Susman counted the words that appeared most frequently in the personality-driven advice manuals of the early twentieth century and compared them to the character guides of the nineteenth century. The earlier guides emphasized attributes that anyone could work on improving, described by words like Citizenship Duty Work Golden deeds Honor Reputation Morals Manners Integrity But the new guides celebrated qualities that were—no matter how easy Dale Carnegie made it sound—trickier to acquire. Either you embodied these qualities or you didn’t: Magnetic Fascinating Stunning Attractive Glowing
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