ABSTRACT
This chapter shows that the speed, the accuracy and the intellectual quality of association are deranged by what are taught to call emotional conflicts. And finally opinions do not stop at the normal members of society, since for the purposes of an election, a propaganda, a following, numbers constitute power, the quality of attention is still depressed. The Zurich Association Studies indicate clearly that slight mental fatigue, an inner disturbance of attention or an external distraction, tend to "flatten" the quality of the response. A British Prime Minister, speaking in English to the whole attentive world, speaks his own meaning in his own words to all kinds of people who will see their meaning in the words. The journalist addressing half a million readers of whom he has only a dim picture, the speaker whose words are flashed to remote villages and overseas, cannot hope that a few phrases will carry the whole burden of their meaning.
