1. Populism. Appeal to segments of the populace that are feeling humiliated, offended, deprived, deceived.
2. Blame. The cause of our troubles is not in ourselves - nor in objective circumstances: we blame other people for them.
3. Enemies. Those guilty of our troubles are our enemies. The way out is to overcome the enemies and take away everything of which they have deprived us.
4. Us vs. Them. They are enemies, not by accident, not temporarily: they are different, not like us, they are aliens. The world is divided into us and them. We stand by our own, but we hate them and have no pity for them.
5. Unity. We are together, we are all the same - any alien note in our chorus jars and causes immediate and justified aggression.
6. Xenophobia. The others, the aliens are those outside the borders, and those who come from there - and inside the country all those who are different, the elites who talk over our heads and who seem to ignore us. They are all to blame for our troubles.
7. Nationalism. "We" ( being, see 1, some offended part of the populace), paradoxically associate ourselves with the nation as a whole.
8. Greatness. Make the nation great again! The goal is greatness: national greatness. Not prosperity nor happiness, nor health, nor progress, nor peace, nor justice - but greatness.
9. Winning. Greatness consists only of winning (not, for example, of excellence or achievement). Not even in the capacity to win, but the fact of winning. Winners are great, losers are despicable.
10. Struggle. Winning means defeating other people (not, for example, entropy or ignorance or disease). Life is a struggle, a zero-sum game: Us vs. Them (see 4.) The way out of all our troubles is not any constructive activity, but combat.
11. Rules of the struggle. No rules. Winners are always right, no questions asked. Rules, customs, decency, fairness - that's all for losers. But we (the humiliated, insulted, deprived - see 1) - we are no losers! - and we shall prove that right now, by crapping over all the rules. And when we win, we will change the rules so that our enemies can never recover.
12. Leadership. The answer to the question of how "we" will achieve greatness is not a program, not a method, but a name: he can do anything, so he will do this. He is invincible - that is the guarantee of our victory. He has proved his ability to win by winning us over: therefore, he will conquer others, too.
3. Enemies. Those guilty of our troubles are our enemies. The way out is to overcome the enemies and take away everything of which they have deprived us.
4. Us vs. Them. They are enemies, not by accident, not temporarily: they are different, not like us, they are aliens. The world is divided into us and them. We stand by our own, but we hate them and have no pity for them.
5. Unity. We are together, we are all the same - any alien note in our chorus jars and causes immediate and justified aggression.
6. Xenophobia. The others, the aliens are those outside the borders, and those who come from there - and inside the country all those who are different, the elites who talk over our heads and who seem to ignore us. They are all to blame for our troubles.
7. Nationalism. "We" ( being, see 1, some offended part of the populace), paradoxically associate ourselves with the nation as a whole.
8. Greatness. Make the nation great again! The goal is greatness: national greatness. Not prosperity nor happiness, nor health, nor progress, nor peace, nor justice - but greatness.
9. Winning. Greatness consists only of winning (not, for example, of excellence or achievement). Not even in the capacity to win, but the fact of winning. Winners are great, losers are despicable.
11. Rules of the struggle. No rules. Winners are always right, no questions asked. Rules, customs, decency, fairness - that's all for losers. But we (the humiliated, insulted, deprived - see 1) - we are no losers! - and we shall prove that right now, by crapping over all the rules. And when we win, we will change the rules so that our enemies can never recover.
12. Leadership. The answer to the question of how "we" will achieve greatness is not a program, not a method, but a name: he can do anything, so he will do this. He is invincible - that is the guarantee of our victory. He has proved his ability to win by winning us over: therefore, he will conquer others, too.
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