->''"I'll control the world with fear. It takes too much to do it like my old man. A little fear will control the minds of the common people. There's no reason to waste money on them."''
-->--'''Rufus Shinra''' upon his takeover of [[MegaCorp the Shinra Electric Power Company]], ''VideoGame/FinalFantasyVII''

Every [[TheLeader leader]] has their own personal style, their own spin on how to get, maintain, and lead supporters, and villains are no exception. Here are the ways evil leaders like the EvilOverlord, BigBad, or even a petty crime boss lead, control or coerce their EvilMinions, {{Mooks}}, henchmen, and TheDragon to do their [[EvilPlan evil bidding]]. In no alphabetical order, they are:

* '''Authority:''' The legitimate authority figure within an organization, such as an army, and his minions are under him on the organizational chart. The minions may or may not be aware of his true objectives, but follow him [[PunchClockVillain because it's their job to do so]]. The GeneralRipper, HangingJudge, and leaders of TheRemnant are examples of this. An EngineeredPublicConfession that proves he has betrayed the interest of the organization can bring him down, as can going through his superiors (if he has any), otherwise replacing him, or an EnemyCivilWar with other branches of service.
** '''Birthright:''' The Big Bad has some sort of birthright (for example, he's some sort of feudal warlord) and the mooks are bound to him by a code of honor/duty. Usually TheCaligula or GodSaveUsFromTheQueen. Only outright assassination or a coup d'etat from a good sibling can stop them.
** '''Divine Right:''' [[AGodAmI The villain claims to be a god]] or [[DivineRightOfKings has the blessing of a god]] to be TheLeader. Alternatively, may be a DarkMessiah faking/actually possessing either divine or demonic backing. Doesn't matter if they are Good or Evil; they will sometimes be worshiped and followed purely because they are divine.
** '''Obligation:''' Some people believe that [[IGaveMyWord a man's word is his bond]], and that even if they have no personal Loyalty to the villain, [[MyMasterRightOrWrong they have a contract, promise, or other obligation that they have to fulfill]]. In some cases, they may even be bound to the Big Bad by a MagicallyBindingContract regardless of what they would want to do themselves. The best routes the hero can take to defeat this will usually involve convincing the minion that their boss [[YouHaveOutlivedYourUsefulness has no intentions of keeping their promises]], finding [[LoopholeAbuse loopholes]] they can exploit, or coming up with a way to TakeAThirdOption that technically fulfills the obligation without harming the hero's cause.
** '''Popular Sovereignty:''' Rather than being a legitimate authority figure installed by external sources, the Big Bad is elected or selected from from those below to implement an agenda. These villains are both easier and harder to combat than their cousins; since they achieved their authority through consent they can be discredited if shown to be [[YouHaveFailedMe incompetent]] or a StrawHypocrite. Unfortunately, these Big Bads rarely bring their organization down with them unless they were a special breed of MagnificentBastard. There are always a long line of wannabe [[PresidentEvil evil presidents]] and pirate captains in the wings...
* '''Corruption:''' The Big Bad decides that rather than recruit from those interested, [[TheCorrupter he'll]] instead ''make'' an applicant pool by means of TheDarkSide, BeingTorturedMakesYouEvil, MoreThanMindControl, or the dreaded [[EvilTastesGood chocolate chip cookies]] [[DoomyDoomsOfDoom of doom!]] To undo this usually requires an IKnowYoureInThereSomewhereFight and a lesson about how GoodFeelsGood but those corrupted tend to be harder to break free (and for the villain to control) than Mind Control below.
* '''Fear:''' The bad guy controls their {{Mooks}} with good old [[Creator/NiccoloMachiavelli Machiavellian]] Fear. Because AuthorityEqualsAsskicking, he will use threats of violence on them and/or their loved ones. [[GoodAllAlong The mooks are in no way evil]], just working under threat of violence. Heroes can break this form of control in different ways. One is to rescue the hostages, beat up the Big Bad (thus proving him to be weak and "harmless"), [[MachiavelliWasWrong convincing]] the mooks of ThePowerOfFriendship, or demonstrating that [[AssKickingEqualsAuthority it is he who should be feared]]. If the odds turn against a particular villain, there's also the chance of the mooks [[TheDogBitesBack getting their own back]]. [[TheMobBossIsScarier Criminals and crime organizations tend to be fond of this one.]] A favorite for subordinates who are TrappedInVillainy.
** '''[[ALighterShadeOfBlack Being the Lesser Evil]]:''' In a world with BlackAndGrayMorality, the EvilOverlord gets assistance from the population because they're fighting against {{Eldritch Abomination}}s. What's a little slavery and torture compared to living in {{Mordor}}? If the heroes can't immediately provide a [[TakeAThirdOption better alternative]], i.e. they really do need the Less Evil Side's assistance, a ConspiracyRedemption may be in order.
** '''EvilVersusOblivion:''' The villain markets his methods as [[TheExtremistWasRight the only viable solution]] to a crisis that will result in TheEndOfTheWorldAsWeKnowIt. The most likely way this particular motivator can be undermined is for the Hero to find a way to TakeAThirdOption that works and doesn't involve any undue coercion.
** '''Fear of Losing Privileges:''' The villain ensures loyalty by stating that the heroes want to do things like free their slaves and reduce their political power -- this generally only works if the evil minions are part of a noble class. Unless the heroes have more money than Mammon, they're not going to be able to provide compensation for their loss of status even if the outcome is fair. Conversely, select EliteMooks can be convinced to turn against the Big Bad if doing so would (temporarily, hopefully) give them greater privileges.
** '''Point of No Return:''' This villain is supported by his minions for one reason; if the villain falls, they will be severely punished by a legitimate authority. If the minions didn't do anything to earn punishment an honest promise from the hero to spare them will get many of them to abandon their leader. Minions may feel that they're TrappedInVillainy.
** '''Prejudice:''' Villains love controlling prejudiced minions, because nothing short-circuits a minion's critical thinking abilities like whipping up hatred and a desire to dominate an "other". If revealing the villain to be a [[YouAreWhatYouHate secret target of the bigotry]] or a StrawHypocrite is too distasteful for the hero, they need to hunker down for long campaign to eliminate or at least ameliorate the minions' prejudice.
* '''(Fanatical) Loyalty:''' Nothing beats blind loyalty in minions. The minions are loyal for one or more of the following reasons:
