It Takes A Certain Amount

All That Is Needed Is Money And A Candidate Who Can Be Coached To Look Sincere. Political Principles And Plans For Specific Action Have Come To Lose Most Of Their Importance. The Personality Of The Candidate, The Way He Is Projected By The Advertising Experts, Are The Things That Really Matter.

The Old Idea That Words Possess Magical Powers Is False; But Its Falsity Is The Distortion Of A Very Important Truth. Words Do Have A Magical Effect - But Not In The Way That Magicians Supposed, And Not On The Objects They Were Trying To Influence. Words Are Magical In The Way They Affect The Minds Of Those Who Use Them.

The Innocence Of Those Who Grind The Faces Of The Poor, But Refrain From Pinching The Bottoms Of Their Neighbour's Wives! The Innocence Of Ford, The Innocence Of Rockefeller! The Nineteenth Century Was The Age Of Innocence--that Sort Of Innocence. With The Result That We're Now Almost Ready To Say That A Man Is Seldom More Innocently Employed Than When Making Love.

It Is Possible To Argue That The Really Influential Book Is Not That Which Converts Ten Millions Of Casual Readers, But Rather That Which Converts The Very Few Who, At Any Given Moment, Succeed In Seizing Power. Marx And Sorel Have Been Influential In The Modern World, Not So Much Because They Were Best-sellers (sorel In Particular Was Not At All A Widely Read Author), But Because Among Their Few Readers Were Two Men, Called Respectively Lenin And Mussolini.

A Type Of Revolutionary Novelty May Be Extremely Beautiful In Itself; But, For The Creatures Of Habit That We Are, Its Very Novelty Tends To Make It Illegible, At Any Rate To Begin With.