# Quote — Norman Davies, Europe

> Theorists of propaganda have identified five basic rules:
>
> 1. The rule of simplification: reducing all data to a simple confrontation between 'Good and Bad', 'Friend and Foe'.
>
> 2. The rule of disfiguration: discrediting the opposition by crude smears and parodies.
>
> 3. The rule of transfusion: manipulating the consensus values of the target audience for one's own ends.
>
> 4. The rule of unanimity: presenting one's viewpoint as if it were the unanimous opinion of all right-thinking people: drawing the doubting individual into agreement by the appeal of star-performers, by social pressure, and by 'psychological contagion'.
>
> 5. The rule of orchestration: endlessly repeating the same messages in different variations and combinations.

- Author: [Norman Davies](https://www.leafyquotes.com/norman-davies.md)
- Book: [Europe](https://www.leafyquotes.com/norman-davies/europe.md)
- Page: 500
- Source: [Wikiquote](https://en.wikiquote.org/wiki/Norman_Davies#Europe:_A_History_(1996)) ([CC BY-SA 4.0](https://creativecommons.org/licenses/by-sa/4.0/))
- Quote page: https://www.leafyquotes.com/norman-davies/europe/theorists-of-propaganda

## More from this book

> Ch. 7: Renatio (p. 556)

[Quote page](https://www.leafyquotes.com/norman-davies/europe/ch-7-renatio.md)

> There are shades of barbarism in twentieth-century Europe which would once have amazed the most barbarous of barbarians. At a time when the instruments of constructive change had outstripped anything previously known, Europeans acquiesced in a string of conflicts which destroyed more human beings than all past convulsions put together.

p. 897 — [Quote page](https://www.leafyquotes.com/norman-davies/europe/there-are-shades.md)

> Arguably, the only fruit of the Crusades kept by the Christians was the apricot.

p. 358 — [Quote page](https://www.leafyquotes.com/norman-davies/europe/arguably-the-only.md)