I think that the prevalence of 'rule by lies' is better characterized as 'rule by fear' in that the lies that work are lies that emphasize 'them versus us' and involve conspiracy theories. They persist because what is flashy and scary gets into our brains in a way that what is logical, makes sense, or seems most probable, are, for want of a better word, boring.

Bad news is stuff we can talk about and propose alternaives on and then vote to take action about. Scary news is stuff that makes it harder to distinguish and prioritize facts and makes us choose poor alternatives at the behest of overbearing leaders posing as saviors.

Two days ago I watched President Biden's first in office press conference. He had some significant pauses and he wandered a bit, but for my money he remained focused and actually answered questions from a free press corp. But check the FOX opinionators and their chorus of followers and he is being denigrated next to Trmp, who rarely answered questions correctly or without abusing those who were persistent or called him to account.

It is likely that there are those who have made a study on how to manipulate people via information, and are both applying and experimenting with the principles they are developing. I think it is most closely related to what used to be called 'propaganda' and what in the west is called 'marketing'.