سيكولوجية الجماهير

1. Crowds possess a collective mind distinct from individual thought.

The psychological crowd is a provisional being formed of heterogeneous elements, which for a moment are combined, exactly as the cells which constitute a living body form by their reunion a new being which displays characteristics very different from those possessed by each of the cells singly.

Emergent properties. When individuals gather to form a crowd, a new psychological entity emerges, one that is more than the sum of its parts. This collective mind exhibits characteristics that are not necessarily present in the individuals who compose it. The sentiments and ideas of all the persons in the gathering take one and the same direction, and their conscious personality vanishes.

Loss of individuality. The individual's conscious personality fades as they become part of the crowd. This is because the individual is no longer acting as an independent thinker but as a component of a larger, unified entity. This collective mind is temporary but has clearly defined characteristics.

Law of mental unity. This collective mind is subject to the "law of the mental unity of crowds," meaning that the crowd acts as a single being, with a shared focus and direction. This unity is not simply an average of individual opinions but a new, emergent phenomenon.

2. Unconscious motives and emotions dominate crowd behavior.

The conscious life of the mind is of small importance in comparison with its unconscious life.

Preponderance of the unconscious. Unconscious phenomena play a far greater role than conscious thought in determining the actions of crowds. Instincts, passions, and feelings, rather than reason, drive the collective behavior. The most subtle analyst, the most acute observer, is scarcely successful in discovering more than a very small number of the unconscious motives that determine his conduct.

Shared emotionality. Individuals in a crowd share a common emotional ground, which is largely unconscious. This shared emotionality overrides individual differences in intelligence or background. In the collective mind the intellectual aptitudes of the individuals, and in consequence their individuality, are weakened.

Mediocre qualities. Because crowds are governed by unconscious motives and shared emotions, they are incapable of acts requiring high intelligence. Stupidity, not mother-wit, is accumulated in crowds. The decisions of a crowd are no better than those of a gathering of imbeciles.

3. Crowds are impulsive, irritable, and easily swayed by suggestion.

A crowd is at the mercy of all external exciting causes, and reflects their incessant variations.

Lack of deliberation. Crowds are guided by unconscious motives rather than rational thought. They react impulsively to external stimuli, shifting rapidly between different sentiments and actions. A crowd is at the mercy of all external exciting causes, and reflects their incessant variations.

Suggestibility and contagion. Crowds are highly susceptible to suggestion, and emotions spread rapidly through contagion. A single suggestion can quickly take hold and direct the entire crowd's behavior. In a crowd every sentiment and act is contagious, and contagious to such a degree that an individual readily sacrifices his personal interest to the collective interest.

Absence of responsibility. The anonymity of the crowd diminishes individual responsibility, allowing people to act in ways they would not when alone. The notion of impossibility disappears for the individual in a crowd. An isolated individual knows well enough that alone he cannot set fire to a palace or loot a shop, and should he be tempted to do so, he will easily resist the temptation.

4. Images, words, and formulas are the tools to influence crowds.

They present themselves then in the guise of images, and are only accessible to the masses under this form.

Power of imagery. Crowds think in images, not abstract concepts. Orators must use vivid imagery to capture their attention and stir their emotions. The images evoked in their mind by a personage, an event, an accident, are almost as lifelike as the reality.

Emotional language. Words and formulas have a magical power to evoke images and emotions in the minds of crowds. The power of words is bound up with the images they evoke, and is quite independent of their real significance. Words like "democracy," "socialism," and "liberty" are potent symbols, even if their meanings are vague.

Simplification of ideas. Complex ideas must be simplified and presented in an absolute, uncompromising manner to be accessible to crowds. They present themselves then in the guise of images, and are only accessible to the masses under this form. These imagelike ideas are not connected by any logical bond of analogy or succession.

5. Illusions are more potent than truth in shaping crowd beliefs.

The masses have never thirsted after truth. They turn aside from evidence that is not to their taste, preferring to deify error, if error seduce them.

Need for illusions. Crowds crave illusions and are more easily swayed by them than by truth. Illusions provide hope and a sense of purpose, which are essential for collective action. To give to men that portion of hope and illusion without which they cannot live, such is the reason for the existence of gods, heroes, and poets.

Rejection of evidence. Crowds reject evidence that contradicts their beliefs, preferring to embrace errors that align with their desires. The masses have never thirsted after truth. They turn aside from evidence that is not to their taste, preferring to deify error, if error seduce them.

