1) The rule of ORCHESTRATION: endlessly repeating the same messages in different variations and combinations.

2) The rule of SIMPLIFICATION: reducing all data to a simple confrontation between ‘Good and Bad’, ‘Friend and Foe’.

3) The rule of DISFIGURATION: discrediting the opposition by crude smears and parodies.

4) The rule of TRANFUSION: manipulating the consensus values of the target audience for one’s own ends.

5) The rule of UNAMINITY: presenting one’s viewpoint as if it were the unanimous opinion of all right-thinking people: draining the doubting individual into agreement by the appeal of star-performers, by social pressure, and by ‘psychological contagion’.