“It is hard for the plain people to think about a thing, but easy for them to feel. Error, to hold their attention, must be visualized as a villain, and the villain must proceed swiftly to his inevitable retribution. They can understand that process; it is simple, usual, satisfying; it squares with their primitive conception of justice as a form of revenge…. [The average reader] is not at all responsive to purely intellectual argument, even when its theme is his own ultimate benefit…. But he is very responsive to emotional suggestion, particularly when it is crudely and violently made, and it is to this weakness that the newspapers must ever address their endeavors. In brief, they must try to arouse his horror, or indignation, or pity, or simply his lust for slaughter. Once they have done that, they have him safely by the nose. He will follow blindly until his emotion wears out. He will be ready to believe anything, however absurd, so long as he is in his state of psychic tumescence.”