** '''[[VisionaryVillain Agenda]]:''' The villain has ThePlan where UtopiaJustifiesTheMeans, and the mooks heartily agree in the guise of {{Well Intentioned Extremist}}s or {{Black Shirt}}s.
** '''Acceptance:''' The mooks are poor, ugly, diseased, mutants, or an entire caste/race/nation of people who are marginalized. The villain shows that DarkIsNotEvil by giving them a home, relief, and promises of justice and equality (which often overlaps with Agenda). He may or may not be lying [[PragmaticVillainy because]] EqualOpportunityEvil means more minions.
** '''BlindObedience:''' The minions genuinely believe their boss to be incapable of error, usually paired with an oath for UndyingLoyalty to make questioning their authority the farthest thing from their mind. MyMasterRightOrWrong sometimes crop up.
** '''[[TykeBomb Indoctrination:]]''' The mooks are trained from birth and taught to love, fear, and obey the villain. In all of these cases, the best way to undo support is to expose (or frame!) the bad guy as a StrawHypocrite.
** '''[[BecauseYouWereNiceToMe Kindness]]:''' The villain has personally helped, rescued, or enfranchised the minion or one of their loved ones, who follows him out of gratitude. The villain may have done this [[EvilVirtues altruistically]] as a PetTheDog, in an attempt to get their loyalty, or it was completely unintended but they accept their fealty anyway.
** '''Love:''' The BigBad is an emotional manipulator, TheVamp, or has MoreThanMindControl / LoveIsInTheAir as a power. They can also [[EvilVirtues love and inspire love in others.]] All his or her minions do evil out of love.
** '''{{Revenge}}:''' If the good guys have hurt someone, offering them a chance for revenge works wonders. Even better, some Big Bads [[ClearMyName pin their crimes on the heroes]] and then get those hurt to sign up. Unfortunately, if they ever find out (say, from the heroes) that it was the BigBad who was actually responsible for the loss that inspired them to seek revenge, they will turn on the BigBad with a vengeance.
** '''Respect''': The minions genuinely respect and admire the villain. This is usually because the villain is [[TheCharmer charismatic]], an [[BenevolentBoss effective and reasonable leader]], or [[AHeroToHisHometown they think he's a great guy]]. These minions are the least likely to betray the villain, but they may pull a MookFaceTurn if something happens to destroy their respect for him.
* '''Material Benefits''': Sometimes, the reason minions follow a villain comes down to a matter of simple supply and demand -- the villain promises to give them something they want in exchange for services rendered, or that the job itself will serve as a means to an end to make what they want easier to get. If not bound by any other ties, the simplest way for the heroes to counter this is simply [[CutLexLuthorACheck helping the minions find more convenient legitimate ways]] to get what they want.
** '''[[VetinariJobSecurity Incidental Importance]]:''' This tactic, favored by [[EmperorScientist Emperor Scientists]] and {{Dark Messiah}}s especially, is to provide some sort of benefit to their minions that is unrelated to their ruling over them. The idea is that if this person is buttressing their economy or mass-curing plagues around the countryside, they'll be able to do so better (or alternatively, threaten not to so do) if they get authority alongside it. These villains need to be undercut by separating the benefit from the authority figure or just showing that there is AlwaysSomeoneBetter.
** '''Money:''' [[CrimefightingWithCash Money is a valid super power after all]], and the bad guy hires {{Punch Clock Villain}}s to do his evil bidding. Being motivated by filthy lucre (or having SignedUpForTheDental), the best way for heroes to cause a mass desertion is either to outbid the bad guy or bankrupt him. If the villain is rich enough, this can be the most effective kind of control.
** '''Sexual Favors''': A more direct but less effective form of reward, and sometimes overlaps with Love under Loyalty. A common method for FemmeFatale characters, it generally only works on a few minions at a time, and rarely is the sole motivator.
* '''MindControl / Remote Control:''' Loyalty is such a ''finicky'' thing. It takes ages to create, can be crumbled in seconds, and requires continuous upkeep. Some villains decide to take loyalty ([[TheEvilsOfFreeWill and free will]]) out of the equation with mind control, and/or [[MechaMooks robotic minions]]. The downside is that they can be TurnedAgainstTheirMasters and/or [[KeystoneArmy shut down by pulling a plug.]]
* '''Power:''' AsskickingEqualsAuthority or some other such variant; the BigBad is followed because he is the strongest. Can be undone if TheHero defeats him or otherwise proves himself powerful enough in some other fashion. This works best when the BigBad possesses [[PhysicalGod godlike]] abilities.
** '''A Piece of the Action''': Not only is the BigBad powerful, he can empower his minions, either as officials in his new regime, or by [[SuperEmpowering giving them superhuman powers]].
** '''Sadism:''' The bad guys follow the BigBad because he gives them a way to indulge their worst sides, be it [[CombatSadomasochist hurting people]], [[BloodKnight fighting]], [[PsychoForHire killing]], [[MadScientist mad scientific experiments]], or just plain [[EvilIsPetty being cruel to other people]]. They particularly love orders from the BigBad that give them free rein to do whatever they want, usually to some chosen victim. It's unlikely that the hero can offer them more than the Big Bad, but if they can manipulate either side into EvenMooksHaveLovedOnes or a VillainousDemotivator, betrayal will ensue.

See also StockEvilOverlordTactics.


