Mass psychology, ideology and the impact paradigm

There are prominent factors in the voting behavior, attitude change and orientation of the masses. These elements can be described as mass psychology, ideology and influence paradigm. Therefore, the lives of the masses have been tried to be shaped or limited. This situation has been transferred to the masses with mass media and information with the developing technology. It has been revealed that political powers can influence the masses with their absorption ability of this information. However, the psychology of the audience also plays an important role. The tendencies and masochistic aspirations of the masses ensured the continuity and legitimacy of the leader and the political power. In this context, the attitudes of the masses towards the leader and power during the Second World War also mediated the emergence of certain theories. The communication formula developed by Harold Lasswell functioned in a mainstream way. This formula, which has a linear understanding, represents the beginning of the direct effect theory. In this framework, ideology has revealed that there may also be an indirect effect rather than a direct effect. The masses were evaluated in a passive structure in line with these elements. In the masses' voting, changing behavior or attitude, as well as the effect of the political power and the leader, their desire to be freed from their own freedom created an environment for them to be influenced and directed. Accordingly, it is explained in relation to primary sources and a detailed literature review; together with the political attitudes of the masses, the role of media influence, ideology, political power or leader on mass psychology.