" Attempt to influence public opinion by means of newspapers, radio, television, and advertising are based on two factors. On the one hand, they rely on sampling techniques that reveal the trend of "opinion" or "wants"-that is, of collective attitudes. On the other, they express the prejudices, projections, and unconscious complexes (mainly the power complex) of those who manipulate public opinion. But statistics do no justice to the individual. Although the average size of stones in a heap may be five centimeters, one will find very few stones of exactly this size in the heap. "

― C.G. Jung , Man and His Symbols