[[folder:Anime and Manga]]
* In the ''Manga/SaintSeiya'' spin-off ''Manga/SaintSeiyaTheLostCanvas'', you have almost all of the above represented in Hade's army. Notably, Garuda Aiacos lead his soldiers/sailors through fear of him, and routinely killed them over minor failures or to fuel his attacks. Hades himself uses Agenda to lead Kagaho Benu, and a combination of Agenda and Birthright for most of the other Spectres. The garden variety named Spectres after their conversion via Corruption, usually do it for Sadism. Charon is motivated by money, and is in fact LawfulNeutral enough to honor a deal with the Saints and ferrying them to the shore... ''despite'' having previously betrayed them by [[spoiler:giving their payment for said crossing (Athena's hair) to Hades, allowing him to [[BroughtDownToNormal seal her powers]].]]
* Bishop Mozgus from ''Manga/{{Berserk}}'' keeps a handful of deformed sick, and dying orphans, who he took in when no one else would and turned into his torturing, murdering inquisitorial hitmen, making them a combination of Acceptance, Kindness and Indoctrination.
** Griffith himself back in his Hawks days mainly worked through Respect, with Casca's recruitment being a case of Kindness and Guts' recruitment being a case of Power. Following his [[spoiler:reincarnation as Griffith again in the mortal realm after becoming Femto]], he gains a new set of demonic minions who follow him because [[spoiler:he is the fifth member of the Godhand]], making this a combination of Authority and Divine Right. Zodd becomes Griffith's personal [[TheDragon Dragon]] after being defeated by him, making this another case of Power.
* Most of the bad guys of ''Manga/FistOfTheNorthStar'' control their minions through Fear and Power, and not a little bit of Sadism to boot.
** Raoh commanded men whose true nature was that of "demons that eat people," meaning that he had to be a "demon that consumes demons" in order to suppress them. Because of being one of the two most powerful practitioners of Hokuto Shinken on the planet (the other being Kenshiro), he is able to keep his mooks in line well enough when he is at full strength. But unlike several of the other bad guys of the series, he does not give them free rein to indulge their worst sides upon the people under his rule, and after returning from his period of laying low after his first battle with Kenshiro and seeing the atrocities in which his men had been indulging in his absence, he punishes them in ''ruthless'' fashion.
* ''Mazinger'':
** ''Anime/MazingerZ'': Dr. Hell controlled his lackeys through a mix of Acceptance, Loyalty, MindControl and Sadism. All his {{Mooks}} were brainwashed cyborgs and his {{Robeast}}s were mindless monsters controlled through a remote control. Most of their CoDragons were loyal mostly because they were alive thanks to him... and because he punished disloyalty and failure harshly (he always avoided YouHaveFailedMe scenarios, though). Those who were not mind-controlled or afraid of his power and sadism, though, were prone to rebel [[spoiler:and in the case of Gorgon, he responded to another authority.]]
** ''Anime/GreatMazinger'': Great Emperor of Darkness was a GodEmperor, so he used Authority, Fear, Loyalty, Power and Divine Right. His minions were loyal and respected his authority because he had protected the whole Mykene civilization when they were forced to hide underground, and because its power [[spoiler:(in ''Anime/ShinMazinger'' his real identity was Hades).]]
** ''Anime/UFORoboGrendizer'': King Vega used Authority (he was his planet's ruler), Loyalty (his minions were very loyal), Fear and Acceptance (he was a bastard, but he cared for his people. He started his conquering campaigns to find a new homeworld for them).
* The early ''Manga/OnePiece'' villains, Alvida, Morgan, Buggy, Kuro and Don Krieg were all huge fans of Power and Fear (incidentally, this was a pet peeve for Luffy). Arlong, however, averted this completely: his crew are genuine TrueCompanions. From there onwards the villains became more varied in their methods.
** Alvida and Buggy, the only recurring early villains, later switched to Love and Respect, respectively.
** Doflamingo is notable for using almost ''all of the above''. For the general populace of the kingdom he rules, he uses a combination of Power, Fear, and Authority. For his lower-ranked subordinates it's all of those mixed in with genuine Respect (from some of them) and Fear of Losing Privileges. For his top ranked subordinates it's a combination of Respect and Popular Sovereignty (they chose to follow him at a young age after seeing his power). Doflamingo himself believes that he derives authority from Birthright/Divine Right since [[spoiler: he's a World Noble whose family left Marejois to live with commoners, which Doflamingo resents greatly]] even though he technically no longer has authority in that capacity. He also attempted to use Tykebomb Indoctrination and Corruption on Law as a kid [[spoiler: although it failed thanks to his brother's interference]] and uses Money to get the government to look the other way.
* Medusa of ''Manga/SoulEater'' controls Eruka with Fear (via ExplosiveLeash), Crona through Fear and Indoctrination (what with being Crona's mother), the Mizune sisters through Revenge (they think the DWMA killed their oldest sister, which was actually Medusa), and Free through Kindness (for breaking him out of jail). Arachne controls all of hers through Blind Obedience and Love, except [[AntiVillain Mifune]], to whom she has Incidental Importance (Arachephobia provides a means to protect [[MoralityPet Angela]]).
* Dio Brando of ''Franchise/JoJosBizarreAdventure'' is willing to use every trick in the book to recruit minions. Want money? Name your price. Want sex? Male or female, he's totally willing. In an emotionally vulnerable position and looking for guidance? Dio's happy to show the way. Still don't want to join? Well, we've got [[MindControl flesh buds]] for that.
* In ''Manga/AkameGaKill'', General Esdeath is the most feared woman in the Empire and noted as a brutal {{Sadist}} that does things like burying entire tribes alive. But then it turns out that her forces are so loyal to her because she is [[AFatherToHisMen a Mother to her Men]], always having her meals alongside the common troops and requesting that any reward she earns be shared among their families. She has high expectations for those serving her, but shows such genuine Kindness to them that almost all have UndyingLoyalty to her as a result.
* Frieza from the ''Manga/DragonBall'' franchise is a ''big'' fan of Fear and Power. He's orders of magnitude more powerful than the rest of his subordinates put together and a {{Sadist}} that has no problem killing them for trivial reasons. So they have little choice but to obey him.
* ''Manga/FruitsBasket'': While not minions per se, Akito keeps the Sohma family under his thumb through fear. When Yuki forgives him and makes it clear [[NotAfraidOfYouAnymore he's no longer afraid of him]], Akito [[FreakOut flips out]] since it means his power over the Zodiac is waning.

