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1。 IMAGES； WORDS； AND FORMULAS
When studying the imagination of crowds we saw that it is particularly open to the impressions produced by images。 These images do not always lie ready to hand； but it is possible to evoke them by the judicious employment of words and formulas。 Handled with art； they possess in sober truth the mysterious power formerly attributed to them by the adepts of magic。 They cause the birth in the minds of crowds of the most formidable tempests； which in turn they are capable of stilling。 A pyramid far loftier than that of old Cheops could be raised merely with the bones of men who have been victims of the power of words and formulas。
The power of words is bound up with the images they evoke； and is quite independent of their real significance。 Words whose sense is the most ill…defined are sometimes those that possess the most influence。 Such； for example； are the terms democracy； socialism； equality； liberty； &c。； whose meaning is so vague that bulky volumes do not suffice to precisely fix it。 Yet it is certain that a truly magical power is attached to those short syllables； as if they contained the solution of all problems。 They synthesise the most diverse unconscious aspirations and the hope of their realisation。
Reason and arguments are incapable of combatting certain words and formulas。 They are uttered with solemnity in the presence of crowds； and as soon as they have been pronounced an expression of respect is visible on every countenance； and all heads are bowed。 By many they are considered as natural forces； as supernatural powers。 They evoke grandiose and vague images in men's minds； but this very vagueness that wraps them in obscurity augments their mysterious power。 They are the mysterious divinities hidden behind the tabernacle； which the devout only approach in fear and trembling。
The images evoked by words being independent of their sense； they vary from age to age and from people to people； the formulas remaining identical。 Certain transitory images are attached to certain words： the word is merely as it were the button of an electric bell that calls them up。
All words and all formulas do not possess the power of evoking images； while there are some which have once had this power； but lose it in the course of use； and cease to waken any response in the mind。 They then become vain sounds； whose principal utility is to relieve the person who employs them of the obligation of thinking。 Armed with a small stock of formulas and commonplaces learnt while we are young； we possess all that is needed to traverse life without the tiring necessity of having to reflect on anything whatever。
If any particular language be studied； it is seen that the words of which it is composed change rather slowly in the course of ages； while the images these words evoke or the meaning attached to them changes ceaselessly。 This is the reason why； in another work； I have arrived at the conclusion that the absolute translation of a language； especially of a dead language； is totally impossible。 What do we do in reality when we substitute a French for a Latin； Greek； or Sanscrit expression； or even when we endeavour to understand a book written in our own tongue two or three centuries back？ We merely put the images and ideas with which modern life has endowed our intelligence in the place of absolutely distinct notions and images which ancient life had brought into being in the mind of races submitted to conditions of existence having no analogy with our own。 When the men of the Revolution imagined they were copying the Greeks and Romans； what were they doing except giving to ancient words a sense the latter had never had？ What resemblance can possibly exist between the institutions of the Greeks and those designated to…day by corresponding words？ A republic at that epoch was an essentially aristocratic institution； formed of a reunion of petty despots ruling over a crowd of slaves kept in the most absolute subjection。 These communal aristocracies； based on slavery； could not have existed for a moment without it。
The word 〃liberty；〃 again； what signification could it have in any way resembling that we attribute to it to…day at a period when the possibility of the liberty of thought was not even suspected； and when there was no greater and more exceptional crime than that of discussing the gods； the laws and the customs of the city？ What did such a word as 〃fatherland〃 signify to an Athenian or Spartan unless it were the cult of Athens or Sparta； and in no wise that of Greece； composed of rival cities always at war with each other？ What meaning had the same word 〃fatherland〃 among the ancient Gauls； divided into rival tribes and races； and possessing different languages and religions； and who were easily vanquished by Caesar because he always found allies among them？ It was Rome that made a country of Gaul by endowing it with political and religious unity。 Without going back so far； scarcely two centuries ago； is it to be believed that this same notion of a fatherland was conceived to have the same meaning as at present by French princes like the great Conde； who allied themselves with the foreigner against their sovereign？ And yet again； the same word had it not a sense very different from the modern for the French royalist emigrants； who thought they obeyed the laws of honour in fighting against France； and who from their point of view did indeed obey them； since the feudal law bound the vassal to the lord and not to the soil； so that where the sovereign was there was the true fatherland？
Numerous are the words whose meaning has thus profoundly changed from age to agewords which we can only arrive at understanding in the sense in which they were formerly understood after a long effort。 It has been said with truth that much study is necessary merely to arrive at conceiving what was signified to our great grandfathers by such words as the 〃king〃 and the 〃royal family。〃 What； then； is likely to be the case with terms still more complex？
Words； then； have only mobile and transitory significations which change from age to age and people to people； and when we desire to exert an influence by their means on the crowd what it is requisite to know is the meaning given them by the crowd at a given moment； and not the meaning which they formerly had or may yet have for individuals of a different mental constitution。
Thus； when crowds have come； as the result of political upheavals or changes of belief； to acquire a profound antipathy for the images evoked by certain words； the first duty of the true statesman is to change the words without； of course； laying hands on the things themselves； the latter being too intimately bound up with the inherited constitution to be transformed。 The judicious Tocqueville long ago made the remark that the work of the consulate and the empire consisted more particularly in the clothing with new words of the greater part of the institutions of the pastthat is to say； in replacing words evoking disagreeable images in the imagination of the crowd by other words of which the novelty prevented such evocations。 The 〃taille〃 or tallage has become th