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The study of how large populations behave specifically in the context of elections—how they form voting intentions, how they respond to campaigns, how they make final decisions. Electoral masses are a special case of democratic masses, focused on the periodic ritual of choosing leaders. The psychology of electoral masses explains why campaigns matter (they shape mood and focus), why debates matter (they create moments of collective attention), and why outcomes often surprise (masses are complex, not predictable). It also explains why elections feel so consequential even when individual votes don't matter—the mass experience is real, the collective decision is real, and being part of it, win or lose, shapes identity and belonging.
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