The Psychology of Social Media

In his 1895 book "The Psychology of Crowds," considered one of the most important works in social psychology, French scientist Gustave Le Bon discusses the behavior of crowds and their influence on individuals and societies.

Le Bon points out that when an individual joins a crowd, they behave entirely differently than when they are alone. They become dominated by emotions and feelings rather than reason and logic, and are easily led to certain ideas and beliefs, especially if these align with their feelings.

Le Bon believes that leadership plays a pivotal role in directing the behavior of crowds, as leaders can exploit their feelings and emotions to achieve their goals. 

He also pays great attention to the role of images and symbols in shaping this behavior, asserting that they have a profound impact due to their ability to evoke strong emotions that influence individual behavior.

He speaks of "illusions" as ideas and beliefs that spread among crowds and influence their actions, even though they are not based on facts or logical evidence.

These illusions, according to Le Bon, stem from collective emotions and are often exploited by leaders or influencers to guide the masses toward specific goals. In this context, he says: "He who can create illusions and deceive the masses becomes their master."

If we were to apply Le Bon's theory to our contemporary reality, we would find that the behavior of the masses has not changed much, despite the change in venue. Crowds no longer gather in public squares or meeting halls, but rather convene by the thousands in the virtual world, via social media sites. Yet, they exhibit the same behaviors that Le Bon pointed out over a century ago.

When an individual engages on social media, they act based on emotion and momentary mood, and are swept away by intellectual and emotional waves, especially if these align with what they feel.

How many images, events, and videos have people strongly reacted to and sympathized with, garnering massive views, trending, and sparking waves of anger, indignation, or even fear!!

And how many people have suffered injustice and abuse due to the impulsiveness and haste of social media activists and users!!

And how many illusions, based on no logical or factual evidence, have been planted in people's minds, yet they follow, share, and believe in them as if they were self-evident truths!!

A colleague working in the judiciary told me about a recent crime that garnered public sympathy, putting intense pressure on security authorities to find the perpetrator quickly. After the arrest and the start of the investigation, it turned out that the truth was completely different from what people had imagined, and that the widespread sympathy was born of emotion, not reason.

This is the case in many issues, to the point where some state authorities issue decisions for no reason other than to appease the anger of social media users and absorb the waves of discontent that suddenly ignite and then fade, just as they erupt.

In conclusion: Social media sites, despite the freedom of expression and rapid access to information they provide, have often turned into an arena for angry mobs, governed by emotions and driven by illusions. If reason is not applied, and facts are not separated from rumors, we will be facing a "virtual state" ruled by emotion, whose members are led, as Le Bon described them: without awareness, logic, or deliberation.

In an era of crowded platforms, the responsibility remains both individual and collective: to investigate, to scrutinize, and to realize that behind every trend, there is a story that may not be as it is told.