In The Masses: A Study of the Popular Mind, interpersonal theorist Gustave Le Bon gives historical insight into the political thinking of his era and will be offering timeless social commentary. Le Bon challenges the listener to contemplate how specific ideas switch – frequently to a destructive end – when employed in a establishing of groupthink. As technology and marketing communications enhancements make group formation easy and available for better or for worse, this book’s message is obviously one that will not be dropped in the crowd.