Interpenetration of values and social practices between cultures, in the context of globalization is based on the economical interdependency of countries, on more effective transportation means, on the open communication and in massive mobilizations. The phenomenon of the masses or crowds has been subject of several studies, especially by the Social Sciences. Psychology, although, has contributed little in the discussion. One of the dimensions of this reality is the formation of new social movements that seek alternative models of support and organization, and have led, around the world, street mobilizations which surpass their original aims, like London Riots and Arab Spring. This article presents a history of the concept of masses, its approach as psychosocial construct, the development of the concept and the challenges to its research and application in brazilian Social Psychology.
globalization; mobilization; social identity; group processes; masses
