All propaganda must be popular and its intellectual level must be adjusted to the most limited intelligence among those it is addressed to. Consequently the greater the mass it is intended to reach, the lower its purely intellectual level will have to be… The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these in slogans until the last member of the public understands what you want him to understand by your slogan.
The above excerpt is from Adolf Hitler’s Mein Kampf (1925/26). Richard J. Evans quotes it in The Coming of the Third Reich (2003; p. 168), along with this: “The people in their overwhelming majority are so feminine by nature and attitude that sober reasoning determines their thoughts and actions far less than emotion and feeling.”
Hitler was known, among colleagues, for a “bottomless mendacity” that would later be magnified by a slick propaganda machine that used the latest technology (radio, gramophone records, film) to spread his message. A former finance minister wrote that Hitler “was so thoroughly untruthful that he could no longer recognize the difference between lies and truth” and editors of one edition of “Mein Kampf” described it as a “swamp of lies, distortions, innuendoes, half-truths and real facts.”
Hitler increasingly presented himself in messianic terms, promising “to lead Germany to a new era of national greatness,” though he was typically vague about his actual plans. He often harked back to a golden age for the country, Mr. Ullrich says, the better “to paint the present day in hues that were all the darker. Everywhere you looked now, there was only decline and decay.”
Hitler’s repertoire of topics, Mr. Ullrich notes, was limited, and reading his speeches in retrospect, “it seems amazing that he attracted larger and larger audiences” with “repeated mantralike phrases” consisting largely of “accusations, vows of revenge and promises for the future.” But Hitler virtually wrote the modern playbook on demagoguery, arguing in “Mein Kampf” that propaganda must appeal to the emotions — not the reasoning powers — of the crowd. Its “purely intellectual level,” Hitler said, “will have to be that of the lowest mental common denominator among the public it is desired to reach.” Because the understanding of the masses “is feeble,” he went on, effective propaganda needed to be boiled down to a few slogans that should be “persistently repeated until the very last individual has come to grasp the idea that has been put forward.”
–Michiko Kakutani, In ‘Hitler,’ an Ascent from ‘Dunderhead’ to Demagogue
Just a few excerpts from Kakutani’s epic subtweet about Trump.