[[folder:Comic Book]]
* DIE! DIE! DIE FOR [[Comicbook/{{Darkseid}} DARKSEID]]! And the people of Apokolips obey, out of a combination of Fear, Sadism, Power, Divine Right, and Indoctrination. He has also used Corruption and/or Mind Control on occasion as well, but those tend to be less permanent.
* Emperor Golgoth from ''ComicBook/{{Empire}}'' controls his lieutenants by giving them a highly addictive SuperSerum that only he knows how to synthesize.
* ComicBook/AmandaWaller controls the ComicBook/SuicideSquad via cranial bombs. When she works with heroes [[spoiler: or the first iteration of the Squad]], she buys their Loyalty via Money or Information. More subtly, she keeps them in line with Prejudice, carefully selecting the Squad members from the worst dregs of humanity to make ''damn'' sure they know they're irredeemable and that the Squad is probably the only good thing they are gonna ever be a part of. Authority and Respect are part of her arsenal as well.

[[folder:Fan Works]]
* In ''Fanfic/GameTheoryFanFic'', Precia controls Fate through Love and Indoctrination [[spoiler:and Nanoha through Agenda and Respect]].
* ''Fanfic/PokemonResetBloodlines'' has the criminal known as [[BadassArmy Twenty]] [[NamesToRunAwayFromReallyFast Gyarados]] [[TomTheDarkLord Bill]] who inspire a lot of devotion in his Gyarados, ensuring that they would follow him to the bitter end through pure loyalty.

* The Red Queen of Hearts in the 2010 ''Film/AliceInWonderland2010'' (and in most other incarnations, really) leads through a combination of Fear and Birthright.
* Destro in ''Film/GIJoeTheRiseOfCobra'' has minions via: Mind Control, Money, and Sadism.
* TheEmpire from ''Franchise/StarWars'' almost completely relies on Fear. Also on an Agenda of UtopiaJustifiesTheMeans, combined with {{Black Shirt}}s. [[TheRemnant The First Order]] from Film/TheForceAwakens relies more on Authority.
* M. Bison in ''Film/StreetFighter'' uses money and Agenda to motivate his forces. And, had the process not been tampered with, brainwashing for Blanka.
* The BigBad of ''Film/SpaceJam'' used Fear to back up Authority. Once Fear went away ...
* Faramir brings it up as a DiscussedTrope concerning the "Fear" and "Indoctrination" bit in ''Film/TheLordOfTheRings''.
--> ''"What lies or threats led him to forsake his home? And would he not have rather stayed there?"''
* The BigBad of ''Film/{{Banlieue 13}}'', Taha Ben Mahmud rules purely through money. His deep and far-reaching pockets manage to buy him a literal army of roid-fed gunmen complete with vehicles and a fully-functioning fortress. His being a BadBoss is mostly being endured by his underlings due to the sheer amount of cash he doles out. Before the climax of the movie, TheGovernment managed to drain all his overseas account. The minions promptly kill him after learning that.
* And sometimes no one knows. In "A Boy And His Dog" Vic (the boy) and Blood (the dog) see the leader of a roving gang go nuts and stomp one of his own men to death. Through their telepathic link Vic asks why anyone would follow a lunatic like that. Blood (clearly the brains of the operation) answers "I don't know. Charisma?"

