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The study of how large populations behave as social entities—not just as collections of individuals but as emergent phenomena with their own dynamics, moods, and logics. Social masses develop their own culture (memes, language, values), their own history (shared memories, founding myths), and their own psychology (collective emotions, shared traumas). Understanding social masses means understanding that the whole is different from the sum of its parts—that a crowd can be angry even if most individuals aren't, that a nation can be hopeful even if most citizens are anxious. The psychology of social masses is the foundation of politics, marketing, and any endeavor that involves moving large groups of people in roughly the same direction.
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