Social necessity of illusions. Illusions are not merely harmless fantasies; they are essential for civilization. They inspire great achievements in art, culture, and social progress. Without them he would never have emerged from his primitive barbarian state, and without them again he would soon return to it.

6. Leaders use affirmation, repetition, and contagion to control crowds.

The conciser an affirmation is, the more destitute of every appearance of proof and demonstration, the more weight it carries.

Affirmation. Simple, direct statements, repeated frequently, are the most effective way to implant an idea in the minds of crowds. The conciser an affirmation is, the more destitute of every appearance of proof and demonstration, the more weight it carries.

Repetition. Constant repetition of an affirmation reinforces its impact and eventually leads to its acceptance as truth. The thing affirmed comes by repetition to fix itself in the mind in such a way that it is accepted in the end as a demonstrated truth.

Contagion. Ideas, emotions, and beliefs spread rapidly through crowds via contagion, creating a shared sense of conviction. Ideas, sentiments, emotions, and beliefs possess in crowds a contagious power as intense as that of microbes.

7. Prestige is the cornerstone of influence over crowds.

Prestige in reality is a sort of domination exercised on our mind by an individual, a work, or an idea.

Definition of prestige. Prestige is a form of domination that paralyzes critical thinking and inspires awe and respect. Prestige in reality is a sort of domination exercised on our mind by an individual, a work, or an idea.

Acquired vs. personal prestige. Acquired prestige comes from external factors like wealth, title, or reputation, while personal prestige is an inherent quality of certain individuals. Acquired prestige and personal prestige. Various examples—The way in which prestige is destroyed.

Power of prestige. Prestige is the foundation of all authority and influence over crowds. Neither gods, kings, nor women have ever reigned without it. The crowd demands a god before everything else.

8. Race and tradition are the bedrock of a nation's fixed beliefs.

Traditions represent the ideas, the needs, and the sentiments of the past.

Racial influence. Race is the most powerful factor shaping a nation's character, beliefs, and institutions. The changes they can effect in their traditions with any ease, merely bear, as I have often repeated, upon names and outward forms.

Tradition as synthesis. Traditions embody the collective wisdom and experiences of past generations, exerting a strong influence on the present. Traditions represent the ideas, the needs, and the sentiments of the past.

Conservatism of crowds. Crowds cling tenaciously to traditional ideas and resist change. It is precisely crowds that cling the most tenaciously to traditional ideas and oppose their being changed with the most obstinacy.

9. Institutions and education have limited power to alter crowds.

Institutions have no intrinsic virtue: in themselves they are neither good nor bad.

Institutions as effects. Institutions are the product of a nation's character, not the cause of it. They are effects, not causes—Nations are incapable of choosing what appear to them the best institutions—Institutions are labels which shelter the most dissimilar things under the same title.

Ineffectiveness of instruction. Instruction alone cannot fundamentally change men's instincts or passions. It is not in institutions that the means is to be sought of profoundly influencing the genius of the masses.

Importance of practical training. Professional instruction and practical experience are more valuable than rote learning in developing intelligence and character. The professional instruction which all enlightened minds are now demanding was the instruction received in the past by our forefathers.

10. Electoral success hinges on prestige and emotional appeals.

The elector stickles in particular for the flattery of his greed and vanity.

Prestige is paramount. A candidate's prestige is more important than their talent or even their policies. It is of primary importance that the candidate should possess prestige.

Emotional manipulation. Candidates must appeal to the emotions of the electorate, flattering their desires and demonizing their opponents. The elector stickles in particular for the flattery of his greed and vanity.

Power of committees. Election committees wield significant influence over voters, often dictating their choices. France is governed to-day by the election committees.

11. Parliamentary assemblies mirror crowd dynamics.

In parliamentary assemblies we have an example of heterogeneous crowds that are not anonymous.

Crowd characteristics. Parliamentary assemblies exhibit the same characteristics as other crowds, including intellectual simplicity, suggestibility, and the influence of leaders. In parliamentary assemblies we have an example of heterogeneous crowds that are not anonymous.

Influence of leaders. A few dominant leaders control the opinions and votes of the assembly. The role of the leaders—The reason of their prestige—They are the true masters of an assembly whose votes, on that account, are merely those of a small minority.

Exaggerated sentiments. Sentiments, both positive and negative, are amplified in parliamentary settings. The exaggeration of the sentiments, whether good or bad, of assemblies—At certain moments they become automatic.

Last updated: February 10, 2025