The Individual and the Crowd: Nietzsche's Take

When I was in college studying philosophy, I purchased a copy of Friedrich Nietzsche's Beyond Good and Evil. When I got home I noticed something unusual about the book. It began on page 16, then went to pages 15, 14, 13 etc to the Title Page. It was a most unusual way to read a book, I thought. 

Several years later I worked briefly in a printshop that published books and discovered how that error occurred. The way books are assembled involves printing sheets of paper with 12, 16, 24 or 32 pages on a sheet (with printing on both sides) which is then folded into what are called signatures. These are then collated so that they can be assembled in their proper order by another machine which stitches them together after which they are trimmed and boxed. 

For whatever reason, the publishing house somehow got the first signature backward, thereby creating a "memorable moment" with regards to Nietzsche.

I am in no way going to agree with everything Nietzsche wrote, or what has been attributed to him, but he's certainly been an acute observer of human nature. He also wrote with a keen wit and pointed pen. I say this as a preface to a few comments he made on individuals and crowds.

There is a tension that runs through human history, one that never quite goes away. It is the tension between the individual and the crowd. Because we live in social relationships with others, what happens when our private beliefs are out of sync with the dominant belief systems?

Nietzsche saw it clearly. In Beyond Good and Evil, he wrote, “The individual has always had to struggle to keep from being overwhelmed by the tribe.” It is a simple observation, but one that carries more truth than we might like to admit.

As social creatures, we long to belong. The pull of the group—whether it be political, cultural, or ideological—is powerful. It offers identity, approval, and a ready-made way of seeing the world. To stand apart can be costly, especially today.

Nietzsche presses the point further: “Madness is rare in individuals—but in groups, parties, nations, and ages it is the rule.” Fifty years later the world experienced global tremors as a result of the national madness of the Third Reich. 

Crowds do not merely amplify ideas; they intensify them. They simplify, reduce, and often distort. What might seem unreasonable to a lone person can, in the momentum of a group, begin to feel not only acceptable, but necessary. 

This is where the work of Gustave Le Bon comes into play which I wrote about earlier this past month. In that particular blog post I was addressing crowd behavior, especially mobs. But there is a subtler aspect to crowd pressures on individuals. That is, the expectations of peers. In high school you may have been expected to go to college. As a result, many go who really aren't ready or aren't even college material. Their reward is not career success but rather the handicap of college debt. 

And today, peer pressure can come from people we've never met other than through their handles on social media. 

Expectations driven by peer pressure can cloud one's thinking. When we make life decisions based on what others expect of us, we can spend a lot of time kicking ourselves afterwards.

Nietzsche makes another observation that can be unsettling: “He who cannot obey himself will be commanded.” Self-mastery is not a popular idea. It requires discipline, reflection, and a willingness to stand alone when necessary. And a willingness to be misunderstood.

Without a sense of calling or purpose, we become susceptible—open to being shaped by whatever voice speaks the loudest or the most persuasively. Hint: God speaks in a still, small voice.*

The crowd isn't always wrong, but it is rarely careful. To live thoughtfully requires a kind of resistance—not rebellion for its own sake, but the quiet work of examining what we believe and why. It means holding fast to conscience, even when it is inconvenient.

In the end, the question is not whether we will be influenced. We all are. The question is whether we will be governed from within… or from without. 

*1 Kings 19:11-13

A Warning from Gustave Le Bon's The Crowd: A Study of the Popular Mind

"The masses have never thirsted after truth. Whoever can supply them with illusions is easily their master; whoever attempts to destroy their illusions is always their victim."
--Gustave Le Bon

I have long been interested in the subject of crowds and mass movements, perhaps stirred in part by having come of age during the antiwar Vietnam protest era. In my second semester I took a sociology class related to this theme (mass movements, not Viet Nam).

Gustave Le Bon's The Crowd: A Study of the Popular Mind (1895; often subtitled The Psychology of Revolution in later editions) is a seminal work in social psychology. Le Bon argues that individuals in crowds lose rationality, descending into a collective mind driven by emotion, suggestion, and impulsivity. I witnessed this first-hand on two occasions while in college, the first during the Mayday protests in Washington D.C., 1971. The second was at Ohio University. 

I remember a hilarious Dave Berg cartoon in Mad Magazine in which four self-conscious teen-aged boys of the "Aw shucks" variety are hanging out. Once together they are suddenly hoisting a battering ram to break into a house where there's a party of girls. Berg's amusing cartoon illustrates how we often change when part of a group.

What is a crowd? Gustave Le Bon described it as a group of people brought together by a shared idea or belief. But this shared belief isn’t necessarily formed through careful thinking or by weighing evidence. Instead, crowds tend to accept ideas quickly and emotionally, often using them as motivation for action—sometimes even radical action.

According to Le Bon, when a person becomes part of a crowd, something changes inside them. They no longer think or act the same way they would on their own. In a real sense, they stop functioning as an independent individual and begin to take on the mindset of the group.

