Mass Psychology: What Is It And What Does It Study?
Have you ever wondered how the movements of many people, such as protests or demonstrations, are organized and what psychosocial explanations they may have? This is what he studies mass psychology, focused on understanding the way in which large groups of people are organized to carry out different activities and products. It seeks to understand how collective dynamics influence the behavior, thinking and emotions of people in large groups.
Throughout history, mass psychology has played a crucial role in understanding societies, revolutions, political movements, social behaviors, and even the way we consume information and relate to other people in the digital age. . Understanding how psychological mechanisms work in social crowds is essential for leaders, communicators and those interested in social influence.
Mass psychology is a window into the understanding of how the human mind behaves and is affected when immersed in the dynamics of large groups In this article, we explore the fundamental concepts of this branch of psychology and reflect on the contemporary applications of this discipline in the information age and globalization.
The study and generation of mass psychology has its roots in the 19th century, a time of profound changes in society, politics and science. In this context, Gustave Le Bon, a French psychologist, sociologist and anthropologist, published in 1895 his work The Dough: A Study on the Popular Mind (Psychologie des Foules), in which he laid the foundations of this discipline.
1. Gustave Le Bon and his contributions to the social sciences
Gustave Le Bon (1841 – 1931) was a visionary who approached mass psychology from an innovative perspective. In his work, Le Bon analyzed how People’s behavior changes and is modified when they are in large groups based on majority ideologies and social influence He maintains that masses have a collective mind that is very different from the individual mind and that individuals within a crowd can be influenced by psychological forces operating at a deeper level.
Le Bon’s work emerged at a time of social and political upheaval, primarily as a direct consequence of the social changes and mobilization characteristic of the Industrial Revolution and mass urbanization. These changes generated social and political tensions, such as the emergence of labor and nationalist movements in addition to mass agitation in the form of demonstrations and riots.
3. The power of mass
Le Bon studied these social movements to emphasize that, when individuals unite in a crowd, their mentality changes and group emotions and beliefs spread in a kind of emotional contagion. In this state, the individual mind is diluted to merge with the collective mind of the mass, defending collective ideas and not stopping to think about individual motivations. This can lead to impulsive behavior and susceptibility to suggestion
Furthermore, Le Bon highlighted the importance of charismatic leadership in manipulating the masses in order to spread collective ideas and ensure that they have the same or greater power of influence over people than their individual ideologies.
4. Influence on psychology
Le Bon’s work had a significant impact on the world of research in psychology and sociology, impacting other thinkers such as Trotter or Adorno, explorers of topics related to mass psychology and collective behavior.
5. Further development
Throughout the 20th century, other researchers continued to explore and expand Le Bon’s ideas, especially in relation to the development of the World Wars and the Nazi movement. Some focused on propaganda and mass manipulation in this context of totalitarian regimes, while others studied group behavior in different contexts closer to everyday life and life in society.
Main concepts of mass psychology
As we have been discussing, crowd psychology encompasses various fundamental concepts developed from the work of Gustave Le Bon and other prominent researchers in the field. These concepts allow us to gain knowledge and awareness about the way in which collective dynamics influence the behavior and thinking of people when they are immersed in large groups. Next, we will explore some of the main concepts of crowd psychology:
Crowd mentality refers to the previously mentioned way in which individuals belonging to a social group change their thinking and subsequent behaviors when they are within a crowd and their personal identity is diluted. In this state, the individual mind tends to dilute and merge with the collective mind of the mass As a result, individuals may experience decreased rationality and increased susceptibility to the influence of other members of the group.
2. Emotional contagion
Emotional contagion has been defined as the phenomenon by which emotions and moods spread rapidly within a crowd. When a strong emotion manifests itself in one or several individuals, it can spread like a wave through the mass, generating shared emotional responses that can be considered exacerbated, excessive or violent.
3. Suggestion
Suggestion refers to the ability to influence ideas, beliefs or messages that are broadcast on individuals in a group and mass context. In this context of being part of a crowd, people are more susceptible to suggestion, so They are more willing to adopt behaviors and opinions that they would not follow individually but the action of suggestion and social influence comes into play.
4. Group identity
Within a mass, individuals tend to abandon their individualized identity to identify and bond strongly with the group, which can give rise to a feeling of belonging and solidarity. This group identity can influence the way individuals behave and make decisions, as they prioritize the well-being of the group over individual interests.
5. Collective behavior
Collective behavior refers to mass of actions and decisions that emerge from a mass of people This behavior can range from coordinated actions, such as demonstrations and protests, to irrational and destructive behavior when the masses are involved in conflict situations that endanger the group identity described above.
Contemporary applications and ethics
In the age of information and globalization, mass psychology becomes even more relevant due to the amplification of its reach through media and digital platforms. Contemporary applications of this discipline span diverse fields, from politics and marketing to communication and decision-making at a social level. However, with the power of influence that comes with knowledge of mass psychology, ethical questions also arise that must be addressed responsibly and cautiously.
Understanding crowd psychology has become a powerful tool for the leaders and strategists who seek to gain support and mobilize the masses towards certain objectives The use of emotional discourses, the management of narratives and the exploitation of collective fears and desires are practices that have been used to obtain popular support. It is crucial to consider ethics in the use of these tactics, ensuring that people are not manipulated or deceived, and respecting the diversity of opinions and values.
2. Marketing and advertising:
Crowd psychology is applied to influence consumer behavior and generate demand for products and services. Data analysis and the use of psychological techniques can create highly persuasive campaigns. However, companies must take social responsibility into account and avoid manipulative practices that may violate consumer privacy or autonomy.
3. Social behavior and mobilization:
In the social sphere, mass psychology is also applied to understand and address collective problems, such as participation in social movements or adherence to humanitarian causes. Effective mass mobilization to promote positive social change is a laudable goal, but it is essential to ensure that these actions are based on transparency, respect for human rights and integrity.
4. Ethics and responsibility:
Ethics plays a central role in the study and application of mass psychology. Professionals and academics working in this field must take into account the implications of their research and practices on society. It is essential to avoid abusing knowledge about crowd psychology to manipulate or control people, instead of empowering them and encouraging critical and autonomous thinking.
Understand and raise awareness
In conclusion, mass psychology has emphasized studying and understanding the way in which people function when we are part of groups and take action in behaviors based mainly on the group and collective. However, this should also serve to raise awareness and learn about what types of attitudes or group functioning can be harmful, not only for the individual but also for groups. Mass psychology is interesting to understand the ways in which we can be collectively manipulated, learning to become aware of it and prevent it from happening to us as much as possible.
