the group and herd are the basic mechanisms of public change

the institutions that make public opinion carry on against a background which is in itself a controlling factor. the real character of this controlling background we shall take up later. let us first consider some examples that prove its existence—then we can look into its origin and its standards.

powerful standards control the very institutions which are supposed to help form public opinion. it is necessary to understand the origin, the working and the strength of these institutions in order to understand the institutions themselves and their effect upon the public.

in tracing the interaction of institution upon public and public upon institution, one finds a circle of obedience and leadership. the press, the school and other leaders of thought are themselves working in a background which they cannot entirely control.

let us turn to the press again for a text.