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You appeal to people based on fear, greed, lust, hatred, selfishness or some other base thing.
Then you give them a tissue of lies that they can use to deal with unpleasant realities: The economy is crappy, just say that it is good; The wars are going badly, just say that they are going well. Throw in some BS about how this is all coming from God, the Bible, etc... And voila you are home free.
Your followers can act out their basest desires, have an answer for everything and cover it all in the mantle of "holiness". (A pretty good scam if you ask me.)
And if someone has the temerity to point all this out, well then what Cheney said... and try to crush them.
One of my favorite movies, "Hero" said it best: "...there ain't no truth. All there is is bullshit, pardon my vulgarity here. Layers of it. One layer of bullshit on top of another. And what you do in life like when you get older is, you pick the layer of bullshit that you prefer and that's your bullshit, so to speak."
I might argue somewhat differently, but this is the essential premise that the neos are using. (And using pretty effectively, I would say.)
The neos are just creating a layer of bullshit for their followers to live in, and drawing these followers there with promises of (dirty little) rewards.
You might think that the "truth" (a clearer perspective, perhaps), would be easily able to break through this. But what matters for something like a vote is what is in people's heads, not what is "out there".
Of course I would not suggest that we should give up putting the truth forward, just that we should realize that many people are well armored against it and are rather afraid that it might interfere with their self interest.
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