* In ''Literature/CodexAlera'', Invidia Aquitaine controls most of her minions through Money, and got Fidelias on her side because he thinks that of all the factions in the succession crisis, she and her husband will be the least destructive to Alera (Being the Lesser Evil). [[spoiler: Fidelias ends up betraying her when a non-evil option comes up- the protagonist Tavi.]]
** Lord Kalarus mostly uses Mind Control in the form of slave collars that cause pleasure when the collared obeys the orders of whoever put the collar on and pain when they try to defy said orders. Training slaves who'd been collared since childhood resulted in troops known as the Immortals- perfectly obedient soldiers who FeelNoPain and will quite willingly sacrifice their lives to protect their master or complete a mission. On people whose minds he needs intact (or who he can't get to with the collars), he uses Money or Fear- he takes hostages and uses those to force their compliance.
** The Vord Queen also likes Mind Control. Other Vord obey her because she's the HiveQueen, and she recruits humans to her side using slave collars. She controls [[spoiler: Invidia]] through Fear (as she's on life support that the Vord Queen can cut off at any time), and [[spoiler: Brencis]] through Material Benefits- he hit the DespairEventHorizon after [[spoiler: the destruction of Kalare]] and now follows her because she allows him to indulge his hedonistic impulses in exchange for serving her.
* As it's about TheIlluminati, almost all of the above techniques are represented in ''Literature/{{Duumvirate}}'' to some extent. Although we never see excerpts, the title characters own a "big book of control techniques". Normals are controlled through Authority, Money, Fear, Indoctrination, Power, and Divine Right, unwitting normal power-holders are usually controlled through Corruption (of the political, not supernatural, variety) and presumably Money, and for servants, MindControl implants are used instead of Fear and Power strategies, but instilling true Indoctrination/Kindness/Love-based loyalty is considered best. TheIlluminati also have a tendency to use Power and Love on each other along with various flavors of deception. The Duumvirate themselves rule through Authority, Birthright, Power, and Agenda.
* In ''Literature/HarryPotter'', Voldemort uses different motivations for different minions; Fear (Pettigrew), Agenda (the Malfoys, most Death Eaters), Sadism (Bellatrix, Fenrir, Dementors), Loyalty (Bellatrix again), Acceptance (Giants, Werewolves).
* The Dark One in ''Literature/TheWheelOfTime'' uses a combination of these motivations on his followers; Agenda / Promises of power (universal), Fear (universal), Corruption (anyone who gets Turned), Revenge (Sammael, Demandred, Mesaana), Mind Control (Compulsion on various victims, Mind Traps), Sadism (Aginor, Semirhage), Indoctrination (Darkfriends). Ishamael/Moridin is probably the weirdest, as he is controlled through genuine Loyalty that is either because he believes ''himself'' to be an avatar of the Dark One (as Ba'alzamon) or because [[spoiler: he genuinely wants the world to end so he can permanently die, and the Dark One is the only one who can give him that]]. Of course, as the last book points out, in most cases the Dark One has no real capacity to inspire true Loyalty (Ishamael, the insane nihilist, being a notable exception); people may serve the Dark One for any of the above reasons, but ''nobody'' really believes in the Shadow as a worthwhile cause or is willing to die for it.
** In ''A Memory of Light'', we see that [[spoiler: Demandred]] is the only Forsaken whose minions follow him because they genuinely respect him, rather than out of fear or a desire for power. The other Forsaken are honestly a bit disgusted at how [[spoiler: Demandred]] "coddles" his troops, but it's pretty unquestionable he has the most loyal, best disciplined army on the Shadow's side by a mile.
* The Empire in the ''Franchise/StarWarsExpandedUniverse'', having leaders who range up and down the villain scale, checks off all of the above with a flourish. Specific leaders include:
** [[Literature/TheThrawnTrilogy Grand Admiral Thrawn]], [[ALighterShadeOfGrey less evil than the others]], used Money for mercenary types, Authority on some Imperials and the Noghri, Indoctrination on clones, Fear on the Noghri and sometimes his Imperials, Sadism (sort of) with C'baoth, and for the others... Respect. He knew that it's best to be feared ''and'' loved, and put a high value on people who were both loyal and competent.
-->Thrawn was respected and trusted. Thrawn used a small measure of fear, certainly: the Grand Admiral realized that [[YouHaveFailedMe fear of failure]] was a powerful motivating force in a military the size of the Empire. But Thrawn's ability to invoke a sense of ''pride'' in his troops was his most powerful asset. Palpatine inspired arrogance and callousness in his officers; Thrawn made his men proud to be Imperial soldiers. Thrawn's officers would have willingly died for the Grand Admiral.
** Demonstrated beautifully by two incidents in the Thrawn trilogy, one in the first book and one in the second, both involving Luke Skywalker escaping from the Star Destroyer's tractor beams. In the first, the tractor beam operator says it wasn't his fault, and he wasn't trained for such an occurrence. Thrawn has the operator killed, because it was part of the standard training. In the second, Skywalker used a different trick, and operator tried to find a way around it, but failed. Thrawn promotes him and assigns him the task of trying to break that particular evasion technique, since no one's done so before, and the operator's attempt, while a failure, showed commendable grace under pressure and an ability to think quickly. Pellaeon, Thrawn's subordinate, notes that a new Empire has just been born.
* In ''Literature/TheStand'' Randall Flagg mostly rules his people through fear (it helps that he's an EldritchAbomination in human form and that just looking at his face sends people into paroxysms of terror). Only Lloyd, Nadine, and the Trashcan Man seem to be genuinely devoted to him.
* [[Literature/TheLordOfTheRings Sauron]] primarily uses fear, with a dash of MindControl (more than a dash in the case of the Ringwraiths), sadism (Orcs enjoy killing things, Sauron gives them lots of stuff to kill), and of course power (he's a demigod). Saruman controlled the Men under his command during the Battle of Helm's Deep through fear of his power, prejudice against the Rohirrim, and the Point of No Return. This last was what made Aragorn's sparing them after the battle so effective, since Saruman had instilled in them the belief that the Rohirrim would show them no mercy.
* In ''{{Literature/Malevil}}'', Fulbert's CorruptChurch rules through selfishness and sadism. [[spoiler: The BiggerBad Vilmain rules his marauder army through fear]].
* ''Franchise/{{Dune}}'' universe:
** House Atreides uses respect, usually achieved through a mix of genuine kindness and deliberate propaganda (indoctrination) to earn the fanatical devotion of their underlings.
** House Harkonnen uses mostly fear for the populace and corruption for their minions (i.e. exploitation of their addictions).
** The Honoured Matres hold their minions in sexual thrall. Sex with an Honoured Matre is literally an addictive drug, and you will go anywhere and do anything to anyone to get more of it. Note that there only appear to be male minions, as would-be female minions all seem to become Honoured Matres themselves.
* The Boskonian Empire of the Literature/{{Lensman}} universe uses a combination of fear and greed. If you're not good enough to stop your minions from killing and supplanting you and taking all your stuff, too bad for you. Meanwhile, on Boskonian warships, the lash is used to keep men at their posts in combat (and when the good guys realise this, they start adapting their combat tactics to make use of it).
* Literature/TrappedOnDraconica: Gothon uses Fear. He has a mysterious power that allows him to kill without touching, and fear of punishment for his inner circle. [[spoiler: How he keeps Taurok under control; the general's daughter-in-law and granddaughter are marked for death unless he obeys the emperor.]]
* ''{{Literature/Animorphs}}'': Visser Three uses fear, usually of death.
* Subverted in ''Literature/CaptainVorpatrilsAlliance''. The Barrayarans presumed that the Jewels, Baronne Cordona's genetically modified "dance troupe" of spies and enforcers, had received loyalty conditioning when they were actually just as much her children as their more normal appearing siblings and were loyal out of love, as the good Captain learned when he discovered his love interest's "bodyguard" was actually her [[KnightTemplarBigBrother Knight Templar Big Sister]].
* [[GodEmperor The Lord Ruler]] from ''Literature/MistbornTheOriginalTrilogy'' mixes several of these: Power (being a OneManArmy PhysicalGod), Divine Right (he's regarded ''as'' the Avatar of God in his empire) and Being the Lesser Evil (he won his throne by defeating an OmnicidalManiac). He also uses different tactics on different social classes, controlling the [[SlaveRace skaa]] through fear, the [[AristocratsAreEvil nobility]] through bread and circuses (the nobility can indulge themselves practically any way they want, so long as they don't question the system or work against the Lord Ruler himself) and the [[CorruptChurch Obligators]] through Authority as the head of their religion.
* ''Literature/ASongOfIceAndFire'':
** Tywin Lannister uses a combination of ''Fear'' and ''Sadism''. In one hand, he keeps his bannermen in line using his sinister reputation for DisproportionateRetribution towards those that slight him. On the other hand, he employs several psychos-for-hire, sadists and thugs like [[TheBrute the Mountain]] and the [[CarnivalOfKillers Brave Companions]] who follow him because he gives them free reign to terrorize peasants with impunity.
** Stannis Baratheon rallies his supporters using ''Authority'' claiming his kingship through legality (''Birthright'') and later invoking ''Divine Right'' when he is declared the [[TheChosenOne Warrior of Light]] by his priestess.
** The Targaryens used ''Power'' to unite the Seven Kingdoms into one, since they used dragons which gave them free reign to do as they wanted. After the death of their dragons, their descendants ruled using ''Birthright'' to remain in power until they were eventually ousted by Robert Baratheon.

