyptian Art? On the other hand, it would not have required world-famous eloquence to have turned any audience in Ulster, in 1914, into a crowd by discussing the Home Rule Act. The crowd-spirit depends largely on the subject used to fuse their individualities into one glowing whole.

      Note how Antony played upon the feelings of his hearers in the famous funeral oration given by Shakespeare in "Julius Cæsar." From murmuring units the men became a unit—a mob.

      ANTONY'S ORATION OVER CÆSAR'S BODY

      Friends, Romans, countrymen! Lend me your ears;

       I come to bury Cæsar, not to praise him.

       The evil that men do lives after them;

       The good is oft interred with their bones:

       So let it be with Cæsar! The Noble Brutus

       Hath told you Cæsar was ambitious.

       If it were so, it was a grievous fault,

       And grievously hath Cæsar answered it.

       Here, under leave of Brutus, and the rest—

       For Brutus is an honorable man,

      So are they all, all honorable men—

       Come I to speak in Cæsar's funeral.

       He was my friend, faithful and just to me:

       But Brutus says he was ambitious;

       And Brutus is an honorable man.

       He hath brought many captives home to Rome,

       Whose ransoms did the general coffers fill:

       Did this in Cæsar seem ambitious?

       When that the poor have cried, Cæsar hath wept;

       Ambition should be made of sterner stuff:

       Yet Brutus says, he was ambitious;

       And Brutus is an honorable man.

       You all did see, that, on the Lupercal,

       I thrice presented him a kingly crown,

       Which he did thrice refuse. Was this ambition?

       Yet Brutus says he was ambitious;

       And sure, he is an honorable man.

       I speak not to disprove what Brutus spoke,

       But here I am to speak what I do know.

       You all did love him once, not without cause;

       What cause withholds you then to mourn for him?

       Oh, judgment, thou art fled to brutish beasts,

       And men have lost their reason!—Bear with me;

       My heart is in the coffin there with Cæsar,

       And I must pause till it come back to me. [Weeps.

      1 Plebeian. Methinks there is much reason in his sayings.

      2 Ple. If thou consider rightly of the matter, Cæsar has had great wrong.

      3 Ple. Has he, masters? I fear there will a worse come in his place.

      4 Ple. Mark'd ye his words? He would not take the crown; Therefore, 'tis certain, he was not ambitious.

      1 Ple. If it be found so, some will dear abide it.

      2 Ple. Poor soul, his eyes are red as fire with weeping.

      3 Ple. There's not a nobler man in Rome than Antony.

      4 Ple. Now mark him, he begins again to speak.

      Ant. But yesterday, the word of Cæsar might Have stood against the world: now lies he there, And none so poor to do him reverence.

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