Mass leadership means trying to lead or instill ideas, concepts, theories, many times that lead to certain actions or behaviors in thousands, hundreds of thousands or millions of people who lose their identity as a person, family and/or community and by adopting these behaviors together become an entity, a mass.
Individuals together who adopt the same behavior remain anonymous, relegate their critical thinking capacity, their experiences, and intuition to adopt or form ideas transmitted through leadership. When people transform en masse, they believe that they do it for their own good, that they will obtain a benefit for their lives in the short or long term, and for this reason they subordinate themselves to the dictates of a leader (or several) (who can be a person , political party, group or companies) that thinks for him many times and in the long run orders and imposes ways of thinking, behaving and living.
The masses have been led in the 20th century (and continue to be) in various ways and through different types of leadership.
The media. They exercise leadership in the masses every time they announce a new Hollywood movie (even if they are all the same) and they announce that it has broken sales records at the box office, all people believe that they should go see that movie that they do not want to be less and that if they ask him, he wants to comment that he has seen it or that he will see it. Maybe the movie was a flop but by constantly announcing that it’s a success, people are drawn in, like they want to be a part of that success. The media exert leadership in the masses and make people feel that the messages are good for them, so people see that other individuals also adopt the behaviors that the media wants them to adopt, so they consider it will be good for them too.Martin Luther King. In the 1960s he was a leader speaking out for black rights in America. Many followed him, he gave speeches and little by little hundreds of thousands of blacks listened to his speeches and adopted the ideas he proposed, such as schools for whites and blacks and shared buses. The pressure of the masses that followed Martin Luther King managed to produce political and social changes in favor of the black population of the United States.