* ''Myth/TheWhiteWitchOfRoseHall'': Fear, torture, voodoo, sex, and murder.

[[folder:Live Action TV]]
* ''Series/PowerRangersDinoCharge'' has a bit of a unique spin on how main villain Sledge controls his minions as he tends to use more methods than most power rangers villains do. Namely, he has obligation for his lead man Fury as he "won him" in a card game. He has fear for most of his forces to some degree, though most clearly seen with his technician Wrench. He has blind obedience for most of his foot soldiers, and Love from his Fiancee Poissandra. He has Money as an overall benefit since he's a bounty hunter trying to get rich, and on top of all that, he has Power, as he's one of the most powerful beings on the ship.

[[folder:Tabletop Games]]
* ''TabletopGame/{{Warhammer 40000}}'' Orkz follow da biggest an' da strongest, cuz orkz is made fer fightin' an winnin' (which is a sense of ''Power'' from their strength, ''Fear'', because an Ork boss has to constantly prove his strength or be overthrown, and arguably ''Sadism'', though it's pretty much a norm for the Orkz.)!
** The Imperium is [[TheEmpire an empire]] of vast proportions ([[BlackAndGrayMorality and have a slight bit of 'good' and/or sympathy, along with everyone else.]]) and they have ''Indoctrination'' from birth toward the GodEmperor of Mankind's Divine Right (perceived by his empire, he specifically said he wasn't. [[Literature/HorusHeresy It's a long story.]]), him being seen as a god. ''Fear'' is exploited to its subjects in line also. The GodEmperor arguably started his empire from ''Power''.
** The forces of Chaos come from hope that the ''Divine Right'' of the Chaos Gods with see fit to empower and better their lot as part of their ''Agenda''. Or...
-->"Enemies... We ''need'' enemies!"
** ''Sadism'' also.
** Tau claim they use ''Respect'', others believe it's just ''Mind Control''.
* In ''TabletopGame/FadingSuns'' all of the noble houses use ''Birthright'', but personal touches are in place. House Hawkwood (Atreides expy) uses ''Kindness'' and ''Respect'', House Decados (Harkonnen expy) ''Fear'' and ''Corruption'', the Hazat (military powerhouse) ''Authority'' and ''Power'', Li Halan (very religious) ''Divine Right''/''Indoctrination'' with occasional acts of ''Kindness'', House al-Malik (sly liberals) mix of ''Indoctrination'' and ''Kindness'' with ''Money'' thrown in. For a full picture: Church obviously goes for ''Divine Right'' (with some ''Kindness''), while the Guilds unsurprisingly often use ''Money''.
* The Yozis in ''TabletopGame/{{Exalted}}'' like to think they control their Infernal agents through a mixture of Kindness (hey, have some power!), Divine Right (having created the world), Agenda (the Reclamation) and Power (these are planet-forging god-monsters), plus the Infernals using their Charms and thus becoming more like them. [[FaustianRebellion This is really not likely to end well for them.]] Akuma, on the other hand, have a form of Mind Control. As for Abyssals, the Deathlords use tools ranging from religious faith (Agenda) to emotional manipulation (Love) to straightforward I'm-bigger-than-you Power, and this is ''also'' likely to end badly for them.

