
Serbian: 
Gistav Le Bon je bio stručnjak u mnogim oblastima, od medicine, do psihologije i fizike.
Najpoznatiji je po svojoj knjizi "Grupa: Studija o popularnom mišljenju", koja objašnjava
psihologiju gomile i zašto se ljudi drugačije ponašaju kada su u grupi.
Gomilu čini grupa ljudi sa istom ideologijom, verovanjem ili idejom.
Ipak, odlike grupe se daleko razlikuju od karakteristika
individua koje je čine.
Le Bon kaže da kada se ljudi nalaze u gomili, tad se ponašaju manje civilizovano.
Dok se osoba prikladno ponaša kada je van gomile, unutar nje se ponaša kao varvarin,
reagujući instinktivno.
Ove odlike gomile imaju tri uzroka.
I ako ste ih svesni, možete koristiti  određene tehnike za manipulaciju takvim grupama
i uticati na njihovo ponašanje.

English: 
Gustave Le Bon was an expert in many different
subjects from Medicine to Psychology to Physics.
He is best known for his book, The Crowd:
A Study Of The Popular Mind, which explained
crowd psychology and why people behave differently
in groups.
A crowd is a group of people united by a common
ideology, belief or idea.
However, the characteristics of the crowd
are far different from the characteristics
of the individuals within it.
Le Bon said that when part of a crowd, the
individual becomes less civilised.
Where a person may be cultured outside of
a crowd, when part of it they act like a barbarian,
behaving on instinct.
These crowd characteristics are produced by
three causes.
By being aware of these causes, techniques
can be used to intentionally manipulate crowds
to behave in a particular way.

English: 
This has been used in the fields of business
and politics in the past, with many questioning
whether it is ethical to do so.
In the summer of 2011, I watched on television
as thousands of people rioted in towns and
cities across England for nearly a week.
Many shops and businesses were destroyed as
a result of arson and looting.
People behaved like this in a crowd but why
did they not behave like that when they’re
on their own?
For some it would be a question of morals.
For others, it would simply be due to the
fear of being arrested and jailed.
Le Bon argues that when in a crowd, the anonymity
that the crowd provides the individual (due
to the large numbers), means that they lose
their fear of the consequences as well as
their moral responsibility.
This temporary feeling of invincibility causes
them to be unable to restrain certain instincts
that they otherwise would.

Serbian: 
One su u prošlosti korištene u poslovnom svetu i politici i ostavljale pitanje
da li je etički upotrebljavati ih.
Leta 2011. sam gledao na televiziji kako hiljade ljudi jurišaju gradovima
Engleske skoro nedelju dana.
Mnoge prodavnice i preduzeća su uništeni u podmetnutim požarima i masovnim krađama.
Ako su se ljudi na ovaj način ponašali u gomili, zašto to nisu radili
van nje?
Za neke bi to bilo pitanje morala.
Drugi su se jednostavno bojali da će ih uhapsiti i zatvoriti.
Le Bon tvrdi da gomila obezbeđuje individui anonimnost (zbog
prevelikog broja ljudi), i zbog toga gubi strah od posledica kao i
sopstvenu moralnu odgovornost.
Ovo privremeno osećanje nepobedivosti  uzrokuje nemogućnost da se obuzdaju pojedini instinkti
koji bi se inače suzbili.

English: 
In February 2013, a man in China started selling
cans of fresh air for $0.80 due to the bad
pollution in the country at the time.
Despite admitting that the canned air was
a light-hearted stunt, in ten days he managed
to sell ten million cans.
In a previous video, I spoke about how in
the Netherlands in the 1600s, tulips were
seen as a symbol of status.
The value of tulips rose so high that people
were spending their life savings on tulip
bulbs simply because everyone else was buying
them, which resulted in a large amount of
money lost when the prices eventually crashed.
Both these stories are examples of fads, as
a result of contagion.
In a crowd, Le Bon believed that every act
is contagious, to a point where an individual
will sacrifice his personal interest for the
interest of the crowd.
Fresh air in a can was a nonsensical fad and
buying a can of fresh air was a nonsensical
act that an individual would not do on their
own.

Serbian: 
Februara 2013. je čovek iz Kine prodavao limenke svežeg vazduha za 80 centi zbog
prevelikog zagađenja vazduha u tom periodu.
Iako je priznao da se radi o bezazlenoj šali, za samo deset dana je uspeo
da proda 10 miliona limenki.
U prethodnom klipu sam govorio kako su u Holandiji u XVII veku lale
smatrane statusnim simbolom.
Lale su toliko cenjene da su ljudi trošili svoje životne ušteđevine na njih
samo zato što su ih svi kupovali što je rezultiralo velikim
gubicima novca kada je cena konačno pala.
Obe ove priče su primeri senzacija koje su prouzrokovane zaraznim ponašanjem unutar grupe.
Le Bon je verovao da je u grupi svako ponašanje zarazno, do te mere da će individua
žrtvovati svoj lični interes zarad interesa grupe.
Svež vazduh u limenci i njegovo kupovanje je bilo nerazumno ponašanje
koje individua nikad ne bi sama učinila.

Serbian: 
Ipak, u gomili, čak i nerazumni postupci postaju zarazni.
Reč demagog je nastala u Antičkoj Grčkoj.
Potiče od reči "demos" koja označava narod i "agogos" koja znači vođa.
U XX veku su postojali brojni primeri demagoga koji su imali moćan uticaj
na grupe što su dugovali svojoj sugestivnosti.
Pretvarali su čitave narode, koje su činile individue bez ikakve namere da ikad ubiju
drugo ljudsko biće, u nemilosrdne i nehumane gurajući ih u brutalnost.
Mentalitet rulje koji je nastao je pretvorio gomilu ljudi u zaslepljenu, okrutnu i genocidnu hordu.
Le Bon je tvrdio da nakon nekog vremena provedenog u gomili, individua
ulazi u stanje slično hipnozi gde je opčinjena vođom grupe.
 
Moć i uticaj koje imaju vođe ovakvih grupa mogu dovesti do stravičnih nedela.
Vođe mogu da izazovu određeno osećanje ili stav grupe ljudi.
I grupe tada često takve kolektivne misli sprovode u delo.

English: 
However, when part of a crowd, even irrational
acts become contagious.
The word “Demagogue” was born in ancient
Greece.
It comes from the words “demos” meaning
the people, and “agogos” meaning leader.
In the 20th century, there are many examples
of demagogues who had a powerful influence
over crowds due to suggestibility.
They have transformed a nation of individuals,
most of which had no intention of ever murdering
a fellow human being, to act ruthlessly and
inhumanely by pushing for brutality.
The mob mentality that arose turned the crowd
into a bigoted, vicious and genocidal horde.
Le Bon claimed that after being part of a
crowd for a period of time, the individual
enters a state, similar to being hypnotised,
where they are mesmerised by the leader of
the crowd.
The power and influence that leaders of these
crowds have can lead to terrible atrocities.
The leader can influence the crowd to think
and feel a certain way.
The crowd then often turns those thoughts
into acts.
