The phenomenon of online crowd psychology or the crowd effect can have both positive and negative implications, depending on how we understand and utilize it. Some individuals take advantage of this to manipulate public opinion and engage in unethical behaviors, while at times it can also be used to demand justice. Understanding and using social media correctly can bring about positive emotions and more valuable information.
What is the psychology of online crowds?
Social media is truly a remarkable advancement for humanity, offering countless unexpected conveniences for its users. With just a smartphone connected to the internet, you can connect with the entire world through social networking platforms such as Facebook, Instagram, Twitter, and more. Conducting business transactions, making friends, or even learning can all be accomplished through these channels.
The simplest understanding of crowd psychology on social media is the thoughts and emotions of an individual greatly influenced by a group of people online and collectively expressed. This psychology can be characterized by empathy, agreement, or, conversely, dissent. Both sides share their perspectives, which can lead to conflicts arising from contrasting viewpoints. All of this is manifested through social media platforms.
For example, when an issue arises on Facebook, such as a celebrity couple breaking up, there can be thousands of comments and hundreds of shares. When someone expresses empathy for this relationship, others may interact because they feel the same way. However, there may also be other groups who view the breakup as normal or even celebratory. Debates between these two groups can escalate, resulting in hundreds or even thousands of comments on that post.
In reality, the term “crowd psychology” on social media can be understood as the crowd effect, stemming from our own curiosity and inquisitiveness. For instance, when we come across an accident or an argument on the street, we tend to gather, pause, observe, and discuss. This habit has been further developed on social media, where with just one anonymous account, not tied to our real names, we can comfortably express opinions without fearing that others around us will know who we are.
Consider yourself and answer the following questions to determine if you exhibit the psychology of online crowds:
- Do you regularly use social media and leave comments on public pages?
- Do you provide a completely different opinion from previous comments?
- Do you eagerly participate when others recommend products, food, or places to visit?
- Are you willing to engage in a debate with a stranger who holds opposing views or comments?
- Do you feel afraid or anxious when expressing a contrasting opinion and being criticized by others?
- Do you feel delighted, satisfied, or happy when your opinions receive widespread agreement and support?
- Are you easily swayed by the majority’s opinion? For example, if someone posts pictures of a green flower and a red flower and asks which one is more beautiful, and you initially find the green one more appealing, but everyone else says the red one, do you become unsettled, hesitant to express your own opinion, and suddenly feel that the red flower is more beautiful?
If your answer is “yes” to all of these questions, it is highly likely that you are susceptible to the typical psychology of online crowds. You find interest in topics discussed on social media, invest a significant amount of time and attention into them, and may even lose sleep over debates on social media. Of course, the effects can be positive or negative depending on how you use and engage in these discussions.
The reasons behind the formation of crowd psychology on social media
If we take a closer look, crowd psychology is almost always observable in our daily lives, not just in the virtual world. Social media is a space for sharing and connecting or hiding oneself, but the feeling of fear and anxiety when confronted with negativity or going against the tide still persists. To alleviate these anxieties, following the crowd trend is often the primary choice.
Not everyone has the courage to go against the crowd, even in the virtual world
The reasons why we often tend to follow the crowd psychology effect on social media are as follows:
- Need for social integration: One of the factors that contribute to the formation of crowd psychology on social media is our desire to fit in and not be perceived as different by others, whether in real life or the virtual world. The need for social integration makes us overlook our own opinions and go along with the majority, and we often feel safe when we “blend in” with everyone else.
- Lack of conviction and selfishness: Individuals who lack decisiveness and a strong stance tend to easily sway and conform to the opinions of the crowd, even if it means changing their own views without considering whether they are right or wrong. They tend to go with the larger group, assuming that it is more advantageous for them.
- Social media is “virtual”: The crowd psychology effect is more pronounced on social media because it is a virtual platform. Individuals who exhibit this tendency often have introverted, shy, or hesitant personalities in real life, and they may not express their own opinions in their daily lives. While they may not necessarily present opposing views on platforms like Facebook or Instagram, they are more likely to comment in agreement with existing opinions without fearing repercussions.
- The power of the crowd: It is true that a single individual expressing an opinion may not receive much attention, acceptance, or consideration. However, when multiple people collectively support the same idea, it undoubtedly garners a significant amount of attention. The immense power of the crowd has been “exploited” by many in business campaigns and promotions, effectively capturing the attention of others.
Crowd psychology on social media – the positive and negative aspects
Thanks to the manipulation of crowd psychology, many people have succeeded in creating PR and marketing campaigns to serve their own purposes. Whether these purposes are good or bad, the more controversy they generate, the higher the success rate and the greater the interest from those seeking to understand these campaigns. In general, crowd psychology on social media is a double-edged sword, bringing both negative and positive aspects.
Positive influences
When applied correctly, the crowd psychology effect on social media can bring numerous positive outcomes for individuals engaged in business activities or those aspiring to become Key Opinion Leaders (KOL) with influence on social media. It is through this attention effect that many individuals have become overnight sensations based on their charismatic photos or intriguing moments.
Thanks to the viral effect of social media, many individuals have become famous and successful overnight.
For example, a newly opened restaurant that wants to attract attention can choose to create thrilling scenarios or hire Key Opinion Leaders (KOLs) to review their dishes and post them on social media platforms like Facebook, TikTok. By trending, they will undoubtedly receive a lot of attention from people. If the restaurant’s dishes are good, having a stable customer base and generating high revenue is not difficult.