[[folder:Video Games]]
* In ''VideoGame/FinalFantasyX2'', it is revealed that [=LeBlanc=] keeps her minions with kindness, helping them when they were down-and-out. This only partly explains why they risk their lives in battle for her, of course. [[PresidentEvil President Shinra]] of ''VideoGame/FinalFantasyVII'' rules through Money. After he's violently retired by [[BigBad Sephiroth]], his son Rufus takes over, and a new rule of Fear begins. (He actually [[LampshadeHanging references this]] in his introductory speech!)
* Galcian from ''VideoGame/SkiesOfArcadia'' uses his Authority as the Grand Admiral of the Valua Navy and switches to a mixture of Agenda, Power and Loyalty once he defects: Most of the navy sees him as a better alternative to the nation's incompetent royals. The main exceptions two of his fellow Admirals: He uses Kindness on his [[TheDragon second-in-command]], [[{{Tykebomb}} Ramirez]] by treating him as his adoptive son (seemingly genuine) and Love on Belleza (faked).
* A major theme in ''[[VideoGame/DefJamSeries Def Jam Fight For New York]]'' is the contrast between [[BigBad Crow]], who leads with Fear, and [[BigGood D-Mob]], who leads with Respect.
* Ghetsis of ''VideoGame/PokemonBlackAndWhite'' leads Team Plasma with variations on Loyalty - most of the grunts follow because of his Agenda, his son was Indoctrinated, and he apparently saved the Shadow Triad from something long ago, so they follow him because of Kindness. It's stated/suggested in ''[[VideoGame/PokemonGoldAndSilver Crystal]]'' that Pokemon take on the characteristics of their trainers, and will follow orders because they want to make that trainer happy, whether his/her intentions are good or bad.
* The eponymous ''VideoGame/{{Overlord}}'' is a complex case. On the one hand, Minions' service is ancient and traditional, making it a mix of Authority and Indoctrination. On the other, you personally save their hives from captivity, provide them with equipment and mounts, showing Kindness and earning their Respect. You allow (and command!) them to loot, pillage and slaughter, adding a decent chunk of Sadism. Last, but not the least, in a CrapsackWorld full of corrupted heroes and FantasticRacism, the Overlord is definitely a Lesser Evil… of sorts.
* Kane of ''VideoGame/CommandAndConquer'' (MagnificentBastard that he is) uses pretty much all the forms of Loyalty to control the Brotherhood. Many of his followers have been cast out (Acceptance) by, or feel they have been ruined (Revenge) by, the [=GDI=], though in most cases the Forgotten take to neither side of the fight. He has helped many in the yellow and red zones (Acceptance, Kindness), the Brotherhood loves propaganda and similar media tactics (Indoctrination) and finally he is a charismatic (Respect) leader... but the whole thing tends to collapse whenever he disappears.
* The ''VideoGame/EvilGenius'' rules primarily with Money and Fear, and one of the eventual Doomsday weapons makes them rule the world through MindControl.
* Fawful in ''VideoGame/MarioAndLuigiBowsersInsideStory'' rules the kingdom by simply mind controlling everyone into obedience, then presumably somehow altering their appearance to match his. In contrast, Bowser himself controls his army by simple Loyalty, and his troops actually want to work for him.
* The Administrator from ''VideoGame/TeamFortress2'' starts out using Money, but felt she had to step it up to Revenge or Fear: Inciting conflict amongst former friends could only distract the RED and BLU Teams from thinking about who was calling the shots for so long. Luckily for Helen, in this universe, EvenEvilHasLovedOnes, and The Administrator's threats to the people and things most precious to the Teams are enough to let them know what's in store if they ever make a move against her[[note]]This is very nearly deconstructed; she never had to use anything but Money because the mercs [[WarForFunAndProfit simply didn't care]]. It's only after she starts trying to threaten them that the mercs even begin to show signs of unhappiness[[/note]]. And then Saxton Hale through Money and Sadism: After the Gravel Wars end, his promise of a steady paycheck and a steady stream of carnage is what compels the mercenaries to stay.
* Father Comstock in ''VideoGame/BioShockInfinite'' controls the population of Columbia through... just about anything, really. Fanatical loyalty is a particular favorite of his. He uses Divine Right to launch into Agenda, Indoctrination, Blind Obedience, the works. This gives him Authority. His huge cult following allows him to use Fear and (back to indoctrination) cultivates prejudices against all races, including the Irish. And his plans for Columbia after his death? He spends years labelling his daughter, kept away from the outside world, the Lamb, a sort of angel. He even claims she was born in less than a week. That's Divine Right and Birthright, right there. He's got it all figured out.
* [[VideoGame/SuperMarioBros Bowser]] is one of the few villains who controls his minions through Respect, with some Power and Authority thrown in.

* Salem, the BigBad of ''WebAnimation/{{RWBY}}'', proves herself to be a flexible leader and uses different methods to coerce or guide those who follow her.
** [[AxCrazy Tyrian Callows]] is fanatically devoted to her and desperately seeks her approval. Simply telling him he has disappointed her is enough to reduce him to sobs of despair when he fails a mission.
** [[TheHeavy Cinder Fall]] desires power above all else, so Salem serves as a mentor to her, granting her power and teaching her how to properly use it.
** [[spoiler:[[MoleInCharge Professor Lionheart]]]] is cowed into service through fear. When he phrases something almost like an order, Salem has him strangled and casually reminds him of all the terrible things she could do to him.
** [[TheBrute Hazel Rainart]] works with Salem because they have a common enemy in Ozpin. [[spoiler:Hazel seeks revenge against Ozpin because his little sister died in a training mission at Ozpin's academy, something Hazel blames Ozpin for.]]

* Ferretina of ''Webcomic/GirlGenius'' controlled the lapinemoths by offering them [[spoiler:free insurance]]. And it worked.
** Jägermonstern [[http://www.girlgeniusonline.com/comic.php?date=20110316 vehemently insist]] that they serve Heterodynes "freely, out of luff" (at least for "[[BloodKnight fun]] vunz") and ''loyalty''. Though between themselves mentioned "[[http://www.girlgeniusonline.com/comic.php?date=20050620 the ancient contract]]" as a [[http://www.girlgeniusonline.com/comic.php?date=20050624 clear allusion]] to this service. Either way, becoming near-immortal {{Super Soldier}}s was their choice, and Jägers take their obligations seriously.
** A strong dose of mutual Respect was part of it, as General Goomblast explains regarding Lucrezia (who married into the Heterodynes and was one of the few they did ''not'' follow willingly).
-->'''Goomblast:''' "[Lucrezia] treated effryvun like dey vos her ''servants''. Treated der Jaegers like leedle petz -- no -- like dey vos ''property''. Ve put op vit her ''only'' becawze ve iz ''[[BestServedCold patient]]''... und becawze Master Bill vos in ''[[DatingCatwoman luff]]''. '''''[[SuddenlyShouting But der Jaegers is not leedle petz!]]'''''"
** [[BigBad The Other]] uses MindControl on her [[AndIMustScream revenants]].
** Klaus uses a mixed approach. The various noble houses mostly follow him because they're afraid (Fear) of what he could do (Power) if they ticked him off sufficiently, and because while most of them think they'd do a better job than he does, all but the most insane of them know what the other noble houses would do to them if they tried anything, because they'd do it to any of the others that tried it (Being the Lesser Evil). Most of his actual ''minions'' threw in with him because of Money, Power, or Loyalty (Klaus lets his Spark minions get away with quite a bit as long as they do it where he can keep an eye on them).
** Many [[MadScientist sparks]] try to use Authority on their abominable creations. ''[[GenreBlind This never works]].''

