Imagology! Who first thought up this remarkable neologism? Paul or I? It doesn't matter. What matters is that this word finally lets us put under one roof something that goes by so many names: advertising agencies; political campaign managers; designers who device the shape of everything from cars to gym equipment; fashion stylists; barbers; show-business stars dictating the norms of physical beauty that all branches of imagology obey. Of course, imagologues existed long before they created the powerful institutions we know today. Even Hitler had his personal imagologue, who used to stand in front of him and patiently demonstrate the gestures to be made during speeches so as to fascinate the crowds. But if that imagologue, in an interview with the press, had amused the Germans by describing Hitler as incapable of moving his hands, he would not have survived his discretion by more than a few hours. Nowadays, however, the imagologue not only does not try to hide his activity, but often even speaks for his politician clients, explains to the public what he taught them to do or not to do, how he told them to behave, what formula they are likely to use and what tie they are likely to wear. We needn't be surprised by this self-confidence: in the last few decades, imagology has gained a historic victory over ideology.
From Milan Kundera's Immortality.
