Expectant attention as a device to mobilize the masses: notes on Gustave Le Bon's electoral crowd

Abstract

This article aims to analyze the concept of "electoral crowd" based on the work The Psychology of Crowds by Gustave Le Bon (1841-1931), with a primary focus on understanding the dynamics of emotions that drive the actions of the masses. Throughout the work, Le Bon describes the psychological mechanisms that structure crowds and outlines the affective mobilization techniques employed by charismatic leaders. The electoral crowd, as a particular type of crowd, does not distinguish its psychology from that of other crowds described by the author: it shares the same characteristics of credulity, oversimplified emotions, and susceptibility to suggestion. However, its significance lies in the way political propaganda techniques are articulated to stimulate what is called "expectant attention." Expectant attention is a central concept in the proposed analysis, as it refers to the psychological disposition of the crowd to be affected by narratives, promises, and images that mobilize their immediate aspirations. It is a state of passive, emotionally charged expectation in which the masses, instead of weighing or critically evaluating the content received, are psychologically predisposed to accept what is offered to them by leaders. Although it is a fundamental concept for understanding the operational logic of political campaigns in modern democracies, we argue that expectant attention is, in some ways, neglected in more mainstream interpretations of Le Bon's work. In this sense, we assert that this concept forms the true link between psychological and primitive factors and the propaganda technique applied by the charismatic leader. The analysis further emphasizes the role of the leader's prestige, an element that constitutes one of the main forces of mobilization and domination. In the electoral context, prestige, often linked to wealth, acts as an operator of expectant attention, making the electorate even more susceptible to enchantment and the unquestioning acceptance of promises made. We critically discuss this Le Bonian perspective, pointing out how his description of the psychology of electoral crowds largely reflects the fears and anxieties of the political elites of his time, rather than providing a neutral analysis of the political capacities of the popular classes. Finally, the article proposes a reflection on the implications of the psychology of crowds for contemporary representative democracy.