ever elected and leadership is, in general, a matter that cannot be
rationally controlled.

The materials upon ceremony, social ritual, and fashion are large in
comparison with the attempts at a systematic study of the phenomena.
Herbert Spencer's chapter on "Ceremonial Government," while it
interprets social forms from the point of view of the individual rather
than of the group, is still the only adequate survey of the materials in
this special field.

Ethnology and folklore have accumulated an enormous amount of
information in regard to primitive custom which has yet to be
interpreted from the point of view of more recent studies of human
nature and social life. The most important collections are Frazer's
_Golden Bough_ and his _Totemism and Exogamy_. Crawley's _The Mystic
Rose_ is no such monument of scholarship and learning as Frazer's
_Golden Bough_, but it is suggestive and interesting.

Prestige and taboo represent fundamental human traits whose importance
is by no means confined to the life of primitive man where, almost
exclusively hitherto, they have been observed and studied.

The existing literature on leadership, while serving to emphasize the
importance of the leader as a factor in social organization and social
process, is based on too superficial an analysis to be of permanent
scientific value. Adequate methods for the investigation of leadership
have not been formulated. In general it is clear, however, that
leadership must be studied in connection with the social group in which
it arises and that every type of group will have a different type of
leader. The prophet, the agitator, and the political boss are types of
leaders in regard to whom there already are materials available for
study and interpretation. A study of leadership should include, however,
in addition to the more general types, like the poet, the priest, the
tribal chieftain, and the leader of the gang, consideration of
leadership in the more specific areas of social life, the precinct
captain, the promoter, the banker, the pillar of the church, the
football coach, and the society leader.

3. Public Opinion and Social Control

Public opinion, "the fourth estate" as Burke called it, has been
appreciated, but not studied. The old Roman adage, _Vox populi, vox
dei_, is a recognition of public opinion as the ultimate seat of
authority. Public opinion has been elsewhere identified with the
"general will." Rousseau conceived the gener