Many individuals have become overnight sensations just by capturing an impressive moment that caught the attention of online users. One person shares it, others follow suit, and soon all the articles are focused on that individual. Within a short period, the personal pages of these individuals are filled with comments and followers, and the media also pays attention, turning them into overnight celebrities.
During the COVID-19 pandemic in 2021, community campaigns were launched to uplift the spirit of compassion among people, leveraging the psychology of the online crowd. This campaign was truly successful, attracting significant attention from the general public, spreading the spirit of unity and kindness. Everyone was commenting and sharing, and those who could afford it helped those in need. As a result, the COVID-19 situation in our country passed much more smoothly compared to other countries worldwide.
The development of social media has brought numerous benefits to users. Many meaningful and humanitarian endeavors have succeeded precisely because of the crowd psychology effect on social media. For example, when an emergency patient urgently needs blood, a simple post on social media platforms like Facebook can receive hundreds or thousands of shares. As a result, individuals with matching blood types in close proximity can easily come and donate blood to the person in need.
If crowd psychology on social media is used correctly and applied to humanitarian activities or civilized advertising campaigns, it can truly bring about many positive values. Many lives have been saved, numerous companies have avoided bankruptcy, and many individuals have completely transformed their lives thanks to the positive wave from social media.
Negative Influences
As mentioned, the influence of crowd psychology on social media is a double-edged sword, with both positive and negative aspects. Many individuals exploit the influence of social media to manipulate public opinion and engage in malicious behaviors. Countless people have succumbed to the pressures of social media, becoming overwhelmed and distressed due to the misunderstanding of public opinion, pushing them to a dead end.
The influence of public opinion on social media has pushed many people into a state of deadlock.
For example, some individuals who seek fame often choose to engage with “sensational” media. Instead of gaining recognition through their talents, they create dramatic scenarios to attract as much attention as possible, whether positive or negative. They may expose their partner’s infidelity, even if it’s not true, or live stream themselves insulting others and spreading uncivilized remarks to undermine others. The phenomenon of the online crowd psychology suddenly turns into cyber violence.
Moreover, for those who suddenly become famous, there are both supporters and individuals who envy them and dig deep into their imperfect pasts. As more people start following the initial person, there is also an abrupt backlash and “stone-throwing” directed at them. The unexpected pressure of fame can cause many individuals to become emotionally unprepared and disrupt their entire lives.
Similarly, many businesses and restaurants have been undermined and brought down by their competitors using unethical tactics, such as spreading rumors about the poor quality of their products. With just one unfounded exposé posted in a particular group, it quickly garners thousands of shares and disrespectful comments. Even if they provide evidence to prove the information false, many people still doubt it and believe they have manipulated public opinion.
In reality, numerous individuals are suddenly “attacked” on social media with untrue stories. We often only see one side of the issue but easily evaluate the situation based on the online crowd psychology and the trend among people. As a result, many individuals fall into anxiety disorders, develop a fear of crowds, or even contemplate suicide due to the negative pressure from social media.
One sad fact is that the current culture of using social media has not been fully elevated, especially when the users are mostly young people who lack awareness. Moreover, the allowance of fake information on social media has contributed to the uncivilized behavior of certain individuals, promoting the spread of negativity and inciting viewers to engage in uncivilized acts without fear of revealing their identities.
The frequent consumption and even idolization of figures like Khá Bảnh and Huấn Hoa Hồng on Facebook can have the most apparent consequences in terms of being influenced by public opinion. Many young people, after witnessing these online phenomena, have a distorted perception, believing that violence and using vulgar and uncultured language are necessary to resemble their “idols” and live authentically.
The act of conforming, joining in group behavior, and cyberbullying on social media also completely alters an individual’s life but in a negative direction. Victims of cyber violence gradually lose confidence in themselves, rob them of their dreams, and even their lives. However, there are still many individuals who choose to gain fame through scandals.
Limiting the consequences of crowd psychology on social networks
To mitigate the consequences of online crowd psychology, it is certain that even the creators themselves cannot fully anticipate all the repercussions. Particularly in this era of rapid internet development, where everyone, regardless of age, has their own social media account. The current age restrictions for social media usage are not sufficient to ensure complete control.
Learning how to filter information and using social media more intelligently is something that society as a whole needs to collaborate on.
However, currently, Facebook and the government have implemented some policies to control language and behavior on social media platforms in order to minimize undesirable negative impacts. For instance, the use of violent, gruesome language or imagery that can psychologically disturb others is prohibited. Individuals who engage in sharing or disseminating false information on social media can face administrative penalties as a deterrent, and if repeated, stronger measures will be taken.
Each of us is susceptible to the influence of the crowd, but we must learn to use social media in a more civilized manner, filtering out useful information with human values for absorption or sharing. When it comes to personal and unverified information that belittles others, it is crucial not to engage in commenting, sharing, or expressing agreement, and to refrain from fabricating falsehoods to avoid future consequences.
Furthermore, families and educational institutions should also be involved in promoting the responsible and civilized use of social media by young children, ensuring that they receive age-appropriate information. It is challenging to completely prohibit children from accessing the internet because the more it is prohibited, the more curious they become. Instead, parents should teach their children how to use and absorb information in a more civilized manner, unaffected by misleading or unethical language.
In general, whether we are influenced by online crowd psychology or not depends on our own inherent nature. If we have a good mindset and a benevolent soul, the negative impacts from the crowd cannot sway or undermine our principles. However, each individual needs to learn how to filter out positive and meaningful information rather than succumbing to excessive curiosity or participating in stories that involve prying or attacking the privacy of others, even if such information has been verified.
