I agree with Modesto in part - it's knowing group behavior and being liked by the group. I would argue sociology/anthropology over psychology.
Manipulation is part of human behavior - it is a learned behavior. I would argue, however, that since the concept of power is not universal, I, once again, would not corner this into the realm of psychology. Power is associated archetypes across groups and cultures - there would not be a "universal" way to have a majority of people mentally associate power to an individual.
Knowing with drives groups, such as social status, money, religion, security, basic fundamental needs (such as the hierarchy of needs), and understanding physical attraction would be the central points that I would argue are the way to control a society.