Noam Chomsky, in his book "Understanding Power: The Indispensable Chomsky," discusses the growing awareness among Western elites about their diminishing ability to exert control through force. As traditional means of coercion become less effective, there is a shift towards manipulating and controlling public perception and thought. This evolution emphasizes the importance of managing ideas and narratives as a means of maintaining power.

Chomsky points out that in the United States, this realization has reached a critical point. The focus has shifted from physical domination to shaping beliefs and opinions, highlighting a strategic pivot in how control is exercised over society. This reflects a broader trend in which those in power recognize that influencing thought is vital for sustaining their authority in an era of increasing dissent and challenges to their control.