He sought to provoke, demonise and destroy his political foes on the right and left.
The government is funding the latest campaign, but it is also keen not to "demonise" the internet.
Mr Leung cuts a mysterious figure, with an austere personal style that makes him easy to demonise.
It is much harder to demonise pension funds, which are trying to preserve the value of retirees' savings.
Naturally, each man seeks to demonise his opponent by exaggerating his alleged weaknesses.
"What's important is you don't demonise crack users so they can feel free to come forward and get help, " says Tony.
Despite his loathing of President Nixon, he finds he cannot demonise America.
His efforts to demonise the guerrillas have often come across as anti-Muslim.
One of the easier parts of the government's campaign should have been its effort to demonise Mr Savimbi as a terrorist with whom no talks are possible.
Those who demonise Israel will see his re-election as proof that Israelis do not accept the national claims of the Palestinians and will never withdraw from the territories occupied in 1967.
And some Sunni dissidents sigh that the government thrives on the sort of provocative statements issued by Mr Nimr, whom the Sunni majority in Saudi Arabia already finds easy to demonise.
Despite this, Bush administration officials, known more as dogged salesmen of ideological policies than as pragmatists, have been nuanced in their relationship with the Red Kingdom, resisting the no-doubt-powerful political urge to demonise China as the White House struggles with other woes.
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