Mass Communication in Social Media through the Lens of Classical Theories

Abstract

This article explores the phenomenon of mass communication in the digital age through the lens of G. Le Bon’s classical ideas on crowd behavior. It examines how social networks have transformed traditional models of communication by creating a dynamic space of collective emotions, where processes such as emotional contagion, suggestion, and conformity take on new forms. The paper analyzes the role of the media in shaping public moods, managing audience attention, and influencing collective consciousness through the communicative strategies of charismatic leaders. These actors often manipulate emotions and narratives to achieve political or ideological goals, highlighting the growing power of mediated communication in the digital environment.

The study emphasizes that modern mass communication serves not only as a unifying force that connects individuals around shared ideas and values but also as a potential source of misinformation, radicalization, and the erosion of critical thinking. By comparing Le Bon’s theoretical concepts with Serge Moscovici’s interpretations, the article demonstrates how their ideas remain relevant for understanding contemporary mass movements, online activism, and digital polarization. It also argues that the mechanisms identified by Le Bon – emotional contagion, imitation, and suggestibility – are amplified by algorithmic media platforms that prioritize engagement over rational discourse.

The research concludes that fostering media literacy, ethical communication, and personal responsibility is essential for maintaining democratic values in the context of global information flows. The integration of collective solidarity with individual autonomy and critical awareness becomes a vital challenge for societies navigating the complexities of digital communication. Ultimately, understanding the psychological and communicative foundations of mass behavior in online environments allows for the development of more resilient, informed, and ethically grounded forms of public discourse.