Why hieroglyphs in Egypt's Stone Book of Thoth carry such potency - "The Ibis Apocalypse":

Glyphs were divine words

“And these glyphs in the Stela, what makes them so potent?” she said.
“Glyphs were never just a writing system," Anson Hunter said. "They were divine words. It’s for this reason that the scribes were fearful that certain words could have a malignant power and become uncontrollable forces in the tomb and so they would cut off the head of a lion in a glyph, or truncate a serpent or show spears stuck in the back of a crocodile in order to render it harmless. The hieroglyphs in the Stela of Thoth were the most potent of all. When spoken they were not just sounds, but glyphs graven on the air, real things and entities, image-meanings that took shape and activated a world of unseen forces and alternate reality. Heka, or Egyptian magic."

“So you believe Egyptian magic has power to influence the real world?”

“Can a certain sequence of words and actions, such as imitation, the replication of a name, image or mythical event produce an event in the real world? I believe there is an unseen connectedness between things and by tuning in to this network of likenesses you can attract like outcomes. The trick is to find that invisible skein and draw on it, hence the Egyptians’ use of puns, analogy, mimesis, acrostics, dualities and the like. These links are things beyond logic, like the dream realm where parallel sounds, symbols and stories, while seeming bizarre, hold an inner, often unseen connection with our lives.”

From 'The Ibis Apocalypse' #3 in the Egypt adventure trilogy

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