I've heard that Big Lie works because normal people tell lies, but they're usually within some degree of the truth. They wouldn't tell lies that are 100% the opposite of the truth - brazenly - because that's just not how they think.

Like I can imagine lying about almost anything about why I was late for work. But I wouldn't claim my boss came to my house and let the air out of my tires to make me late this morning. Not unless I actually thought it was true. Lying about that just seems - like a bad idea wrapped in a terrible coating.

For someone who's a bit of a psychopath and understands how social media works, that's right where they go.

"Dr. Ramani Durvasula, a licensed clinical psychologist and professor of psychology who is an expert on narcissistic personality disorder and narcissistic abuse says that:

"Repetition is important, because the Big Lie works through indoctrination. The Big Lie then becomes its own evidence base — if it is repeated enough, people believe it, and the very repetition almost tautologically becomes the support for the Lie. ... Hear something enough it becomes truth. People assume there is an evidence base when the lie is big (it's like a blind spot). ... [People also fail to realize] that there are people in our midst that lack empathy, have no care for the common good, are grandiose, arrogant, and willing to exploit and manipulate people for solely their own egocentric needs. ... [Instead] a sort of halo effect imbues leaders with presumed expertise and power — when that is not at all the case (most if not all megalomaniacal leaders, despots, tyrants, oligarchs share narcissism/psychopathy as a trait).