What is crowd psychology?

Mass psychology is a branch of social psychology that deals with studying the behavior and psychological processes of large social groups. It focuses on how people interact and influence each other when they are in large groups, such as at demonstrations, protests, crowds, sporting or religious events, among others.

This branch of psychology examines the way in which individual psychological processes, emotions, beliefs and values ​​are affected and shaped by the social context in which they take place. He is also interested in how social and cultural structures influence group behavior and how individuals can influence group dynamics.

This is an important area because it can help to better understand how collective attitudes and behaviors are formed and maintained. Therefore, this psychological perspective has important implications in areas such as politics, advertising, propaganda, education, and public safety. Let’s dig deeper into this topic.

Mass psychology and group psychology

Although the terms “social group” and “mass” are often used interchangeably, there are important differences between the two. In the book The social group It is indicated that this is a set of individuals who interact with each other on a regular basis, and who have a shared identity, common objectives and norms. Members are aware of their membership in the group and usually have defined roles and functions.

Meanwhile, mass refers to a large number of individuals who gather in a specific place. However, they do not necessarily have a shared identity, common goals and standards. In a mass, individuals usually act in a similar way, but without prior planning or coordination.. This is the case of the public at a concert, for example.

Likewise, the dynamics of social groups and masses also tend to be different. In the social group, members can have more complex and meaningful interactions. Instead, In a mass, interactions tend to be more superficial and ephemeral.

Furthermore, in a crowd individuals may be more influenced by the emotions and impulses of the moment. In a social group, decisions and actions are more reflective and deliberate.

The historical development of mass psychology

The pioneer in this area was the French psychologist Gustave Le Bon.. In his work Crowd psychologypublished in 1895, analyzed the psychological processes that take place in the masses and the characteristics that define them.

Later, authors such as Sigmund Freud, Wilfred Trotter or Herbert Blumer, among others, made significant contributions to the study of this branch of psychology and behavioral theories, from different theoretical approaches and perspectives. This field of study has generated the interest and contribution of many contemporary theorists. Below are some of the most notable ones:

Serge Moscovici. This French social psychologist carried out important research on the role of minorities and the influence they can have on shaping the beliefs and attitudes of the masses.Gustavo Dessal. Argentine psychoanalyst who has studied the phenomenon of mass psychology through the psychoanalytic lens. In his work he has highlighted the importance of emotions and identification in their formation.Enrique Pichon-Riviere. Argentine psychoanalyst and psychiatrist who worked on the development of bond theory and the importance of interpersonal relationships in the formation of masses.Manuel Castells. Spanish sociologist who has made important contributions to the study of communication and technology in the formation of contemporary societies and masses.Zygmunt Bauman. Polish sociologist who studied the social and cultural changes of liquid modernity and their influence on the formation of the masses.

The applications of crowd psychology

The knowledge from this perspective is applied in different areas, including politics, advertising, propaganda, religion, among others.

There are several emblematic cases. One of the best known is that of the Nazi regime in Germany during World War II. Over there Propaganda and psychological manipulation techniques were used to mobilize and control the massesas noted in an article presented at the V Congress of the Association of Contemporary History.

Nazi propaganda minister Joseph Goebbels used persuasive communication techniques. Among them were the repetition of messages, the appeal to emotions and the creation of an image of external and internal enemies to mobilize the German population behind the regime.

Another emblematic case of the application of mass psychology is that of the Marlboro advertising campaign in the 1950s. This company used the image of the American cowboy to create an idea of ​​masculinity and freedom associated with cigarettes. The campaign is considered an example of the effective application of persuasion and psychological manipulation techniques.

Conclusions

In summary, the knowledge of mass psychology is applied to understand how collective emotions, values ​​and attitudes influence the perception and behavior of people, in order to persuade or influence them.

As we have seen, we are faced with a branch of psychology that focuses on large social groupstrying to adjust an approach to each of them in terms of cognitive and behavioral procedures.

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