I heard someone use the concept of egregores to analyse the way Trump’s campaign works.
Trump, the mortal human man, is a blabbering incoherent fool. But there exists an idea of Trump in the minds of his various worshippers that is imbued with power by their belief. When Trump babbles, the egregore in the minds of the worshippers borrows their brainpower to produce various interpretations of what he says, with the most appealing fiction surviving. In this way, an organism made of thoughts in the minds of thousands of followers uses the processing power of those followers to produce rhetoric far beyond what the mortal man is capable of.
Another word for an egregore is a god. They are the central figures of religions. Trump has become a god through the worship of his many followers. What we are seeing is the power of worship the transform the incoherent words of a man into the gospel of a beloved prophet. We are witnessing in real time an ascent to divinity. And to be specific, an apotheosis into an evil, vengeful god.