[[folder:Western Animation]]
* Lex Luthor in ''WesternAnimation/SupermanTheAnimatedSeries'' led mostly through the power of Money, though he did use Kindness to get Mercy to be his assistant and {{bodyguard|Babes}}. Of course, Lex being Lex, he left her to die one episode when Brainiac attacked.[[note]](Superman saves her, of course.)[[/note]] [[MistreatmentInducedBetrayal She did not take it well.]]
** Darkseid, as in the comic book example above, rules through a combination of Fear, Power, Sadism, Indoctrination, and Divine Right. One of the best examples comes in the last episode of the series, when Superman soundly beats Darkseid on Apokolips. The people of Apokolips flock to their defeated leader and immediately help him rise to his feet, much to Superman's surprise.
-->'''Darkseid:''' [[BadassBoast "I am many things, Kal-El, but here...I am GOD."]]
* ''WesternAnimation/JusticeLeague'' gives us an interesting study in comparisons with all the various anti-League groups:
** Lex tries Money again on his Injustice Gang. It goes poorly, as members are disinterested in the (revenge-based) job at hand, start quarreling over whether their contributions entitle them to bigger shares, and [[spoiler: are undone when Batman makes one of them a better offer]].
** When Grodd forms his Secret Society, he specifically sets out to learn from Luthor's mistakes and chooses members motivated by Revenge or Sadism. After believing they've defeated the League, they start to lose cohesion enough that their ability to work together is gone when the League returns.
** Finally, in Season 5, Grodd hits upon the ultimate racket: with the League now dozens of heroes strong and operating worldwide, the various villains of the world are terrified... so he offers them escape routes, networking opportunities, and a rather classy hideout. In exchange, ''they'' have to pay ''him'' (plus some odd favors once in a while). [[spoiler: It breaks down when they learn of his real endgame (turning the populace into gorillas) and are less than impressed. Then Luthor steps in and controls them through Fear for the rest of the season]].
* Princess Azula of ''WesternAnimation/AvatarTheLastAirbender'' has several
** She made a point that she uses fear to maintain loyalty in both her minions and her friends Mai and Ty Lee. [[spoiler: This eventually leads to Mai abandoning her to protect Zuko out of love, and Ty Lee following suit to protect Mai. The realization that her friends didn't actually trust her and ultimately abandoned her is one of the factors that lead to her ultimate VillainousBreakdown]].
** She's the daughter of the Fire Lord (and fighting his war with his armies), who in turn has an UtopiaJustifiesTheMeans philosophy he may or may not really believe himself, and the Fire Nation propaganda is indoctrinated into the citizens early on.
-->'''Azula''' to her EliteMooks: If I sense any disloyalty, any hesitation, any weakness at all, I will snuff it out.\\
'''Azula''' to her mother: Trust is for fools. Fear is the only reliable way.\\
'''Azula''' to her friend: No, you miscalculated! You should have feared me more!
** She explicitly points out how Birthright gives her the edge over [[TheChessmaster Long]] [[EvilVizier Feng]] in her BreakingSpeech to him:
-->'''Azula''': “It’s because [[EliteMooks they]] haven’t made up their minds. They’re waiting to see how this is going to end. [[WindowsOfTheSoul I can see your whole history in your eyes.]] [[SelfMadeMan You were born with nothing. So you had to struggle,]] [[TheChessmaster and connive,]] and claw your way to power but true power, the divine right to rule, is something you’re born with. The fact is they don’t know which one of us is going to be sitting on that throne and which one is going to be bowing down. [[IKnowYouKnowIKnow But I know and you know.]] (sits on the throne) Well?”
* In an episode of ''WesternAnimation/{{Sealab 2021}}'' Sparks reveals his group of minions, and tries to recruit Marcos.
* ''WesternAnimation/DarkwingDuck'': From the example of two FOWL eggmen in "Switching Faces", it seems FOWL itself leans on Sadism. Even its hippies are evil!
* [[GeniusBruiser Professor]] [[LargeHam Ratigan]] from ''Disney/TheGreatMouseDetective'' appears to use Fear (his response to minions who upset him is to feed them to his cat), Sadism (his minions are genuinely enthustiastic about the next evil caper), and Money on his henchmen while using Kindness on his cat.
* In ''WesternAnimation/Ben10UltimateAlien'', a corrupt prince controls his army through mind control devices. When Ben shuts off the mind control, the soldiers all take a walk.
* ''WesternAnimation/{{Hurricanes}}'' BigBad Stavros Garkos uses mostly Authority and Money.
* In ''WesternAnimation/BatmanTheAnimatedSeries'', the Mad Hatter used mind control on his minions, which gave him an advantage over Batman, who wouldn't hit people who weren't willingly causing trouble. Once they were free, however, poor Mad Hatter.
* ''WesternAnimation/KimPossible'': Dr. Drakken once used the Mad Hatter's method on Shego, ending in the same predicament. Normally, she seems to stick with him out of Sadism (like getting to fight [[ArchEnemy Kim]]), Money (in theory, at least), and a very small amount of Respect.
* [[DarkMessiah Amon's]] control of the [[AntiMagicalFaction Equalists]] in ''WesternAnimation/TheLegendOfKorra'' is fundamentally from Prejudice and Agenda against benders. He also builds up quite a bit of loyalty to himself personally through Respect and his claim that his [[BroughtDownToNormal bending removal]] came from Divine Right, and as the Equalists become more popular he starts leaning for Popular Sovereignty. Of course, all this comes crashing down in an instant after his very public outing as [[YouAreWhatYouHate a waterbender]] who removes bending from others via [[BadPowersBadPeople bloodbending]].
** [[LadyOfWar Kuvira]] in the fourth season also relies on Agenda, with most of her followers genuinely believing in her hardcore Earth Kingdom (renamed Earth Empire) nationalism. Some shades of Fear as well, with the threat of internment in a prison camp should they betray her, but most of her army never even seem to consider that.