228 PSYCHOLOGY AND PREACHING
power to cast a spell over others. It is popularly called " personal magnetism," though that is by no means a de scriptive phrase, only a name for our ignorance. Some times it seems to be a charming winsomeness that takes us willing captives ; sometimes we feel a contagious enthusiasm which, like a pervasive warmth, penetrates and thaws out the frost of our indifference, or even our opposition ; some times we find ourselves quietly submitting without a struggle to the sheer dominating strength of a personality, as to a mighty force of nature against which we feel it vain to strive. But whatever form this power takes it seems to master us by the inhibition of our individual rational powers, so that the ideas of the masterful personality are grafted upon our pliant minds. A far more useful and socially val uable type of personality is that which influences us not by inhibition but by stimulation. Some men seem to wake up all that is latent in our own personalities. In their pres ence we seem to be most truly and fully ourselves. But the kind of personal force we have been describing is that which, though it may induce in us pleasant feelings, limits or suspends in some degree our self-activity. It is not pleasant to realize that such personal force may be found in connection with personal unworthiness ; but there certainly does not seem to be any fixed and invariable connection be tween such qualities and ethical soundness of character, and frequently the demagogue and the charlatan are personally almost irresistible. But whether men so gifted be good or bad, they are able to cast their spell on individuals and audi ences and sway them by the power of suggestion. Their presence and bearing secure confidence by driving out of the field of consciousness for the time being all opposing ideas.
Still another method of securing the confidence of the subject is to begin on common ground with him; emphasize beliefs which he holds and particularly those which he holds with especial tenacity; encourage his peculiar prejudices and predilections. This is highly effective, whether it be an
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