Or the public ear is like a common; there is not much to be got off it, but that little is for the most part grazed down by geese and donkeys.
Those who wish to gain the public ear should bear in mind that people do not generally want to be made less foolish or less wicked. What they want is to be told that they are not foolish and not wicked. Now it is only a fool or a liar or both who can tell them this; the masses therefore cannot be expected to like any but fools or liars or both. So when a lady gets photographed, what she wants is not to be made beautiful but to be told that she is beautiful.
Secular Thinking
The ages do their thinking much as the individual does. When considering a difficult question, we think alternately for several seconds together of details, even the minutest seeming important, and then of broad general principles, whereupon even large details become unimportant; again we have bouts during which rules, logic and technicalities engross us, followed by others in which the unwritten and unwritable common sense of grace defies and over-rides the law. That is to say, we have our inductive fits and our deductive fits, our arrangements according to the letter and according to the spirit, our conclusions drawn from logic secundum artem and from absurdity and the character of the arguer. This heterogeneous mass of considerations forms the mental pabulum with which we feed our minds. How that pabulum becomes amalgamated, reduced to uniformity and turned into the growth of complete opinion we can no more tell than we can say when, how and where food becomes flesh and blood. All we can say is that the miracle, stupendous as it is and involving the stultification of every intelligible principle on which thought and action are based, is nevertheless worked a thousand times an hour by every one of us.
The formation of public opinion is as mysterious as that of individual, but, so far as we can form any opinion about that which forms our opinions in such large measure, the processes appear to resemble one another much as rain drops resemble one another. There is essential agreement in spite of essential difference. So that here, as everywhere else, we no sooner scratch the soil than we come upon the granite of contradiction in terms and can scratch no further.
As for ourselves, we are passing through an inductive, technical, speculative period and have gone such lengths in this direction that a reaction, during which we shall pass to the other extreme, may be confidently predicted.
The Art of Propagating Opinion
He who would propagate an opinion must begin by making sure of his ground and holding it firmly. There is as little use in trying to breed from weak opinion as from other weak stock, animal or vegetable.
The more securely a man holds an opinion, the more temperate he can afford to be, and the more temperate he is, the more weight he will carry with those who are in the long run weightiest. Ideas and opinions, like living organisms, have a normal rate of growth which cannot be either checked or forced beyond a certain point. They can be held in check more safely than they can be hurried. They can also be killed; and one of the surest ways to kill them is to try to hurry them.
The more unpopular an opinion is, the more necessary is it that the holder should be somewhat punctilious in his observance of conventionalities generally, and that, if possible, he should get the reputation of being well-to-do in the world.