Crowds can become barbaric, credulous, and led by simplistic ideas, images, and prestige rather than logic, Le Bon correctly observes. He classifies crowds as heterogeneous or homogeneous, explores leaders' manipulative role via affirmation, repetition, and contagion, and applies this to revolutions (e.g., French Revolution), warning of democracy's risks from mass irrationality. His writings influenced both Freud, and Hitler, as well as modern crowd control.  

Le Bon argues that "when societies decay, it is always the masses that bring about their downfall. This is a controversial but thought-provoking idea, especially in today’s era of viral outrage and mass protests."*

Critique

Le Bon's insights on suggestibility and deindividuation prefigure modern psychology (e.g., Leary's deindividuation theory) and remain relevant in analyzing mobs, social media echo chambers, or populist movements. Deindividuation explains how people in groups or anonymous situations can lose their sense of individual identity and self-awareness, leading to reduced inhibitions, less accountability, and behavior that deviates from personal or social norms—sometimes impulsive, aggressive, or antisocial. LeBon's emphasis on emotional contagion explains rapid idea spread.

Critics, however, say the work is pseudoscientific: anecdotal, elitist, and racist (portraying "inferior races" as crowd-prone). They also say it overgeneralizes, ignoring rational crowds (e.g., protests achieving reform) or positive collective action. Deterministic and anti-democratic, it influenced authoritarian propaganda. Empirically weak by today's standards—no data, experiments—but historically pivotal for understanding group dynamics' dark side. Having witnessed the manner in which crowds can seduce people into abandoning common sense, I would suggest that LeBon was to some degree on target with his own early observations.

* Tapan Desai

The Art of Artifice: Capitalism and the Events Industry

My first trip to Las Vegas was in 1991. I'd gone to attend a trade show on trade shows at Bally's Convention Center. It was highly informative. For two days my boss and I attended workshops and walked the show floor, absorbing everything we could learn. 

One thing we observed was there seemed to be three pricing tiers in the booth business, just like McDonald's, except that instead of 1, 2 and 5 dollar prices, these structures we priced 5, 50 and 200.... thousands. If you had the money, there was no limit to how much you could spend once you had consultants and architects paid off.

In a similar vein, there was a wide variety of talent you could purchase for you show booth. There are national organizations with models who you can hire for the duration of your show.  Kelly Girls is one such organization, but an internet search will unearth others. There are also magicians you can hire to draw crowds. Who doesn't enjoy a good magic show? This is where the "almost famous" end up, I suspect. 

There are also look-a-likes of famous people whom you can rent to work your booth. A smiling Michael J. Fox stepped over and shook my hand. A veritable twin. Same mannerisms, too. Ever wonder what actors' doubles do when the actor is not working? Yep. You can probably rent him to attract people to your booth. And for a price, you can even have the real person, if you have the bucks.

All these memories came to mind when I saw an email this week about a company called Crowds On Demand. Having been an extra in a Hollywood film, I'm aware that when movies need lots of people for crowd scenes they have systems in place to recruit them. Were you aware that there are systems in place for manufacturing crowds in real life? 

Here's their sales pitch:

"Are you looking to create a buzz anywhere in the United States? At Crowds on Demand, we provide our clients with protests, rallies, flash-mobs, paparazzi events and other inventive PR stunts. These services are available across the country in every major U.S city, every major U.S metro area and even most smaller cities as well. We provide everything including the people, the materials and even the ideas. You can come to us with a specific plan of action and we can make it happen. OR, you can approach us with a general idea and we can help you plan the strategy then execute it."
https://crowdsondemand.com/

Next I learned about another group called Demand Protest. Here's info gleaned from their site.

We are strategists mobilizing millennials across the globe with seeded audiences and desirable messages. With absolute discretion a top priority, our operatives create convincing scenes that become the building blocks of massive movements. When you need the appearance of outrage, we are able to deliver it at scale while keeping your reputation intact.

Demonstrations

We develop, recruit, manage, and execute on your high-level objectives. Our trained operatives can lead entire crowds or simply steer events in your favor.

Movements

We have the proven expertise required to expertly shape political, corporate, or public health perceptions.

Intelligence

Our operatives can embrace and steer existing organizations, providing you valuable insights about those involved and their future actions.

Training

Our strategists can train your organization in our methods of creating effective demonstrations and design the situations that will deliver your goals.

Website: www.demandprotest.com

https://www.demandprotest.com/?fbclid=IwAR0A6p6AmfcudnVvNIlJCdcziBZ3seSf_b1e2H1CoCC2-ROz9BIye3vXeOs

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When I was growing up I remember being told once, "Don't believe everything you hear." When the Internet came along, we were told, "Don't believe everything you read on the Net." As time went on, this misinformation was given a name: Fake News.

When I read about these two groups--Crowds On Demand, and Demand Protest--it causes one to question the things we are seeing in real life. What is really happening? Who is manipulating whom? Both of these organizations claim to be skilled at influencing public opinion. That is how they set their prices. Purportedly they are able to deliver on their promises.

How does this make you feel when you read these websites and then watch today's news?

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Related Link

He Who Controls the Narrative Controls the People

Photo at top of page by Rob Curran on Unsplash